FOR BEAUTY & SKINCARE BRANDS

Beauty marketing built on trust and reorders.

We grow skincare, cosmetics and haircare brands on Shopify. Beauty shoppers now watch a creator use a product before they buy it, and on TikTok Shop they buy it without leaving the app. We make the creator videos and ads that show the product on real skin, build product pages that answer 'will this suit me?', and time the reorder reminder to land before the bottle is empty.

30-minute call with Dair
The founder, not a sales rep.
Skincare bottles and jars laid out with stones and greenery
BRANDS WE'VE WORKED WITH
  • Tuff Crowd
  • Rüfüs Du Sol
  • Haven Sleep Co
  • Amourprints
  • Soul Comfort
  • Boss Dog & Boss Cat

Beauty and skincare brands are among the 100+ brands we've worked with since 2018. Read our reviews on Shopify (opens in a new tab).

IN SHORT

Beauty and skincare marketing is how a cosmetics, skincare or haircare brand earns a first order online, then the reorders that make it profitable. We make creator videos and ads that show texture and application on real skin, build product pages that answer shade and skin-type questions, and time emails and texts to arrive just before each product runs out.

HOW PEOPLE BUY
Often after watching a creator use the product, then checking the ingredients and the reviews from people with the same skin type or shade.
WHEN IT SELLS
All year, as products run out and get reordered, with a gift-set peak around Black Friday and the holidays.
WHAT WINS THE SALE
Proof on real skin, a clear answer to 'will this suit me?', and a reminder before the bottle runs out.
WHY BEAUTY IS DIFFERENT

Shoppers can't swatch it from their phone.

Beauty buyers want proof before they put something on their skin, and the profit only arrives with the second order. These are the four problems we fix first.

Not sure where your store loses sales? Ask Dair →

Nobody can test the shade or the texture

Online, nobody can try a foundation shade or feel a cream before paying. Swatches on several skin tones and reviews from people with the same skin type take the guesswork out.

HOW WE FIX IT Swatches, shade guides and reviews by skin type

Your best customers look expensive on day one

A cleanser or serum seldom pays for the ad that sold it on the first order. The profit comes when the customer buys it again. Judge ads on the first order alone and you switch off the ones that bring in loyal customers.

HOW WE FIX IT Ad targets set from what a customer spends over time

Customers run out and reorder somewhere else

A cleanser or serum runs out on a schedule you can predict. Without a reminder at the right moment, customers pick up the next bottle wherever they happen to be.

HOW WE FIX IT Refill reminders before each product runs out

Shoppers want to see it on someone like them

Many beauty buyers watch a creator apply a product before they buy it. A brand with only studio shots looks untested next to one with real people on camera.

HOW WE FIX IT Creator videos and TikTok Shop affiliates
INSIDE THE WORK

How beauty brands earn trust and the reorder.

In beauty, the first order wins the customer and the reorder pays for it.

PRODUCT PAGES

Shoppers want to know it suits their skin before they buy.

A skincare shopper is about to put something on their face, so the product page has to answer more than the price. What's in it, and is there anything they avoid? Does it suit dry, oily or sensitive skin? Where does it go in a routine, and how often? And did it work for people with skin like theirs? Every unanswered question is a reason to wait.

We put those answers where shoppers look first: the key ingredients in plain words with the full list one tap away, who it suits, how and when to use it, and reviews that show each reviewer's skin type. For makeup, every shade is shown on several skin tones in natural light. Your own pages also give you more room than ads for real, unedited customer photos.

  • Key ingredients in plain words, the full list one tap away
  • Who it suits and where it fits in a routine
  • Reviews that show each reviewer's skin type
An example serum page with the four answers skincare shoppers look for: texture, ingredients, its place in a routine and reviews from people with the same skin.
REFILL TIMING

The reminder arrives before the bottle runs out.

A cleanser, serum or shampoo used every day runs out on a schedule you can predict from its size and how much goes on each time. When it's empty, the customer buys another one somewhere. If your reminder arrives after they've picked up a bottle at the drugstore, it's too late. If it arrives a little before, the reorder is a sale you didn't pay an ad for.

So each product gets its own timing. The first email arrives with the product and explains how and how often to use it, so the customer keeps going. Then a reminder goes out shortly before it should run out, with a text for subscribers who opted in. Where your margins allow, it offers subscribe and save. To see what each reorder adds, try the lifetime value calculator.

  • Timing set from each product's size and daily use
  • How-to-use emails when the product arrives
  • Subscribe and save where your margins allow it
An example refill flow for a serum that lasts about two months: a how-to email when it arrives, then a reminder shortly before it runs out.
CREATOR VIDEOS

Shoppers trust a product they've watched someone use.

Many beauty buyers want to see a product on someone like them before they buy it. A creator who shows the texture, applies it in daylight and talks through their routine answers questions a studio photo can't. Those videos become your ads. On TikTok Shop, creators post them with your product tagged and earn a commission on each sale.

We find creators whose skin, shade and audience match your customers, send samples and brief them on what to show. The videos that sell on a creator's own account then run as your ads from their handle, so one good video keeps selling long after the post. On TikTok Shop, creators earn a commission on each sale they bring in, and US beauty sales there reached an estimated $980 million in the second quarter of 2026, by Charm.io's count. Paid and gifted posts are always labeled.

  • Creators matched to your customers' skin types and shades
  • Winning videos run as ads from the creator's handle
  • Paid and gifted posts always labeled
An example creator video on TikTok: the product in a real routine, the partnership disclosed in the post and your product tagged for TikTok Shop.
WHAT'S INCLUDED

Built for trust and the next refill.

Your ad targets count what a customer spends over several orders.

  1. Product pages for every skin type

    Ingredients, who it suits and where it fits in a routine, plus reviews that show each reviewer's skin type.

  2. Ads that show it working

    Texture close-ups, application videos and real reviews, with new ones tested every week.

  3. Creator videos

    Short videos made with creators who use the product on camera, for your ads and for TikTok Shop.

  4. Reorder and subscription flows

    Emails and texts timed to how long each product lasts, plus subscribe-and-save where your margins allow it.

  5. Routines and sets

    Bundles that turn a single product into a full routine and a bigger order.

  6. Search for ingredients and concerns

    Collection pages and guides for searches like 'niacinamide serum' or 'moisturizer for dry skin'.

CLIENT RESULTS

Results from our clients.

All case studies →
$21K to $105K per month

Five times the monthly revenue in four months, by getting their ads and their email and SMS working toward the same goal.

Amourprints case study

Personalized wall art
$2M to $11M

Every dollar spent on Meta ads brought back $5.50 in revenue on average, for twelve months straight.

WHAT WE DO

What we run for skincare and cosmetics brands.

Each one is measured by what a customer spends across several orders.

Facebook and Instagram ads that find new buyers, with budgets set by your margins.

FacebookInstagram

Your Shopify products selling on TikTok Shop, with creators, samples and Shop ads behind the ones that sell.

TikTok ShopAffiliatesLIVE

New ad ideas every week, tested with real budget. Winners get scaled, losers get switched off fast.

UGCStaticVideo

Product and landing pages redesigned to turn visitors into buyers, then tested to prove which version makes more money.

A/B testingHeatmaps

Automated emails and texts that bring past customers back to buy again, without paying for more ads.

EmailSMSKlaviyoOmnisend

SEO

Technical fixes, better collection pages and useful content that bring in shoppers from Google without paying per click.

Technical SEOContentSearch Console
FREE TOOLS

What is a customer worth to you?

In beauty, much of the profit comes from reorders. Count them before you decide what a first order can cost.

Customers & email

Abandoned cart calculator

How much could abandoned cart emails and texts win back each month?

FAQ

Questions from beauty and skincare brands.

Don't see your question? Ask Dair directly on the call.

Dair Rose
Still have a question?
Email or call. Dair replies personally.
Book a strategy call →

Lead with proof people trust: texture, application, ingredients and reviews from people with the same skin type, ideally on video from creators. Judge ads on what a customer spends over several orders, since the first order rarely covers the ad. Then remind each customer to reorder just before the product runs out.

Meta and TikTok restrict them, and Meta also rejects ads that suggest the viewer has a skin condition. We build proof in other ways: texture close-ups, application videos and real reviews. Your own product pages give you more room, as long as the photos are real and unedited.

Show every shade on several skin tones in natural light, with a short guide that matches shades to undertones. Reviews that name the reviewer's skin tone and shade help too. A shade quiz works for some brands, and we A/B test it before you keep it.

If you sell in the US and your product looks good on camera, it's worth testing. US beauty sales on TikTok Shop reached an estimated $980 million in the second quarter of 2026, up 82% on a year earlier, by Charm.io's count. Count the creator commission, the samples and TikTok's fees in your margin before you scale, and plan it alongside your Shopify store and your TikTok ads.

Send the reminder a little before the product runs out, and offer a subscription where your margins allow it. Post-purchase emails that explain how to use the product help too. People who see results are more likely to buy again.

Growing a beauty brand on Shopify?

In a free 30-minute call, Dair will look at your ads, product pages and reorder rate. You'll know which one to fix first.