Best Skincare Marketing Strategies: Navigating Uncertainty & Pivoting Beyond TikTok

Ranking Insights: Best Skincare Marketing Strategies on Instagram

With ongoing disruptions to TikTok in the U.S., brands are having to rethink their marketing strategies, as a potential ban could lead to significant losses in Media Impact Value® (MIV®). Launchmetrics’ latest report, Navigating the TikTok Uncertainty: How to Pivot & Future-Proof Your Social Strategy (Launchmetrics, 2025), highlights the need for diversification across multiple platforms, with Instagram driving 57% of total MIV in the US, reinforcing its dominance in brand exposure.

While TikTok has fueled viral beauty trends, Instagram remains the leading platform across all industries, offering beauty brands a powerful way to engage with consumers at every touchpoint. Instagram’s visual-centric features enable beauty brands to connect authentically with audiences, fostering long-term relationships and driving consistent engagement. For beauty and skincare brands, it’s the ideal platform to showcase products, share tutorials, and craft compelling brand stories. By strategically leveraging Instagram, brands can build a holistic, Voice-driven approach that ensures sustained visibility, maximizes MIV, and maintains a competitive edge in an increasingly fragmented social media landscape.

So, how are today’s most successful skincare brands using Instagram to drive value? At Launchmetrics, we’ve analyzed five leading skincare brands that stood out on Instagram in S2 2024. This data-driven approach uncovers the key factors behind their success and their approach to the best skincare marketing strategies on Instagram:

• Influencers remain key in driving brand value on Instagram through authentic and relatable content. Beauty of Joseon executed a strong Instagram strategy, with micro and macro influencers driving 77% of its total MIV, amounting to $7.08M. Notably, Matt Randon generated $597K in MIV through 14 Instagram placements, while Anna Sheri, a micro-influencer, contributed $398K through 10 placements—highlighting the power of key voices in amplifying reach and engagement.
• Instagram Reels have become a key driver of engagement for beauty brands, generating 77% higher MIV than single images and consistently outperforming other formats (Launchmetrics, 2025). With ongoing uncertainty around TikTok in the U.S., Reels offer brands a powerful alternative to maintain visibility and engagement. For its summer collection, Summer Fridays leveraged the Partner Voice, collaborating with Revolve, which utilized Instagram Reels to amplify the campaign’s reach, generating $171K in MIV. Cult Beauty also contributed to the collection’s visibility, driving $154K in MIV. These results highlight how beauty brands can future-proof their social strategies by integrating Reels, ensuring sustained engagement and brand desirability.
• Owned Media on Instagram is a powerful tool for building loyalty and engagement. Bubble Skincare saw a 97% increase in MIV compared to early 2024, with this Voice driving 40% of its total MIV amounting to $946K. The brand’s 72 posts promoting new collections reinforced the importance of consistent Instagram content to sustain audience engagement and advocacy.
• A well-balanced Instagram strategy ensures full-funnel engagement. Sol de Janeiro leveraged multiple Voices, successfully leveraging their Owned Media which accounted for $3.83M in MIV, fueling buzz around new collections. Meanwhile, Influencer Voice Lina Noory, drove $764K in MIV through 21 GRWM-style Instagram placements. Strategic collaborations also played a key role—the brand partnered with Partner Voice Sephora which generated $320K in MIV, while a collaboration with Brazilian celebrity Larissa Manoela drove $145K through a single placement, further amplifying the brand’s presence. These results highlight the power of a multi-Voice Instagram approach in connecting with consumers at every stage.

In today’s unpredictable social landscape—highlighted by the potential TikTok ban—beauty brands must stay agile. A data-driven approach is key to understanding what drives performance, identifying new opportunities, and adapting quickly. By leveraging the right Voices, optimizing influencer partnerships, and strategically using owned media, skincare brands can maximize impact. Benchmarking performance with MIV ensures brands stay competitive and ready to pivot. In times of uncertainty, having the right data toolkit is essential for sustained growth.