<![CDATA[which ia thought to weaken social bonds. The practice of makeup product spill in beauty brand communities points the other way. In the Wardah Youth Ambassador (WYA) Medan community, an act of consumption that looks personal opens up a space for social interaction. This study asks how the spill practice works as symbolic interaction that produces meaning, identity, and solidarity among WYA Medan members. It uses a descriptive qualitative method,with Blumer’s symbolic interactionism as the main framework and Mead’s concepts of minf, self, and society as support. Data come from in-depth interviews with three informants selected purposively. Product meaning is built throught usage experience, personal verification, and the exchange of shared symbols. That process shapes member’s also compete for recognition and for opportunities, and the community’s formal structure keeps that competition workable. Beauty product consumption in the digital era, then, does not always produce individualism. It can also become a way of building community and collective identity, which adds to the sociological discussion of consumption and socil interaction online]]>
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