Zezere, Tadiwanashe Vanessa2026-10-132026https://iiespace.iie.ac.za/handle/123456789/1041The global beauty market has grown over the past decades, with global brands expanding into emerging markets. In response to the growing discourse on inclusive brands and consumer representation, global brands have positioned their marketing strategies to meet the demand. However, there is limited empirical research on how consumers perceive global beauty brands’ inclusive social media marketing. While the study is situated in a broader global beauty industry, it’s empirical to focus on consumer perceptions of inclusive social media marketing practices of selected global beauty brands. In this study, global beauty marketing refers specifically to the social media marketing practices of selected global beauty brands operating in or engaging with the South African consumers. Inclusivity is conceptualised as multidimensional, encompassing representation of diverse identities and cultural experiences, as well as considerations of accessibility, affordability, and product performance. Social media has become a valuable tool for consumer-brand interactions. The diverse nature of South Africa requires global beauty brands to extend their inclusivity practices on social media beyond face value. The study focused on South African social media users who were consumers of or familiar with global beauty brands and has experience engaging with beauty related content on social media. Guided by an interpretivist paradigm, the study adopted a qualitative research design and held focus group discussions to capture consumers’ perceptions, beliefs, shared meanings, and lived experiences. Data were generated through two focus group discussions. Data were analysed using Creswell’s (2014) six-step thematic analysis, supplemented by Braun and Clarke’s (2022) reflexive thematic analysis practices to ensure the research trustworthiness and data saturation. The model of Customer-Based Brand Equity (CBBE), Social Identity Theory, and the Theory of Planned Behaviour provided frameworks for understanding how consumer responses and brand perceptions. Findings revealed five key themes: authentic versus performative representation, inclusivity is multidimensional, cultural resonance and localisation, authentic brand messaging improves consumer-brand trust and inclusivity influences brand loyalty. South African consumers are more drawn to global beauty brands that represent them, beyond race and skin tone, as product accessibility, performance, and pricing are part of inclusivity. Inclusive marketing must consider South Africa’s socio-economic landscape, enhancing positive brand perceptions; purchases and recommendations; particularly, when consumers’ identities, experiences, and cultural nuances are 4 aligned with brand narratives. The research contributes to international business and marketing literature by providing insights into inclusivity, consumer behavior, brand messaging, and localisation. It recommends global brands implement multidimensional inclusivity strategies to foster brand loyalty.enBeautyBrandsInclusivityAuthenticityTrustSocial mediaPerceptionsThesis