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SheerLuxe has proudly taken home the ‘Best Use of Social Media’ title at the 2025 BSME Talent Awards. Recognised as one of the UK’s foremost digital lifestyle publishers, the brand continues to redefine content engagement online.
Originally launched in 2007 by Georgie Coleridge Cole as a curated directory of online fashion retailers, SheerLuxe has since transformed into the UK’s premier destination for digital fashion and lifestyle content.
Winning this accolade highlights SheerLuxe’s innovative and consumer-focused approach to social media. By putting engagement at the heart of its strategy, the publisher has achieved a 261% uplift in its social media network, now boasting 5.4 million followers. In the past two years alone, SheerLuxe generated over 131 million views on TikTok and 148 million impressions on Instagram — impressive surges of 2256% and 296% respectively.
This phenomenal growth has been driven by carefully curated fashion, beauty, and lifestyle content, combined with a strong emphasis on building a community. The brand’s content strategy spans across formats such as video, podcasting, live streams, and a dynamic presence across social media platforms.
Pioneering employee-driven content, SheerLuxe has transformed the perception of digital publishing by featuring its staff and office culture in the spotlight. This approach has made the brand stand out as the UK’s first truly people-led digital publisher, where the team are not just creators but also the faces of the content. This authenticity has enabled SheerLuxe to craft a relatable yet aspirational brand identity, reshaping how social media can drive loyalty and influence.
Focusing on original and exclusive video content, SheerLuxe offers viewers rare behind-the-scenes access to the workings of a digital media brand — content which frequently goes viral. Some behind-the-scenes TikToks have reached over 3.4 million views and 192,000 likes. Since its TikTok debut in June 2022, follower growth has surged by 2709%, with Instagram also growing by 149% during 2024.
The company’s revenue from social media has also experienced extraordinary momentum, up 2074% over two years. Despite such growth, SheerLuxe continues to maintain its authentic tone, with social engagement across platforms exceeding 7 million interactions — including likes, shares, comments, and follows — in 2024 alone.
SheerLuxe founder and CEO, Georgie Coleridge Cole, commented: “Thrilled to see my team win this award and be recognised for their continued hard work in the fast-moving space that is social media. Like all content we produce across every channel, it’s all created consumer-first. Excited to see where we take it next.”