Skincare brands are buying trust in three ways right now: retail access, specific science, and gifting bundles that lift AOV.
In this edition: 3 trend patterns, 3 ads worth studying, and 3 organic posts that earned real engagement.
Research powered by Brand Radar. If you want the exact ads and landing pages behind each example, click into Brand Radar and track your category.
1. From DTC to IRL: Retail partnerships
Brands are using retail partnerships in their marketing campaigns to gain credibility fast and unlock in store discovery.
100% Pure: “Now at Sprouts Farmers Market”
Glossier: “Glossier. + SEPHORA”
Biossance: “Shop Biossance at Sephora”
OSEA: “Purchase at Ulta Beauty”
📌 Takeaway: Retail is not just distribution, it is a trust engine and a customer acquisition channel.
2. The lab coat is the new look
More brands are leading with clinical framing, founder credentials, and specific ingredients that sound like a formula, not a vibe. Here are some of the best marketing lines we identified:
Curology: A hydrating tretinoin formula. Designed for all skin types, even sensitive.
True Botanicals: 97% saw a reduction in the look of fine lines and wrinkles
cocokind: hydrating gel-cream with magnesium, zinc, sodium PCA, and beta-glucan
OneSkin: “Proven, before it was popular... testing 900+ peptides before developing OS-01–the first peptide to target senescent cells in skin...”
📌 Takeaway: Specific science earns premium pricing when the claim is clear and repeatable.
3. The gifting play: bundles & value sets
Curated sets, routines, duos, and limited holiday kits are everywhere, usually with visible savings. Here're some of the top sellers with catchy taglines:
OSEA: New! Ocean Body Glow Routine... Bundle & Save
Glossier: Save with our new holiday duo...
Biossance: ADVENT CALENDAR... VERY LIMITED QUANTITIES... $99 (38% SAVINGS)
Tata Harper Skincare: Holiday Glow-Getter Set... $175 ($199 Value)
📌 Takeaway: Bundles reduce decision friction and lift AOV without needing a new customer.
🔬 Ad Analysis: Top 3 DTC Ads by Hook & Landing Page
Here are the top-performing ads that crossed our desk, broken down by their hook and the landing page pattern that sealed the deal.
1. 100% Pure - “Makeup? Gone. Moisture? Locked.”
Winning Hook:
Pattern: In just a few words, the headline delivers a full-value promise for a cleanser: effective removal plus hydration, directly addressing the biggest user fear—stripping the skin.
In Action: The hook is instantly clear, and the body copy reinforces the claim with a direct reassurance: “Wipe the day away without stripping your skin.”
2. Cocokind - Electrolyte water cream
Winning Landing Page:
Pattern: A founder-led, ingredient-focused ad that sends people to a product page built to explain the concept and confirm the benefits, trust, and value.
Creative Angle: Founder-led “behind-the-scenes blueprint” angle that makes electrolytes feel like smart, affordable next-level hydration.
3. True Botanicals - The at-home peel that feels like a facial
Winning Landing Page:
Pattern: Uses a clean PDP of the product demonstrated in the testimonial video and keeps path to purchase short.
Trust & Results: Reinforces confidence with simple proof points like visible results, short time-to-result cues, and credible customer feedback.
💯 Top-Performing Organic Posts
1️⃣ Rhode Skin - Rhode on hold
Engagement: 114K Likes
Strategy: It builds hype by teasing new phone case options, stressing limited stock, and pushing people to join the waitlist before the exact launch time.
2️⃣ Glossier - limited edition Classic Tumbler
Engagement: 29.3K Likes, 636 Comments
Strategy: Combines limited-edition hype with holiday gifting and urgency to drive immediate purchase.
3️⃣ Ilia Beauty - Six days of giveaways x Chamberlain Coffee
Engagement: 2.5k Likes, 1.7k Comments
Strategy: Uses a co-branded, rituals-themed holiday giveaway with simple entry steps to drive follows, tags, and fast engagement across both audiences.
✔ Thanks for reading!
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