August 2, 2022

How Top Skincare Influencers Can Make Beauty Brands Go Viral

Young man putting on skin cream in a mirror

In today’s social landscape, viral trends pop up quicker than a pimple under a facemask. And staying on top of these is what creators do best. 

From educating your followers on the basics of skincare to giving recommendations for your favorite products, you serve as a beauty guru and authority for people around the world.

Ready to take your skincare empire to the next level? 

Check out the latest trends, discover which beauty brands are excelling with the help of creators just like you, and find the right social platforms for you. 

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.

Top content trends for skincare creators


@addi_mccall Reply to @marblydawny how i slugg!!! My night skincare routine! #SoFiBreakUpChallenge #BbStyleFearlessly #slugging #aquaphor #accutanecheck #accutanebeforeandafter #skincare #cheapskincare #sluggingwithaquaphor #nighttimeskincare ♬ original sound – Addi McCall

Slugging is one of the latest TikTok trends that involves applying a thick layer of occlusive—like Vaseline—as the final step of a nighttime routine. Although not all experts have signed off on the messy practice, some claim slugging works wonders for their dry, eczema-prone skin.

Fermented skincare

@rickeythompson #ad I am LIVING for fermented skincare from @ferverskincare 👑#ferverpartner #targetstyle #fermentedskincare ♬ original sound – Rickey Thompson

Studies suggest fermented ingredients hold numerous skincare benefits, including slowing the aging process and reducing inflammation. 

“Fermented ingredients are currently popular in skincare as it uses a natural process to help enhance potency and penetration,” New York City dermatologist Dr. Marisa Garshick said in an interview with InStyle

Dr. Garshick noted that more research is still needed to prove the effectiveness of fermented ingredients, but some kombucha-infused products are already on the market to test the theory. 

More sunscreen!

@dr.mamina Pale is in though #dermatologist #sunscreen #skincare #doublesunscreenmethod ♬ original sound – Mamina Turegano, MD

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. 


High-quality moisturizers beat out most complex routines as influencers make a case for a more minimalistic skincare approach. 

“After a few trials, many of our clients are starting to realize that less is more when it comes to skincare,” Dr. Anna Puri, of Skinora UK, said in an interview with Vogue. “Using too many products doesn’t guarantee effective results; it can sometimes even do the opposite.” 

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, it may be harder to stand out on Instagram, but it’s definitely worth trying! Try out all of Instagram’s content types (static images, Reels, Stories, etc.) to see which resonates most with your audience. 


TikTok isn’t just for Gen Z anymore. The platform is now home to one of the most diverse social media demographics and remains the fastest-growing social media channel out there. 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 can also provide inspiration as you look to create new content for your feed.  


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 tend to be 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. 

As YouTube joins the short-form video competition with TikTok and Instagram, creators can also create YouTube Shorts to provide bite-size bits of content for their followers. 


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 creators considering Pinterest should use the platform to inform their audiences, highlight product recommendations, and develop highly-shareable posts. 

Consider using Pinterest to create “beauty boards” to inspire various skincare routines. Pinterest is also adding more video content, allowing users to share more cross-platform content. 

Brands succeeding using skincare creators


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 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

@arnellarmon #ad The @esteelauder Advanced Night Repair serum has my skin feeling glowy and soft! #TikTokMadeMeGiftIt #esteelauder ♬ Playing Games – Instrumental – Summer Walker

Estée Lauder spends roughly three-quarters of its marketing budget on influencers. Granted, a huge chunk of the budget likely goes to mega influencers like Kendall Jenner—the 11th-most-followed account on Instagram—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. 

20 skincare creators to follow on social media right now

Top 5 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 5 TikTok skincare influencers

1. Aisha Nur 

@_aishanuuur Feels like a dream on the skin! @dieuxskin @charlotteparler #dieux #skinbarrier #moisturizer ♬ DARARI – ︎ ondu

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

@theodisseya #skintok #asmrskincare #asmrsounds #koreanskincare #SKINTOK #glowing #skinserum #skinhydration ♬ original sound – 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. 

3. Roger Ma

@rogerwh0 Reply to @akafabs new series: sunscreens 👀 #skincare #sunscreen #supergoop #spf ♬ original sound – Roger

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

@sarahpalmyra Just saying! #sunscreen #doublecleansing #skincare @sarahpalmyra ♬ Ah ah ah – kriptozavr

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

5. Dr. Kevin Chao

@thedermsurgeon Did you guess right? 🧐 #dermatologist #skincareroutine #skincare #medicine #medical #doctor #cancer #learnontitkok #tiktokpartner ♬ Du tut du tut – kkimfazzi

Dr. Chao is about science, not hype. He knows how to keep his followers looking and feeling great. But as a Mohs dermatologic surgery fellow, Dr. Chao is most passionate about keeping his audience safe by educating them on the warning signs of serious skin conditions. 

You can also follow Dr. Chao on Instagram and YouTube

Top 5 YouTube skincare influencers

1. Lateef Saka

Lateef Saka is a London-based influencer who specializes in skincare tips for beginners. His content is informative, easy to digest, and perfect for anyone searching for their first tried-and-true skincare routine. 

You can also find Lateef on Twitter, Instagram, and his blog

2. 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

3. Ruchita Ghag

Ruchita Ghag shares amazing tips for beauty, skincare, and life. Aside from choosing the right products and routines, Ruchita advocates living an overall healthy and positive lifestyle for people who want to achieve the best overall wellness results. 

You can also follow her on Facebook, Instagram, and her website.

4. Helen Liao

Helen Liao’s channel is for skincare, beauty, and the musings of a 20-something living in San Francisco. She dives deep into her favorite skincare routines and takes her followers shopping with her so they can see how she chooses the best quality products. 

You can also follow Helen on Instagram, TikTok, and Facebook.  

5. 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

Top 5 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. Slashed Beauty

Miranda Mendelson started the Slashed Beauty blog to keep beauty lovers on a budget up to date with the latest trends, reviews, and tutorials. Her followers can always count on her for beauty tips that won’t break the bank. 

You can find more Slashed Beauty content on Facebook, Twitter, Instagram, and YouTube

4. 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. 

5. 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.  

Key takeaway: Ready to go viral as a skinfluencer? The key is to focus on authenticity. 

Let’s face it: Skincare can be confusing. With so many techniques, products, and daily routines floating around on the internet, it can be downright overwhelming for beginners. That’s where you come in. 

Showcase your expertise, only endorse products you genuinely love, and be honest about your skincare triumphs and low points. This authentic content will help you foster a sense of trust and loyalty with your followers.