Social Commerce for Skincare Brands: How to Drive Growth and Engagement in 2025
Social commerce is driving skincare online expansion
The beauty and wellness market is evolving faster than ever. Consumers are no longer just browsing online—they’re buying directly through social platforms. Social commerce is the intersection of social media and e-commerce, and it’s transforming how skincare brands reach and convert their audiences. For skincare and wellness brands, adopting a social commerce strategy isn’t optional anymore—it’s a necessity.
What Is Social Commerce?
Social commerce is the ability to sell products directly through social media platforms like Instagram, TikTok, Pinterest, and Facebook. Unlike traditional e-commerce, where consumers navigate to a website, social commerce enables seamless in-app shopping experiences. This approach reduces friction, increases impulse purchases, and leverages the power of community and content.
Key benefits for skincare brands include:
Instant product discovery and purchase without leaving the app.
Stronger community engagement through user-generated content and influencer partnerships.
Rich analytics to understand which content drives sales.
Why Skincare Brands Should Invest in Social Commerce
The skincare and wellness industries thrive on storytelling, visuals, and trust. Social commerce uniquely aligns with these needs:
Visual storytelling: Showcase textures, application techniques, and before/after results.
Influencer and UGC integration: Consumers trust peer recommendations more than traditional ads.
Trend responsiveness: Platforms like TikTok allow brands to quickly capitalize on viral trends, driving both engagement and sales.
👉 Example: A serum or face mask tutorial that goes viral on TikTok can generate thousands of instant purchases when integrated with a social commerce checkout.
Platforms Driving Social Commerce in Skincare
Instagram Shops and Reels provide a robust ecosystem for skincare brands. Optimized product tags, shoppable posts, and live events can turn engagement into direct sales.
TikTok
TikTok is a powerhouse for trend-driven sales. With in-app checkout and TikTok Shopping, brands can leverage viral challenges and influencer collaborations to drive rapid growth.
Pinterest functions as a visual search engine. Shoppable pins allow skincare brands to reach consumers in the discovery phase, turning inspiration into action.
While often overlooked, Facebook Shops integrates with Instagram and allows targeting of older demographics who are key buyers for wellness and anti-aging skincare products.
ShopMy vs. TikTok Shop: Understanding the Differences
As social commerce grows, brands have multiple options for selling in-app. Two notable platforms are ShopMy and TikTok Shop, each offering unique benefits.
ShopMy: ShopMy allows brands to create customizable storefronts across multiple social platforms. It focuses on cross-platform integration, letting brands link Instagram, TikTok, and Pinterest products while centralizing inventory and order management. ShopMy is ideal for brands that want a unified store presence across multiple social channels without managing each individually.
TikTok Shop: TikTok Shop is native to the TikTok platform, meaning consumers can browse, add to cart, and purchase without leaving the app. TikTok Shop excels in leveraging viral trends and influencer marketing, as products can be directly embedded in video content, live streams, and TikTok feeds. Brands that want to capitalize on trend-driven sales and younger audiences often prioritize TikTok Shop.
how shopmy works
How ShopMy Works for Skincare Creators
For skincare creators, ShopMy provides a platform to curate and share their favorite products with their audience. Creators can:
Create Personalized Storefronts: Organize skincare products into categories such as "Morning Routine," "Anti-Aging Favorites," or "Sensitive Skin Essentials," making it easy for followers to find and purchase recommended items.
Monetize Content: Earn commissions by sharing affiliate links to skincare products. When followers purchase through these links, creators receive a percentage of the sale, providing a passive income stream.
Engage in Brand Partnerships: Collaborate directly with skincare brands for paid promotions, product gifting, and exclusive discount codes, enhancing credibility and income potential.
This approach allows creators to seamlessly integrate product recommendations into their content, offering value to their audience while generating revenue.
How ShopMy Benefits Skincare Brands
For skincare brands, ShopMy offers a platform to connect with a network of over 70,000 creators, facilitating:
Influencer Marketing Campaigns: Launch targeted campaigns by partnering with creators who align with the brand's values and audience, amplifying reach and engagement.
Performance Tracking: Utilize ShopMy's analytics tools to monitor sales, track ROI, and optimize marketing strategies based on real-time data.
Product Discovery: Increase product visibility through curated collections and personalized recommendations, driving traffic and sales.
By leveraging ShopMy's platform, skincare brands can enhance their marketing efforts, build relationships with creators, and reach high-intent shoppers.
📈 Success Stories in Skincare
ShopMy has facilitated significant sales growth for skincare brands. For instance, a recent campaign led to a 600% increase in traffic and a 50% surge in sales for a featured lip oil product. Such outcomes highlight the effectiveness of creator partnerships in driving product sales and brand awareness.
how tiktok drives skincare growth
1. Algorithm-Driven Discovery
Unlike traditional social media platforms, TikTok’s For You Page (FYP) algorithm prioritizes content based on engagement, watch time, and relevance—not just follower count. This levels the playing field for challenger brands:
Challenger skincare brands like The Ordinary or Versed can go viral even with a small following if their content resonates with TikTok users. A single 15–30 second video explaining product benefits, before-and-after results, or a quick skincare hack can reach millions organically.
Heritage brands like La Roche-Posay or Neutrogena benefit by resurfacing classic products to younger audiences who may be discovering them for the first time. The algorithm amplifies content that is authentic, informative, or entertaining.
2. Trend Culture and User-Generated Content
TikTok thrives on trends, challenges, and duets, which can accelerate product awareness:
Challenger brands often launch hashtag challenges, leveraging micro-influencers or creators to produce tutorials, reactions, and reviews. For example, a #HydrationHack or #CleanBeauty routine can generate massive engagement.
Heritage brands leverage TikTok trends to modernize their image. By participating in trending formats—like skincare “duets” or reaction videos—they remain relevant to Gen Z and millennial consumers.
3. Educational & Tutorial Content
Skincare requires explanation—ingredients, benefits, routines—and TikTok is perfect for short, digestible educational content:
Explainer videos: Simple breakdowns of how hyaluronic acid works, or the best way to layer serums.
Routine demonstrations: Morning/night skincare routines build trust and showcase products in action.
Before-and-after content: Authentic user testimonials drive credibility and conversions.
Both challenger and heritage brands see higher engagement when they combine education with entertainment.
4. Creator Partnerships and Influencer Marketing
TikTok’s creator ecosystem allows brands to leverage authentic voices:
Challenger brands rely on micro and nano-influencers who feel approachable and relatable. This strategy drives both awareness and conversion without massive ad spend.
Heritage brands collaborate with trusted dermatologists, skincare experts, and celebrity creators to add authority and reach new audiences.
5. Direct-to-Consumer & Viral Commerce
TikTok is increasingly commerce-enabled, allowing brands to link products directly from videos:
Viral content can lead to instant spikes in traffic and sales, sometimes referred to as the “TikTok Effect.”
Challenger brands often see their products sold out after viral videos, proving TikTok’s role in rapid DTC growth. Heritage brands can use TikTok to drive awareness of legacy products and direct traffic to online stores.
6. Case Studies
The Ordinary: Used short TikTok videos explaining ingredient science, resulting in viral product awareness and increased e-commerce sales.
CeraVe: Heritage brand boosted sales among younger audiences through TikTok tutorials and creator collaborations, revitalizing their brand image.
Versed: A challenger brand that leveraged micro-influencer skincare hacks to grow awareness organically, quickly becoming a cult favorite.
Trend Forecasting: Predictions for Social Commerce
Social commerce continues to evolve, and trend forecasting helps brands stay ahead. Predictions for the next few years include:
New platforms emerging: Expect niche social platforms focused on wellness, clean beauty, and lifestyle content to integrate shopping features, offering brands early access to new audiences.
Pinterest revitalization: Pinterest is poised for a resurgence in social commerce as it combines visual discovery with in-app shopping and improved personalization tools, making it ideal for skincare and wellness inspiration-to-purchase journeys.
AI-driven personalization: Social platforms will increasingly use AI to recommend products based on browsing behavior, trending content, and influencer preferences, enhancing conversion rates.
Integration of live commerce: Live-stream shopping, popular in Asian markets, is likely to become mainstream in Western social commerce, offering real-time engagement and instant purchases.
Brands that anticipate these trends can position themselves for early adoption, maximizing visibility and sales.
Skincare and Wellness Brands Driving Success in Social Commerce
Several brands are currently setting the standard for social commerce success:
Glow Recipe: Combines Instagram and TikTok tutorials with shoppable posts and influencer collaborations, creating an engaging, seamless shopping experience.
Summer Fridays: Uses UGC and educational content across social platforms to build loyalty and drive repeat purchases.
Rare Beauty: Leverages TikTok trends and Instagram Reels for rapid viral reach, capturing younger audiences and converting them directly through in-app purchases.
The Ordinary: Simplifies scientific ingredient explanations through social content, linking directly to product pages for effortless purchases.
Moon Juice: In wellness, Moon Juice integrates Pinterest and Instagram shoppable content, aligning its product storytelling with lifestyle and health trends to attract a dedicated following.
These brands succeed because they combine educational content, trend responsiveness, influencer and UGC integration, and frictionless purchase pathways to turn social engagement into measurable revenue.
How So Sloane Helps Skincare Brands Win with Social Commerce
At So Sloane, we offer end-to-end social commerce solutions tailored for skincare and wellness brands:
Strategy Development: We assess your brand, audience, and competitors to build a customized social commerce roadmap.
Setup & Optimization: From platform storefronts to product catalogs and checkout flows, we ensure your social commerce channels are optimized for conversion.
Content & Influencer Strategy: We create high-performing visual content and coordinate influencer campaigns that drive both engagement and purchases.
AI & Analytics Integration: Leverage AI to personalize product recommendations and analyze performance data to continuously optimize campaigns.
Trend Forecasting: We identify emerging trends and viral opportunities, ensuring your brand stays ahead in the competitive skincare space.
Getting Started with Social Commerce
Launching social commerce requires expertise in both marketing and e-commerce. Skincare and wellness brands benefit from partnering with agencies that understand:
Platform-specific best practices.
Influencer and UGC strategies for conversion.
AI-driven personalization for repeat purchases.
Tracking and optimizing campaigns for maximum ROI.
Let So Sloane Grow Your Social Commerce Channels
Social commerce isn’t just about selling products; it’s about creating a seamless, engaging experience that builds brand loyalty and drives revenue. At So Sloane, we help skincare and wellness brands establish, optimize, and grow social commerce channels that deliver measurable results.
👉 Ready to transform your social commerce strategy and scale your skincare brand? Contact So Sloane today.
