Beauty communications agency SEEN Group has launched its first diverse micro-influencer network, dubbed “Community x SEEN,” in the United States following success in the United Kingdom.

As consumers become more socially conscious when it comes to brand loyalty and are seeking more transparency from brands and retailers, Community x SEEN aims to connect “real beauty fans”—not just the impossibly beautiful—with major beauty brands they otherwise wouldn’t be able to reach, according to a media release from the company.

The inspiration came from the grassroots demand of diverse beauty enthusiasts looking to have their point of view represented in the community, as well as to share insights, beauty tips and recommendations and connect with both like-minded consumers and the brands that they’re investing in.

For brands, Community x SEEN is an evolving tool to keep a step ahead of emerging trends and offers the opportunity to connect directly with beauty enthusiasts to inspire content creation, as well as glean first-hand insights and testimonials from the highly engaged audience while building an authentic army of brand advocates.

“The face of beauty is changing and rightly becoming increasingly diverse and inclusive,” said Natasha Hulme, global strategy director for SEEN Group. “There is a new type of beauty micro-influencer who fans recognize as ‘being like me,’ which gives them an authenticity and trusted expert status that may not automatically follow from other influencers with huge followings.”

Hulme added: “In return, major beauty brands get to talk directly with real beauty fans from all walks of life and stay ahead of new trends in the market while building a grassroots army of advocates who are genuinely choosing to use their products.”

Community x SEEN also offers access to consumer data and insights that can help a brand’s wider marketing strategy and support higher ROIs. 

Hulme said Community X SEEN launched in the U.K. one year ago and has seen impressive engagement levels and both brand and consumer demand, convincing the agency to launch the concept in the U.S.

Melissa Sansone, Vice Presidentfor Beauty SEEN in New York, said: “We will offer Community x SEENto our full roster of U.S. clients, which include Tatcha, Byredo, Pai Skincare, SinfulColors, Shiseido Fragrances and CND… The clients gain exclusive access to a hyper-segmented community of micro-influencers whom they can call upon for seeding, market research, content creation and influencer campaigns, and SEEN’s community has the chance to partner with industry leaders to have their unique voices heard.”

To be part of the community, members must be beauty enthusiasts that produce high-quality content with a unique point of view. Brands can then draw upon these unique skill sets and perspectives for creative campaigns. Members of the community are segmented into categories based on their interests, platform, location, age and more, which allows brands to be highly targeted when seeking out influencers to work with, ensuring a good fit for the brand’s audience.