This study aims to understand how virtual interactions occur in the RUBI Community beauty community formed by Avoskin through the Instagram platform. The problem raised in this study is how community members interact and participate in various digital activities to create their self-existence and improve their social status in the community. The method used is virtual ethnography with observation techniques and in-depth interviews with active members of the RUBI Gems community who were selected based on their intensive involvement in social media. The study results show that virtual interactions in this community are informative and transformative, where active participants experience increased social involvement, self-confidence, and gain personal benefits such as training, free products, new professional networks, and opportunities to become brand ambassadors. This study concludes that virtual communities such as RUBI Community have great potential in building women's empowerment, especially in the beauty sector, through inclusive, participatory, sustainable social interaction patterns that are oriented towards developing self-capacity and increasing social added value.

Keywords: Virtual Interaction, Virtual Ethnography, Virtual Community