Content Ideas for Your Skincare Brand

A large portion of your time as a business owner will revolve around marketing your products/services. Meanwhile, content marketing is by far one of the most effective ways to drive traffic to your store. The skincare brand is very crowded, so you must maximize your efforts by creating engaging content. In this article, we discuss […]

A large portion of your time as a business owner will revolve around marketing your products/services. Meanwhile, content marketing is by far one of the most effective ways to drive traffic to your store. The skincare brand is very crowded, so you must maximize your efforts by creating engaging content. In this article, we discuss some great content ideas for your skincare brand. 

Content ideas for skincare concept: Beautiful woman with curly hair and visible skincare cream applied on her face

15 Content Ideas for Your Skincare Brand

It’s impossible to scroll Instagram or TikTok for 2 minutes without coming across skincare marketing. Skincare is an industry with endless content ideas, which is good because it makes it easy to win new customers. Whether you’re just starting your skincare business or already a well-known brand, these content ideas will help you improve your marketing. 

1: Before and After Videos/Photos

‘Seeing is believing is a very important marketing strategy in the skincare industry. How can people be sure your product does what you promised if you can’t show them real-life results? 

Before and After content provides proof for your customers and reassures them of the effectiveness of your product. 

Meanwhile, note that authenticity is the main ingredient in creating effective Before and After content. So editing effects on photos to convince your customers is a poor marketing job. 

Sometimes, customers show off their skincare progress so you can browse around your customers page for before and after content idea. You can also encourage customers to share pictures before and after they use your products. This skincare content idea is one of the best ways to sell your brand, so you should try to capitalize on it.

Here is a skincare advertisement example from a Nigerian brand: 

A screenshot of content idea from a skincare brand, MSkinStudios. The screenshot shows the before and after pictures of a woman’s side view.

2: Ingredient Glossary

Today, people are becoming more conscious of what’s inside the products they use. For this reason, providing ingredient information to your audience is a good idea. A great skincare content idea is to list ingredients in your product to help your audience understand if it’s a good fit. Also, you can create ingredient explainers to tell your audience what the key ingredients to your products do.  Does your product contain lemon or honey? What do they do? 

Skincare marketing concept: Lemon, aloe vera, and honey on a table alongside a napkin

3: Routine Rituals

Routines are a big deal, but not everyone knows what product they are meant to use first or last. You can educate your followers by providing a step-by-step guide on what to include and use for their routine rituals. Also, you can educate your audience on the best routine for different skin types (like oily or dry). 

4: Introduce Yourself and Your Why

A great content idea for a skincare business is introducing yourself, the founder, and your brand story. This is a great way to appeal to your audience emotionally and put a face to your brand. Also, consider explaining your why, the reason behind what you do, your favorite part of owning a skincare brand, and so on. Relate with your customers on a personal level is one of the best skincare content ideas to build a solid customer relationship. 

5. Giveaways

Whether you are in the skin care industry or the electronics business, hosting giveaways is a perfect way to build brand awareness. Customers love free products, and you want publicity, so giveaways are a win-win situation.

Giveaways receive the highest engagements on social media as people love the chance to win freebies. So let your followers enter a contest to win your products for free. You can ask them to fill out a form on your website, tag their friends, or upload a short video to qualify for the contest.

6. Creation Process Video or Photo

A creation video is more like a behind the scene post that shows your audience a glimpse of how their favorite products come to life. It doesn’t have to be the whole process; a glimpse of you or your staff, a action photo or video of your product packaging, or ingredients being mixed will do. You can also tour your company while employees are busy with production. 

7. Use Instagram Stories

Instagram story is a whole hub on its own as its boasts many features like polls, quizzes, stickers, and emoji sliders you can use to engage your customers. There are a lot of beauty content ideas on Instagram story; you can ask customers questions, create quizzes/polls, ask for feedback, and more. 

8. Ask Me Anything 

You can hold live sessions on Instagram or Facebook where you or a team member get to answer people’s questions on anything. This is a great way to boost your brand visibility and generate new traffic to your page. You can also leverage the Ask Me Anything feature on Instagram to have your follower ask you a question. You can then reply through your story.

A screenshot of content idea from a skincare brand, Arami Essentials. The image shows the skincare brand asking customers what they can do to improve their customer service.

9. Customer Reviews and Testimonial

One of the best skincare advertisement example is customer reviews. Testimonials from your customers will go a long way to convince potential audiences to buy your products. Amplify and share the positive things previous customers say about your product to create a trust for your brand. Remember that you may need to prompt customers for reviews, especially if you are just starting. So try to encourage them to drop a review. You can ask customers for reviews and share them as part of your social media content. 

10. How-Tos Tutorials

How-to tutorials are often in video formats, and as you know, video engagements are always super impressive. Also, showing your customers how to use your products will help them use them correctly and encourage your audience to try them out. You can also look for blog topics on skincare that can benefit your audience. 

Some how-to tutorial ideas you can share with your customers include:

  • Showing them how to use your product. Should they apply in the morning? How many times can they use it? 
  • Explaining how to store the products. Can they put the product inside another bottle? Is the product best kept in a cool, dry place?
  • Showing your audience the quantity of products to use at one. Show them the amount of sunscreen or serum they need per routine. 
  • Suggesting product combinations 
  • Teaching how to treat specific skin issues using your product.

Screenshot of content idea from a Nigerian skincare brand, The Rami Brand. The image shows the headings ‘Acne Skincare Tips.”

11. Post Labels

Your product labels are not only great branding material but can also work as an effective skincare social media content idea. Post pictures of your products with the labels zoomed out. 

12. Your Products

It goes without saying, post your products often. There are skincare brands that don’t have enough pictures of their products.  So, take pictures of them, make videos of them, create stories with them, and have a model take photographs with them. However, don’t make your page a catalog of your products; instead, make it very creative. 

Skincare marketing concept: Skincare products in expensive glass bottles

13. Employee and Work Culture

The products are important, but what goes on in the office? A great content idea is to showcase your employees and work culture. 

14: Packaging

Your product packaging can also serve as a good skincare social media content idea for your audience. Some customers buy products for their packaging, so if you have great packaging, consider showcasing it as content. You can share an unboxing video, show the exterior of the packaging, and even the sticker. Also, if you have tamper-proof or non-plastic packaging, you should brag about it. 

15: Live Videos

And at the end of the list of content ideas for skincare brands is live videos. Many social media platforms now have the live feature to interact with your audience in real-time. You can invite experts and influencers to increase the traction of the live session. Also, announcing and creating awareness of your live session before time is recommended. 

What Platforms/Posts Should Skincare Brand Prioritize

Here are some platforms you should prioritize as a skincare brand:

1: Instagram

Instagram is a hub for business owners and a go-to social media platform for skincare brands. Skincare has a lot to do with aesthetics, and Instagram has the perfect features and settings for flawless photos. 

Also, Instagram lets you post in different formats, such as stories, guides, reels, and live, which makes it easy to showcase your brand in different ways.

Some great beauty content ideas for Instagram include Reels, Stories, and Carousels. 

2: TikTok

TikTok is very popular for its few-minute, fun, and entertaining videos. This platform is great for skinpreneurs who want to boost their business visibility through sharing skincare hacks, reviews, and 

3: Youtube 

YouTube is another gem and one of the most effective skincare marketing channels. You can create sponsored reviews, 

Tips to Improve Your Skincare Marketing Strategy

Let’s take a look at some bonus tips to improve your skincare marketing and delight your customers; 

1: Take Good Photos

You need quality pictures so take your time to take photos that will get customers attracted. Focus on good lighting, great angles, and the right colors. 

2: Pay Attention to Customer Feedback

Customer reviews are not just for you to post but for you to learn from. Try to consciously take note of reviews, feedback, and suggestions from the customers.

Also, ensure that you offer a great customer experience. Skincare customers are usually repeated customers, so it’s best to create a great experience to encourage them to return. One of the best tips to build brand loyalty is by building a community. 

3: Repost Customer Content 

There is a reason that user-generated content is one of the best content for business owners. UGC is a form of social proof that highlights your actual customers and helps you build trust in your audience. Comb through various social media channels you use for photos or videos about your brand. The more you show real people using your product, the more you establish your reputation as a trusted brand. 

4: Connect With Influencers

The more people talk about your brand, the more visibility you get for your business. For this reason, it’s recommended to connect with creators and influencers to promote your product to their audience. 

The good news is that you don’t have to spend tons of money to work with influencers. Depending on your budget, you can consider working with micro-influencers with a significant number of followers. 

5. Choose the Right Distribution Channels

Effective skincare marketing involves using the right distribution channels for your content. Also, it’s best to utilize multiple distribution channels, preferably the ones that correspond with your target audience’s person. Some common channels you can consider for your content include: 

  • YouTube
  • Blog (there are a lot of blog topics on skincare you can create content on)
  • Social media platforms like Instagram, Twitter, and TikTok. 
  • Website etc. 

Multiple distribution channels are important because the customer journey isn’t always linear. A person may need to read a blog post, watch a video on Youtube, or come across a tweet about your brand before they end up on your website to make a purchase. For this reason, it’s best to focus on integrated marketing channels. 

6. Measure, Assess, and Improve Your Content Performance

One of the most important tips to improve your skincare marketing strategy is to measure your efforts and evaluate the results. 

For example, you can check the number of visitors on your website and whether they click or make a purchase. For your social media performance assessment, you can focus on metrics like the number of followers, likes, and comments. 

If a particular content performs well or poorly, you can try to assess the strategy so you can use them again or adjust them for better results. 


Skincare marketing is an investment that can improve your brand awareness, increase your customer base and improve your revenue. However, you’d need to do it well to reap these benefits of skincare marketing. Seek inspiration from the content ideas for the skincare industry listed in this article for the best results. 

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