The Top Skincare Marketing Tips to Boost Your Beauty Brand

The Top Skincare Marketing Tips to Boost Your Beauty Brand

The skincare space makes over $17 million in revenue each year, and it’s expected to grow by 5.3% annually. And as people stay home more, the desire for self-care products, including skincare, continues to expand.

This may make it the perfect time for brands to take a hard look at their skincare marketing strategies and seize on this growth.

That’s exactly what Skincare by Alana did. Founder Alana Mitchell already had $3 million in annual revenue, but she knew there was room for improvement. So, she signed up with a full-service marketing and SEO solution with my digital marketing agency.

With guided content marketing, link-building, and influencer marketing, she increased her revenue by 150%.

In this article, I’ll take you through steps you can take to improve your skincare marketing strategy using examples from Skincare by Alana and other beauty industry leaders.

Step 1: Make Some Skincare Marketing Technical Improvements

We wanted to grow Skincare by Alana’s organic traffic, so we started by making technical SEO improvements on the site. That helped her products appear more often and higher up in searches.

We worked on link building to drive traffic to the site as well.

By making those improvements, Skincare by Alana boosted its organic traffic by 275%.

Finally, we implemented A/B testing to improve conversions, which then grew by 200%.

Step 2: Add Testimonials to Your Skincare Marketing Product Web Pages

Testimonials are a powerful tool for increasing conversions. The vast majority of online buyers make their purchasing decisions based on product reviews and testimonials.

In fact, showing reviews can increase your conversion rate by as much as 270%.

You can also draw customers in by including proof your products work through testing certifications from respected organizations.

Finally, if you have approval from environmental, animal-cruelty prevention, or other socially conscious organizations, you can also increase your conversion rate.

Step 3: Identify Your Skincare Marketing Audience

Marketing your products without knowing your audience inside and out is like tossing out messages in a bottle. You don’t know who will end up reading them—if anyone ends up reading them at all.

Once you know your audience, you’ll see how you should talk to them, what issues they care about, what influencers they follow, and where they are on social media. Additionally, analyzing your audience at regular intervals will tell you who is buying your product, a demographic that can shift over time.

CeraVe, a mass-market skincare line recommended by dermatologists, recently found a new audience in Gen Z consumers, thanks to TikTok. When influencer Hyram Yarbro featured the clinical, no-nonsense brand, parent company L’Oreal reached out to him.

The influencer and the brand forged a partnership to create content for both TikTok and YouTube, two platforms with massive Gen Z followings.

They identified a shift in their audience and pivoted to capture the market through the right channels.

Step 4: Develop Your Skincare Marketing Message

Once you know who your audience is, you can develop a strong message that speaks to them directly.

Since its founding in 1995, bareMinerals has had one clear message for its target audience: Clean Without Compromise. Their line of cruelty-free beauty and skincare products have always been free of parabens, formaldehyde, and other chemicals often found in their competitors’ products.

They target buyers looking for clean beauty products made by socially responsible companies. bareMinerals makes that message clear in every part of their marketing, from the site to their social accounts to their blog.

That’s the key. Once you develop a strong message for your brand, the message should be consistent across your marketing channels.

Step 5: Unleash the Potential of Skincare Content Marketing

Skincare marketing presents the perfect opportunity to create solid, consistent content addressing your target audience’s skincare questions and problems.

Skincare by Alana identified an opportunity to address skincare and self-care issues related to the pandemic. Their blog posts “Daily At-Home Skincare Routine During Quarantine and Coronavirus” and “How to Prevent Maskne—Acne Caused by Wearing a Face Mask” target key search terms that have grown month over month.

(Also, note the handy share buttons that give your content more exposure.)

Other brands use their content to communicate their values and their message through issues their audience cares about. Glossier, for instance, has created a category within their blog called Impact. This section addresses their support of the BLM movement and their commitment to creating sustainable products.

Both companies stay on top of the issues their target audiences care about and create relevant content.

Step 6: Build Your Social Media Presence to Support Your Product

Now, it’s time to grow your social presence. Your social platforms are your opportunity to share tips, announce new products, comment on social issues important to your brand, and invite your audience to engage.

The best platforms for this are usually Instagram, YouTube, Pinterest, and TikTok. All of those platforms are brimming with people sharing beauty and skincare finds, tips, and hacks.

Which of these platforms you focus on, of course, depends on your audience. Remember how CeraVe saw an uptick in sales on TikTok, which is primarily used by Gen Z consumers and the influencers they follow?

Pinterest, on the other hand, is now the third-largest social platform in the U.S., and it’s more popular with women ages 18 to 64—particularly moms. However, men make up 20% of their audience.

But the platform on many skincare brands’ radars, particularly if you’re looking to partner with influencers, is Instagram. In fact, 83% of beauty brands are working with influencers on Instagram.

In 2017, Neutrogena partnered with nine Instagram influencers to promote their Light Therapy Acne Mask. They were also YouTube personalities specializing in lifestyle content.

The campaign increased engagement by 3.7%.

You can also leverage the power of your social platforms to increase conversions. Product pins on Pinterest should link directly to your product pages on your site, for instance.

You can also set up Instapages to allow customers to shop your products from Instagram. For example, BeautyBio’s Insta Shop enables users to shop the products featured on the social media site.

Step 7: Create a Community to Build Skincare Marketing Brand Advocacy

Building a community for your skincare brand can improve conversions as well as retention rates.

Beauty giant Sephora has created one of the more brilliant content marketing strategies.

All of their content is user generated, from their videos to their blog posts. Fans of their products and their stores post their own makeup tutorials, unboxing videos, images of trending looks, and product reviews. Sephora also hosts discussion boards on a variety of topics where users seek advice on beauty issues.

They call it the Beauty Insider Community, and that’s exactly what they’ve built. They’ve cultivated a following of over 4 million loyal users who create valuable content and market products without Sephora having to plan and execute an entire content marketing calendar.

Including exclusive (or even inclusive) events for loyal customers is another excellent way to build an engaged community.

Of course, in-person beauty events have generally been put on pause this year and into the foreseeable future. But savvy skincare brands have found ways to pivot to online events.

For example, Root, a vegan, cruelty-free, gluten-free, eco-friendly skincare brand, held their own Zoom events this year—including Mask Night, where users were invited to “grab your favorite Root mask as we hang out on Zoom.” They’ve also held virtual skincare classes.

Step 8: Build Strategic Skincare Marketing Partnerships

Strong partnerships are created through in-depth research and strategic relationship building.

Strategic partnerships take many forms, and there are endless possibilities for marketing skincare products. Retail partnerships with Walmart, Target, and Ulta, for example, have helped makeup and skincare line e.l.f. gain market share with Gen Z customers.

Others help brands put their corporate values into practice. In October, for example, Origins and its parent company, Estée Lauder, announced a partnership with chemical company SABAC and cosmetic packaging company Albea to create sustainable packaging for its products.

Finally, some partnerships create new products outright. Right now, for instance, many skincare brands are partnering with cannabis companies to market CBD-infused products.


Through my agency, Skincare by Alana took multiple steps to improve their skincare marketing strategy, from improving their site and content to building a community.

While you may be killing it with some of your marketing, perhaps some of the steps we laid out are missing from your strategy.

What can you do to ramp up traffic and boost your skincare marketing conversions?

Beauty Blog 101: Makeup Affiliate Programs to Help Get You Started

Beauty Blog 101: Makeup Affiliate Programs to Help Get You Started

Beauty Blog 101: Makeup Affiliate Programs to Help Get You Started

I read the title of this post and I hear a collective groan from our male affiliate marketers. Beauty Blog? Beauty Blog!? Like, what is that? 

For all of those not in the know, a beauty blog is a blog with a focus on fashion and makeup. It’s really all about makeup, but some bloggers have expanded to include fashion in their content. After all, a pretty face goes perfectly with a pretty frock. 

Beauty blogs publish makeup reviews like this and feature how-to articles or videos like this one. The average blog starts out as a personal repository of one’s experience, likes and dislikes, adventures and misadventures. 

I can see a few of our gentlemen readers cringing. I’m sure you’re going to hit that red “X” on the top right of your browser any minute now, but please hear me out. Beauty blogs are big these days, and they’re going to get bigger. You might want to pay a bit of attention (and get your wife or girlfriend to read this post with you!).   

So Just How Big is the Makeup Niche?

People love to look good, and it shows: The cosmetics industry is HUGE. 

The cosmetics industry is definitely a large one, with an estimated annual worldwide turnover of USD $170 billion. You can see the consistent growth of the industry on this graph by Statista:

Yep, those numbers are in the 50s and 60s of billions of dollars. In the U.S. alone, that much money is being poured into these products every single year. And it just keeps growing! This infographic from, “Are We Obsessed With The Way We Look?” details how much the global population spends on beauty.

There’s a strong need in all of us to look good, and this is why these types of blogs are growing in numbers. They’re not limited to women, either: There are beauty blogs for men, too.   

What’s the Competition Like?

A high level of demand often means a high level of competition. That doesn’t mean you can’t do it, you’ve just got to be savvy with your keywords. 

You can skip this part and jump right into the makeup affiliate programs you can promote, but I suggest you don’t. There’s plenty of competition in the cosmetics/skincare niche, and it pays to look at how you can outsmart the competition by targeting the right keywords. 

To start, we must ask a common question: Is it “makeup” or “make up”? The two are similar; however, “makeup” refers to lipstick, eye shadow and all other things applied to the face, while “make up” is a verb that can refer to the act of applying makeup. 

So we need to get more specific. Just from this search I’ve managed to find some keywords that are commonly searched for but don’t have a great deal of competition. 

The types of keywords you’ll want to home in on for your website content or ad campaigns should revolve around specific terms with a lot of searches but less competition. In this case, for example, you might want to consider “Makeup looks” or “Wedding makeup” or “natural eye makeup” as keywords for blog topics. 

If you go ahead with any of the affiliate program options that I’ve outlined below, make sure to do some further keyword research to ensure your success. 

When coming up with keyword ideas for this niche, don’t forget to try “how-to” phrases, such as “how to put on eyeliner.”   

10 Affiliate Programs for Your Beauty Blog 

Here they are! The 10 best makeup affiliate programs for you to choose from to promote on your blog. 

I’ve tracked down some of the most popular brands and products in the cosmetics industry so that you can find out everything you need to know about them here and now. In no particular order, here are the top 10 makeup affiliate programs: 

elf Affiliate Program

1. e.l.f. Cosmetics

About e.l.f.
e.l.f. Cosmetics is a makeup brand well-known all over the world. The company offers everything from lipstick to makeup brushes to nail polish.

How much can I make?
Affiliates receive a 5% commission for each sale. 

How do I apply?
The affiliate page is outdated, as it links to the CJ Affiliate network where the program is no longer active. However, I found e.l.f. on the Rakuten Marketing (LinkShare) affiliate network, so if you’d like to sign up to promote produs an affiliate you can apply to do so there.   

Sigma Affiliate Program

2. Sigma Beauty

About Sigma
Sigma Beauty is a fast-growing cosmetics company recognized not just for its makeup line, but for its innovative makeup brushes as well. There’s a neat ‘affiliate spotlight’ page here where you can see how other makeup blog affiliates are doing. 


How much can I make?
Sigma offers a 10% commission on all sales. If you do really well the program has rewards systems, with giveaways and cash bonuses.   

How do I apply?
You can apply for the Affiliate program via the Sigma affiliate signup page here.   

Benefit Cosmetics Affiliate Program

3. Benefit Cosmetics

About Benefit 
Benefit Cosmetics is a San Francisco–based makeup manufacturer popular for its pretty, original packaging. The world-famous “Benetint” is a rose-colored cheek and lip tint.

How much can I make?
Benefit offers affiliates a 4-7% commission on sales.

How do I apply?
You can find the affiliate information on the Benefit affiliate page here. You can apply through the Rakuten Marketing (LinkShare) network here.   

BH Cosmetics Affiliate Program

4. BH Cosmetics

About BH Cosmetics
BH Cosmetics is a manufacturer of reasonably-priced cosmetics. Like other makeup brands, it offers everything from eye shadow palettes to makeup brushes.

How much can I make?
At 15% per sale, this is one of the higher commission rates for makeup products. The program also offers monthly incentives. 

How do I apply?
Once again we have a brand that operates through Rakuten Marketing. You can search for BH Cosmetics there, or get more information about the affiliate program here.   

ULTA Affiliate Program


About ULTA

ULTA is a group of beauty stores in the US. The company offers skincare products and fragrances for both men and women, on top of its extensive makeup line. 

How much can I make?
Ulta affiliates get between 5 and 7% commission depending on the total amount they have earned in the month.

How do I apply?
Ulta runs its affiliate program through CJ Affiliate by Conversant. You can signup and search for the program there, or learn more about the ULTA affiliate program here.   


6. Avon

About Avon
Avon has been marketing through word of mouth and third parties for longer than just about anyone. Does the term “Avon lady” bring anything to mind? There is a huge range of makeup products here that you can promote as an affiliate. 


How much can I make?
Avon offers a 6% commission on all sales, with opportunities for bonuses. 

How do I apply?
You can apply to join the Avon affiliate program on the Rakuten Marketing affiliate network.   

Black Opal

7. Black Opal Beauty

About Black Opal
Black Opal is a cosmetics company that specializes in “issues specific to skin of color”. These products would be great for a sub-niche site or blog post that addresses makeup techniques for darker skin tones. 


How much can I make?
Black Opal offers a 6% commission on all sales. 

How do I apply?
You can apply to be an affiliate with Black Opal on the Rakuten Marketing affiliate network.   

pur minerals

8. Pür Minerals Cosmetics

About Pür Minerals
Pür Minerals has a range of cosmetics and skincare products that are made without animal testing and manufactured mostly made in the USA. The company prides itself on being eco-friendly, and the best sellers are foundations and other skincare products. 


How much can I make?
There’s a 5% commission to be made here. 

How do I apply?
You can find more information about Pür Minerals and apply for the affiliate program under “Astral Brands” on the CJ Affiliate network.   


9. Colorescience

About Colorescience
Colorescience is a “premier luxury mineral makeup line.” It focuses on makeup products with high-quality ingredients that are easy to use and great for the skin. 


How much can I make?
Colorescience offers affiliates a 10% commission. 

How do I apply?
You can find all that you need to know about Colorescience on their Affiliates page or apply for their affiliate program on the CJ Affiliate network.   

Elizabeth Arden

10. Elizabeth Arden

About Elizabeth Arden
Elizabeth Aden is a very prestigious beauty company with everything from anti-aging skincare products to perfumes. The company also claims to offer “trend-setting color” with its cosmetics. 


How much can I make?
Elizabeth Arden offers affiliates a 5% commission. 

How do I apply?
You can learn more about Elizabeth Arden and apply for its affiliate program on the CJ Affiliate network.

Nanshy Affiliate Program

11. Nanshy

About Nanshy
Your makeup palette is no use if you do not have the right brushes and sponges to apply them to your face. Nanshy offers well-crafted makeup brushes to promote along with the other make up affiliate programs here.

How much can I make?
Nanshy affiliates get 10% commission on all sales. It may not be much but as their affiliate, you get 25% on your own purchases of Nanshy products.

How do I apply?
You can register as an affiliate through the Nanshy Affiliate Program page.

Scentbird - Makeup Affiliate Programs

12. Scentbird

Scentbird is a subscription service for perfumes and colognes. Scentbird was created for the pickiest girl (or boy), allowing you the chance to “date” luxury fragrances before “marrying” them. With Scentbird, you get access to a 30-day supply of over 450 top designer fragrances delivered right to your door

How much can I make?
US$14 per sale.

How do I apply?
You can sign up from their affiliates page

How to Promote Your Beauty Blog

No blog promotes itself. These are the best methods for promoting a beauty blog. 

A beauty blog is like any other website or blog, and you can promote it through most conventional methods, such as social media marketing. You can’t use every tactic at once, so like I’ve always said, have a link-building plan or strategy guide to get you started. This will help you define your SEO and link-building goals and determine which methods work best for your site. Here are some other methods you can use to promote your beauty blog: 

  • YouTube Marketing

Put all those how-to videos to good use. Make sure your videos are properly optimized and contain either your affiliate link or a link to the related content on your site. You may refer to this excellent information on video marketing: “Video Content: Super Fun! Super Effective.

  • Blog and Forum Posting 

There are a lot of other beauty blogs. Don’t be a snob! These blogs may be competition, but they are still in the same niche, so participating in discussions will do a lot more good for your site than harm. 

Participating in blogs often leads to guest posting, since the website owner or blogger gains enough information about you through your comments to trust you. A guest post is great because it not only brings traffic to the site, but also gives you a backlink or two.

  • Content Strategy

It’s important that your site is always up-to-date with the current makeup trends as well as popular products. Reading up on what’s new will help with the planning and research of your posts so that you will be able to publish on a regular basis. 

Remember that there are also other forms of content, like videos and infographics, that you can create for your site so as not to bore your readers. Keep a working schedule of where and when new posts are published and what they contain.

Having a few make-up tutorials as your core content with some updated info coming out regularly on a blog is a great way to go. This might sound like a lot of work, but new beauty products are coming out all the time. The more you keep your website up to date with the latest and greatest, the more you’ll encourage a following of people looking for MORE MAKEUP. 

  • Email Marketing

Speaking of new products coming out all the time, if you build a mailing list you can make sales to people over and over again rather than losing them when they leave your site. This is especially useful for any niche that has a high rate of new products and deals, and luckily for you, this is one of those niches.

This niche is definitely for those with a love for fashion and makeup. If you’re such a man or woman, then go for it! I’m sure that it’s going to be an enjoyable, rewarding endeavor for you. 

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