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SheerLuxe is an online fashion and lifestyle publisher whose in-office content has gone viral on TikTok. Unless you’ve been living under a rock, you would have seen SheerLuxe’s signature Q&A style in-office content pop up on your ForYouPage on TikTok. SheerLuxe is a lesson in the power of the rising phenomenon of employee-generated content (EGC). Their TikTok content has inspired businesses of all stripes to create lighthearted videos in their offices for social media. 

Here are the lessons that businesses can apply to their content strategy:

Employee-generated content

Their Tiktok shows a fun office culture, where the SheerLuxe team are the star of the show. Like characters on TV, followers warm to different personalities they like to watch. They have a familiar Q&A format style, so you can easily spot a SheerLuxe video! In tandem, many of the SheerLuxe team have built their personal brand and obtained a following on their own pages. This has made SheerLuxe job applications competitive, because the workplace is seen as attractive – a lesson to businesses who want to recruit the best talent!

Timely & trendy content

Creating content around topical and timely events such as Halloween, London/Paris Fashion Week, Wimbledon, Ascot, Met Gala etc is a great way to increase visibility. SheerLuxe continually stays relevant by generating  trend-driven content, keeping them in the limelight and maximising potential for virality.

Aspirational lifestyle

The team are known for their high-end, elevated style that combines high street with luxury and designer fashion. SheerLuxe regularly shares what their team is wearing and they are now seen as authorities within the fashion world. This inspirational and aspirational content is highly saveable.

Content that encourages engagement

SheerLuxe posts value-driven content that is saveable, including advice and recommendations in different areas. They also post content that will spark controversy and drive conversation in the comments, boosting engagement rate.

Influencer collaborations

SheerLuxe collaborates with influencers & celebrity guests such as Molly Mae, Olivia Attwood, Abbey Clancey & Sophie Habboo to boost their reach and add variety to their content. Content that includes famous names will always get reach, as you will gain attention from their networks, as well as yours!

SheerLuxe has mastered the art of blending entertainment, aspiration, and engagement to create a social media presence that feels both exclusive and approachable. Their success proves that employee-generated content isn’t just a trend – it’s a powerful tool for brand building, recruitment and community engagement. By leaning into timely content, leveraging personal branding, and creating aspirational yet relatable moments, SheerLuxe has set the gold standard for in-office social media. 

The takeaway? If you want your brand to stand out, don’t just showcase your products – showcase your people.