Ecosystem Models for the International Expansion of Beauty Brands Using Artificial Intelligence and Expert Communities

Introduction. Contemporary beauty brands increasingly rely on social media, digital platforms, personalized recommendations, and direct communication channels.Traditional international expansion models based on sequential geographic growth through distributors and retail networks require substantial resources and do not always provide the speed of adaptation needed in foreign markets.Research on online consumer behavior confirms the importance of trust, social influence, and peer recommendations in purchase decisions (Chaudhary et al., 2024).The global beauty market continues to evolve (McKinsey & Company, 2025), while ecommerce expands opportunities for cross-border sales (United Nations Conference on Trade and Development [UNCTAD], 2024).At the same time, AI tools provide additional capabilities for personalization and consumer behavior analysis (Lo et al., 2025).Against this backdrop, an ecosystem approach integrates technological, marketing, analytical, and organizational components.Integrating AI with digital communities and localized communication channels is particularly important.The effectiveness of this approach depends on data quality, the fit between the value proposition and audience needs, and trust in communication channels (Garg & Bakshi, 2024;Rizomyliotis et al., 2024).Aim and objectives of the study.The study aims to develop an approach to the international expansion of beauty brands through an ecosystem model integrated with artificial intelligence and expert communities.The objectives are to design the architecture of the ecosystem model, systematize its components and AI tools, identify key metrics, define expected outcomes, and formulate recommendations for applying the model to international expansion.Results and discussion.The proposed ecosystem model combines ten interrelated components, E0-E9, covering digital sales, personalization, communities, micro-influencer marketing, analytics, communications, social media, logistics, and regulatory compliance.Their integration creates a unified system of brand-consumer interaction across the customer journey (Table 1).