17 viral marketing strategies and tactics for skincare brands
These strategies helped skincare brands go viral. It's not about perfect skin—it's about real improvement, honest reviews, and showing actual results.
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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 Tiktok strategies for skincare brands
- Viral Instagram Reels made by skincare brands
- Viral marketing trends for skincare brands
Making luxury feel accessible to everyone
The biggest shift in skincare marketing is breaking down the barriers that make premium products feel out of reach. Instead of creating content that screams "expensive and exclusive," successful brands are showing real people using high-end products and making it feel like something anyone can enjoy.
The Flawless Foundation Finish (1.8 million views) starts by showing common makeup problems that everyone deals with, then presents specific products as simple solutions. The presenter talks about "tricks that famous makeup artists use" but demonstrates them in a way that feels totally doable. The Alluring Caviar Eye Transformation (5.5 million views) shows a sophisticated eye look being created with just a few swipes of eyeshadow sticks, making the whole process look effortless and achievable.
This works because it reframes luxury as everyday self-care rather than something special you save for occasions. By showing the actual application process and focusing on how easy the products are to use, brands make premium skincare and makeup feel like something viewers can and should incorporate into their daily routine.
The power of the satisfying reveal
One of the most effective ways to hook viewers is by creating anticipation and then delivering a satisfying payoff. The best viral content builds up to a moment that makes people go "wow" or feel deeply satisfied.
The Unyielding Heart (3 million views) starts with someone trying to break open a makeup compact with a hammer, building tension until they finally get it open and show the beautiful product inside. The Allure of the Glaze (1.1 million views) takes viewers behind the scenes of creating a product shot, showing the careful process of pouring thick glaze over a lip product until you get that perfect, glossy finish that makes you want to watch it again and again.
The key is making people wait just long enough to feel invested in the outcome, then delivering something visually or emotionally satisfying. This creates a mini dopamine hit that makes viewers want to share the experience with others.
Turning problems into relatable moments
The most viral skincare content doesn't just solve problems - it makes people feel seen and understood first. Instead of jumping straight to solutions, successful creators spend time acknowledging the frustrating experiences that viewers deal with every day.
The Elbow Water Cascade (3.3 million views) perfectly captures that annoying moment when you're trying to wash your face neatly but water runs down your elbows and soaks the floor anyway. The Gotcha Testimonial (0.5 million views) starts by making it look like someone is about to trash their skincare products, tapping into that familiar feeling of disappointment when something doesn't work, before revealing the real reason.
This approach works because it creates an immediate emotional connection. When people see their own struggles reflected back at them, they stick around to see how the story ends. It's one of the classic viral formats we have noticed.
Making the application process irresistible
There's something deeply satisfying about watching skincare products being applied correctly. The most viral content focuses on the textures, sounds, and visual appeal of the application process itself, turning routine skincare into something that looks luxurious and enjoyable.
The Sensory Symphony of Paula's Choice (1.7 million views) amplifies every sound - the click of opening the jar, the smooth squish of the cream, the gentle rubbing sounds - making the whole experience feel almost therapeutic to watch. Crafting Colour (5 million views) shows the mesmerizing process of pressing eyeshadow powder into perfect, smooth circles, focusing entirely on the satisfying transformation from loose powder to finished product.
This works because it makes skincare feel like a treat rather than a chore. When viewers see how pleasant and satisfying the application process looks, they start to crave that experience for themselves.
Building suspense with unexpected twists
The best viral content keeps viewers guessing by setting up one expectation and then delivering something completely different. This element of surprise makes content memorable and encourages people to watch it multiple times to catch details they missed.
A Viral Lip Serum Launch (1 million views) introduces products with a catchy "bing bap boom" rhythm that builds anticipation before revealing the unique donut-shaped applicators that make the products special. Kiehl's Icy Pop-Up Deconstructed (1.3 million views) starts with a building literally encased in ice, making viewers wonder what's happening, before dramatically shattering the ice to reveal the store inside.
These surprise moments work because they break people out of their scrolling autopilot and force them to pay attention. The unexpected element makes the content shareable because people want their friends to experience the same surprise.
Creating ASMR moments that feel natural
Sound plays a huge role in making skincare content addictive to watch. The most successful viral videos don't just show products - they make you hear and almost feel the experience through carefully crafted audio that triggers relaxation and satisfaction.
Paper Doll Glam (0.5 million views) amplifies every sound - the tap-tap-tap of fingers on paper, the squish of products being squeezed, the swish of brushes - creating an almost hypnotic audio experience. The Virality of Slugging (1.2 million views) uses the gentle sounds of product application combined with a calm, informative voiceover to create content that feels both educational and soothing.
This works because good ASMR content creates a physical response in viewers - they feel relaxed, satisfied, or even tingly. This positive physical sensation makes them more likely to watch the full video and come back for more.
Leveraging trending sounds in unexpected ways
The smartest brands don't just use popular audio - they find creative ways to make trending sounds work for their specific products and messages. This creates content that feels current and engaging while still being authentically about skincare.
The Viral Lip Balm Loop (3.7 million views) takes a childlike vocal sample saying "Everyone, I've got some lip balm" and speeds it up progressively through the video, creating an addictive audio loop that perfectly matches the visual rhythm. The Sephora Sale Scream (1.4 million views) starts with peaceful, aspirational music while showing luxury products, then suddenly cuts to a jarring scream that perfectly captures the feeling of post-shopping regret.
This approach works because it takes sounds that people already find catchy or memorable and gives them new meaning in the context of skincare. The familiar audio helps the content feel trendy while the unexpected application makes it memorable.
@glowrecipe hah 🙂 #glowrecipe #newskincare #watermelontoner #lipbalm ♬ Tina used my sound - 00
Showcasing the "before and after" journey
People love transformation content, but the most viral skincare videos go beyond just showing results. They document the entire experience of using a product, including the immediate sensations and gradual changes that happen during application.
Pimple Predicament and Solution (1 million views) shows the exact problem (blind pimples), explains what causes them, and then walks through specific solutions step by step. The Cakey Base Fix (1.8 million views) starts by pointing out cakey makeup, immediately switches to show a different product being applied, and ends with a clear improvement in how the skin looks.
This works because it gives viewers a complete story they can follow and potentially recreate. The step-by-step documentation makes the results feel achievable rather than magical.
Making product features feel like discoveries
Instead of just listing what products do, viral content presents features as exciting discoveries that viewers are learning about for the first time. This creates a sense of being let in on a secret or finding something special.
The Allure of the Squishy Donut (1.2 million views) focuses entirely on the unique texture of a donut-shaped applicator, showing how satisfying it is to press and squeeze. The Phone Case Makeup Hack Phenomenon (12 million views) reveals an unexpected way to use makeup products by literally taping them to your phone case.
This discovery approach works because it makes viewers feel like they're learning something valuable and unique. People love to share content that makes them look knowledgeable or helps their friends discover something new.
Creating urgency through limited availability
Some of the most viral skincare content taps into people's fear of missing out by showcasing products or collections that won't be available forever. This creates immediate desire and encourages quick action.
The Allure of the Mini Donut Glaze (1.3 million views) shows exclusive mini products and accessories that aren't sold separately, making them feel extra special and desirable. Lip Swirl Hypnosis (1 million views) features limited-edition swirled versions of popular lip products that create immediate desire because viewers know they can't get them anywhere else.
This works because scarcity creates value in people's minds. When something feels exclusive or hard to get, it becomes more desirable and worth sharing with others who might also want it.
Building community through shared experiences
The most engaging skincare content creates moments where viewers feel like they're part of a larger community of people who understand the same struggles and victories. This shared experience encourages commenting, sharing, and ongoing engagement.
The Mama Said No Micro-Dramas (3 million views) shows abandoned skincare products in stores with a child's voice saying "somebody's mama said no," creating an instantly relatable scenario that many people have either experienced or witnessed. The Sample Saver's Ritual (3.5 million views) shows someone carefully pouring a tiny sample into an almost-full bottle of the same product, capturing that specific behavior that beauty lovers will immediately recognize.
This works because it makes people feel understood and validated. When viewers see their own behaviors or experiences reflected in content, they're much more likely to engage and share it with others who will "get it."
Educating while entertaining
The best viral educational content doesn't feel like a lecture. Instead, it packages useful information in ways that are visually interesting, easy to follow, and immediately actionable.
How to Wash Your Face Incorrectly (1.8 million views) uses negative framing to teach proper face washing techniques, making the educational content more engaging by showing what not to do. The pH Revelation (1 million views) demonstrates how to test soap pH using simple strips, giving viewers a hands-on way to evaluate their own products.
This approach works because it gives viewers practical tools they can use immediately. When educational content feels actionable and relevant to people's daily routines, they're more likely to save it, try it, and share it with others.
@skincare.com So, are you making any of these mistakes? 😬 #byloreal #skincaretips #skincareroutine ♬ original sound - Skincare.com
Turning manufacturing into entertainment
Behind-the-scenes content that shows how products are made can be incredibly engaging when it focuses on the most visually satisfying parts of the process. This transparency builds trust while creating content that's genuinely fun to watch.
The Appetizing Moisturizer (1.1 million views) shows bright yellow moisturizer being dispensed into jars on a production line, with audio that perfectly captures the excitement of seeing something that looks almost good enough to eat. The Journey of a Dew Drop (6.5 million views) takes viewers through the complete process of making a popular serum, from sourcing ingredients to final packaging.
This works because it satisfies people's curiosity about how things are made while building trust through transparency. The visual appeal of seeing products being created is inherently satisfying and shareable.
Leveraging unexpected collaborations
Some of the most viral content comes from surprising partnerships or collections that bring together different worlds in unexpected ways. These collaborations create built-in audiences and generate excitement through novelty.
Winx Club x ColourPop (20 million views) taps into nostalgia by partnering with a beloved animated series, creating eyeshadows that correspond to different characters and their signature colors. Stitch's Ear (1.5 million views) shows how to create makeup looks inspired by Disney characters, turning eyeliner into recognizable character features.
This pattern keeps popping up in our breakdowns of viral content. These collaborations work because they combine the loyalty and emotion people feel for beloved characters with the practical appeal of makeup products, creating content that feels both nostalgic and useful.
Creating addictive loops and patterns
The most viral short-form content is designed to be watched multiple times, either because it loops seamlessly or because there are details that become more satisfying with repeated viewing.
Decoding the Glow Recipe Loop (2.4 million views) creates a perfect loop of someone handling different colored product bottles while a distinctive sound plays, making it almost impossible to watch just once. The Urban Odyssey of Oversized Skincare (1 million views) shows people carrying comically large product containers through city streets, creating surreal but mesmerizing visuals.
These loops work because they create a hypnotic effect that keeps people watching longer than they intended. The repetitive nature can be soothing and satisfying, while the visual appeal makes each loop feel fresh rather than redundant.
@glowrecipe we love the chaos #glowrecipe #skintok #northwest #skincarehumor ♬ iThong 69 Ringtone - Munsterus 👽
Addressing controversies head-on
When brands face criticism or questions about their products, the most viral responses don't avoid the issue - they address it directly while explaining their reasoning and showing their commitment to improvement.
The Art of Apology (1.7 million views) directly addresses a comment about limited shade range by explaining the business realities of being a small brand while committing to future expansion. The Eco-Conscious Loophole (1 million views) acknowledges the contradiction of running a plastic-free brand while using disposable gloves, then shows the creative solution they found.
This transparency works because it builds trust and shows that the brand listens to feedback. When companies address problems honestly and show concrete steps toward improvement, it often generates more positive engagement than if they had never faced criticism at all.
@glowishere Replying to @Angee we hope this addresses any issues regarding why we only have one shade 🥺🩵 #glow #kbeauty #bbcream #blemishbalm #koreanbbcream #FAQ #lipbalm #answeringquestions ♬ Big mood - aApVision
Making routine tasks feel special
The most viral content takes everyday skincare activities and presents them in ways that make viewers want to elevate their own routines. This isn't about expensive products - it's about making the experience feel more intentional and enjoyable.
The Alexis Glow (1.1 million views) turns a basic Sunday skincare routine into a celebration of self-care, complete with enthusiastic self-affirmations and genuine joy about the process. The Comfort Loop (2.4 million views) creates a peaceful, almost meditative moment around the simple act of taking care of yourself.
This works because it reframes skincare from a chore into a form of self-love and personal celebration. When viewers see someone genuinely enjoying their routine, it makes them want to find that same joy in their own self-care practices.
@tula @alexisthatfox shares the #TULAskincare products she uses to get that glowing #SelfCareSunday skin. ✨ #EmbraceYourSkin #SelfCare #Skincare #FYP ♬ original sound - TULA skincare
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 Tiktok strategies for skincare brands
- Viral Instagram Reels made by skincare brands
- Viral marketing trends for skincare brands