Holiday marketing is a blood sport. Ad prices climb, attention drops, and most brands fight for the same feed. That is why Substack is suddenly smart business. The move by fashion and beauty names to build direct lines to customers now, not later, makes sense.
My view is simple: email-first publishing beats rented reach when the stakes are high. Social platforms throttle, algorithms wobble, and paid channels get crowded. A newsletter with voice, trust, and a clear point of view can cut through the holiday noise better than a spray of paid placements.
“Brands including Rare Beauty and M.M.LaFleur are making Substack an important part of their marketing mix during the busiest — and, for many, the most lucrative — time of the year.”
The Case for Substack Now
Substack offers more than a place to send promotions. It is a stage for brand storytelling. It rewards consistency, not just spend. That is the edge brands need during peak season.
Rare Beauty knows its audience cares about values, mental health, and real people. That message lands better in a letter than a pre-roll. M.M.LaFleur sells a lifestyle around work, polish, and ease. A thoughtful note with outfit advice and honest takes can inspire more than a banner ad. These are not hacks. They are advantages tied to format.
Substack also invites conversation. Comments and replies help brands listen, not just blast. That feedback loop can steer merchandising and messaging on the fly. During high-stakes weeks, small adjustments matter.
What Works On Substack
Readers will not tolerate thinly veiled ads. They open emails for utility, intimacy, and voice. Brands that treat the inbox as a relationship, not a receipt, win.
- Lead with value: tutorials, styling tips, routines, and behind-the-scenes notes.
- Use a steady cadence, not daily noise. Reliability builds habit.
- Give the founder or editor a real voice. Polished, but human.
- Reward subscribers with early access or small surprises.
- Link to commerce sparingly, at natural moments.
These moves turn readers into a community, not just a file of buyers. That is the difference between short bursts and durable lift.
But What About Email Fatigue?
Yes, inboxes are packed. Yes, some people tune out. That does not kill the channel. It punishes lazy content. The problem is not email; it is forgettable writing.
There is also the risk of platform dependency. Substack is a host, not a home. Brands should export lists, build parallel sends, and keep their site as the anchor. But the upside remains: discovery through the Substack network, easy publishing tools, and an audience trained to read long-form content.
Some will argue that TikTok or Instagram has more reach. They are right about raw scale. They are wrong about control. When the calendar turns to revenue, control matters more than clout.
Proof Is In The Voice
A great holiday newsletter looks like a trusted friend with taste. It says, “Here is what I would buy, and why,” not “Here is a discount code.” It explains the choice behind a formula or a fabric. It tells a short story about design decisions. It respects the reader’s time.
Rare Beauty and M.M.LaFleur are not chasing a novelty. They are choosing a channel that matches their brand DNA. Beauty thrives on routine and trust. Fashion thrives on context and curation. Substack fits both.
During the most profitable weeks, the safest bet is a direct relationship. That is not anti-advertising. It is risk management. It is margin protection. It is common sense.
How Marketers Should Move
If I were advising a brand this season, I would keep it simple and measured. You do not need a newsroom. You need a plan.
- Define one editorial lane: advice, process, or personal notes.
- Set a weekly send with a clear promise and stick to it.
- Mix one strong idea with one tasteful offer.
- Track replies and questions to guide the next issue.
- Archive posts publicly for search and long-tail value.
Start now. The result will compound past December.
The Bottom Line
Substack is not magic. It is discipline in public. When brands use it well, they build equity that ads cannot buy. The inbox is still the most honest place to earn attention.
Marketers should shift a slice of holiday spend to owned media, define a voice, and commit for a quarter. Readers should reward brands that show up with substance, not spam. If we want better marketing, we have to subscribe to better behavior—and hit unsubscribe on the rest.
The choice is simple: chase the feed, or choose the relationship. I know which one pays in January.
