In a market as competitive as the cosmetics sector, where emerging brands and multinationals share the limelight, digital marketing is not just an option, it is an engine for growth. But not just any strategy will do; it requires a targeted, robust approach tailored to the specifics of the cosmetics sector. Below, we look at the most effective tactics to stand out in this dynamic and demanding environment.
1. SEO optimisation for visibility
For beauty products to be found online, it is key to work on SEO with special attention to keywords related to your product. Visual searches are also relevant.
2. Video marketing to generate engagement and sales
Short videos (TikTok, Reels) are the dominant format in 2025: their consumption has grown exponentially and they connect with key audiences, especially Millennials and Generation Z. The ideal strategy includes:
- Express demos: show the app in 30-60 s.
- UGC (user-generated content): invites customers to share reviews or routines, which drives trust.
- Shoppable» functionality: allows shopping from the video – very effective in launch campaigns.
- Facial care routines
- Behind the scenes showing production processes, quality control or responsible packaging.
3. Social media: more community, less self-promotion
Social media for cosmetic brands is not a product catalogue, but an extension of their personality. The key is to build community and constant conversation. To achieve this, content strategies must be guided by values and not by the simple objective of ‘selling’.
Best practice:
- Maintain a consistent editorial calendar that combines inspirational, educational, promotional and participatory content.
- Encourage interaction: polls, comment responses, etc.
- Actively listen to followers: what questions they have, what format they are interested in, what routine they follow.
- Use native formats such as Reels, TikToks or Lives.
4. Influencer events: from campaigns to real experiences
In the cosmetics industry, it is important to generate authentic, shareable experiences that are aligned with brand values.
Current trends in influencer events:
- Events with a few well-selected profiles, where a close atmosphere is created and content is generated in real time.
- Make-up workshops, where influencers and community can learn together.
- Collaborations with local micro-influencers, which generate greater engagement and conversion in specific niches.
For cosmetics brands that want to grow in digital, the way forward is through purposeful content creation, an authentic social media presence and influencer engagement that goes beyond the ‘sponsored post’.
At Trending Corporate, we help beauty brands design identity-centric strategies that connect with discerning audiences and build strong communities.