CO— Trend Watch: Reddit for Business, AI in Beauty, and the B2B Pivot Driving Growth

While digital innovation may be what’s making headlines in the business sphere, the most lasting and effective strategies for growth today hinge on two essentials: relevance and resourcefulness. Whether it’s meeting customers where they’re already searching, using tech to level the playing field, or tapping into new sales channels, small businesses are getting smarter about how they scale their reach and impact.

In this installment of CO— Trend Watch, Editorial Director of Copy & Production, Ciara McGibbon, and Editorial Director of Features, Barbara Thau, explore the trends shaping the entrepreneurial landscape as we close out 2025.

Reddit is an unlikely but powerful growth channel

With 110 million daily users and over 100,000 active communities (“subreddits”) across a range of interests, Reddit has grown from niche to mainstream over the years. However, traditional marketing approaches won’t work here. In fact, posts that are too “salesy” are likely to face penalties from the platform’s moderators.

“[Reddit] is a no-spin zone where people go for useful information,” explained Thau. “Consumers and businesses are savvy. They want to hear from trusted communities that don’t have an agenda.”

Rather than posting polished ads, small businesses are showing up on the platform by sharing genuinely helpful, non-promotional insights in relevant subreddits. This not only builds trust and discoverability, but can also boost your position in search results — both Google and generative AI searches have been prioritizing Reddit results.

For example, Texas-based tree care company Tree Amigos took to Reddit to create informational posts and answer comments around tree care, bolstering its reputation as a local expert. Along the way, “Tree Amigos” became increasingly prevalent in Austin-area searches, helping the company secure more (and larger) clients.

Key small business takeaway

Businesses can earn real trust and traffic by participating in Reddit conversations as helpful experts, not marketers. Genuinely helpful, authentic voices are elevated on this platform, which in turn leads to greater search visibility.

[Read the full article: How Brands Both Big and Small Are Tapping Reddit to Drive Business]

AI is democratizing beauty and business strategy

Artificial intelligence has become an equalizer for small businesses, including those in the beauty sector. Indie brands are launching AI-powered try-ons and shade matchers can help customers choose their perfect product from the jump. On the back end, they’re using AI to speed up everything from product development to marketing campaigns to trend analysis.

David C. Chung, founder of Farmacy Beauty and The Rootist, is a prime example: He’s used AI to identify the best ingredients for his skincare lines, as well as craft the storytelling and marketing around his offerings — all at a fraction of the cost of hiring a consultancy.

Still, the biggest impact of AI isn’t the automation itself, but the freedom it gives entrepreneurs to refocus on the human side of their business. This is especially important in the retail sector, where most purchases still happen in-store.

“Always keep that in mind: ‘What can I do with technology to free me up for those human interactions?’,” advised Thau.

Key small business takeaway

AI can help small businesses do more with less — especially in R&D, marketing, and product personalization — but the human touch still matters. Save time with AI so you can focus on relationship-building and in-person customer experiences.

[Read the full article: How AI is Leveling the Beauty Industry Playing Field for Small Brands]

B2C brands are scaling through B2B expansion

More business-to-consumer (B2C) brands are selling into business-to-business (B2B) channels, a shift that’s helping them reach far more customers than they could through direct-to-consumer (D2C) alone. For B2C brands looking to expand into this space, Thau recommends partnering with complementary businesses to help you scale.

In the food and beverage industry, non-alcoholic drink brand Curious Elixirs expanded from online D2C sales into restaurants, nightclubs, and distributors, turning its hospitality partnerships into a major growth driver. In the fitness sphere, game-based rowing machine company Ergatta pivoted to a B2B model, partnering with larger players like Peloton and NordicTrack to scale their gamified fitness content.

What made these B2B expansions so successful? As Thau put it, these brands honed in on the “je ne sais quois … that only they could offer.”

Key small business takeaway

If you're a B2C brand looking to grow, consider forging B2B partnerships to reach more customers at scale. Find businesses whose offerings complement yours, and think beyond competition.

[Read the full article: 3 Consumer Brand Founders and CEOs on Finding Growth in B2B Channels]

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.