Skincare Brands Killing It with Digital Marketing Strategies

As the skincare industry continues to grow, so too do the digital marketing strategies used by brands to promote their products and services. With so many different strategies to choose from, it can be difficult to know which ones are most effective. That’s why we’ve compiled a list of the top 5 skincare brands that are killing it with their digital marketing strategies in 2023.

From innovative social media campaigns to clever influencer collaborations, these brands are setting the standard for success in the digital marketing arena. Read on to find out who made our list of top 5 skincare brands leading the way in digital marketing! 

The Importance of Digital Marketing in the Skincare Industry

The skincare industry is a booming industry that is worth billions. However, with so many skincare brands available in the market, it’s becoming increasingly difficult for new and established brands to stand out. That’s where digital marketing comes into play.

Digital marketing has become crucial for skincare brands looking to make an impact. It enables them to reach their target audience, engage with customers, and build brand loyalty. With more and more people using social media and the internet to research products, skincare brands need to have a strong digital marketing presence to stay relevant.

New skincare brands are also using new platforms to market their brands. These platforms include social media, influencer marketing, and email marketing. Social media is especially important for skincare brands as it provides a platform to showcase their products and engage with customers in real-time. Influencer marketing has also become popular among skincare brands, as influencers can help spread the word about a product to their followers.

A good skincare brand website is also important for digital marketing success. Customers expect a smooth and easy-to-use website when browsing for skincare products. Websites that are visually appealing and easy to navigate are more likely to convert visitors into customers. This is why a good digital agency can be instrumental in designing a website that is both visually pleasing and functional.

Future Wise

When it comes to effective digital marketing in the skincare industry, one brand that stands out is Future Wise. This innovative company offers a range of high-quality skincare products that are specially formulated to boost collagen production and improve skin health.

One of the key products offered by Future Wise is their Slug Boost serum. This serum is formulated with a potent blend of natural ingredients that work together to promote healthy collagen production in the skin, reducing the appearance of fine lines and wrinkles and leaving skin looking plump, youthful, and radiant.

Social Strategy

As a brand Futurewise has taken an interesting approach to social. Their focus has been clearly to stand out with their bold and colourful packaging, pairing this with their playful brand character, every piece of content they publish is clearly connected to the brand. They have also been clever in adopting short-form, lo-fi content within their creative, which works well with their platforms of choice, as they are ensuring that the premium feel to their brand is always intact.

Similar to other skincare brands, there is always a need to educate audiences about products and product uses. Futurewise has had this same challenge as their brand is based around “Slugging” a skincare practice, however they have not made this boring for the new audiences. All of the content that is produced to educate, has been made to be easy to digest and is often playful.

Image showcasing a skincare brand, Futurewise. The image features a collection of their skincare products beautifully arranged on a clean white background. The products include moisturizers, serums, cleansers, and masks, displaying the brand's logo prominently. The packaging design reflects a modern and minimalist aesthetic, with subtle pastel colors and elegant typography. The image exudes a sense of luxury and quality, inviting users to explore the Futurewise skincare line.

Digital Ad Strategy

Looking at the approach that Futurewise have decided to adopt for their digital ad strategy, we can see that they don’t seem to be doing much with Meta ads at this stage (June 2023), however after a quick look at Google Transparency Center we can see they have seen some opportunities within Google to market the brand. Like their social strategy, they know that they need to keep on educating audience in order to get them into their brand, so they have used this approach when bidding on search terms for Google Ads.

Screenshot of Google search results page displaying Google Ads. The top section of the page shows several sponsored listings labeled as 'Ads'. Each ad has a clickable headline in blue text followed by a description and a display URL. Additional ad extensions, such as site links and call buttons, are visible. The results vary based on the search query and may include images, product listings, or other relevant information

Website Analysis

You can do all of the digital marketing in the world, but if audiences get to your website and don’t have the experience they are looking for they are likely to buy into your brand. Futurewise have really considered this, as you can see from their website they have taken time and consideration to make sure that the user experience is simplified and easy to navigate.

Particularly with the product pages on the Futurewise site, they have hit the mark with: Clear reviews and ratings, simple dropdown menus with product features that don’t clutter the page itself and product imagery that is bright and easy to view. All of these elements contribute to effective conversions from the right traffic coming into the site.

Screenshot of a skincare brand's product page on a website. The page showcases a range of skincare products. In the center, there is a hero image featuring a prominently displayed product. The surrounding content includes product names, descriptions, and pricing. Additional sections offer details about ingredients, benefits, and customer reviews. The overall design is clean and visually appealing, with a focus on presenting the products and their features effectively.



Human Kind is a skincare brand that prides itself on creating eco-friendly products that are good for both the environment and your skin. The company was founded in 2019 by Brian Bushell and Joshua Goodman, and it has quickly gained a reputation for being a sustainable and socially responsible brand. One of the things that sets Human Kind apart from other skincare brands is their commitment to sustainability. They use only recyclable materials for their packaging, and they have a recycling program that encourages customers to return their empty containers for reuse. Finally from a brand perception perspective they have developed a minimal yet premium feel to the brand and their products. 

Social Strategy

by Humankind have taken a product first approach to their social media strategy. Aesthetically they have included a grainy and vintage feel to there imagery which reflects in their wider brand positioning. In order to enforce a premium feel to the brand, they have kept their content simple and elegant, as well as keeping certain tones and colours consistent throughout there creative.

We also particularly like there use of shadows and light within their content which gives the creative more depth and allows it to stand out from other content within audience’s feeds. Interestingly they haven’t used much short form video content, and instead focussed on more stills within their feed, however when they do use short form video content the style replicates the stills content which is incredibly important for all skincare brands to consider.

Image featuring skincare products from the brand 'by Humankind'. The photograph showcases a range of sustainable and eco-friendly skincare items. The products include cleansers, moisturizers, serums, and masks, all thoughtfully displayed in clean and minimalistic packaging. The brand's logo, 'by Humankind,' is prominently visible, reflecting their commitment to creating environmentally conscious skincare solutions. The image embodies a modern and eco-friendly aesthetic, enticing users to explore the sustainable offerings of 'by Humankind'.

Digital Ad Strategy

by Humankind are clearly spending a lot of resource within Meta, they are doing a great job at blending UGC and premium shot creatives together to give an authentic feel to their digital ads, but also uphold their brand positioning. Keeping with the idea to educate the audiences and give them insights to the product benefits, BHK are keeping this front of mind with their creative.

Website Analysis

by Humankind’s website is a brilliant reflection of their brand, and a perfect showcase of their premium brand and values. One of the best features of their website is the “Quick Add” feature on their site, which allows users to quickly purchases bundles to their basket and checkout.

In 2023, a seamless purchasing experience is vital to a successful conversion rate on your brand’s website, therefore we are big fans on this function and would imagine that it really supports a great customer experience.

Screenshot of a skincare brand website showcasing a visually appealing and user-friendly design. The homepage features a clean layout with a hero image of a model with glowing skin, surrounded by various skincare product images. The navigation menu is clearly visible, providing easy access to different sections of the website. The site incorporates a soft color palette and elegant typography, creating a soothing and luxurious atmosphere. Detailed product descriptions, customer testimonials, and a seamless shopping experience can be expected while exploring the skincare brand's website

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