The wonder industry is entering its Threads era.

From firms like Tarte Cosmetics, Milk Makeup, Sephora and the Estée Lauder Cos. to beauty tastemakers including Desi Perkins and Monet McMichael (no sign of Alix Earle — yet), the industry’s denizens are among the many 70 million-plus users who’ve taken to the text-based platform because it was launched by Meta late Wednesday.

Like Twitter, Threads allows users to browse and share thoughts, photos and videos, and repost others’ content. Threads have a 500-character limit, and videos uploaded to the platform have to be under 5 minutes long.

Unlike Twitter, Threads possesses the advantage of a clean slate: The platform is yet-unsullied by the form of controversy the previous has been grappling with since Elon Musk took the reins as chief executive officer in October. Shortly after entering the role, the tech billionaire laid off a majority of Twitter’s workforce all of sudden; his most up-to-date offense occurred last week when he rolled out temporary limits to what number of tweets users can view per day in a bid to combat “data scrapping.”

With many Twitter users now considering jumping ship, Threads appears uniquely positioned to snap up at the least a number of the app’s market share.

“It’s almost like a reset, right?,” said Amy Liu, founder and CEO of viral skincare brand Tower 28. “I feel people just feel possibly barely safer on this [Threads] environment; it’s like all of the things that individuals wish to get back to that they felt like Twitter once was.”

Because Threads is connected to Instagram, people can easily sync their following list on Threads with that of their Instagram account. Not only does this make it easier to quickly construct a following — Tower 28, for instance, already counts greater than 12,000 followers on the platform, versus just over 1,000 on its long-standing Twitter account — it could also reduce trolling, a growing issue on platforms like TikTok and Twitter.

“Because your Threads is tied to your Instagram, there’s slightly bit more accountability over what you say, whereas you may form of join other social media apps and don’t have any one know who you might be,” said Afreka Ebanks, creative and brand strategist and account director at Gen Z digital marketing agency Juv Consulting.

While it’s too early to inform whether the amicable energy on Threads is a results of widespread Twitter fatigue, or as a consequence of easy time and circumstance, the vibes on the platform are indeed high.

“Once you enter Threads, it’s like moving into a celebration stuffed with people you already know — it’s quick ease,” said Christine White, Ulta Beauty’s senior director of social media and content. “I joke with my team that it’s about ROV, not ROI immediately — Return on Vibes.”

The masstige retailer racked up greater than 190,000 followers in only two days on Threads, where it prompted users to share their favorite beauty products and playfully rallied behind actress Keke Palmer in light of her recent baby daddy drama (which, sarcastically, kicked off on Twitter).

“Twitter allows brands to essentially have a personality: It’s still very much a crucial a part of our ecosystem, however the emergence of Threads allows us to explore what community-building could appear to be over here, especially because it’s attached to Meta,” White said.

Added Summer Fridays cofounder Marianna Hewitt: “The very fact which you could share your posts seamlessly between apps makes it very easy for the social media teams.”

Elsewhere on Threads, makeup artist and founder Bobbi Brown has opened up the ground to beauty questions; Ipsy is asking users to share go-to Dunkin’ Donuts drink orders; Refy Beauty has announced a London pop-up next week, and Profit Cosmetics — best known for its brow services — is making “threading” puns.

Said Caroline Guss, group vp of Sally Beauty Holdings: “We’ve seen Twitter serve a necessity for us in customer support and support; we see Threads up to now as being a spot for further engagement, and a recent solution to more closely hook up with our community we’ve built on Instagram.”

The embrace of Threads has far transcended the general public’s tepid reactions to other recent feature rollouts by Instagram.

The IGTV app, which launched in 2018 and sought to compete with YouTube, was shut down in 2022; the Shop tab, introduced in 2020, became defunct this past February following the corporate’s decision to prioritize Reels. (Instagram launched Reels in 2021 in response to TikTok; while the feature is indeed still standing, Instagram’s user base has been vocal of their disdain for the platform’s shift toward short-form video over photos.)

“I remember the day that Instagram created Stories back after we all had Snapchat — it felt momentous in how we might eat content, and it turned out to have been. [Threads] can’t be ignored,” said Jana Bobosikova, CEO of Epic Future Labs and cofounder of Web3 beauty brand, Kiki.

California-based Bobosikova was on a European tour when Threads launched. “It was 2 a.m. or something like that — I just felt it was necessary to be there and learn from the start.”

While many are wondering whether Threads is the world’s second likelihood at a pre-Musk Twitter, Bobosikova posits the app might be the text-first platform for beauty discourse that Twitter never quite became.

“After we began Kiki, we were strategically focused slightly more on Twitter, and we found the Twitter beauty space was — I wouldn’t say lonely, because there’s a variety of noise — nevertheless it’s definitely significantly quieter than TikTok or Instagram,” Bobosikova said.

Yarden Horwitz, cofounder of beauty trend forecasting company Spate, also sees opportunity for an app like Threads to take off inside the beauty community.

“The transition for beauty players could also be less intimidating since [Threads] has a foundation in Instagram, a platform beloved by creators and types for over a decade,” Horwitz said. “One other advantage of a text-based platform is that creative budgets and lead times are significantly lower.”

“Beauty is inherently visual, but text-based conversation remains to be needed and desired,” she continued, alluding to Reddit’s popular SkincareAddiction subreddit and other digital forums as examples of this demand.

Newly launched textured hair platform and brand OurX is already harnessing Threads’ momentum and accessibility to focus on its education-first approach.

“Threads is definitely a way for us to take a number of the education we’re doing on Instagram and make it into bite-sized Threads or nuggets,” said Meghan Maupin, CEO of OurX, adding the brand has launched into a “Hair Tip of the Day” series featuring wisdom from celebrity hairstylist and brand partner Johnny Wright.

“A number of individuals who fall into our goal demographic are moving off Twitter,” Maupin said. “Especially for this consumer with highly-textured hair, we’re ensuring we create a protected space for them to debate hair and other cultural topics as well on recent platforms like Threads.”

Beauty creator Joshua Specks echoed Maupin’s sentiments about Threads feeling potentially more conducive to amiable discourse than Twitter, which he added “is iconic — Twitter will all the time be there.”

“When I feel in regards to the people who follow me on Twitter versus the people who follow me on Instagram, I feel Twitter comes with quite a bit more of a critique,” said Specks, who counts greater than 300,000 TikTok followers and is best known for his experimental makeup looks. “When I actually have videos go viral and so they find yourself on Twitter, they have an inclination to garner slightly more hate.”

He added that Threads’ marriage of TikTok’s impulse toward laid-back content and Instagram’s aesthetically-pleasing M.O. could help translate the platform to a mass audience.

“I might like to see brands be more personal — I feel like [Threads] is an amazing opportunity for us to form of merge all of the apps together into one; it may be a Pinterest, Instagram, TikTok — all things of that nature,” Specks said.