16 viral marketing trends for skincare brands in 2025
Marketing trends in 2025 are changing fast. For skincare brands, the winning moves are real results, simple routines, and honest before-and-afters.
If you want to use what's working now, we'll show you how.
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 strategies for skincare brands
- Viral Tiktok videos made by skincare brands
- Viral Instagram Reels made by skincare brands
Manufacturing ASMR Content
This trend takes viewers behind the scenes of product creation with crisp, satisfying sounds and visuals. Brands are discovering that showing how their products are made can be just as engaging as showing the final result, especially when they focus on the sensory experience.
Take The Appetizing Moisturizer with 1.1 million views. This video layers multiple satisfying sounds - glass jars moving on conveyor belts, the smooth filling of vibrant yellow cream, and the clicking of lids being placed. Each sound is captured so clearly you can almost feel the production process yourself.
Similarly, The Rhythmic Allure of Artisan Production (0.5M views) uses distinct audio cues like pellets pouring, gloves snapping, and wire slicing soap to create what viewers describe as "studio sounds" content. The video deliberately introduces each production step with its unique sound signature before showing the visual, building anticipation for each sensory trigger.
What makes this marketing genius is that the content becomes the brand story. Viewers don't just see the product - they get a taste of the care and craftsmanship that goes into making it. This creates an almost physical connection to the manufacturing process.
The Curiosity Gap Strategy
This approach deliberately creates information gaps that viewers feel compelled to fill. The key is starting with something familiar, then introducing an element that doesn't quite make sense until the reveal.
Kiehl's Icy Pop-Up Deconstructed (1.3M views) opens with a building completely encased in ice, immediately sparking the question "what's going on here?" The video then shows the ice dramatically shattering to reveal the storefront underneath, finally making sense of the bizarre opening.
The "Boat Trend" Gambit (2M views) works even more subtly by mentioning an alleged "boat trend" without explaining what it actually is. This creates an irresistible urge to understand, driving viewers to the comments to ask questions and boosting engagement through the roof.
The magic happens when brands don't just create mystery for mystery's sake, but use it to highlight something genuinely surprising or valuable about their product or brand story.
Problem Agitation Before Solution
Instead of jumping straight to product benefits, savvy brands are getting viewers emotionally invested by first showing relatable frustrations. They're making the problem feel urgent before offering relief.
The "Gotcha" Testimonial (0.5M views) starts by showing someone about to throw Mary Kay products in the trash, creating immediate tension. The narrator builds suspense by saying the products made her skin look younger but she's still throwing them away, making viewers desperately want to know why.
The Elbow Water Cascade (3.3M views) shows someone carefully washing their face to avoid making a mess, then cuts to water streaming down their elbow onto the floor anyway. This captures that specific moment of defeat we've all experienced.
This pattern keeps popping up in our breakdowns of viral content. The trick is making viewers feel the frustration viscerally before showing them there's actually a way out.
Micro-Demonstration Videos
These videos focus on one specific technique or application method, usually lasting just seconds but delivering immediate, visible results. The power comes from making complex beauty routines feel instantly achievable.
The Alluring Caviar Eye Transformation (5.5M views) shows each step of applying Laura Mercier's Caviar Sticks in extreme close-up. You see the smooth glide across the eyelid, the blending with a brush, and the final shimmer result - all within seconds.
The Instant Pore Fix (1M views) demonstrates the immediate blurring effect of Dermalogica primer by showing a before and after on the same patch of skin within a 10-second video. The transformation happens so quickly it almost feels magical.
What separates these from regular tutorials is their laser focus on a single, impressive outcome rather than trying to show an entire routine. They prove the product works instead of just claiming it does.
Behind-the-Scenes Content Creation
Brands are pulling back the curtain on how their polished marketing content gets made, often revealing surprisingly simple or funny setups that make the final result even more impressive.
The Allure of the Glaze (1.1M views) shows the entire process of creating that perfect shot of "glaze" dripping over a Laneige lip serum. From mixing the glaze to the precise pouring technique, viewers get to see how much effort goes into a single beautiful shot.
The Polished Lie and the Relatable Truth (4.8M views) starts with a perfect image of three arms showcasing cosmetic swatches, then reveals the awkward contorted positions the models had to hold to create that "effortless" shot.
This trend works because it makes brands feel more human and accessible while actually increasing appreciation for the final polished content. Viewers share these because they want others to see the "trick" behind the magic.
Product Transformation Reveals
These videos show dramatic before-and-after moments, but the key is making the transformation feel almost instantaneous and using specific visual or audio cues to mark the change.
Dot & Key's "New Era" Sunscreen Splash (5.6M views) starts in black and white showing someone complaining about heavy sunscreen, then bursts into vibrant color when they try the new lightweight formula. The visual shift perfectly matches the product benefit.
The 'Cakey Base' Fix (1.8M views) shows the immediate difference between foundation that looks heavy versus a tinted sunscreen that creates a natural glow. The side-by-side comparison happens within the same video, making the improvement undeniable.
The secret is using clear visual markers - color changes, lighting shifts, or split screens - that make the improvement obvious even to viewers scrolling quickly with sound off.
Sensory Sound Design
Beyond basic ASMR, brands are creating specific audio signatures that become part of their product's identity. They're designing sounds that make viewers want to experience the product physically.
The Sensory Symphony of Paula's Choice (1.7M views) creates a rhythmic sequence of product sounds - the click of dispensing, the satisfying squish of cream spreading, and gentle rubbing sounds. Each sound is synchronized with quick visual cuts to create an almost musical experience.
The Allure of the Squishy Donut (1.2M views) focuses entirely on the tactile sound of pressing Laneige's donut-shaped applicator. The soft squishing sound makes viewers want to touch it themselves.
It's one of the classic viral formats we have noticed. The most successful videos create sounds so satisfying that people watch with headphones just to hear them properly.
Nostalgic IP Collaborations
Brands are tapping into beloved childhood characters and franchises, but they're going beyond simple licensing to create content that makes viewers feel like kids again.
Winx Club x ColourPop (20M views) doesn't just show Winx-themed eyeshadows - it presents each shade in connection with a specific fairy character, making viewers remember exactly which fairy was their favorite growing up.
Stitch's Ear (1.5M views) transforms a wing eyeliner technique into Stitch's distinctive ear shape, turning makeup application into character cosplay.
The magic happens when the collaboration feels authentic to both the brand and the IP, creating products that fans genuinely want to collect and use, not just display.
User-Generated Proof Points
Instead of polished testimonials, brands are amplifying real user experiences and reactions, often featuring their own comments or responses to customer feedback.
The Unyielding Heart (3M views) starts with a user's comment about struggling to open ColourPop packaging, then shows someone trying to break it open with a hammer. ColourPop's own comment acknowledging the issue and announcing improved packaging turns a complaint into a win.
The "One Word" Testimonial Blitz (3.8M views) features multiple real people giving one-word descriptions of Paula's Choice BHA, building social proof through sheer volume of positive responses.
These work because they feel genuine rather than scripted, and viewers can imagine themselves having similar experiences with the products.
Educational Misdirection
These videos promise to teach something important but use unexpected angles or contrarian approaches that make viewers question what they thought they knew.
How to Wash Your Face Incorrectly (1.8M views) flips typical skincare advice by focusing on common mistakes instead of proper technique. The negative framing makes viewers pay closer attention to see what they might be doing wrong.
The pH Revelation (1M views) tests a popular soap brand's pH to challenge the "doctor recommended" marketing claim, revealing information many consumers never knew to look for.
The key is starting with something people think they understand, then revealing a perspective that makes them reconsider their assumptions.
@skincare.com So, are you making any of these mistakes? 😬 #byloreal #skincaretips #skincareroutine ♬ original sound - Skincare.com
Emotional Journey Narratives
Rather than focusing purely on product features, these videos take viewers through complete emotional experiences, from frustration to relief to confidence.
From Fan to Face of the Brand (8.1M views) shows someone's journey from genuinely loving Glow Recipe products in their bedroom to becoming an official brand ambassador in a professional photo shoot. The emotional arc from authentic fan to achieving a dream resonates deeply.
The Comfort Loop (2.4M views) creates a soothing, repeated message of self-care and encouragement over calming visuals, designed to make viewers feel emotionally supported rather than sold to.
These videos succeed because they make viewers feel something meaningful, turning product purchases into emotional investments in themselves.
@glowrecipe we’ve come so far together @Katie Fang ðŸ˜ðŸ’– #glowrecipe #katiefang #newskincare #trendingskincare #watermelontoner ♬ original sound - Glow Recipe
Problem-Solution Loops
These videos identify a specific pain point, demonstrate it viscerally, then offer an immediate, visual solution that viewers can see working in real-time.
The Banana Sunscreen Experiment (2.4M views) uses bananas to demonstrate how different sunscreens protect against browning over time, providing visual proof that some products work better than others.
The "Last Drop" Moisturizer Hack (1.3M views) shows the frustration of seemingly empty tubes, then demonstrates how to extract the remaining product using a simple cutting technique.
The most effective versions make viewers immediately recognize their own experience in the problem, then provide solutions they can try right away.
Authority Transfer Content
These videos borrow credibility from recognizable experts, trends, or cultural phenomena to make their own products feel more trustworthy and desirable.
The K-Beauty BB Cream Revelation (2.5M views) shows a makeup artist who works with major K-pop groups like NewJeans and Blackpink applying BB cream, transferring the aspirational appeal of idol makeup to the featured product.
The K-Idol "Proof" Play (1M views) claims that Mina from Twice has been spotted using a specific BB cream, creating instant credibility through celebrity association.
The strategy works best when the authority figure or cultural reference feels authentic to the product category rather than forced or unrelated.
@glowishere kpop idol make up artist for new jeans, aespa, blackpink etc used glows bb cream to create a silky smooth finish that doesnt burden the skin! have you given glows bb creams a try yet? #glow #glowishere #glowisgood #kbeauty #kbeautyskincare #seoul #kskincare ♬ original sound - glow - glowishere
Satisfying Completion Rituals
These videos focus on the deeply satisfying moment when a process reaches perfect completion, often involving precise movements, perfect fits, or smooth transformations.
Crafting Colour (5M views) shows the precise process of creating ColourPop eyeshadow, focusing on the satisfying moment when excess powder is scraped away to reveal a perfectly smooth, compacted surface.
The Refillable Ritual (3.7M views) demonstrates how Glow Recipe's refillable packaging clicks perfectly into place, complete with an audible "click" sound effect that provides sensory satisfaction.
The most addictive versions create multiple small completion moments within a single video, giving viewers several dopamine hits in quick succession.
Transparency as Marketing
Brands are winning trust by openly discussing their limitations, mistakes, or behind-the-scenes challenges rather than trying to appear perfect.
The Art of Apology (1.7M views) directly addresses criticism about limited shade ranges by explaining the real business constraints small brands face, including minimum order quantities and development costs.
The Eco-Conscious Loophole (1M views) acknowledges the contradiction between running a plastic-free brand while using disposable gloves, then shows the solution they found through Terracycle recycling.
This approach transforms potential negative feedback into opportunities to demonstrate company values and build deeper connections with customers who appreciate honesty.
@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
Sensory Substitution Marketing
These videos make viewers experience products through unexpected senses, often making skincare or cosmetics feel edible, touchable, or otherwise physically appealing through visual and audio cues.
A Viral Lip Serum Launch (1M views) uses "donut-inspired" shades and packaging, making lip products feel like sweet treats through color names like "Chocolate Frosting" and "Cinnamon Sugar."
The Appetizing Moisturizer (1.1M views) starts with a user comment about wanting to "eat" the moisturizer, then shows the production process in a way that emphasizes the cream's appetizing appearance and texture.
The strategy works by activating multiple senses simultaneously, making viewers crave the sensory experience of using the product, not just its functional benefits.
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 strategies for skincare brands
- Viral Tiktok videos made by skincare brands
- Viral Instagram Reels made by skincare brands