What do you get when you combine razor-sharp humour, social-first instincts, and a refusal to play by the rules?
An equal-parts entertaining, and practical, deep dive into brand building on social today.
This week, Verity sits down with Gabriel Gomez (Head of Social & Community @ MCoBeauty (US), Creator & Speaker) to explore how one of Australia’s most-followed beauty brands is winning the US market. Spoiler alert: it’s by moving fast, listening closely, and making the right kind of noise online.
Turn this episode on and up to learn how to:
Spot and Scale the Right Cultural Moments, Without 10 Approvals & a Deck: Gabe shares how MCoBeauty gets from idea to action in minutes, thanks to lean teams, shared instincts, and a refusal to overthink the feed.
Build Campaigns with Cross-Functional Input (Without Slowing Things Down): Gabe’s approach flips the usual script: involve people early, keep ideas fluid, and trust that great strategy can come from any level of the org.
Choose Creators Based on Connection, Not Clout: Whether it's scouting emerging talent or inviting creators into the concepting process, Gabe breaks down how MCoBeauty treats creators like consultants, not content machines.
Balance Viral Chaos with Brand Clarity (and Still Forget the Playbook): Social’s a sprint, but that doesn’t mean strategy gets lost. Learn how MCo blends brand consistency with bold, off-script moves that actually land.
Build a Fast-Moving, Emoji-Powered Social Culture that Thrives Under Pressure: From skipping the decks to celebrating team wins with emphasis, Gabe shows how to lead a social team that runs on energy and impact.
Decide What’s a Green Flag (and What’s a Giant Red One): In a rapid-fire game, Gabe shares exactly how he filters pitches, rates brand behaviour, and why he’s definitely deleting your “$50 and a lipstick” offer.
Plus: you’ll hear why TikTok is their #1 Advocacy driver, how Gabe spots red-flag creators, and the surprising platform he opens first every day.
His advice is fast, fresh, and unapologetically honest – just like the brands that win on social now.
Chapters
00:00 – Gabe Gomez & the MCoBeauty Mindset
03:00 – Why Dupes, Not Decks, Drive Beauty Culture Now
07:00 – Crashing Trends & Creating Chaos: Moving at the Speed of Social
12:00 – F*** the Playbook: Balancing Strategy with Spontaneity
17:00 – Creators as Consultants: Rethinking Influence & Partnerships
22:00 – The Green Flag / Red Flag Game: What Brands Get Wrong (and Right)
32:00 – Why TikTok’s Driving Advocacy, And Instagram Isn’t
36:00 – The Platform Breakdown: What’s Working, What’s Next
41:00 – How to Really Build Brand Advocacy (It’s Not a Coupon Code)
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