12 viral Tiktok strategies for skincare brands
Skincare brands that mix value with entertainment win on Tiktok.
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 Instagram strategies for skincare brands
- Viral social media strategies for skincare brands
- Viral marketing trends for skincare brands
The Authority Drop Strategy
The fastest way to stop someone from scrolling? Drop a credible source right at the start. This strategy works because people instantly trust content that feels backed by real expertise.
Take "How to Wash Your Face Incorrectly" (1.8M views). The creator immediately credits "Dr. Karan Lal, DO MS FAAD" in the opening frame. This isn't buried in the caption - it's front and center. The authority bias kicks in before viewers even process the actual tip.
Same thing happens with "The Virality of Slugging" (1.2M views). The speaker introduces herself as a Social Media Editor and mentions consulting with "Dr. Kiran Mian, a board-certified dermatologist for CeraVe." That dual authority - both the platform and the expert - makes viewers lean in.
For your skincare brand, partner with dermatologists, estheticians, or beauty editors. Get them on camera or at least quote them in your text overlays. Don't just say "experts recommend" - name the actual expert with their credentials.
@glowrecipe we love a full bottle of our favorite toner 🤌 @•A D D Y• #glowrecipe #glowrecipetoner #watermelontoner #skincaresamples ♬ Goofy recorder and cajon BGM(876906) - Yuuki Hirose
The Negative Hook Flip
Everyone teaches the "right way" to do things. But telling people what NOT to do creates way more curiosity. Your brain can't help but wonder if you're making these mistakes.
"How to Wash Your Face Incorrectly" (1.8M views) flips the script entirely. Instead of "proper face washing tips," it goes with "incorrectly." That word choice makes you stop and think - am I doing this wrong? The hook works because it challenges what you think you know.
"Maskne's Viral Appeal" (1M views) does something similar by addressing a problem most people didn't even know had a name. It validates their experience first, then explains why it happens.
It's one of the classic viral formats we have noticed.
Start your next video with "Stop doing this to your skin" or "The moisturizer mistake everyone makes." Your audience will stick around to see if they're guilty of these skincare sins.
@skincare.com So, are you making any of these mistakes? 😬 #byloreal #skincaretips #skincareroutine ♬ original sound - Skincare.com
The Sample Worship Phenomenon
People have weird relationships with free samples - they treat them like precious gems even when they have the full-size product. This quirky behavior is pure comedy gold when you exaggerate it.
"The Sample Saver's Ritual" (3.5M views) shows someone carefully pouring a tiny sample into an almost-full bottle of the same product. It's completely pointless but totally relatable. Everyone who's ever hoarded samples feels seen and called out at the same time.
"The Journey of a Dew Drop" (6.5M views) taps into this same psychology but from the brand side, showing how much care goes into creating even the smallest amount of product. It makes every drop feel valuable.
Create content that celebrates this sample obsession. Show someone's sample collection, or demonstrate the "right way" to use that tiny tube. Your audience will share it with friends who do the exact same thing.
@glowrecipe we love a full bottle of our favorite toner 🤌 @•A D D Y• #glowrecipe #glowrecipetoner #watermelontoner #skincaresamples ♬ Goofy recorder and cajon BGM(876906) - Yuuki Hirose
The Instant Problem-Solution Loop
The best skincare content doesn't waste time building suspense. It shows you the problem and fixes it within seconds. This creates an almost addictive "before and after" experience that people watch on repeat.
"The Instant Pore Fix" (1M views) shows visible pores, asks "big pores?" then immediately applies a primer and shows the blurred result. The whole transformation happens in under 10 seconds.
"Pimple Predicament and Solution" (1M views) follows the same pattern - shows a blind pimple up close, explains what it is, then gives three clear solutions. No fluff, just problem-solution-problem-solution.
Your skincare videos should solve a problem within the first 5 seconds. Show the issue, show your product fixing it, done. People will save these as quick reference guides and share them when friends complain about the same problems.
@dermalogicauk big #pores are no match for Hydrablur Primer! #skincare #skintok #skincaretips ♬ Jr Stit x bruno mars x adele - Margaux❤️🔥
The Sensory Sound Strategy
TikTok isn't just visual - the sounds your products make can be just as viral as how they look. Those satisfying clicks, pops, and squishes trigger something primal in our brains.
"The Journey of a Dew Drop" (6.5M views) includes the satisfying sounds of manufacturing - mixing, bottling, packaging. Each sound feels intentional and oddly relaxing.
"The Coconut Splash Ad" (5.3M views) uses the sharp crack of coconut chopping, followed by the splash of water. These aren't random sounds - they're carefully chosen to grab attention and create a sensory experience.
"Fizzing Away Blackheads" (2M views) literally tells viewers to "LISTEN" to the fizzing mask. The sound becomes part of the product experience, not just background noise.
Record your products with good audio. Capture the pop of opening jars, the squish of creams, the spray of mists. These sounds make people feel like they're experiencing your product, not just watching it.
@tula Ask us how many times we've watched this clip 🤣 Ready to DRENCH your skin? *Bucket of water not required* Our 24-7 Intense Day & Night Cream is our ultra-rich cream, formulated with hyaluronic acid, squalane, and peptides for next-level hydration. #tulaskincare #moisturizer ♬ original sound - TULA skincare
The Relatable Failure Showcase
Perfect skincare routines are boring. Show the messy, imperfect reality and people will love you for being honest about it.
"The Unjust Chargeback" (2M views) shows the harsh reality of running a skincare business - customers who exploit return policies and banks that side against small businesses. It's frustrating but incredibly relatable for business owners.
"The Eco-Conscious Loophole" (1M views) addresses criticism head-on. The founder admits to using plastic gloves while running a plastic-free brand, then shows her solution. Instead of hiding the contradiction, she makes it part of the story.
Don't hide your brand's challenges. Show the behind-the-scenes struggles, the customer service nightmares, the manufacturing hiccups. People connect with brands that feel human, not perfect.
@apo.ge.life 😤 #storytime #karens #customerservice #smallbusiness #scammers ♬ love nwantinti (ah ah ah) - CKay
The Transformation Tease Format
The "before vs. after" structure never gets old, but the best versions build suspense before revealing the transformation. They make you invested in the outcome.
"From Fan to Face of the Brand" (8.1M views) starts with someone genuinely using and loving Glow Recipe products in their bedroom and car. Then it reveals she's now the face of their campaign. The journey from fan to brand ambassador feels earned and authentic.
"The TULA Eye Balm Glow-Up" (4.3M views) shows a real person in her hot car, looking flushed and tired. Then she applies the eye balm and you see the immediate cooling effect on her face. The transformation is subtle but convincing.
This pattern keeps popping up in our breakdowns of viral content.
Document real customer transformations, not just staged ones. Show the actual moment someone tries your product for the first time. Their genuine reaction will be more powerful than any scripted testimonial.
@glowrecipe we’ve come so far together @Katie Fang 😭💖 #glowrecipe #katiefang #newskincare #trendingskincare #watermelontoner ♬ original sound - Glow Recipe
The Trending Audio Hijack
Sometimes the audio matters more than the visuals. Pick a trending sound and match your product reveal to its rhythm and energy.
"The Viral Lip Balm Loop" (3.7M views) uses a childlike voice saying "Everyone, I've got some lip balm" that speeds up with each repetition. The video syncs product shots to match the accelerating audio, creating an almost hypnotic effect.
"The Rhythmic Reveal" (1.3M views) uses a rhythmic clicking sound that builds tension before revealing the solution to foundation problems. The audio creates anticipation that makes the product reveal feel like a big moment.
Browse trending sounds daily and think about how your products could fit. Don't force it - find sounds that naturally match your product's energy or benefits.
@glowrecipe hah 🙂 #glowrecipe #newskincare #watermelontoner #lipbalm ♬ Tina used my sound - 00
The Behind-the-Scenes Trust Builder
People want to see how the sausage gets made, especially with skincare. Showing your production process builds trust and makes your products feel more valuable.
"The Satisfying Swirl of Value" (1M views) shows face cream being filled into jars while explaining why they make larger sizes. The behind-the-scenes footage proves they're not just filling tiny containers to maximize profit.
"The Rhythmic Allure of Artisan Production" (0.5M views) shows multiple products being made - soap cutting, bottle filling, lip balm dispensing. Each process has its own satisfying sound and visual appeal.
Film your production process, even if it's small-scale. Show ingredients being mixed, products being filled, quality checks being done. This transparency builds trust and makes people appreciate the work behind each product.
@apo.ge.life Do more with less #plasticfree #skincareroutine #skincare #skintok #tiktokmademebuyit #naturalskincare #manukahoney #consciousconsumer #acneskin #dryskin #skincarehack ♬ Vegas (From the Original Motion Picture Soundtrack ELVIS) - Doja Cat
The Educational Entertainment Mix
The best skincare content teaches something useful while keeping you entertained. It's not just fun to watch - you actually learn something you can use.
"Cleanser Choices" (1.1M views) teaches which cleanser to use for different skin types while showing the actual texture of each product. You get education and satisfying visuals in one package.
"The Pore-fect Skincare Reveal" (1.7M views) explains what AHAs do while showing the gross-but-satisfying cotton pad reveal. You learn about the ingredient and see proof it works.
Every skincare video should teach something, even if it's just one quick tip. But make the learning feel effortless - embed the education in satisfying visuals or surprising reveals.
@skincare.com Between @garnierusa, @CeraVe and @kiehls, which cleanser are you choosing? 🤔 #byloreal #selfcaretips #skincaretips🤗 ♬ original sound - Skincare.com
The Unexpected Product Pairing
Combine your skincare products with unexpected elements or situations to create memorable moments that stand out from typical beauty content.
"The Coconut Splash Ad" (5.3M views) starts with someone chopping coconuts, then cuts to a woman getting splashed with water before revealing a moisturizer. The connection is "getting drenched in moisture" but the execution is completely unexpected.
"The Boat Trend Gambit" (2M views) puts someone in a boat holding skincare products, claiming this "boat trend" will get more views than expensive photo shoots. It's completely random but that's what makes it memorable.
Think beyond bathroom settings. Where else could someone use your products? What random objects or situations could you pair with your brand to create that "wait, what?" moment that stops the scroll?
@tula Ask us how many times we've watched this clip 🤣 Ready to DRENCH your skin? *Bucket of water not required* Our 24-7 Intense Day & Night Cream is our ultra-rich cream, formulated with hyaluronic acid, squalane, and peptides for next-level hydration. #tulaskincare #moisturizer ♬ original sound - TULA skincare
The Childhood Nostalgia Hook
Content featuring kids being adorable with skincare products triggers protective instincts and happy memories. It's almost impossible not to smile at these videos.
"The Charm of Childlike Self-Care" (6.2M views) shows a 6-year-old doing her entire skincare routine with genuine excitement about products with "little faces" and "cheeks." Her pure joy is infectious.
"The Curious Case of the Cloud Foam" (1.7M views) features kids' body wash that sprays out in satisfying foam strings. The playful, childlike element makes even adults want to try it.
If you make family-friendly products, feature real kids using them (with proper permissions). Their genuine reactions and mispronunciations create content that parents will share and everyone will find charming.
@everedenbrand Evereden proving kids products can be clean AND fun since 2017 😎🫧🧼 #cleankidsproducts #cleanskincare #kidsbathproduct #foamingbodyscrub #viraltiktokshopproducts #tiktokshopfinds #momtok #cleankidsproducts #viralproducts #skincarerecommendations #skincarerecommendations #tiktokviralproducts ♬ original sound - Evereden
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 Instagram strategies for skincare brands
- Viral social media strategies for skincare brands
- Viral marketing trends for skincare brands