crets and the new platforms that are proving fruitful for the brand.  Inside Retail: Can you explain a bit about your approach to social media with Alya and how that has developed since the outset? Manny Barbas and James Hachem: Back in 2017, we started noticing that at-home face treatments were trending online. When we began creating our Australian Pink Clay Mask in 2018, we wanted an “insta-worthy” product that looks good on the bathroom shelf and your Instagram feed while delivering exceptional results. Since day one, Instagram has always been a massive focus for Alya Skin. We saw success on social media quickly after launching the brand, so we developed a unique method of influencer marketing and perfected our influencer ambassador program. Our database has since continued to grow and grow over the years. We are now working with 600 micro-influencers a week and five macro-influencers a month. IR: Can you describe the moment you realised the brand was really resonating with consumers on social? MB & JH: When we launched our brand, we gifted our mask to 1000 micro-influencers on Instagram to give their feedback on the product. Immediately, we saw these people begin to post on their platforms about the product and share their success stories, all on an unpaid basis. Then we started to see customers do the same and post about Alya Skin on their socials, all of their own accord. IR: What social media platforms are particularly useful for driving your messaging and boosting sales? MB & JH: With over a million followers across our social media pages, our social media strategy engages with customers and connects like-minded individuals. We have a large social following on Instagram, an exclusive Facebook community, and run paid social advertising on Facebook and Instagram. Our private Facebook community, the Alya Skin Family, currently has 21,000 active and loyal customers. The Alya Skin community has been built to be supportive, inclusive and educational, allowing customers to share advice, offer support and radiate positivity. This community group makes it very easy to drive messaging and find out what our customers want to see from us, and is a platform to connect with our wider Alya Skin community in general.  IR: Any emerging platforms that you rate at the moment? MB & JH: We love TikTok at the moment! We’ve slowly begun introducing influencer marketing on TikTok, and the uptake has been positive so far. It’s a great platform to show off our products in a fun, youthful and creative way. IR: Any tips for small businesses to build their brand on social media?MB & JH: Collaborate with other small businesses. Take feedback constructively. Know your audience. Post consistently on socials, and never be afraid to test out new strategies.