Skincare Unboxed | Weekly Newsletter | 02.06.2025

Plus, the beauty brands winning with eco-conscious marketing

Author

Sophie Bruxner-Randall
February 06, 2025 • Estimated Reading Time: 11 minutes

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Welcome to Skincare Unboxed, your go-to newsletter for skincare e-commerce insights.

Editor’s Pick 🌟

ECOMMERCE INNOVATION INSIGHTS

Amazon’s “walled garden” has kept brands guessing—until now. Fospha’s latest research reveals the true impact of DTC ads on Amazon sales by measuring Unified ROAS (Shopify + Amazon revenue):

🔹 TikTok: +80% higher ROAS when Amazon is included

🔹 Meta: +46% higher ROAS (a major shift at scale)

Paid Social drives purchase intent—consumers click today but buy on Amazon later. Now, for the first time, it’s measurable.

Sector Spotlight 🎥

TIKTOK BEAUTY CATALYST

In 2025, leveraging TikTok Shop creators stands as a transformative approach for beauty brands seeking to enhance their market presence and consumer engagement. With a significant 64% rise in creators since 2023, the platform offers a fertile ground for strategic partnerships. Creators, embodying authenticity and relatability, operate on performance-based affiliate fees, leading to genuine consumer connections. Notably, 71% of TikTok users value this authenticity, underlining the platform's capability to drive brand authenticity and performance.

The strategic triad—creators, communities, and content—serves as the blueprint for maximizing engagement. Through integrating shoppable videos and live shopping, brands can harness TikTok's dynamic interaction model to fuel brand discovery and consumer interaction. This synthesis of commerce and content forms a powerful arena where brands can cultivate lasting relationships and drive significant growth. With TikTok's creator ecosystem at the forefront of innovation, beauty brands positioning themselves within this framework can unlock untapped potential, making this a pivotal moment for strategic investment.

BEAUTY STRATEGY

Neutrogena unveils Tate McRae as the Global Brand Ambassador, synchronizing her dynamic appeal with its Hydro Boost range. Emphasizing "Beauty to a Science," this initiative combines scientific innovation with marketing prowess, marking Hydro Boost's decade-long success. Collaboration with Dr. Muneeb Shah enhances the line's credibility, fostering strategic growth in skincare marketing.

STRATEGIC BEAUTY TRIUMPHS

Beauty brands are deploying inventive strategies to captivate consumers, emphasizing sustainability, social media dynamics, and immersive retail. Garnier’s collaboration with the National Park Foundation highlights eco-conscious initiatives, while OPI leverages TikTok with its "Snack in 60 Challenge," merging digital engagement with product innovation. The Ordinary's open-access platform challenges the status quo in transparency, offering a new depth to consumer education. Each initiative not only responds to evolving expectations but also serves as a blueprint for those seeking to reinforce their market presence through strategic consumer alignment.



Kiehl's partnership with Jackson Hole Mountain Resort exemplifies experiential marketing, showcasing skincare efficacy in extreme conditions. Similarly, Philosophy’s Valentine’s Day campaign creatively integrates storytelling to foster brand loyalty. These campaigns underscore the importance of aligning marketing strategies with consumer values, suggesting a path to enhanced brand presence and consumer engagement. Brands adopting such consumer-centric strategies are poised to excel in the rapidly evolving beauty market, offering marketing and e-commerce leaders valuable insights into the intersection of innovation, engagement, and strategic brand development.

SKINCARE BREAKTHROUGH

Phyla's introduction of virus-based acne treatment spearheads a strategic revolution in skincare, utilizing bacteriophages to specifically target acne-causing bacteria while preserving the skin's essential microbiome. This approach starkly contrasts with traditional treatments that disrupt this balance, offering a sophisticated and precise solution that directly addresses the underlying causes of acne. As the beauty industry pivots towards more science-driven skincare solutions, phage technology represents a significant leap forward in product innovation.

This emerging trend dovetails with an elevated demand for natural efficacy, with Phyla gaining momentum as actor Ryan Reynolds’ endorsement underscores the acceptance of scientifically engineered methods. For beauty industry professionals focused on digital marketing and e-commerce, this shift presents a strategic opportunity to integrate such advanced biotechnology into brand narratives and consumer offers. The rise of phage technology thus not only heralds a transformation in treating acne effectively but also sets new benchmarks for consumer engagement and brand differentiation in a competitive market, enhancing strategic insights and driving ecommerce initiatives toward a more informed and innovation-led direction.

BEAUTY INNOVATION INSIGHTS

Estée Lauder's collaboration with MIT exemplifies a pivotal moment in beauty innovation, merging cutting-edge biotechnology with brand strategy. By advancing green chemistry and biodegradable materials, this initiative offers profound insights into sustainable product development, optimizing brand presence and consumer engagement, while addressing visible light skincare challenges with strategic relevance for digital marketing leaders.

BEAUTY MARKETING TRENDS

Bliss, aligned with its spa origins, embraces a strategic shift with Iliza Shlesinger targeting elder millennials and Gen X. Prioritizing adult skincare, this campaign reinvigorates brand presence using humor and relatability. Introducing the Elder Millennial Skincare Kit, it highlights innovative solutions, merging practicality and affordability to sculpt consumer engagement within the evolving beauty landscape.

ECOMMERCE BEAUTY STRATEGIES

The beauty industry's distribution dynamics are at an inflection point, compelling emerging brands to optimize their DTC and wholesale approaches. Despite digital acquisition’s high costs, the DTC model's value is undeniable, offering higher profit margins and stronger consumer bonds. Rhode’s impressive $90 million revenue in late 2024 underscores the importance of leveraging DTC channels for consumer insights and community building in this digital age.

Wholesale's pull, especially within powerhouses like Sephora and Ulta, is equally compelling. Brands are strategically navigating dual-channel models to balance immediate DTC returns with wholesale's expansive reach. Miami Beach Bum and Three Ships exemplify this shift, tactically focusing on DTC efficiency via creative channels like TikTok, enhancing customer acquisition and retention.

Amid this, brands are setting ambitious, nuanced goals for DTC-wholesale integration, keenly aware of the industry's call for adaptability. This is evident as indie beauty brands poise for wholesale growth while nurturing strong narratives and alliances with aligned partners. Such strategic agility ensures these brands stay relevant and innovative, optimizing their positioning in a rapidly evolving market.

Influencer Corner 📣

2025’s Boldest Marketing Moves (So Far)

The best campaigns this year are immersing, entertaining, and building community.

From L’Oréal’s influencer ski trip to TALA’s Pilates pop-up, brands are designing experiences people want to be part of.

Celebrity and creator collaborations (Rhode x Tate McRae, Bella Hadid x Miss Sixty, Dunkin’ x Sabrina Carpenter) continue to dominate, while interactive activations like Glossier’s Black Cherry vending machine prove that exclusivity drives engagement.

Who’s doing it best so far?

Mehrab Reza on LinkedIn: Marketers collect the wrong information about customers.

Ignore these and get the right information instead:
What's the size of the household?
(People don't buy on a household level. Most purchases happen on an individual level.)
What's their level of education?
(Which university they went to tells you everything about the parents and little about the individual.)

Optimization Hub ⚙️

E-COMMERCE INNOVATION

SDYO Services has launched a new Social Media Ads Management service to empower e-commerce brands with scalable ad campaign solutions. Offering advanced targeting, custom strategies, and performance tracking, the service aims to enhance engagement and optimize ROI for brands on platforms like Facebook and Instagram, reflecting their dedication to innovative marketing solutions.

RETAIL MEDIA

Gen Z is reshaping retail through their digital-native mindset, prioritizing omnichannel experiences and personalization. Brands must adapt by leveraging retail media, integrating entertainment with purpose, and fostering emotional connections. Success requires aligning with Gen Z's values, enhancing engagement, and anticipating their needs for long-term loyalty and market relevance.

INFLUENCER MARKETING

Influencer marketing is receiving increased investment due to its shift toward performance advertising. Established firms like ShopMy and Later are scaling rapidly. Mergers and acquisitions highlight growing influencer expertise and strategic partnerships, as brands demand measurable outcomes. Firms focus on integrating technology to connect influencers with sales data for marketers.

Job Board 👩‍💻

Social Media Marketing

📍 Seattle, Washington, USA

Global Marketing

📍 Los Angeles, CA

Marketing & Comms

 📍 Austin, TX, USA

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