Why Gerard Cosmetics Has Stood The Test Of Time In The Beauty Industry

By Cody Jay, CEO of The Social Nexus Agency

I’ve been in the beauty and influencer marketing world long enough to see trends explode overnight and disappear just as fast. Brands come and go all the time, especially in an industry that thrives on what’s new, what’s viral, and what’s “hot right now.” But every so often, there’s a brand that doesn’t just make a splash, it builds a foundation.

Gerard Cosmetics is one of those rare brands.

They’ve not only lasted, they’ve evolved, stayed relevant, and grown stronger with time. And as someone who’s worked closely with the brand, watched the industry shift, and helped brands scale their visibility, I want to break down why Gerard Cosmetics continues to thrive when so many others fade away and close down.

1. It Starts With Leadership That Gets It

One of the biggest reasons Gerard Cosmetics has stayed relevant is because of its founder, Jennifer Gerard . She’s one of the most authentic, forward-thinking leaders I’ve worked with. Jen understood the power of social media before most brands even had Instagram accounts. She saw the potential in creators and content when influencer marketing was still in its infancy. She was ahead of the times when it came to influencer partnerships, including utilizing men in the beauty space when others shyed away.

What really sets her apart, though, is that she actually listens. Whether it be to customers, to creators, to feedback. She’s not afraid to pivot, test new ideas, and take real risks. That kind of leadership is what keeps a brand from getting stale. Jen’s connection to the community isn’t manufactured. It’s real. And in today’s market, that’s everything. It's one thing to bring in new customers, but it speaks volumes when so many orders come in from past customers. That shows that the brand has created a lasting impression and that the products resonate with those previous customers.

2. The Products Actually Work

This sounds obvious, but it’s worth saying: Gerard Cosmetics makes products that perform. People love the Slay All Day Setting Spray for a reason. The HydraMatte Liquid Lipsticks are still some of the most comfortable and long-wearing on the market. These aren’t gimmicky formulas or one-hit wonders, they’re staples. And we of course can't forget the iconic Clean Canvas Full Coverage Concealer.

The brand doesn’t just chase trends like many others, it focuses on creating products people actually want to use over and over again. And let’s be real, in the age of TikTok, where the hype cycle is lightning-fast, it takes a solid formula to keep people coming back.

3. They Were Early to the Influencer Game

Before every brand was throwing PR boxes at creators, Gerard Cosmetics was already building meaningful relationships. They didn’t just send product and hope for the best. They worked with creators to build affiliate opportunities, curated bundles, and mutually beneficial partnerships.

That wasn’t common at the time. In fact, they helped shape what influencer marketing looks like today. Even now, they continue to create space for up-and-coming creators to grow alongside the brand, not just as billboards, but as collaborators.

4. They’re Not Chained to Retail, and That’s a Power Move

Because Gerard Cosmetics is independently owned, they’re able to make quick decisions and test new things without layers of red tape. Their focus on direct-to-consumer sales, whether that’s through their own site, TikTok Shop, or affiliate programs, gives them flexibility a lot of bigger brands don’t have.

They can launch exclusive bundles, run high-impact sales, and shift with the market in real time. That kind of agility is a major reason they’ve been able to adapt when platforms, trends, or consumer behavior change.

5. There’s Purpose Behind the Brand

One of the reasons I continue to advocate for Gerard Cosmetics as a partner and a brand is because they care. And I don’t mean that in a non-chalant way. Whether it’s supporting past or present service members, minority groups, the LGBTQ+ community, or just being intentional about who they uplift in their campaigns, there’s a genuine heart behind everything they do.

They don’t lean on shock value or trend-chasing to stay relevant. They lead with impact. That’s a big part of why they’ve built such a loyal customer base. People feel seen and heard, not just sold to.

6. Consistency is the Quiet Superpower

A lot of brands burn out because they’re constantly reinventing themselves to stay visible. But Gerard Cosmetics has found a rhythm. Their brand voice, product lineup, and customer experience are consistent, and that kind of reliability builds trust. People know what to expect when they shop, and that’s rare in a space where brands are always trying to be everything to everyone. They innovate without losing their identity. That’s a balance very few brands can pull off.

Final Thoughts

Longevity in the beauty industry isn’t luck. It’s strategy, consistency, leadership, and a whole lot of heart. Gerard Cosmetics continues to grow because they’re not trying to be the loudest brand in the room. They’re focused on being one of the most trusted.

As someone who’s watched the brand evolve from the inside, I can confidently say this, Gerard Cosmetics isn’t just still standing. They’re thriving. And they’re only getting started.

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Cody Jay, CEO of The Social Nexus Agency