In today’s creator economy, viral trends pop up quicker than it takes for your favorite serum to dry. 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
Natural skincare
Recently, creators have pivoted towards more sustainable, natural skincare. This shift is more than just a trend for most—it’s a reflection of a deeper understanding and appreciation for skincare that harmonizes with nature.
By advocating for products free from harsh chemicals and synthetic additives, influencers are championing healthier skin while also endorsing practices that are kinder to our planet. This movement towards natural skincare underscores a collective move towards authenticity and eco-consciousness in the beauty industry, resonating strongly with a more discerning audience.
Salmon DNA skincare
When it comes to natural skincare, one unusual ingredient is taking the skinfluencer world by storm: salmon DNA. A substance called polydeoxyribonucleotide (PDRN) is found in salmon sperm, and it’s gaining popularity because of its incredible skin-healing abilities.
Dermatologist Ryan Turner, MD, explained the benefits of salmon DNA: “PDRN is a mixture of DNA fragments, which works as a collagen bio-stimulator and supports the skin’s natural regenerative properties, including blood vessel growth and wound healing. There are preclinical and clinical studies that support the regenerative properties of PDRN.”
Drugstore skincare
Forget those expensive skincare products endorsed by posh celebrities. Today, many creators are showing their audience how they can get top-quality products at their local drugstore without having to spend hundreds for a name-brand label.
More sunscreen!
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.
Skinimalism
High-quality moisturizers beat out most complex routines as influencers make a case for a more minimalistic skincare approach.
“It’s about focusing on essential, multitasking products,” Ian Michael Crumm, celebrity esthetician, said in an interview with Real Simple. “It’s a balance between doing what’s necessary for healthy, glowing skin and avoiding the clutter of excess. Think fewer steps and less waste.”
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
TikTok isn’t just for Gen Z anymore. The platform is now home to one of the most diverse social media demographics and continues to add new users, reaching 1.6 billion users in 2024. 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.
YouTube
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
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
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.
Estée Lauder
Estée Lauder spends 90% of its marketing budget in digital channels around owned brand assets, with much of that going toward influencers. Granted, a huge chunk of the budget likely goes to mega influencers like Kendall Jenner, 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.
19 skincare creators to follow on social media right now
Top Instagram skincare influencers
1. Dr. Ewoma Ukeleghe
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.
2. Yashwant Singh
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.
3. Ugly Duckling Skincare
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.
You can also follow Nikki on Pinterest, YouTube, and her blog.
4. Dr. Muneeb Shah
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.
You can also follow Dr. Shah on TikTok and YouTube.
5. Zafina Stewart
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.
You can also follow Zafina on TikTok and YouTube.
Top TikTok skincare influencers
1. Aisha Nur
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.
2. 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.
You can also follow Odisseya on Instagram and YouTube.
3. Roger Ma
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.
You can also follow Roger on YouTube and Instagram.
4. Sarah Palmyra
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.
You can also follow Sarah on YouTube and Instagram.
Top YouTube skincare influencers
1. 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.
You can also follow Amy on Instagram, TikTok, and her blog.
2. Glow By Ramon
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.
You can also follow Ramon on Instagram and Twitter.
3. Dr. Dray
Andrea Suarez, also known as Dr. Dray, is a dermatologist who provides her more than 2 million YouTube subscribers with skincare tips and product recommendations. No matter what kind of skin problem you have, she has a video for it. Her detailed explanations and thorough product reviews make her a reliable expert who’s always in the know about skincare advice.
See more from Dr. Dray on Instagram, Facebook, Pinterest, and TikTok.
4. James Welsh
James Welsh is a former stylist and skincare enthusiast with a background in editorial and advertising. He’s not afraid to share his honest opinions on popular skincare brands and trends – good and bad. His advertising experience gives him an important perspective on the deceptive advertising techniques some skincare brands use, so come to his channel and he’ll spill the tea.
Catch more content from James on Instagram and X.
5. Tina Tanaka Harris
Tina Tanaka Harris is a Japanese-Australian YouTuber who has a passion for Japanese and Korean skincare. She often gives recommendations for the high-quality skincare brands from Japan and Korea. Her videos have a cheerful, cozy vibe, like you’re hanging out with your best friend who loves giving you skincare tips.
Tina also likes to post on Instagram.
Top Pinterest skincare accounts
1. 15 Minute Beauty
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.
You can also follow Christine on Instagram and her blog.
2. Hannah Bronfman
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.
You can also follow Hannah on Instagram and Twitter.
3. Groom+Style
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.
4. Sona Gasparian
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.
You can also follow Sona on YouTube, Facebook, Twitter, Instagram, and her blog.
5. Pamyla’s World
Pamyla Cummings is a NYC-based esthetician and Certified Acne Nutrition Specialist. Pamyla’s content focuses on on acne and hyperpigmentation as well as other skincare and makeup topics. Her mission is to help people of all skin tones enjoy beautifully healthy skin.
Learn more about Pamyla on her website and Instagram.
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.
Learn more about influencer marketing: Influencer Marketing 101
