Skin Care Marketing: 11 Strategies for Selling Beauty Products (2025)

If you’re selling skin care beauty products online, creating a quality skin care marketing and brand strategy is one of the highest-impact ways you can increase sales and brand awareness.

A successful skin care marketing plan can include social media campaigns, influencer partnerships, content marketing, and more—but it starts with the foundations of your brand. Defining your brand’s unique voice, your product’s value proposition, your target market, and how you differentiate from competitors are the first steps in figuring out how to market your brand. 

Every beauty business has variations in how it approaches its branding and skin care marketing strategy, but there are shared traits worth examining, like: What should a product page look like? What details do customers want highlighted? How do customers discover their next favorite product?

In this guide, we’ll dive into skin care marketing strategy, skin care promotion ideas, skin care advertising, and more.

How to market skin care products online

Even businesses with an amazing product can struggle to make sales if its marketing strategy isn’t on point. Here are 11 different approaches to marketing you can use to promote your skin care products.

1. Understand your skin care brand, competitors, and target market
2. Write quality skin care product descriptions
3. Take advantage of social media marketing
4. Work with influencers
5. Invest in content marketing
6. Pay attention to skin care SEO
7. Dive into SMS marketing
8. Test your brand message at in-person events
9. Start small to build momentum
10. Build audience during the product development phase
11. Use transparency as a competitive advantage

1. Understand your skin care brand, competitors, and target market

Deciding what exactly your brand is and who’s going to be purchasing your products is step one of your marketing plan. You can’t tell potential customers what to expect from your skin care line until you’ve pinned down exactly what you’re selling and why.

Define your skin care brand

Your brand isn’t just your logo and business name. It includes those things, but your branding also helps define your value proposition. That means figuring out what benefits your products offer to customers. Your value proposition should be specific, set you apart from competitors, and tell buyers what problem (or pain point) you can solve for them.

Some questions to ask yourself:

• What can your products do that others can’t? Are they easier to use or more effective than your competition? 
• What skin, hygienic, or cosmetic issue can your products fix or improve?
• What makes your skin care line unique? Do you use specialized or all-natural ingredients? Do you have a commitment to environmentally friendly practices?

Be precise. Defining your brand as “the world’s best skin care!” is vague hyperbole that doesn’t actually tell customers anything about your products.

But something like, “Clean skin care made from the best ingredients” tells people that you’ve committed to using high-quality, natural ingredients. It also shows you’re transparent about what’s in your products, which can support consumer trust in your brand. 

Take Glossier, for example. The brand tags itself as “The New Beauty Essentials” and “Skincare & Beauty Products Inspired by Real Life.” That tells customers Glossier is a brand that offers a collection of skin care basics that are easy to use.

Men’s skin care brand Jaxon Lane also has a clear mission: to fill a need in men’s skin care for “high-performing yet approachable products that also look sleek on your counter.” Its brand messaging was born out of the husband-wife founders’ experience with a gap in the market: men who, for lack of better skin care options formulated for men, steal their female partners’ skin care products. This branding, which has attracted high-profile celebrity customers, indicates that men don’t have to compromise to get luxury skin care.

Try looking up different big skin care brands to see how their slogans and designs tie together.

Know the skin care market

The next item on your checklist is deciding who your customers are and what your competitors are up to. This is key to starting any marketing campaign, because you don’t want to waste precious time and dollars trying to sell to people who aren’t even interested in skin care. 

Knowing your target audience will help you further down the line as you add more products, because you’ll already know what your customers want to see.

Take a moment to ask yourself:

• What is the age, gender, ethnicity, and income level of your customers?
• What are their interests and hobbies?
• Where do they live?
• What social media platforms do they use most?
• What do they want from the skin care products they use? 
• What products are they currently using?
• What would motivate them to try a new product?

You can go deeper by analyzing your own existing customer database, surveying your customers with a tool like SurveyMonkey, or seeking out third-party industry data.

To get an idea of the market for competitors, look at their websites, advertisements, and social media posts to see how they sell. What do the models look like? What environments do they place their products in? Are they conveying a sense of luxury or something more affordable?

2. Write quality skin care product descriptions

A key component of effective marketing is your ability to understand and counter your customers’ top objections—as in, any reason that would make them hesitant to complete a purchase. Slapping up a product image and a brightly colored Buy Now button won’t be enough, especially if you’re selling a luxury skin care product.

Customers’ fears play a decisive role in whether or not they choose to buy. For most types of skin care products, people’s biggest fear is “will it work?” Potential buyers want proof, but they’re in their homes, sitting in front of their screens, unable to try the product. How can you allay that fear and provide concrete evidence that they should add to cart?

Writing detailed product descriptions that address any potential objections customers have will give them confidence to buy.

What’s the outcome for your skin care products?

People don’t buy products; they buy outcomes. Customers look for solutions that can help them—your products just happen to be a tool they use to get there.

For example, customers’ interest in acne treatments has little to do with being excited about stocking their medicine cabinet with yet another product. They buy these products because they want to treat and eliminate their acne.

Companies naturally think of their products as a collection of features. Features matter, but to truly succeed, skin care sellers need to focus more on how their products offer solutions and benefits. When you write product descriptions that speak to what your target audience ultimately wants to achieve by using your products, you help prospective customers more clearly understand the results they’d get.

Take this product description for an anti-aging nighttime sheet mask from Estée Lauder:

Nothing in this copy actually tells the customer what the mask will do. It promises “youthful moisture,” but does that mean it’s just a moisturizer or does it address fine lines and wrinkles? Does “helping to lock in moisture” mean it replaces a nighttime cream? Words like “fresher” or “renewed” sound nice, but are vague.

On the other hand, the description for Cloud Set Mist by Kosas is clearer about the product’s benefits: 

In this product description, Kosas clearly connects the ingredients in the setting mist with their benefits. The product page describes not only how the product will look but how it will feel and how it will have a lasting effect on your skin. 

Or, check out the product benefits page for Cocokind’s Revitalizing Eye Cream: 

Cocokind’s product page highlights different sections you can toggle through to read about the ingredients, product benefits, and how to use the product. This eye cream’s description not only clarifies the benefits of using the product, it also takes a moment to succinctly educate shoppers about why it’s a benefit to improve hydration in your eye area: because “this area loses moisture 50% faster than the rest of your skin.” 

Your descriptions don’t need to be long, complex, or poetic—just tell the customer exactly what to expect.

To make expectations even clearer, include instructions on how to use the product alongside the description.

Skin care product ingredients

Being able to see the full list of product ingredients is increasingly becoming a priority for consumers. Skin care companies need to adapt to this new and growing demand. It’s worth noting you don’t need to resort to over-the-top promotion, either. Simply listing ingredients in a separate tab or section is enough to gain trust.

Sometimes skin care companies provide a partial list of ingredients, but choose not to disclose the rest. This may not be the best choice. Listing all the ingredients is a good way to build trust with potential customers. Your transparency shows you have nothing to hide and that you stand by your chosen formulations. 

Look at Votary’s Super Seed Facial Oil, for example:

Votary’s product page lists every ingredient and uses parentheses to explain what some of the more confusing-sounding words are. It even highlights the benefits of some of the ingredients, which helps shoppers better understand how these ingredients are affecting their skin’s health. 

If using natural ingredients is part of your brand identity, this section of your product page is a great place to communicate that. But if that’s not your style, that’s OK too. Products that have ingredients that are not 100% natural, like preservatives, are not necessarily selling less than their fully natural alternatives—they simply attract different customer segments. Again, transparency is what counts here.

You can also highlight what ingredients you don’t include in your products. With the rise in popularity of the clean beauty market, it’s becoming more common for beauty brands to exclude from their formulations certain controversial ingredients. These include toxic ingredients like phthalates (used to increase an object’s flexibility), parabens (a preservative), and sulphates (a cleansing agent). 

For example, before they even list what is in their products, Olive & June calls out its “15-free guarantee”: 

Go beyond the label with storytelling

A product label only gives you a few lines of copy; your online storefront gives you room to tell the full story of why you created the product, what makes it special, and how it connects to your broader brand. It gives you the opportunity to communicate how your product is different from the hundreds of others on the market. 

"We’re so lucky that we are able to create these spaces online now,” says The Cleanest Lab founder Samantha Kent on the Shopify Masters podcast. “You’re really able to communicate with customers, and you can do it in a much more visual way than you can in the small space on a bottle.”

As Samantha points out, it’s one thing to create a great product; it’s another to ensure customers understand why it’s significant. "The most important thing to remember when you’re communicating your story and what you want the product to do is to give as much context as possible," she says. 

The Cleanest Lab’s NOTOX Daily Cream is a strong example of this approach. At its high price point, the product faces a high bar: Customers need to believe it’s not only worth the investment, but that it rivals the increasingly popular Botox injection treatment. The tone of the product page achieves a fine balance of clinical authority and aspirational beauty.

The main product description positions it powerfully, but interested customers can click “Learn More” to get the hard sell. There, the brand walks through the science behind its active ingredients, offers comparisons to injections, and even provides graphics showing measured improvements across different areas of the face after just three days of use.

This layered storytelling transforms the product details page (PDP) into more than a sales pitch. It’s an educational experience that builds trust and authority, while also appealing to the senses. By balancing clinical credibility with luxury branding, The Cleanest Lab reaches both conscientious shoppers who want evidence and those simply looking for a product that feels indulgent.

Provide social proof and reviews for your skin care products

There’s no better way to show that your products work than with actual customer results. Incorporate social proof like star ratings and real customer reviews into your product pages. Also, if your products have been dermatologist tested, mention that, and maybe even add a badge or graphic to show off that selling point even more.

For example, when Fenty Beauty does a clinical study of its products, it’s transparent about the results on its product pages: 

Although the sample size is low—and notice that the brand is transparent about it—sharing a study like this still provides reassurance and product insights for customers.

Giving customers a way to leave reviews is an easy way to get this kind of social proof on your pages. Customer reviews are proven to help convince buyers to make a purchase. You’re essentially empowering your audience to complement your marketing efforts with their own voices. 

For example, Rare Beauty includes a way for verified buyers to leave reviews on every one of its product pages: 

Notice how these customers are able to share their experiences and review the product, while also giving context to when they reviewed, what their skin type and shade is, and their age range. These details help shoppers see themselves in reviews, which can help them find more products relevant to their particular skin care needs. 

It’s understandable if you’re concerned about negative reviews, but even less-than-glowing reviews create trust. They show you’re not editing or hiding criticism, so customers get a realistic impression of what their peers have experienced using your products.

3. Take advantage of social media marketing

Social media marketing for your skin care brand can be a great way to generate sales, build brand awareness, find influencers to work with, and build a loyal following of customers. Best of all, it’s all free to use, unless you delve into paid skin care advertising.

Getting started with a social media strategy can be daunting, but there’s no need to overwhelm yourself by getting on every platform all at once. Start with one or two places where your audience seems most active. 

Some of the platforms you can try out include:

• Facebook
• TikTok
• Instagram
• X
• Snapchat

There are more niche sites, like Tumblr and Reddit communities, but the above are the most popular options with the biggest audiences. 

Each platform has its own style of content, accounts created specifically for businesses, and built-in self-serve advertising options. TikTok audiences, for example, really value authenticity and seeing familiar faces. Or you can get really specific and granular when picking Facebook custom audiences to target. While Snapchat and TikTok are completely video-based, Facebook, X, and Instagram let you mix both videos and still images.

With so many platforms at your fingertips, it’s important not to stretch yourself too thin. Trying to take on every platform at once is a recipe for burnout and half-hearted content that won’t drive the engagement you’re seeking. It’s better to build effective skin care marketing strategies on one or two platforms than to struggle to keep up with all of them. That’s especially important if you have a small team or are working solo.

Once you identify one or two platforms you want to build a presence on, take a look at what competitors are doing and how they use different platforms in different ways.

For each platform, decide:

• What you hope to get out of the platform (more sales or brand awareness, for example).
• Who your target audience is and what types of content they engage with.
• What your goals are (a certain number of followers or post engagements within six months, for example).
• What kind of content you’ll be creating within your skill set.

Setting these intentions will keep you on track and help you decide later on if your strategy is working or if there’s tweaking to be done.

As for what to actually post, let’s look at some examples from real skin care brands.

Show how your products work

Australian skin care brand Go-To often partners with content creators on their Instagram page. For example, they partnered with Nikki Parkinson to create a video demo of how to use their two different primers. This type of sponsored content combines the powers of influencer marketing, user-generated content, and product tutorials. These are all social media marketing tactics that can capture your audience’s attention and more deeply educate them about your skin care products. 

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A post shared by Go-To (@gotoskincare)

Post on notable days using trending tags

On any given day, there’s some sort of occasion to mark on social media. For example, on #NationalDonutDay, Truly Beauty partnered with a micro-influencer to promote its Glazed Donut skin care line: 

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A post shared by Nicole Gray (@thecharmingbeautygirl)

This is a fun way to incorporate a trend into your marketing plan and boost your reach. Look up trending social media days—like those on Sprout Social’s list of hashtag holidays—and consider any relevant ways it would make sense to promote your products or brand. For example, do you use all-natural products? #NationalCleanBeautyDay is in July. Or did you and your sibling cofound your business? #NationalSiblingsDay is in April. 

Share user-generated and influencer content

If your customers find you on social media, you may find yourself tagged by people posting about your products all on their own. This can be very validating and exciting to see. When this happens on Instagram, for example, you can easily repost something to your Stories.

Otherwise, the best etiquette is to reach out and ask permission to repost, always giving credit to the customer. You can even encourage customer posts by offering discount codes for people who do it. Another way to get this content going is by contracting influencers (more on that later) or sending out free products. The bonus of posts from established influencers is they’re polished and professional.

Create polls or ask questions in Stories

If you’re stumped on what to post, sometimes just posting a question can encourage engagement. Many platforms have built-in poll options, or you can simply get people to answer in the comments. This drives engagement by encouraging people to interact with your posts.

For example, before launching the latest addition to its product line, DTC body care brand Hanni posted this question box sticker to Instagram Stories: “Ask us questions about Splash Salve Fragrance Free before we launch!” 

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A post shared by Hanni Bodycare (@hannismooth)

Since that question box sticker is interactive, it was easy for Hanni’s audience to reply directly to its Story with product questions. From there, Hanni curated a carousel of eight responses to eight customer questions, overlaid on videos of the product being manufactured in its factory. 

With this combination of audience interaction, product education, and behind-the-scenes footage, the brand fostered a sense of transparency, credibility, and approachability with its audience—all as part of its pre-launch marketing strategy.

4. Work with influencers

You don’t need a huge budget to partner with influencers in your skin care marketing campaigns. Even partnering with nano- or micro-influencers can be an effective sales driver: 82% of consumers trust micro-influencer product recommendations more than those of influencers with higher prominence. With their more intimate community size, micro-influencers tend to cultivate engagement that feels more personable, authentic, and credible to their audiences. 

Influencers are usually categorized by how many followers they have: 

• Nano-influencers: 1,000 to 10,000 followers
• Micro-influencers: 10,000 to 100,000 followers
• Mid-tier influencers: 100,000 to 500,000 followers
• Macro-influencers: 500,000 to 1 million followers
• Mega-influencers: 1 million+ followers

The number of followers correlates to how much payment an influencer can command for taking on a sponsorship. Big influencers may have the largest audience—and reach—but a deal with them can run into six figures and may have to go through an agent or manager. 

On the other hand, smaller influencers charge less money, and you can probably contact them just by sending a direct message or email. Data also shows that nano-influencers have higher engagement rates than larger accounts—18% per post compared to 4% for mega-influencers, according to Grin. 

Selecting influencers to work with will take some homework. Try searching skin-care-related hashtags on various social media platforms—TikTok, Instagram, and Snapchat, for example—and identify people with influence in that space. You can also explore popular micro-influencer platforms that help you with discovery and influencer management. 

You don’t have to limit yourself to traditional beauty influencers, either. When OSEA Malibu was just starting out, the team didn’t have the budget for big-name partnerships. Instead, they looked to adjacent communities like nutritionists and nurses whose values aligned with the brand. “Find those creators who reflect something that’s unique to who you are,” says CEO Melissa Palmer on the Shopify Masters podcast. 

They also made a point of sending samples to anyone who showed genuine interest in the comments. “We tried to connect with that whole ecosystem so that the community of nurses thought, ‘Oh, wow, I keep seeing OSEA everywhere,’” says Melissa. 

Once you find people who interest you, reach out to inquire about rates and determine who you want to work with. Remember, you’re pitching to them, so let them know why you think your brand is a good fit for them.

When striking an influencer marketing deal, it’s important to lay out expectations—are you paying for a single feed post? A multi-part story? A series of videos? Being clear on what’s expected and putting that in a contract will keep things smooth for everyone involved. For skin care marketing, you can ask the influencer to use the product in a video, or post regular updates of how the product is working for them.

You can also try your luck at simply sending free products to influencers, but this can be a gamble. Many influencers with a decent following won’t provide positive posts simply in exchange for free products. And even if they do post, without a paid arrangement and contract, you can’t guarantee that what they post will be positive, or that they’ll even post at all.

📚Resources

• The Complete Guide To Influencer Marketing in 2025
• 28 Important Influencer Marketing Statistics To Know in 2025
• How To Use Influencers To Drive Sales: 7 Tips

5. Invest in content marketing

Creating content alongside your products can be a smart way to both drive traffic and build trust. More than half of marketers include content marketing in their mix, and it’s a solid way to drive engagement, increase SEO traffic, and build your brand. There are even people who have successfully pivoted a blog into a full-blown business.

Blog about it

If you’re running a skin care business, you’re probably chock-full of useful information that your customers would love to know. Blogging about it is a natural way to share that information.

Using SEO skills (more on that later), you can brainstorm questions your customers might have and address them in your own blog posts. Remember that people are looking for useful information, not just a plug for products, so use your expertise to help them and add real value to their experience. 

Play to your strengths, too. If your products emphasize particular ingredients, you can write about what exactly those ingredients do and how they support skin or hair health. Maybe you have great tips and tricks for how to build a skin care routine. Think of all the concerns you’re trying to address with your products and how you can turn that into content your customers can use.

Take skin care brand Blume, for example: its Blume University blog educates readers about skin care with posts that align with the brand’s expert yet personable tone and values. Its posts tackle topics related to acne and sensitive skin in fresh ways, like with its post Building Confidence With Acne. It also teaches its audience about specific ingredients common in their products, like with the post Hyaluronic Acid in Skin Care: What You Need to Know. And Blume always ties its content back to its products, like how its post Do You Really Need a Serum? both educates about and promotes its Milky Fade serum. 

Start a YouTube channel

Blogging is great for driving traffic to your site, but if you want to build a following and you’re comfortable being on camera, starting a YouTube channel can be a great way to build a personal connection, develop trust, and encourage sharing. 

Krave Beauty founder Liah Yoo grew her company out of a YouTube channel where she documented her journey with adult acne. Instead of pushing products, she shared empathetic, practical advice—and that vulnerability resonated with viewers facing the same struggles. By focusing on being genuinely helpful, she built a community of more than a million subscribers around a shared problem long before launching her brand.

In Liah’s view, YouTube’s long-form, search-driven format creates space for a deeper connection with viewers. “Short-form audiences are quick to forget who you are,” she explains on the Shopify Masters podcast. “You can’t really form a relationship with a content creator if you’re watching that person for 15 seconds. On YouTube, audiences intentionally click on your video to hear what you have to say.”

6. Pay attention to skin care SEO

The basic premise of SEO marketing is making sure that when potential customers are searching for skin care products or information, they can easily find your site. 

Search-engine optimization is both an art and a skill that some people dedicate their whole careers to, but you don’t have to be an SEO genius to get started.

The first thing to consider is what search terms you think will bring customers to your site. If you start typing “skin care” into the Google search bar, you can see what some popular search terms are.

You can also use more sophisticated tools, like Moz’s Keyword Explorer or Ahrefs, to pinpoint search terms to optimize for.

Read this SEO checklist to see how you can make your site easier to find on search engines.

7. Dive into SMS marketing

SMS stands for short message service, but we all know it better simply as texting. With so many people’s inboxes filled with promotional emails, SMS marketing is a great way to cut through the noise and get your message delivered straight to your customer’s phones.

The skin care brand Bushbalm successfully used SMS marketing to do just that. Using Shopify tools, Bushbalm captured phone numbers, with each customers’ consent, during checkout.

You can use this method of marketing to promote products, announce sales and discounts, and build customer loyalty. The advantage here is that because it’s an opt-in style of marketing, the people who sign up for text messages really want to hear from you. You may generate a smaller SMS contact list than with an email list, but it’s also a list of your most loyal customers.

The downside is that SMS marketing can be expensive. Using SMS software can cost 50¢ to $1.75 per message, but this can pay off. Bushbalm sees a return of $1.30 per SMS sent.

There are also legalities to consider. SMS marketing must comply with the Telephone Consumer Protection Act (TCPA), but the good news is that Shopify SMS marketing apps are already TCPA compliant.

Some apps to try include:

• Postscript
• Attentive
• ManyChat

📚Resource: SMS Marketing Guide: Tips, Examples and Apps

8. Test your brand message at in-person events

Selling at in-person events might seem counterintuitive to building an ecommerce business, but it can actually be a powerful way to test and refine your brand messaging. Face-to-face conversations offer immediate feedback you can’t always capture online. 

Danielle Close—founder of My Skin Feels, a skin care brand that turns food waste into luxury products—spent her first two years doing just that. “I’ve probably run my brand the opposite of how anyone would tell you to run a brand in 2025,” Danielle says on the Shopify Masters podcast. “They’re like, ‘Put it on TikTok. Put loads of money into digital.’ For me, it’s really important to test things, but to test things not online but in real life.” 

By showing up at pop-up markets and other events across the UK, Danielle was able to test different versions of her pitch, observe real-time reactions, and tweak her storytelling on the spot. 

Taking this approach can help you validate your brand’s concept, uncover your audience’s real concerns, and sharpen your message before scaling it online. Instead of spending heavily on A/B tests, you’ll gain clearer insights upfront—and create digital content that’s already grounded in what customers care about.

9. Start small to build momentum

Entrepreneurs are fueled by a constant flow of ideas. That creative energy is a powerful asset, but when you’re promoting a new skin care brand, spreading your focus too thin can dilute your message. Starting with just one or two great products lets you build momentum with intention.

Greg Gonzalez, cofounder of Youth to the People, started the now-iconic skin care brand with just three products—and one launched the business into stardom. “You only have so much attention and so many resources,” Greg says on the Shopify Masters podcast. “I’m a big believer in starting focused and building out from there.”

Leading with a single product allows you to build recognition around one standout formula and zero in on a clear, compelling message. You can communicate its benefits, ingredients, and results in-depth without diluting your narrative across multiple SKUs (stock keeping units). That level of focus makes your skin care marketing more cohesive and easier for customers to remember.

This strategy can also simplify the process of testing and optimizing your marketing. For example, if you post 30 TikToks about 30 different products and one goes viral, you’ll have a tough time determining whether it was the product or the post that people responded to. With a focused approach, you can more easily pinpoint what resonates and why. 

Once your hero product gains traction, it creates a natural springboard for future launches, making each new product easier to introduce and market. You’ll have an existing audience, built-in trust, and a clearer sense of what your customers want next. 

10. Build audience during the product development phase

You don’t have to wait until launch day to start building your audience. In fact, OSEA Malibu’s CEO, Melissa Palmer, recommends developing your audience while you’re still creating the product.

“If I was starting a new product right now, I would work to create an audience in tandem to creating the product,” Melissa says on the Shopify Masters podcast. “Create some expertise and authority that connects to what you’re building so that you have a platform to launch from.”

When you aren’t actively selling a product, your target audience is more open, less guarded, and more likely to engage honestly. That makes it easier to grow a community quickly and build authentic relationships.

The same is true for influencer partnerships. Connecting with creators before you have something to sell removes the transactional pressure and sets the stage for genuine collaboration. By the time your brand is ready to launch, those influencers already know your story and can share it with credibility.

And this isn’t just about growing a follower count; it’s also a chance to gather insights that shape your product. The comments, questions, and feedback you receive during product development can influence everything from your formula to your packaging to how you position your brand.

For instance, if you’re developing a tinted skin care line, you might create a TikTok or an Instagram account sharing makeup tutorials or skin care GRWM videos. In one video, you could discuss your favorite tinted moisturizers, prompting commenters to share their own preferences and experiences. That feedback could help you refine your formula, shape your packaging design, or determine the right price point.

11. Use transparency as a competitive advantage

Skin care brands are often vague in their marketing and instructions. Charlotte Palermino from Dieux Skin hypothesizes that this is a deliberate choice to sidestep tough questions or avoid turning away customers who aren’t the right fit. 

But the cofounder sees transparency as playing the long game. “We call ourselves a ‘too much information’ brand,” Charlotte says on the Shopify Masters podcast. “Our products are not going to be for everybody, and that actually really resonates with people, because it’s real.” 

Honesty might discourage some people from buying your products—if they’re not the ones who should be using it. However, the customers who are a good fit will not only love the product but also the fact that you’re straightforward and committed to helping them choose a formula that’s best for their skin, even if it isn’t one of yours. 

An added benefit of embracing transparency is that it naturally creates content opportunities. Think about it. Every moment of the building of your business is a story: why you made a certain product, how you developed a formula, or even what choices factored into your branding.

You might think those stories won’t be as appealing as flashy ads, but Charlotte’s experience proves otherwise. “One of our most viral videos right now is just talking about packaging,” she says. (At the time of the interview, that video had more than 100,000 views.) “It’s doing incredibly well, because it’s about storytelling.”

By sharing the “why” behind your decisions—whether it’s about ingredients, sustainability, or product limitations—you can connect with customers who value clarity over hype. And in a crowded skin care market, that honesty is not a weakness, it’s a powerful differentiator.

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From ideas to action: launching your skin care marketing campaign

You’re well-equipped to put your skin care marketing plan into action. You’ve learned how to make your product descriptions sing and how to get more visitors to your site. But don’t stop there! Keep researching what other skin care brands are up to and keep experimenting.