Beauty eCommerce Strategy: Key Elements for Success

As with all other areas of eCommerce, marketing and placements strategy plays a pivotal role in the success of a beauty eCommerce store. 

With the continued growth of e-commerce and the rise of digitally-native brands, it is more important than ever for beauty brands to have a strong online presence and effective e-commerce strategies in place.

In this guide, we’re providing an overview of the foundational strategies for beauty and skincare marketing that work for our clients and that you need to implement.

Marketing Strategies for Beauty eCommerce

When it comes to beauty eCommerce, marketing is the key to success. Here are some of the most effective marketing strategies for beauty eCommerce that we recommend:

Social Media For Beauty Marketing

Social media has become an integral part of the beauty industry, with platforms like Instagram and TikTok providing a space for beauty influencers and brands to showcase their products and connect with consumers. 

As a result, beauty eCommerce companies are leveraging social media to reach new audiences and build brand awareness.

One of the key benefits of social media is the ability to generate user-generated content (UGC) that can be used to promote products and build trust with consumers. Positive user-generated content is the holy grail of social media marketing for a few reasons:

  1. It’s free. Organic UGC comes at no cost to you since it’s created by users.
  2. It’s real. UGC puts your brand on display in the way that people really use your products, not in an ideally manufactured setting.
  3. It’s trustworthy. 92% of consumers across all industries trust UGC more than they trust traditional advertising.
why use ugc for beauty marketing

How to encourage users to share your brand content?

Here are some easy ways to encourage users to create content related to your brand. Keep in mind you need to play a bit of a balancing act because you don’t want it to seem like users are only creating content for incentives.

Hashtag Campaigns: Create unique, brand-specific hashtags and encourage customers to share their photos, videos, or reviews using these hashtags. This can help in aggregating UGC and making it easily discoverable.

Contests and Giveaways: Host social media contests or giveaways where participants can enter by posting their own content related to your products, perhaps showing off their looks or results using your beauty products.

Feature User Content: Regularly feature UGC on your own social channels. When users see that there is a possibility of getting featured on your brand’s page, they may be more encouraged to create and share content.

Influencer Marketing and Brand Partnerships

Influencer marketing and brand partnerships are two of the most effective ways to promote your beauty eCommerce business. By partnering with influencers and other brands in your industry, you can tap into their audiences and gain exposure for your products.

When choosing influencers to work with, make sure to consider their audience demographics and engagement rates. Look for influencers who have a strong following in your target market and who are genuinely interested in your products.

Here are some tailored tips to help leverage influencer marketing effectively:

Define Your Goals and Audience: Clearly define what you aim to achieve through influencer marketing—be it brand exposure, sales, or customer engagement. Understanding your current audience and the audience you wish to attract is crucial. This will help in identifying influencers whose followers align with your target demographic​​.

Creating Engaging Content: Encourage influencers to create engaging content such as hauls, tutorials, and how-tos. Allow time for product testing to ensure authentic and quality content​.

Authentic and Diverse Influencer Selection: Look for authentic influencers who have a genuine interest in your products. It’s also beneficial to collaborate with a diverse group of influencers to reach a broader audience​​.

how to use influencer marketing for beauty ecommerce campaigns - infographic

Email Marketing and SMS

Email marketing and SMS are two of the most effective ways to reach your customers and promote your beauty products. And, honestly, they’re among the highest ROI strategies in any eCommerce sector right now.

We’ve written a lot about email marketing for eCommerce and SMS but here are some foundational points you should keep in mind.

Set Clear Goals and Understand Your Audience: Define what you aim to achieve (e.g., sales, brand awareness) and use data to tailor campaigns to your target audience, enhancing engagement and sales.

Utilize Advanced Tools with Engaging Content: Employ reputable email marketing tools for creating and sending campaigns. Incorporate eye-catching graphics and clear calls to action to guide subscribers.

Personalization and Feedback Collection through SMS: Create two-way conversation streams for personalized interaction and collect feedback post-purchase to improve services and incentivize future purchases.

Promotions and Geo-Targeting: Send discounts or promotional offers through SMS campaigns to encourage purchases and use geo-targeting to update local subscribers on relevant brand or location-based information.

Video Marketing for Beauty Products

YouTube is one of the most popular social media platforms for beauty influencers and enthusiasts following TikTok. These two platforms, leveraged correctly, can form the foundation of your entire marketing strategy.


Content Categories: Inspirational Content: Create aspirational videos that tell a story, like transformational makeover videos or travel diaries​.

Educational Content: Offer tips, reviews, and advice through tutorials, catering to beauty enthusiasts who seek learning material on YouTube​.

Access Content: Give audiences a peek into exclusive events, behind-the-scenes looks, or introductions to personalities they wouldn’t ordinarily meet​.

Consistent Upload Schedule: Establish a regular cadence for uploads to build your channel and keep your audience engaged. While daily uploads might be optimal, even a consistent weekly or bi-weekly schedule can be beneficial​.

Engagement with Audience: Engage with the audience by responding to comments, hosting Q&A sessions, and asking for feedback on the type of content they would like to see next​​.


Audience Identification: Have a clear understanding of your target audience to tailor your messaging and choose influencers that align with your brand values​.

Creative Content: TikTok thrives on creativity and entertainment. Create fun and engaging content rather than coming across as an infomercial​​.

Diverse Influencer Partnerships: Partner with a wide range of influencers to showcase your products on different skin tones and styles, highlighting the versatility of your products​. This is especially important on TikTok because it’s purely driven by discovery so you can’t really optimize your content like you can on YouTube.

Metrics Monitoring: Monitor key metrics like impressions, engagement, and sales to optimize your campaigns continually. Utilize platforms that provide insightful analytics to better target and serve your customers​​.

Both platforms offer a unique set of features and audience demographics, and understanding these can significantly enhance a beauty brand’s video marketing strategy. On YouTube, longer, more detailed videos work well, while TikTok’s short-form video format encourages creativity and engagement.

Search Engine Marketing For Beauty Brands

Search engine marketing (SEM) is one of the most effective ways to boost brand visibility and capture high-intent searches for your beauty products. By using Google Shopping ads and other SEM strategies, you can drive more traffic to your website and increase your sales.

When creating your SEM campaigns, make sure to use targeted keywords and ad copy that highlights the unique benefits of your products. Make sure to monitor your campaigns regularly to ensure that you are getting the best possible return on your investment.

Promotions and Discounts

Promotions and discounts are a great way to drive sales and encourage repeat business for your beauty eCommerce business. By offering limited-time discounts and promotions, you can create a sense of urgency and incentivize customers to make a purchase.

When creating your promotions and discounts, make sure to set clear start and end dates and to promote them heavily on your website and social media channels. Make sure to track your results to see which promotions are most effective for your business.

There’s an important caveat to keep in mind when thinking about reducing prices in general. If you overdo it, you will create the image of being a discount beauty and skincare store. 

Many stores, such as Beauty Brands, thrive in that space and it’s a valid strategy. However, you should consciously make that choice because it introduces an element of complexity into your marketing efforts.

As the beauty industry continues to grow and evolve, so do the trends and strategies that beauty eCommerce companies are using to attract and retain customers. In this section, we will explore some of the emerging trends in beauty eCommerce that are shaping the industry today.

Rise of Clean and Sustainable Products

Consumers are increasingly concerned about the impact of beauty products on their health and the environment.

As a result, clean and sustainable beauty products are becoming more popular, and beauty eCommerce companies are responding to this trend by offering a wider range of eco-friendly and non-toxic products.

Clean beauty refers to products that are made with natural and organic ingredients, free from harmful chemicals and toxins. Sustainable beauty products, on the other hand, are those that are produced using environmentally friendly practices and packaging.

Personalization and Hyper-Personalization

Personalization has been a buzzword in the beauty industry for some time now, but with advancements in technology, hyper-personalization is becoming more feasible. 

Beauty eCommerce companies use data and AI to create personalized product recommendations and customer experiences.

Hyper-personalization essentially takes personalization to the next level by using data to create highly tailored experiences for individual customers. 

For example, a beauty eCommerce company might use data on a customer’s skin type, hair type, and preferences to create a customized beauty routine.

Using these technologies isn’t as complicated as it sounds. Top eCommerce platforms like Shopify already have built-in tools and plugins that allow you to analyze customer’s past purchases to predict future behavior.

You can also create custom personal care routines for customers based on their purchases and interests. Small details like these enhance the shopping experience and make it much more likely that a customer will choose to purchase from you.

Virtual Try-On and AR

Virtual try-on and augmented reality (AR) technologies are becoming more prevalent in the beauty industry, allowing customers to try on products virtually before making a purchase. Beauty eCommerce companies are using these technologies to enhance the customer experience and increase sales.

Virtual try-ons and AR can be used for a range of beauty products, from makeup to hair color. 

These technologies allow customers to see how a product will look on them before making a purchase, reducing the risk of disappointment and returns.

Overall, these emerging trends in beauty eCommerce are shaping the industry and providing new opportunities for companies to connect with customers and drive sales. 

By staying up-to-date with these trends and incorporating them into their strategies, beauty eCommerce companies can stay ahead of the curve and continue to grow their businesses.

emerging trends in beauty ecommerce

Challenges and Solutions in Beauty eCommerce

One of the biggest challenges in the beauty eCommerce industry is building trust and transparency with customers. 

With so many brands and products available online, it can be difficult for consumers to know which ones are legitimate and which ones are not. 

This is especially true for beauty products, where consumers may have concerns about the safety and efficacy of the products they are buying.

To get ahead of these concerns, always be transparent about the ingredients and manufacturing processes used in our products. Build trust by providing detailed information about each product, including its ingredients and how it was made, and third-party certifications.

Be proactive about transparency. Share your vetting processes for products on your website, social media channels, and in emails. Make it obvious that you take product safety seriously.

It’s beauty, so make it beautiful

Navigating the digital landscape successfully requires beauty eCommerce brands to constantly adapt and innovate.

Through a blend of effective marketing strategies, keeping up with emerging technological trends, and a commitment to transparency and customer engagement, you can foster a robust online presence.

And of course, if you need any help with your beauty ecommerce ads, we’re happy to help! Reach out.

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