How Skincare Brands Do Viral Marketing? Secrets Behind the Buzz

n the ever-evolving world of beauty and skincare, standing out from the crowd is no easy feat. Yet, some skincare brands seem to effortlessly capture the internet's attention. Whether it’s through a trending TikTok video, a controversial product drop, or a genius influencer campaign, these brands know how to go viral.

But what’s the secret sauce behind their marketing success? In this blog, we'll break down how skincare brands do viral marketing, explore real-world examples, and also spotlight some of the standout products, including the best collagen sheet masks and collagen-infused skincare essentials.

What is Viral Marketing in Skincare?

Viral marketing refers to strategies that rely on social sharing to spread a message or product rapidly. For skincare brands, this means creating content or campaigns that are highly shareable, emotionally engaging, and often tied to a trend or cultural moment. The goal? To spark conversation and encourage user-generated content that amplifies the brand's reach organically.

Key Strategies Skincare Brands Use to Go Viral

1. Influencer Collaborations

Partnering with influencers who already have loyal audiences is one of the most effective ways to create buzz. Skincare brands tap into macro and micro influencers to review products, show off results, and participate in challenges or trends.

Example: The Ordinary

The Ordinary went viral partly thanks to influencers and skincare YouTubers like Hyram Yarbro (a.k.a. Skincare by Hyram), who broke down product ingredients and praised their affordable yet effective formulations. His endorsement led to several sell-outs across product lines.

2. User-Generated Content (UGC)

Skincare brands encourage customers to share their before-and-after results, routines, or reactions using branded hashtags. This organic buzz builds trust and social proof.

Example: Glossier

Glossier built its brand almost entirely on user-generated content. Their signature "skin first" philosophy and minimalistic aesthetic prompted thousands of fans to share selfies using #glossier, creating a community-driven viral loop.

3. Storytelling and Authenticity

Consumers crave authenticity. Brands that share real stories, transparent ingredient lists, and inclusive messaging tend to resonate deeply with audiences.

Example: Fenty Skin

Rihanna’s Fenty Skin launched with a powerful story of inclusivity, simplicity, and clean formulas. Backed by Rihanna's star power and a focus on diverse skin tones, the brand quickly went viral. The message wasn’t just about beauty—it was about representation.

4. TikTok Challenges and Short-form Content

TikTok has become a hotbed for viral skincare content. Brands that create or hop on challenges can reach millions of users within days.

Example: CeraVe on TikTok

CeraVe leaned into TikTok with witty, educational content featuring dermatologists and creators. A viral moment came when Hyram endorsed CeraVe's cleansers and moisturizers, leading to massive product demand and stock shortages.

5. Controversial or Bold Product Launches

Sometimes, breaking the mold or courting controversy can spark massive interest.

Example: Drunk Elephant's Lala Retro Cream Campaign

Drunk Elephant’s quirky product names, bold packaging, and unapologetic marketing helped the brand stand out. Their Lala Retro Cream campaign used animated content and a cheeky tone that made people talk, screenshot, and share.

6. Limited Edition and Scarcity Tactics

Creating urgency with limited-time offers or exclusive product drops drives FOMO (fear of missing out), a powerful viral trigger.

Example: Glow Recipe’s Watermelon Collection

Glow Recipe's watermelon line, especially the Watermelon Glow Sleeping Mask, created massive hype thanks to limited launches and high demand. They combined pink, Instagram-friendly packaging with strategic drops that always seemed to sell out.

7. Memes and Relatable Humor

Skincare brands that nail internet humor often see their content spread like wildfire. A clever meme can build brand recognition faster than a formal ad campaign.

Example: Starface

Starface, known for its star-shaped acne patches, uses meme culture and Gen Z humor to connect with young consumers. Their Instagram and TikTok accounts are filled with quirky, funny, and relatable skincare memes.

Wildoak’s Viral-Ready Products You Should Know with Wild Oak Top Selling Sugar Scrubs

Collagen-Infused Sugar Scrubs

These scrubs don’t just exfoliate—they pamper. Wildoak’s sugar scrubs combine the nourishing power of shea butter and collagen, offering a rich texture that melts on your skin, sloughing away dead cells while deeply moisturizing. They’re a go-to for self-care nights and spa-like routines at home.

These products have been making waves on platforms like Instagram and Pinterest, thanks to their aesthetic packaging, clean ingredient list, and real results. Beauty influencers love showcasing their luxurious texture and instant effects, helping Wildoak rise as a new cult favorite.

What Makes a Skincare Campaign Go Viral?

Not every marketing effort will go viral, but there are some common elements among those that do:

Relatability: Content that feels personal and real.

Emotional Hook: It could be joy, curiosity, surprise, or even outrage.

Shareability: Easy to post, remix, or talk about.

Timeliness: Leveraging trends or timely cultural moments.

Visual Appeal: Eye-catching aesthetics or unique packaging.

Tips for Skincare Brands Wanting to Go Viral

Know Your Audience: Understand their humor, language, and pain points.

Be Platform-Specific: What works on Instagram might not work on TikTok.

Encourage Participation: Create challenges, polls, and UGC opportunities.

Don’t Be Afraid to Experiment: Viral content often comes from the unexpected.

Stay Authentic: Consumers are quick to spot (and call out) fake or overly promotional content.

Final Thoughts: Can Virality Be Engineered?

While no brand can guarantee virality, skincare companies that understand their audience, harness the power of influencers, and lean into authentic storytelling have a much better shot. The key lies in being bold, relevant, and human.

So next time you see a skincare brand trending on TikTok or sold out on Sephora, you’ll know there’s more than luck behind the scenes—it’s smart, strategic viral marketing at work.

Have you been influenced to buy a skincare product from a viral campaign? Share your experience in the comments!

And if you're a skincare brand looking to make a splash online, take a page from these success stories and start building your viral strategy today.