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- From a small group to a 46,000-member product incubator
- Making customers the face of campaigns
- Designing products with the community in the driver’s seat
- When community buzz drives repeat releases
- Reacting fast to viral moments
- How FlutterHabit operationalizes community input
- Advantages and cautions of a social-first focus group
- Lessons for other direct-to-consumer brands
FlutterHabit turned a private Facebook community into a marketing engine and product lab, letting longtime customers shape launches, star in ads and revive sold-out best sellers.
From a small group to a 46,000-member product incubator
The brand’s private Facebook group began as a customer hangout built by founder Kasey Jackson. Over time, it grew into an active hub with roughly 46,000 members. Members share tips, ask questions and debate lash styles every day.
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Instead of guessing what shoppers want, FlutterHabit now watches the group for signals. Post engagement, comments and polls reveal customer preferences in real time. That feedback loop has replaced some traditional market research.
- Rapid responses to product ideas.
- Direct troubleshooting and styling tips from experienced users.
- Real-world reactions that inform product design.
Making customers the face of campaigns
When the brand cast its latest ad, it skipped agencies and booked three community members for the shoot. The call asked group members to submit photos, explain their history with the brand and name favorite lash styles.
Selection favored loyalty and availability near the Dallas office. The resulting digital ads doubled as a recruitment tool. Social posts pointed back to the group with messages like “Next time, it could be you.”
Designing products with the community in the driver’s seat
FlutterHabit has increasingly used the Facebook group as an informal focus group. Members advise on volume, shape and overall design before production begins.
In 2024, the brand launched a limited “Family Edit” collection based on member feedback. The first batch sold out fast, pushing the company to restock within days.
- Members tested prototypes and cast votes.
- Feedback shaped final lash geometry and density.
- Packaging and names were iterated with customer input.
When community buzz drives repeat releases
Some of FlutterHabit’s biggest hits began as group conversations. The 2023 “Birth Flower” lineup, inspired by members’ recommendations, sold through quickly. Demand in the group led to the re-release of more than seven styles.
Two returning styles—originally known as Snowdrop and Waterlily—were later rebranded. Now called The Bestie and another popular name, both rank among the brand’s top 10 best sellers and have sold out multiple times.
Reacting fast to viral moments
The community also speeds product timelines. After a social media moment tied to Taylor Swift’s engagement, the brand teased a “Showgirl” lash in the group. Enthusiasm prompted a rapid development push.
From concept to launch took about two months. The release was timed to a wider pop-culture moment and sold out within an hour. Subsequent restocks continued to sell through.
How FlutterHabit operationalizes community input
Instead of occasional polls, the brand embeds the group early in product cycles. Recent steps include:
- Sharing unreleased lash samples for member voting.
- Soliciting opinions on packaging and product names.
- Using group-created photos and videos in ads.
Members now function like an extension of the innovation team. The group helps prioritize which retired styles should return and which new concepts deserve development.
Advantages and cautions of a social-first focus group
Analysts note this method is a modern twist on traditional focus groups. Using an existing platform like Facebook reduces cost and increases speed.
Benefits include low overhead, high engagement and ready access to passionate customers. Brands can test concepts quickly and amplify marketing with authentic content.
Risks include sampling bias. The most vocal group members may not represent the wider customer base. Relying solely on this audience can skew product decisions.
Lessons for other direct-to-consumer brands
Smaller brands can replicate elements of FlutterHabit’s approach by creating a dedicated space for fans and using it for more than promotions.
- Invite loyal customers into a private feedback channel.
- Use polls and sample drops to validate ideas.
- Source real user photos and testimonials for marketing.
- Measure how representative the group is of broader buyers.
- Move quickly when a viral moment aligns with a product idea.
When managed thoughtfully, a brand community can both inspire products and fuel authentic campaigns without heavy agency spend.
