Our Monthly Beauty Newsletter

Building a Beauty Newsletter

Your inbox is sacred. When we created the White Rabbit Social monthly beauty newsletter, we didn’t want to add more clutter – and we definitely didn’t want to overwhelm people with the feeling that they need to stay constantly up to date in a space that’s always screaming at women.

At the same time, we didn’t want it to be so quiet or irrelevant that readers felt out of the loop.

So how do we balance both?

Notifications and emails rarely spark joy. Beauty is meant to be fun, but inbox fatigue is real and can even feel pervasive. 

So we asked ourselves a simple question: what kind of newsletter would we actually want to open each month? What would we look forward to?

The answer wasn’t more urgency or noise. Our audience is aware and doesn’t need every nitty gritty beauty detail filled in. We wanted to bring clarity to what people engaged and responded to (not what we may think they are) and usefulness for their context.

Giving Back Without Strings Attached

Every month, we gift $100 worth of beauty products to one of our readers as a genuine thank you for being part of the community.

If we’re told about insider sales or genuinely good deals about brands we’ve covered in the past, we share those too. We are the type of beauty lovers that wait for sales.

Making Staying Informed Feel Easier

The beauty industry moves fast. Trying to keep up daily can feel exhausting.

That’s why our newsletter is monthly – not weekly or daily.

Each edition is a calm recap of what our wider audience actually engaged with. We look at:

• Articles that performed well on the site (so lots of behind the scenes numbers and what people are clicking on)
• Conversations that sparked the most discussion across the site and on our socials
• Themes readers clearly gravitated towards, away from product focused topics.

If something didn’t resonate, it doesn’t get pushed again. We’re not precious about it – and honestly, people often surprise us with what they connect with most, which we love.

Keeping The Newsletter Meaningful

We spotlight women-owned and Australian-founded brands wherever possible, and we let audience behaviour guide what we cover.

Engagement tells us what matters, not algorithms or trends that might be the result of fluffy marketing anyway.

This approach keeps the newsletter grounded and reflective of what our readers actually care about.

Avoiding FOMO And Exclusivity Anxiety

Artificial scarcity doesn’t align with our values. 

We don’t believe people should feel pressured to subscribe just to keep up, or excluded if they miss an edition. Every previous newsletter is free and accessible on Substack, and no content is locked behind unnecessary barriers.

We’re not clingy. We deeply believe transparency and inclusivity help an audience stay – pressure doesn’t.

Building Something That Feels Bigger Than Beauty

At its core, this newsletter is about community.

We take feedback seriously. We tailor our coverage carefully. We prioritise women-owned, Australian-owned brands. And we avoid fake urgency or performative exclusivity, because those tactics don’t build trust long-term.

Where We’re At Now

As of January 2026, we’re on our sixth edition of our newsletter celebrating:

• 840 beauty lovers subscribed
• A 45% open rate we’re genuinely proud of

Feel welcome to join in, or email us at press@whiterabbitsocial.com if you have any questions.