What does a strong brand make? A cocktail of digital savvy, sales volume, relevance and resonance with a shape-shifting consumer base.

To have a good time its annual list of the 45 strongest brands in beauty, Beauty Inc hosted a cocktail party at Nine Orchard with retailers, investors and the visionary founders that made the list — and a couple of friends.

Attendees included Shiseido’s Ron Gee, True Beauty Ventures’ Wealthy Gersten and Cristina Nuñez, Bluemercury’s Tracy Kline and brand founders from BeautyStat’s Ron Robinson to ColorWow’s Gail Federici, amongst many others. Beauty Barrage and Skeepers sponsored the fete.

“To be named an influence brand for the fourth 12 months in a row is an incredible privilege and one we owe to our consumers who’ve continued to trust us and our commitment to quality,” said Dakota Isaacs, Deciem’s senior director of worldwide strategic initiatives.

Since first appearing on the list, Deciem has undergone an acquisition by the Estée Lauder Cos. and explored latest geographies and marketing channels, including social media. “Within the last 12 months, we’ve significantly expanded our innovation offerings and grown our community to 1 million on TikTok, 2 million on Instagram through a social-first, science-led approach which continues to resonate with our audience.” Power to the people, indeed.