For example, skincare brand Orgaid recently informed its followers that it’s stepping back from Instagram. Although it didn’t give specific reasons for its move, it wrote in a post that it’s keeping its focus on “delivering high-quality products and maintaining a risk-free community. This decision wasn’t easy and took a long time to make. We’ll continue to show our love and care for you in every way we can!”

To delve more deeply into the evolving relationship between beauty brands and Instagram at a moment of TikTok ascendance, for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked 19 beauty entrepreneurs and executives the following: What’s your approach to Instagram today? How’s your ROI on the platform different from what it was previously? What role will Instagram play for beauty brands going forward?