In today’s creator economy, viral trends pop up quicker than a pimple under a facemask. And no one is in a better position to cash in on that constant social media activity than skincare brands.
But brands rarely make a splash on their own. The most successful ones understand they need to get products in the hands of popular influencers who know how to work that social media magic.
In this blog, we’ll take a look at some of the latest skincare trends, brands leveraging creators to help promote their products, and some of the hottest “skinfluencers” in the game.
What is a skinfluencer?
A skinfluencer is a social media creator who posts content related to skincare and skincare products. Some of the most popular include dermatologists, estheticians, and other licensed professionals. Other trusted influencers are simply skincare enthusiasts passionate about providing tips and unbiased reviews for their followers. But regardless of their niche, skinfluencers hold considerable sway with audiences when it comes to trends and product recommendations.
Why influencer marketing works for skincare brands
Influencer marketing works well for beauty brands because they can use skilled creators to showcase their products and encourage consumers to try new techniques and trends. Skincare influencers share the triumphs and struggles of their skincare journeys and build communities of dedicated followers who share the same experiences. By leveraging these engaged communities, skincare brands can get their products in front of the people who can benefit from them the most.
Top content trends for skincare creators
@addi_mccall Reply to @marblydawny how i slugg!!! My night skincare routine! #SoFiBreakUpChallenge #BbStyleFearlessly #slugging #aquaphor #accutanecheck #accutanebeforeandafter #skincare #cheapskincare #sluggingwithaquaphor #nighttimeskincare ♬ original sound – Addi McCall
Slugging is one of the latest TikTok trends that involves applying a thick layer of occlusive—like Vaseline—as the final step of a nighttime routine. Although not all experts have signed off on the messy practice, some claim slugging works wonders for their dry, eczema-prone skin.
@rickeythompson #ad I am LIVING for fermented skincare from @ferverskincare 👑#ferverpartner #targetstyle #fermentedskincare ♬ original sound – Rickey Thompson
Studies suggest fermented ingredients hold numerous skincare benefits, including slowing the aging process and reducing inflammation.
“Fermented ingredients are currently popular in skincare as it uses a natural process to help enhance potency and penetration,” New York City dermatologist Dr. Marisa Garshick said in an interview with InStyle.
Dr. Garshick noted that more research is still needed to prove the effectiveness of fermented ingredients, but some kombucha-infused products are already on the market to test the theory.
@dr.mamina Pale is in though #dermatologist #sunscreen #skincare #doublesunscreenmethod ♬ original sound – Mamina Turegano, MD
Sunscreen is one of the best ways to promote healthy skin and prevent wrinkles. Dermatologists have always harped on the importance of using plenty of sunscreen. And with more brands enlisting medical professionals to help promote their products, high-quality SPF is making its way into every creator’s daily routine.
High-quality moisturizers beat out most complex routines as influencers make a case for a more minimalistic skincare approach.
“After a few trials, many of our clients are starting to realize that less is more when it comes to skincare,” Dr. Anna Puri, of Skinora UK, said in an interview with Vogue. “Using too many products doesn’t guarantee effective results; it can sometimes even do the opposite.”
Best platforms for skincare influencers
Instagram is the most popular channel for skincare influencers to showcase their favorite products and skincare routines. The Instagram feed is perfect for posting static progress pics or before-and-after shots. Instagram Reels are also helpful for posting quick how-tos and makeup hacks.
With more influencers than any other platform, Instagram is ideal for brands hoping to find the best influencers who align with their goals. And with its instant shopping feature, users can buy products via clickable ads without even leaving the platform.
TikTok isn’t just for Gen Z anymore. The platform is now home to one of the most diverse social media demographics and remains the fastest-growing social media channel out there. Its short-form video format is perfect for quick how-to videos, makeup hacks, and glamor shots from some of the most engaging creators online today.
The seemingly never-ending stream of viral TikTok trends makes partnering with savvy creators a no-brainer for skincare brands. And with the platform’s recently released in-app shopping experience, now is the perfect time to start taking advantage of everything TikTok has to offer.
Most of the original skincare and beauty influencers got their start on YouTube. Although short-form videos are quickly becoming the most popular form of social media content, YouTube remains unmatched for tutorials, product reviews, and day-in-the-life videos.
Because the videos that YouTube skinfluencers post are longer than most videos on other channels, audiences can spend more time developing a deeper connection with their favorite creators. Many YouTube creators also post videos on a schedule, so followers know exactly when to expect the latest content drop.
With its visual focus and creative user base, Pinterest is a sneaky choice as one of the leading platforms for skincare influencers.
Pinterest is a source of inspiration and education for its users. Skincare brands considering Pinterest should use the platform to inform their audiences but allow their creators to set the mood for the page’s aesthetic.
Brands can use Pinterest to create “beauty boards” to inspire various skincare routines and use image pins to showcase product lines. Pinterest is also adding more video content, allowing users to share more cross-platform content.
Brands succeeding using skincare creators
CeraVe works with dermatologists to develop its products and partners with medical industry professionals to help promote them. The #ceravepartner doctors provide invaluable expert opinions to build brand trust, elevating CeraVe to one of the most trusted names in skincare.
Sephora uses a crowdsourcing approach to influencer marketing with its #sephorasquad program launched in 2019. The brand encourages influencers of any size to apply. Once selected, Squad members enter into a year-long, paid partnership where they work on various campaigns and marketing initiatives. The best partners share their triumphs and struggles, stay open to trying new trends, and make genuine connections within the Sephora community.
@arnellarmon #ad The @esteelauder Advanced Night Repair serum has my skin feeling glowy and soft! #TikTokMadeMeGiftIt #esteelauder ♬ Playing Games – Instrumental – Summer Walker
Estée Lauder spends roughly three-quarters of its marketing budget on influencers. Granted, a huge chunk of the budget likely goes to mega influencers like Kendall Jenner—the 12th-most-followed account on Instagram—but the brand partners with plenty of micro influencers who target more niche audiences. Estée Lauder seeks out creators of all skin tones and conditions to show people of all walks of life how they can benefit from its products.
20 skincare creators to follow on social media right now
Top 5 Instagram skincare influencers
Dr. Ewoma Ukeleghe is a medical and cosmetic doctor and clinical expert in skincare and non-surgical enhancement. She is known for her engaging Q&A sessions and her community-driven approach to holistic skincare education.
You can also follow her on TikTok.
Yashwant Singh is a New Delhi-based creator offering helpful advice to men as they embark upon their skincare journey. Inspired by his own struggles with acne, Yashwant is known best for his recommendations for achieving clear, healthy-looking skin.
Nikki, the creative mind behind Ugly Duckling Skincare, is a master at simplifying complex skincare approaches. Her goal is to separate fiction from fact in the beauty industry and help her followers decide on products that make them look and feel their best.
Dr. Muneeb Shah is a dermatology chief resident and an expert in evidence-based skincare treatments and medicines. He provides his followers with accurate, up-to-date information about the best skincare routines and treatments.
Zafina Stewart is an 18-year-old actress and skincare enthusiast based in New Jersey. She engages her audience with regular skincare tips and inspiration and invites them to follow her on her journey as an aspiring actress and screenwriter.
Top 5 TikTok skincare influencers
1. Aisha Nur
@_aishanuuur Feels like a dream on the skin! @dieuxskin @charlotteparler #dieux #skinbarrier #moisturizer ♬ DARARI – ︎ ondu
Aisha Nur’s “glowy skin and flawless makeup” hacks have helped her become one of the hottest skinfluencers on TikTok. Her educational (and often hilarious) content is packed with tips, techniques, and new products to inspire her followers to achieve their own skincare goals.
You can find more from Aisha’s on Instagram.
@theodisseya #skintok #asmrskincare #asmrsounds #koreanskincare #SKINTOK #glowing #skinserum #skinhydration ♬ original sound – Odisseya🌸
Mairamkul Karagulova, better known online as Odisseya, quashes unrealistic skincare expectations by reminding her followers that healthy skin doesn’t happen overnight. Her popular TikTok routines focus on a long-term approach to skin wellness and the products she uses to produce her signature glow.
3. Roger Ma
@rogerwh0 Reply to @akafabs new series: sunscreens 👀 #skincare #sunscreen #supergoop #spf ♬ original sound – Roger
Roger Ma started his skinfluencer channel during quarantine and has since grown his following to more than 500k on TikTok. Roger prides himself on delivering fun but honest product reviews and documenting his rise to skincare guru status.
@sarahpalmyra Just saying! #sunscreen #doublecleansing #skincare @sarahpalmyra ♬ Ah ah ah – kriptozavr
Sarah Palmyra is a top follow for skincare, makeup, and a sprinkle of sass. Viewers come to her for positive beauty content, including thorough reviews on the latest launches and useful info about product ingredients.
@kycmd Did you guess right? 🧐 #dermatologist #skincareroutine #skincare #medicine #medical #doctor #cancer #learnontitkok #tiktokpartner ♬ Du tut du tut – kkimfazzi
Dr. Chao is about science, not hype. He knows how to keep his followers looking and feeling great. But as a Mohs dermatologic surgery fellow, Dr. Chao is most passionate about keeping his audience safe by educating them on the warning signs of serious skin conditions.
Top 5 YouTube skincare influencers
1. Lateef Saka
Lateef Saka is a London-based influencer who specializes in skincare tips for beginners. His content is informative, easy to digest, and perfect for anyone searching for their first tried-and-true skincare routine.
2. Amy Chang
Amy Chang started her BOND EN AVANT platform in 2016 to explore her passion for all things beauty. She tests the market and reports back on what’s worth buying, what to avoid, and how to navigate the complicated world of beauty and skincare.
3. Ruchita Ghag
Ruchita Ghag shares amazing tips for beauty, skincare, and life. Aside from choosing the right products and routines, Ruchita advocates living an overall healthy and positive lifestyle for people who want to achieve the best overall wellness results.
4. Helen Liao
Helen Liao’s channel is for skincare, beauty, and the musings of a 20-something living in San Francisco. She dives deep into her favorite skincare routines and takes her followers shopping with her so they can see how she chooses the best quality products.
Ramon is a skincare and cosmetics formulator, esthetician, and unapologetic Rhianna stan. Ramon keeps his content light and fun but is always full of helpful insights for products that fit any budget.
Top 5 Pinterest skincare accounts
Christine is a pediatric critical care doctor and a mother of two. She started her 15 Minute Beauty blog to help women on the go make every second count in their morning routines. Christine is most interested in the science behind beauty products so she can inform her audience exactly why they will (or won’t) work.
Hannah Bronfman is a beauty aficionado, DJ, author, and founder of HBFit. Her page is dedicated to looking good, feeling healthy, and living life to the fullest.
Miranda Mendelson started the Slashed Beauty blog to keep beauty lovers on a budget up to date with the latest trends, reviews, and tutorials. Her followers can always count on her for beauty tips that won’t break the bank.
Groom+Style is a go-to for anyone looking for honest product reviews in a variety of industries, including skincare. The publication is known for its “best of” lists and tutorials for men and women alike.
Sona Gasparian is a professional makeup artist turned beauty and fashion blogger. She credits her followers for helping her recognize her dreams and creates content to inspire her audience to reach theirs too.
Key takeaway: Skinfluencers are the best option for skincare brands hoping to go viral.
By partnering with creators who understand social media trends and have built an excellent rapport with their audience, brands can guarantee their products at least make it in front of consumers who are eager to buy and open to trying new trends.
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