The paper discusses the aspect of branding in social media, and how it differs to branding in traditional media. The benefits of higher awareness, greater authenticity and continuous communication are discussed. Moreover the significant factors interactivity and co-creation are highlighted, resulting in power shifts to empowerment of the consumer. Applying these aspects to the company Glossybox, it could be seen that all of them play an important role and are being executed by the firm. A framework of the Consumer Decision Journey in social media was adopted in regard to Glossybox. It was found, that when the above-mentioned aspects apply and are being executed correctly by the company, the risk of the empowerment of users is reduced and the benefits of successful branding are visible.