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See Features8 best beauty marketing strategies to sell more
The beauty industry is a vast market comprising cosmetics, haircare, perfume, and skincare products.
Revenue generated from the beauty industry is estimated to reach $646.20 billion in 2024, growing at a yearly rate of 3.33%. Moreover, 19.2% of this revenue will expectedly come from online sales.
With so much competition in this space, brands wonder how they can stand out and attract customers. The answer lies in effective marketing.
In this article, we’ll share the top beauty marketing strategies and tips. Additionally, we’ll explore some of the best ecommerce platforms for beauty marketing.
Let’s get started.
Understanding beauty marketing
Beauty marketing is about forging connections between beauty brands and consumers. It involves showcasing the benefits and unique selling points of your product line to attract more leads and convert them into customers.
Beauty advertising is achieved through social media campaigns, email marketing, content marketing, and influencer collaborations.
Here’s how beauty industry marketing differs:
- Visual and emotional appeal: It heavily relies on visual aesthetics and emotional connections. This is because consumers seek products that enhance appearance and boost confidence.
- Trend-driven: The beauty industry has new trends that are emerging regularly. Marketing strategies must adjust to these seasonal shifts to maintain relevance.
- Community engagement: Beauty products often evoke personal experiences and emotions. This makes community interactions vital for building a supportive customer base.
- Relies heavily on social proof: The industry thrives on word-of-mouth, influencer endorsements, user-generated content (UGC), and other elements that establish credibility. Thus, beauty marketing prioritizes social proof.
- Transparency and sustainability: There is a growing emphasis on transparency in ingredients, sourcing, and sustainability practices within the beauty industry. Maintaining this transparency in your marketing efforts is the key to success.
8 beauty marketing strategies to sell more
Now that you understand what is beauty marketing, let’s explore eight powerful strategies for boosting beauty product sales.
1. Collaborate with influencers
The greatest advantage of influencer marketing lies in the authenticity and trust influencers foster with their followers. And these elements are more valuable in wellness, beauty, and makeup marketing than in any other industry.
The beauty market is overflowing with products and choices. It’s no surprise that 42% of consumers prefer influencer content for beauty advice.
Influencer marketing can spotlight your beauty brand to a targeted audience. However, success demands skill and strategy.
For instance, a larger audience doesn’t always mean more sales. Targeting the right people is crucial for driving conversions.
Here are some best practices for collaborating with influencers in beauty marketing:
- Partner with influencers who align with your audience
- Work with micro-influencers for their engaged, niche-specific audiences
- Give influencers clear guidelines and briefs
- Regularly track and analyze campaign performance
- Build long-term relationships to establish authenticity in brand endorsements
REFY is a beauty brand known for easy-to-use essentials. It collaborated with Instagram influencer Tia Linekar for its beauty product marketing. Observe how this initiative has triggered widespread customer engagement.

2. Be active on social media
Beauty products naturally have strong visual appeal. This makes them perfect for showcasing on social platforms.
Here are some ideas for building your beauty brand’s presence on social media:
- Use Instagram Stories to showcase your new product’s benefits
- Host live video sessions to broadcast your story
- Create short tutorial videos for marketing makeup products
- Analyze popular hashtags to align with trending topics
- Organize a challenge or contest featuring your products
- Engage with your audience through comments and DMs
- Share customer testimonials to build trust
Remember to avoid spreading yourself too thin. Begin with one or two social platforms and consider expanding to others based on your needs.
Yours, a personalized skincare brand, uses YouTube marketing for growth. In this video, the founder examines all-natural ingredients’ effectiveness for the skin. This addresses a common customer concern and positions them as industry authorities.
YouTube, as a free platform, is a fantastic and cost-effective way to build an audience organically. To convert your audience into loyal customers, combining social media and email marketing is a great strategy and can multiply your marketing results.

3. Utilize email marketing
Email marketing is a powerful tool for businesses’ beauty marketing campaigns. It’s the perfect channel to educate customers, build trust, and offer personalized recommendations.
Start by defining goals and growing your email list. You can do so by adding signup forms on your website and offering a lead magnet, such as access to a guide or ebook.
Once you’ve built a substantial list, segment it by demographics, preferences, or behaviors. For further personalization, use automation triggered by actions like signups or cart abandonment.
Email marketing platforms like Omnisend can help you streamline your workflow to ensure quality engagement and conversion.
Here’s why Omnisend stands out as a top choice for online beauty stores:
- Pre-built segments and extensive audience segmentation options
- Automation workflows integrating email and SMS
- Merge tags and product recommenders for personalized messaging
- A Product Reviews feature to request reviews and display them on Shopify and Google search results
- Award-winning 24/7 customer support
Additionally, Omnisend simplifies newsletter creation with several body care templates. Here’s an example of a beauty product marketing newsletter:

INGLOT Cosmetics Canada achieved a 2130% increase in revenue-per-message for both email and SMS marketing when they collaborated with Omnisend. The brand’s founder acknowledges the power of email marketing in his statement below:
“In terms of ROI, even if we spent the same amount, or much more, on social media or any other type of advertising, email always brings the highest revenue. We also see it in the long-tail: the sale may not happen in that exact moment. But building information in the client’s consciousness as they receive several emails over time to get them to purchase, we see that too.”
Marcin Bielen, INGLOT Cosmetics Canada
4. Create valuable content
In the end, the key to effective beauty marketing lies in the content quality. This is regardless of where or how you share it.
Before you create content, understand who you’re speaking to. What are their challenges and interests, and what do they care about most?
Here are key guidelines for developing your content:
- Share educational content that helps your audience solve problems
- Leverage storytelling, humor, or real-life examples to keep readers hooked
- Use compelling visuals like high-quality images, videos, and infographics
- Include clear calls to action that prompt your audience to take the next step
- Gather customer feedback to refine your marketing campaigns
Before publishing any content, ask yourself: Does it enrich my audience’s life? If not, consider whether it’s necessary to share.
5. Optimize for SEO
Don’t neglect essential SEO practices when it comes to beauty marketing. This is crucial for outperforming rivals in search rankings.
Imagine your budget haircare brand appearing in searches for “best affordable shampoo.” SEO makes this possible.
Here’s how to effectively optimize your content:
- Identify relevant keywords
- Incorporate keywords naturally into your brand advertising content
- Create quality content that adds real value to your audience
- Ensure your website is mobile-friendly
- Gain backlinks from reputable beauty websites
- Regularly monitor your SEO performance and adjust your strategy accordingly
6. Make use of user-generated content (UGC)
Creating your own content is valuable, but customers often seek social proof as well. This is where user-generated content (UGC) comes in.
UGC can help build trust and extend your reach. Also, it’s an excellent way to show how well your products work for each individual’s skin, hair, or body.
Here are some creative ways to collect UGC for your beauty brand:
- Create a branded hashtag and ask customers to use it when sharing about your products
- Host contests or giveaways where participants must submit UGC to enter
- Offer discounts, exclusive access, or free products in exchange for content
- Include a CTA in your email campaigns asking for customer photos
- Showcase this UGC on your website and social media accounts
Cocokind, a clean and conscious skincare brand, launched the #cocokindskincare campaign. For this beauty marketing campaign, customers were invited to share their skincare routines using Cocokind products. Today, the hashtag has over 10,000 posts on Instagram, most of which are UGC.

7. Implement loyalty programs
The beauty industry is highly competitive and price-sensitive. This makes acquiring new customers costly. Hence, retaining existing customers becomes all the more important.
Loyalty programs reward your customers for their continued support, making them feel valued. In beauty and makeup marketing, these can take various forms:
- Points-based system: Establish a system where customers earn points for every purchase
- Tiered memberships: Create membership tiers with increasing benefits as customers spend more
- Exclusive perks: Offer exclusive perks to loyal customers, such as VIP access to events
The Body Shop’s “Love Your Body Club” is a great example. It offers points on purchases and exclusive gifts. Additionally, it rewards members who participate in eco-friendly actions. This aligns with the brand’s commitment to sustainability.

8. Don’t forget SMS marketing
Getting a text message is akin to receiving a personal note. It’s direct, intimate, and valued in beauty marketing as this an industry that appreciates personal attention.
A concise message about a flash sale or new product can often be more effective than a lengthy email. Both are valuable, but there are times when speed is essential.
Here are some tips for effectively leveraging SMS marketing:
- Ensure customers have opted in before sending text messages
- Personalize SMS content based on customers’ preferences
- Time your messages based on customer habits to maximize engagement
- Always follow SMS marketing regulations to avoid any legal issues
- Avoid over-messaging to prevent customer opt-outs
Omnisend supports global SMS sending with all country codes. This means you can effortlessly connect with customers worldwide.
Plus, the tool allows you to blend SMS and email into one seamless workflow. This ensures a consistent and integrated experience across channels.
Measuring the success of beauty marketing campaigns
Before creating your beauty brand marketing strategy, pinpoint your goals. These could include boosting brand awareness, customer retention, or sales.
Based on your objectives, here are some critical KPIs you need to track:
- Campaign effectiveness: Some of the fundamental metrics to measure the effectiveness of your campaign include campaign reach, engagement rate, cost per click, and campaign ROI
- Sales metrics: Tracking sales revenue, units sold, and average order value (AOV) gives a direct measure of campaign impact on consumer spending
- Customer acquisition and retention: Monitor metrics like customer acquisition cost (CAC), conversion rate, repeat purchase rate, and customer lifetime value (CLV) to help you gauge how well campaigns attract and retain customers
- Brand awareness: Metrics such as brand mentions, social media reach, impressions, and sentiment analysis assess the campaign’s impact on brand visibility and perception
Collecting all this data can be time-consuming. Marketers often turn to tools such as Google Analytics, Hootsuite, and Sprout Social. Each offers various metrics to suit your needs. Moreover, many marketing tools come with built-in reporting features.
For qualitative insights, surveys and feedback loops are valuable. Besides, they show customers their opinions matter and bolster brand trust.
Overall, tracking performance paints a clear picture of what’s effective and what needs tweaking in your beauty marketing strategy.
Best ecommerce platforms for beauty marketing
Choosing the right ecommerce platform is crucial for beauty marketing. It affects how well beauty brands can present and sell their products online.
Let’s take a quick look at three powerful platforms and why they’re worth considering.
1. WooCommerce

WooCommerce is highly regarded in ecommerce, and in beauty marketing it’s no exception. WooCommerce is a plugin for WordPress, making it particular popular for brands using WordPress for their website and content management.
The platform boasts flexibility and scalability, allowing businesses to customize their online stores extensively.
WooCommerce itself is free to use. However, there are costs associated with hosting, domain registration, and premium themes. Still, the overall cost can be lower compared to other proprietary platforms.
Finally, there are several WooCommerce plugins conducive to beauty product marketing. One standout is Omnisend. It integrates seamlessly for email marketing automation, segmentation, and personalized campaigns.
2. Shopify

Shopify is recognized for its user-friendly interface and extensive feature set. This appeals to both beginners and established businesses alike.
It offers a variety of beauty-themed templates. These are designed to showcase products with dynamic displays and flexible dropdown menus.
Additionally, Shopify templates are fully compatible across all mobile devices. The platform also includes built-in SEO tools and advanced analytics capabilities for optimization.
Another strength of Shopify is its seamless integration with various marketing apps. This empowers beauty brands to execute promotional campaigns and engage customers easily.
3. Wix

Choose Wix for an all-in-one drag-and-drop website builder and ecommerce platform solution. It offers ecommerce functionalities meant to enhance the overall shopping experience.
Beauty businesses can set up online stores, manage inventory, and process payments securely. Additionally, the platform boasts a variety of templates specifically designed for cosmetics, beauty, wellness, and makeup marketing.
Finally, Wix offers an extensive App Market with various plugins and apps. This includes tools for email marketing, SEO optimization, social media integration, and beyond.
Wrap up
Effective beauty marketing requires a multifaceted approach. For the best results, you must blend strategies like influencer marketing, email marketing, and loyalty programs.
Each strategy serves unique purposes and targets different goals. So, choose strategies based on your top priorities. You should also select an ecommerce platform that aligns with your objectives and track performance to optimize your marketing efforts.
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