12 viral Instagram strategies for skincare brands
Skincare brands that mix value with entertainment win on Instagram.
Here’s how they do it, without overwhelming their viewers.
Want guidance? Message us anytime.
Napolify's Resources
- More than 500 viral content pieces analyzed
- Case Studies of viral accounts (Tiktok, Instagram and Facebook)
- Free Marketing Tools & Calculators
- Latest Tiktok Trends
More blog posts
- Viral marketing trends for skincare brands
- Viral Tiktok strategies for skincare brands
- Viral short videos made by skincare brands
The "Product Abuse" Test That Sparks Curiosity
The most powerful content we've seen from skincare brands turns everyday frustrations into must-watch moments by testing products in extreme ways.
Instead of showing perfect application, these brands deliberately put their products through torture tests that make viewers think "I need to see how this ends." The Unyielding Heart (3M views) shows someone attacking a ColourPop compact with a hammer and screwdriver before it finally opens smoothly, proving the packaging improvement. The Banana Sunscreen Experiment (2.4M views) uses bananas as "skin" to show how Deyga sunscreen prevents browning better than competitors over 8 hours.
This strategy works because it makes science visual and gives people proof they can share with skeptical friends. The brands become the heroes who solved a problem everyone recognizes but never thought to test this way.
Creating Urgency Through "Last Chance" Moments
Smart skincare brands are manufacturing scarcity by showing the final drops, tubes, or pieces of their most loved products.
The "Last Drop" Moisturizer Hack (1.3M views) shows someone cutting open an "empty" Dot & Key tube and extracting enough product for another month using a wooden stick. The Art of the Subtle Seduction (1.2M views) demonstrates a discontinued Laura Mercier technique, with comments flooded by people begging for the product to come back.
The psychology here taps into loss aversion - people want what they can't have or what's running out. These videos don't just show products, they show the panic of potentially losing access to something good.
The Sensory Satisfaction Factory
Skincare content that goes viral now focuses heavily on sounds, textures, and visual satisfaction rather than just showing before-and-after results.
The Sensory Symphony of Paula's Choice (1.7M views) amplifies every squish, click, and smear sound as moisturizer gets applied, creating an ASMR experience. Crafting Colour (5M views) shows the oddly satisfying process of pressing powder into perfect circles, with viewers commenting they want to "eat" the product because it looks so appealing.
This Instagram strategy works because it engages multiple senses through the screen, making viewers feel like they're experiencing the product texture themselves. It turns product demos into entertainment people actively seek out.
Behind-the-Scenes Manufacturing Magic
Showing how products get made has become a goldmine for engagement, especially when brands focus on one mesmerizing step rather than the whole process.
The Allure of the Glaze (1.1M views) focuses entirely on thick, glossy "glaze" being poured over a Laneige tube, creating a visual that makes people think of donuts and food. The Appetizing Moisturizer (1.1M views) shows Dot & Key jars being filled on a conveyor belt with satisfying precision, paired with audio that builds desire.
These videos work because they make the manufacturing process look almost edible and definitely touchable. People share them because they look like satisfying cooking videos but with skincare products.
The "Gotcha" Testimonial That Flips Expectations
The most engaging testimonials now use misdirection to keep viewers watching until the very end, building suspense before revealing the real message.
The "Gotcha" Testimonial (0.5M views) shows someone throwing Mary Kay products in the trash while saying they're "blown away by results," only revealing at the end they're replacing empty containers. The "One Word" Testimonial Blitz (3.8M views) asks multiple people for one word about Paula's Choice BHA, building social proof through rapid-fire positive responses.
This pattern keeps people hooked because they expect negativity but get surprised with enthusiasm. It's one of the classic viral formats we have noticed. The twist makes the eventual recommendation feel more authentic than straightforward praise.
Nostalgic IP Collaborations That Hit Different
Skincare brands are partnering with beloved childhood properties to create products that feel like collectibles rather than just cosmetics.
Winx Club x ColourPop (20M views) showcases six different eyeshadow sticks, each matching a different fairy character with extreme close-ups of the multichrome shimmer. Stitch's Ear (1.5M views) shows someone creating Stitch's ear shape using winged eyeliner in a clever makeup tutorial that doubles as character art.
These collaborations work because they tap into emotional connections people have with characters from their childhood, making the purchase feel like both self-care and nostalgia collecting.
The Everyday Relatability Goldmine
Content that shows universal skincare struggles in exaggerated but recognizable ways creates instant connection with viewers who see themselves in these moments.
The Elbow Water Cascade (3.3M views) shows someone trying to wash their face neatly over a sink, but water streams down their elbow onto the floor anyway. The "Mama Said No" Micro-Dramas (3M views) shows abandoned Laneige products throughout a Sephora store with a child's voice saying "somebody's mama said no" - capturing the disappointment of denied purchases.
This strategy works because it validates experiences everyone has but rarely talks about, making viewers feel seen and understood while building brand affinity through shared frustration.
Product Comparison Through Visual Storytelling
Rather than listing features, successful brands now show their products solving problems in direct comparison to alternatives or old methods.
Dot & Key's "New Era" Sunscreen Splash (5.6M views) contrasts a black-and-white "1960s" woman complaining about heavy sunscreen with a colorful modern woman loving the lightweight formula. The 'Cakey Base' Fix (1.8M views) shows the progression from cakey foundation problems to smooth, glowing skin using Dot & Key tinted sunscreen.
These comparisons work because they show transformation in a story format rather than just claiming superiority, making the benefits feel more believable and the solution more necessary.
The Problem-Solution Hook That Never Gets Old
The most successful skincare content still starts with a relatable problem but executes the solution reveal in increasingly creative ways.
Flawless Foundation Finish (1.8M views) opens with close-ups of patchy, caky makeup before revealing a two-step routine using specific products that creates "glass skin." The pH Revelation (1M views) tests whether Cinthol soap is actually doctor-recommended by showing its pH level compared to ideal ranges for facial cleansing.
This pattern keeps popping up in our breakdowns of viral content. The key is making the problem visual and urgent, then providing a specific, actionable solution that viewers can immediately try themselves.
Giveaway Mechanics That Drive Explosive Engagement
Smart brands are creating giveaways around exclusive or limited-edition items that feel more valuable than regular products, requiring multiple engagement actions to enter.
The Allure of the Mini Donut Glaze (1.3M views) offers exclusive mini Laneige tote keychains with donut-cap lip serums, requiring followers to like, share, save, tag friends, AND engage with past posts. Lip Swirl Hypnosis (1M views) showcases five exclusive swirled lip masks in a mesmerizing 4-second loop that makes viewers watch repeatedly.
These giveaways work because they offer items you can't buy anywhere else, making participation feel like joining an exclusive club rather than just entering a contest.
Educational Content That Calls Out Popular Products
Brands are building trust by testing and reviewing widely-used products, even when those products aren't theirs, positioning themselves as the honest experts.
The pH Revelation (1M views) tests the pH of popular Cinthol soap and reveals it's too alkaline for facial use, sparking comments asking for tests on other brands. The content builds authority by showing scientific testing methods while addressing a product millions of people use daily.
This strategy works because it demonstrates expertise without being salesy, making viewers trust the brand as a source of honest information they can rely on for future product decisions.
The Novelty Applicator Showcase
Products with unique application methods or packaging are getting showcased through satisfying demonstration videos that focus entirely on the tactile experience.
The Allure of the Squishy Donut (1.2M views) shows someone repeatedly pressing Laneige's soft, donut-shaped applicator, creating an oddly satisfying visual loop. A Viral Lip Serum Launch (1M views) introduces four donut-inspired lip serums with clear donut-shaped applicators, paired with hypnotic "bing bap boom" music.
These videos work because the unique applicator becomes the star, making the product feel innovative and worth trying just for the experience of using something different.
Napolify's Resources
- More than 500 viral content pieces analyzed
- Case Studies of viral accounts (Tiktok, Instagram and Facebook)
- Free Marketing Tools & Calculators
- Latest Tiktok Trends
More blog posts
- Viral marketing trends for skincare brands
- Viral Tiktok strategies for skincare brands
- Viral short videos made by skincare brands