Social Media Ideas for Skin Care Businesses

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The list below of over one hundred engaging handmade skin care social media ideas will show your audience exactly who you are and what your mission is.

A large portion of your time as a business owner will be spent driving traffic to your website.

While there are many types of online marketing, social media is by far the most popular (and generally speaking, the most affordable!).

For social media success, the content ideas in this post are meant to be coupled with stellar photography, captions that are professional and proofread, clear CTAs (call-to-actions), links, and researched hashtags if your platform supports them.

Skin care brands were MEANT for social media – we have visual content galore to share.

Be sure to bookmark this post to make this aspect of running your business EASY.

Social Media Ideas for Your Handmade Skin Care Business

This post may contain affiliate links, meaning I get a commission if you decide to make a purchase through my links (at no cost to you). Please read the disclosure for more information.


Every now and again, introduce yourself and why you do what you do.

If you are working on growing your social media accounts, this information won’t be repetitive – you’ll always have a new audience to meet and greet!


1. Why did you start your business? What was happening in your life at that time?

2. What is the mission of your business? To share affordable skin care? To educate others about vegan products?

3. What is your favorite part of being a maker? Coming up with ideas? The actual creation process? The packaging design? Communicating with your customers?

4. What are the long-term goals you have for your business? Are you wanting to sell in a boutique down the road? Wanting a national brand? Or maybe to branch out your line into fifty different products?

5. What sets you and your business apart from others? Do you make things in small batches? Use sustainable materials? Use locally sourced ingredients? 

Dana from @whatnowsoaps knocks this one out of the park. She gives a little bit of her background, when she does her soaping, and has a bright, clear, inviting photo:


A process photo or video post shows your audience how you create something in your business.

It doesn’t have to show the entire thing! Just a little glimpse that says, ‘Hey, I’m a REAL person and I am making this with my own two hands!’


6. Aerial video (like Leila’s example below) of you putting the final touches on a recipe.

7. Time-lapse video of your ingredients melting on the stovetop.

8. Photo of soap being cut, balm being poured, or salt being scooped.

9. Preparing your packaging. Do you stamp bags with your logo? Shrinkwrap your products? All great content!

10. Selfie in your ‘workshop gear’: you in your goggles, a favorite apron, even a respirator for those of you working with lye.

It doesn’t get any better than this example from Leila of @madsoaper – she takes a two and a half-hour process and speeds it up with a beautifully composed video:


Customer reviews speak more volumes than your actual product description (how many times do YOU look at the stars and comments first when shopping online???).

Share all the good things your customers are saying to spread that ‘trust factor’ that is necessary when learning about a new brand.


11. Spread that gratitude! Let everyone know how much you appreciate the feedback and how it makes you feel – Thankful? Motivated? Proof you’re on the right path?

12. Inform your customers that positive reviews officially submitted on Etsy and Shopify aren’t just to make you happy – this boosts your SEO and visibility online, so they are continuing to support your business by sending those stars!

13. Ask for feedback. If you’re having trouble getting reviews, make sure your customers know where to go. “Were you one of the first to try my new product line?? Don’t forget to go back on Etsy to leave a review so others can see what you like best!”

14. Flaunt your stars. Do you have a seasoned shop with hundreds of reviews? That is 100% absolutely something to write home about. Take a screenshot of your shop profile that displays the number of five-star reviews and make noise about your milestone (“I just hit 500 five-star reviews…I have the BEST CUSTOMERS EVER!!!”).

15. New business and don’t have any reviews yet? Share a product or two for free to some willing testers and have them fill out a product feedback form – take a photo of their responses to share!

Mandy at @sweet_home_soaps shows us how easy it can be to share testimonials – just take a screenshot of the review (proof!) and add a grateful caption:


How-To posts are incredibly popular, and since most of the time they require a video, they send engagement rates through the roof!

Showing your audience how to use or apply your products gives them the confidence to try something they otherwise wouldn’t have!


16. Quantity. Show your audience how much of a product to use. Everyone always wants to know how much serum or eye cream for one application – show them the amount on your finger as a photo or do a full-blown video tutorial.

17. Storage. Do you have products that are best kept in a cool, dark place? Or soap that lasts longer if placed on a cedarwood deck? Teach your audience how to best treat their goodies.

18. Usage. As obvious as it may seem to you, many people don’t know what to do with certain personal care items. When do you add bath salts to the tub? Where on your head do you put hair serum? Where do you apply roller ball blends? Show them the way!

19. Preparation. Do you have a product that needs to be prepped before use? How much water do you mix into your facial clay? How do you cut a soap bar in half for extended use? How do you put bath tea into a tea ball? 

20. Reusability. Do you have containers that can be repurposed for something else? Show your followers how to properly clean out that lip balm tin, attach a magnet to the back, and place it on the fridge as a zero waste spice container!

Rebecca from @soapdeli sets the bar for sharing tutorial videos on social media. She shows every step clearly, has fantastic lighting, and even adds some snappy music. Perfection:


There’s no law saying that you shouldn’t mention other social media platforms while on a different one! In fact, you should be telling your audience how to find you everywhere you are.

The reason there are so many social websites is that they all have something different to offer. Redirect your audience to show your brand in a different light!


21. The best place to drive traffic is to your own email list. This is essentially the only ‘list’ of your audience that you actually own (your favorite social media platform and followers could all go away tomorrow!), so the more you can beef that up, the better.

22. Facebook Groups are a great way to create a community around your brand – make sure your followers know if there is a group you manage where they can meet other skin care junkies.

23. Do you have a blog? Redirecting to your most recent post on WordPress or SquareSpace is a great way to boost your SEO and knowledge about your brand.

24. Talking up your Pinterest account is a fantastic way to drive more traffic to your business – their algorithm rewards active accounts, so the more followers and pin saves, the better for your visibility!

25. YOUR OWN WEBSITE! This may sound like a no-brainer, but you would be amaaaaazed at how many posts say, “My soap is all done curing, grab it while you can!!!”….with NO link to get it. No link in their bio. No link in their profile. Check and make sure you haven’t accidentally left out the obvious!

Desirée from @lilasudssoaps does an excellent job of talking about her YouTube presence on Instagram:


Labels are such a huge part of skin care branding that it just makes sense to put them front and center in your online marketing.

Your labels communicate so much about your values and target market – let them speak for you on social!


26. What does the ‘small print’ on your label say about your business? Do you have a 100% vegan line? Zoom in to the ingredients listed on your label. Do you make batches so small that you handwrite the batch number on the label directly? Go in for the closeup!

27. Showing several of your items grouped together(with an emphasis on the labels) can make a real statement about your business. If the labels can be arranged beautifully side-by-side, that shows consistency in your business concept – as well as provide gift bundle ideas!

28. Close-ups of just one product at a time can REALLY make a product stand out as someone scrolls through their feed. While flat lays are beautiful, they don’t always make someone stop to take in the details. One big label will grab attention and have your audience actually reading the words. Social media post-goal MET!

Emily from @moodsoapworks shows off her labels beautifully in this soap flat lay – every other bar is sans packaging to simultaneously show off her branded stamp:

Skin Care Social Media Calendar for Entrepreneurs

The Skin Care Social Media Calendar

  • 68 Skin Care & Beauty Holidays
  • 30 Industry Quotes
  • 208 Reusable Prompts
  • Skin Care Specific Categories
  • PDF Version
  • Google Sheets Version


Giveaways and contests are fantastic ways to get people talking about and sharing your account handle.

Every follower is a potential future customer, so not a bad ROI!


29. Giving away everyday products like Helga does above is always a crowd-pleaser. Make sure your giveaway rules are clear so that you don’t end up with a $20 international shipping fee that wasn’t anticipated!

30. Limited edition items or holiday gift baskets are a spin-off of the giveaway above, but gives a sense of urgency – again, think about the logistics of your giveaway before posting (gift baskets can be heavy, which are pricey to ship).

31. Providing a discount code can work well, especially when it is provided close to a gifting season. It does have to be substantial to get people talking (50% off or more).

32. It doesn’t always have to cost you money to host a giveaway. Ebooks and printables are growing in popularity and can be a very valuable prize – do you have a digital recipe book for your skin products? An online course or template? While these items cost you time to create, you’re not making and shipping a physical product.

33. If you want to get some real movement, consider a collaborative giveaway with another maker. Do you make facial cleansers and know another seller that creates zero-waste facial pads? Or maybe you’re a soaper and know a ceramicist that makes soap dishes? Working together in a giveaway puts double the eyes on BOTH parties’ accounts and business.

This giveaway by Helga from @chalkevalleysoaps generated over 1k likes and 900 comments – talk about engagement! And *probably* something to do with her account gaining 1,400 followers in just two weeks:


Sharing trends is part of being in the skin care and beauty business. From buzz words, to products, to application tips, your job as a leader in the industry is to show your audience that you’ll keep ’em in the know.


34. Bringing self-care into focus on your account in a world that also talks up the importance of ‘the hustle’ will keep eyes on your feed for balance.

35. Natural and organic skin care is trending up, up, up. If your line is free from synthetic colorants, fragrances, preservatives, etc., HIGHLIGHT THAT FACT on your posts.

36. Keeping an eye on the environment will keep you up-to-date. If you have eco-friendly packaging, zero-waste products, or even have sustainability practices set in the production part of your business, be sure to make it known.

37. We all have to work together to make a change, and the top beauty businesses have committed to celebrating diversity in every way we can. Make sure your posts are sharing a message of LOVE, inclusion, and support of a world where all voices are heard.

38. Minimalist makeup, and even no-makeup-makeup, is here to stay. Show the world how to use your products to flaunt a beautiful nude-faced look.

Jaidi from @glowestheticsbyjaidi exemplifies that beauty trends don’t always have to be a physical application. Mentioning gratitude makes her account shine with positivity:


The packaging for your products is so much more than a thrown-together detail.

It provides a long-lasting experience to your customers (adding to the ‘unboxing experience’…more examples later) and has the ability to turn a casual purchase into a FOREVER customer.


39. Show the exterior of your shipping packages. What do you use? Envelope mailers? Reused boxes? New and branded boxes?

40. Show your filler! Do you use branded tissue paper like the example above? Crinkle paper? No filler needed because you’re a shipping guru?

41. Do you add any flair to the outside of your packages? You would be amazed at how memorable a logo sticker is when you add it to some part of your shipping container (anyone remember the movie Castaway???).

42. Any specialty materials you use should absolutely be emphasized. Do you have a plastic-free concept and use tamper-proof materials that aren’t shrink wrap? Brag. Do you have packaging that can be composted? Brag. Are all of your materials recycled and can be recycled again? BRAAAAG!!!! 

The packaging posts from @nooda.organics sends a clear message. This shot says, ‘we’re not your average handmade skin care shop…we mean serious (ecofriendly) business’:


You create skin care products to help your customers solve a problem. Tell your followers what they do!

Rather than just saying, “Here! Buy my serum!” let them know why they should buy yours specifically.


43. Explain the benefits of the product itself. Will it soften rough skin? Remove dead skin cells? Battle windburn during colder months? 

44. Highlight the benefits of the ingredients individually. Especially if you make natural and organic products, explain why your ingredients are superior.

45. Do you boast a chemical-free brand? Mention the benefits of creating small-batch products and why fresh is better for your customers.

46. Sustainable and zero-waste shops, it’s a must for you to include the benefits of your packaging choices and what that means for the environment.

47. If you are a shop that donates a portion of your sales, be sure to mention the benefits of making a purchase from your shop in general. Everyone feels better when they contribute to a worthwhile cause!

Esther from @starest_naturalskincare does an excellent job laying out the benefits of exfoliation in a bullet-point list that is in layman’s terms:


Was there ever a better industry to show before and after photos???

Showing exactly what your products are capable of makes for super high-converting post content.


48. Lip color – tinted lip balms are trending right now, and everyone wants to know what they look like on. Showing a ‘before’ picture with the natural color of your lips will win you extra sales.

49. Acne management – ask your customers to take a photo of their skin before using your product and then a few weeks later. User-generated content (UGC) is very powerful!

50. Repurposed packaging – show your aluminum tins with skin care product in them, and then again how they can be reused as storage containers.

51. Soap storage – show the cure for yucky soggy soap bottom! Compare one shot when stored in a non-draining dish vs. a draining soap deck.

52. Dry skin is hard to capture – if a customer sends you photos and they’re a bit difficult to make out, be sure to include their before-and-after written testimonial to help demonstrate their positive experience.

Nia from @niapattenlooks puts her own experience out there to the world with a super clear shot of her skin texture.

Her caption clearly explains how she achieved her results:


One of the best handmade skin care social media ideas – similar to the process/creation shots discussed above, give your audience a glimpse of a maker’s world.

Have fun showing off a part of your business that is rarely seen!


53. Workspace shot – if you don’t have an entire room like in the example above, zoom in to capture your work ‘station’ – even if it’s just your kitchen counter! Crop out what isn’t necessary to remain professional while still showing the handmade nature of your space.

54. In process work – show those beautiful soaps on the curing rack or boxes of product ready to be labeled. Let your audience know exactly what you’re working on right now.

55. Stocked shelves – show off your completed inventory that is ready to ship.

56. Shipping station – there’s something satisfying about seeing unfolded boxes stacked together and holiday wrapping paper ready to be used. Give ’em a glimpse of where you put it all together.

57. Packaged and ready – make sure to snap a picture before taking that daily shipment to the post office. A huge stack of packages shows that you’re a successful seller.

Lisa from @superflysoap provides the perfect example with her studio shot – still brightly lit, branded, and well-composed. A soaper’s dream workshop:


Flat lays are a popular photo composition style that captures a shot from directly above.

There is an art to this trend, and mastering flat lay has become a must for e-commerce businesses.


58. One product surrounded by ingredients that you used to make it (a few purposefully arranged almonds if you used sweet almond oil, a pile of whole coffee beans if you used ground coffee, a white spoon filled with carrier oil, etc.).

59. Several products together to either give an overview of everything you offer or what is available in a featured gift set.

60. Do you have special gift wrapping? Place one product aside your branded gift boxes, ribbon, a pair of pretty scissors to showcase packaging options.

61. Content spilling out of a bag. This is dependent on your target market. Would a book bag, a purse, or a gym bag be most fitting? This shows your product as an essential ‘bring with you on the go’ item.

62. One product by itself (no props, ingredients, or flair of any kind) is a beautiful minimalistic look that can also serve as a studio shot for your product listings.

Alisa from @ubusoapnbees creates a drool-worthy scene with a variety of her soaps surrounded by botanicals…purposefully placed on a textured surface. Absolute perfection:

Skin Care Social Media Calendar for Entrepreneurs

The Skin Care Social Media Calendar

  • 68 Skin Care & Beauty Holidays
  • 30 Industry Quotes
  • 208 Reusable Prompts
  • Skin Care Specific Categories
  • PDF Version
  • Google Sheets Version


It’s true. You don’t have to use your own photography in social media posts – stock photography sites like Unsplash and Pexels make it easy (and free) to find shots that match your brand colors and style.


63. Zoom in. You don’t have to use a photo in its entirety. Whether you like the photo because of its background color or one simple flower, just keep what you need and crop out the rest.

64. Fade out. If you want to add text over the top but can’t find a photo with a useable blank space, use a graphic design program to fade the image so that it’s a very subtle background. 

65. Ingredient highlight. We are all using natural ingredients in our products, and these are readily available on free stock photo sites. Just search for ‘beeswax’ or ‘dried herbs’ and you’ll have tons to choose from.

66. Models. If you don’t have the time to squeeze in a photoshoot of someone using your products, stock photos save the day! Simply look up ‘woman and lip balm’ or ‘face mask’.

67. With your own photos. Go for a mix of stock and personal photography by creating a collage that includes both. (‘Black Friday post’ example – one square with your product, another with a stock holiday detail, another square with sale information).

Hiba from makes a stock photo her own by adding a text overlay. Notice how she intentionally chose a photo that had a large dark space to make the text legible:


Most skin care makers started a business so that they could control what ingredients they use in their products.

Educate your audience on the benefits that you already know and love about your formulations.


68. List the benefits of just one ingredient that you use in most of your products.

69. Discuss the ‘version’ of an ingredient that you use. Do you use unrefined coconut oil instead of refined? For what reason?

70. If your ingredient has a story, tell it! Does your honey come from a local farm down the road? Goat’s milk from your very own homestead? Shea butter straight from Africa?

71. Do you use organic ingredients? What does this do for your customer’s overall health and wellbeing?

Chelsea from @essenceofhygge does a fabulous job of organizing her text-only post in a way that is easy to read and understand.

A fantastic way to promote the candles in her shop:


Sharing a look inside your ‘real’ life is a tricky balance. Too many off-topic family photos is unprofessional and make it look like you’re combining a personal account with a business account.

Finding a way to mention your skin care products or mission in a caption paired with a family photo is a great way to keep your account business-centric and providing value to your audience.


72. Family portraits are known for showcasing the ‘why’ behind wanting to have a home-based business.

73. Pets taking a nap by the window, paired with a caption about them relaxing with all the smells in the air from the products you’re creating.

74. Someone from your family trying your products for quality control. (“Only tested on husbands, never on animals!”)

75. Picture of family vacations with a mention that as you’re getting a much-deserved break, you have 10 new batches of soap curing at home – multitasking at its finest.

Lindsey from @heartandarrowhandcrafted has this balance down to a science with a post that mentions her baby side-kick as she soaps all day:


Scale photos are a must-have in e-commerce, as your customers have to know what to expect (and sometimes it’s just hard to imagine on your own what four ounces of soap or serum look like!).

Giving an idea of the size of your products helps contribute to the trust factor of your brand.


76. Holding a product in your hand is an easy way to give an idea of size without needing other props.

77. If you have different sizes of a similar product in your shop (think soap ends, favor-size soap, and full soap bars), showing them all in the same photo is helpful for your audience.

78. Including an item that has a universally accepted standard size next to your product is another clear way to show scale. For example, a set of car keys or a pen next to your lip balm.

Without the hand coming up in the bottom left-hand corner, we would have no idea that these soaps by @asiera.soapery were miniature. A winning ‘surprise’ photoshoot that is incredibly memorable:


Just because something isn’t ready for sale doesn’t mean you can’t share it!

In fact, giving a little peek is a wonderful sales strategy, as it creates anticipation for what is to come.


79. Are you adding a new product to your line? Create a successful launch by sharing the entire process with your audience, little by little.

80. Hinting at a rebrand in your new future will keep eyes and minds on your business – you can even include your audience in the process by asking what kinds of packaging or products they would like to see in your shop.

81. Mentioning an upcoming sale definitely falls in the sneak peek category – be sure not to announce it too far ahead or you’ll lose regular sales.

82. Sharing photos of products in the making, such as the infusion example above or soap curing on a rack, emphasizes the handmade nature of our industry.

Melissa from @goodsapothecary does an excellent job of combining a stunning photo of her infusion along with a caption that explains what it will become. Handmade, chemical-free products are worth the wait:


Quotes are some of the most shareable content pieces online – everyone loves a good one-liner or pick-me-up that they can save as their phone wallpaper or text to a friend.


83. “Look after yourself from within and your beauty will shine through on your skin.” – Shanina Shaik

84. “Beauty is being comfortable and confident in your own skin.” – Iman

85. “I regret taking such good care of my skin.” – said no one ever

86. “Invest in your skin. It’s going to represent you for a very long time.” – Linden Tyler

87. “Keep your face to the sunshine…” – Walt Whitman

The feed by @skincareminimalism uses text and quotes in over half of their social media content.

A time-saving strategy if you can’t squeeze in a photoshoot:


Featuring a product is simply placing the spotlight on just one item in your shop per post.

While many shops do this all the time, this works best when there’s an actual reason behind the feature to provide a sense of urgency.


88. If you’ve been talking up a new item in your shop, pulling back the curtain to reveal what you’ve been working on will go over well.

89. Having a few seasonal items in your product line helps to keep things fresh and exciting for your customers – announcing the first day that holiday scents are back in stock puts magic in the air!

90. If you prepared a little too much for the holiday season, featuring your overstock at a discounted price (before the shelf life gets too short) shows customers that you are serious about keeping only fresh products in your shop.

91. No reason that you have to only feature one product here and there – create a series out of your best items with a ’12 Days of Skin Care’ campaign during peak gifting times.

The long-awaited Pumpkin Chai wax melts by @wickedsoaps were perfectly introduced at the beginning of the Fall season with words like ‘finally’ and ‘cozy’ to entice buyers to get them asap:

Skin Care Social Media Calendar for Entrepreneurs

The Skin Care Social Media Calendar

  • 68 Skin Care & Beauty Holidays
  • 30 Industry Quotes
  • 208 Reusable Prompts
  • Skin Care Specific Categories
  • PDF Version
  • Google Sheets Version


Polls are an way to get engagement rolling on your social media posts.

They provide a crystal clear call-to-action, don’t cost your followers a penny, and give invaluable insight into what your customers want in your line.


92. Ask your readers to vote for their favorite item in your shop (give them a choice of four or less).

93. Trying to pick a new scent for a product idea? Give your audience a choice of the top three contenders.

94. Polls with four or less choices tend to get the most engagement, but mix it up a bit and ask an open-ended question, like what new product your customers would like to see from you.

95. You don’t have to go through a rebrand alone! Ask your followers about their choice in containers, label fonts, and even gift wrapping options.

96. Figure out a commonality your audience has to develop a product around. What is the most common skin type in your following? The most popular makeup style? A favorite form of self-care?

This post (by yours truly, @diyskincarebusiness) asked about lip balm container preferences…and generated over 64 comments in one day.

Everyone has an opinion:


Many skin care makers do (much) more than sell online.

Showcase your presence around your community and where to find your products locally.


97. If you have items in a local boutique, take a picture of the outside (like the example above) or photo your products in the actual space.

98. You can always count on a farmer’s market to have several skin care booths. If this is you, you have content galore! Document setting up, tearing down, with your customers, and with other vendors.

99. If you’ve been selling for some time, you’re no stranger to requests for product donations as a raffle prize. Photo your gift basket to promote the event as well as your own business.

100. Document holiday fairs just as you would a farmers market appearance – SO much content to share from those events!

101. Some sellers are comfortable providing pick-ups or drop-offs to customers in their own community. Be sure to highlight this service to boost your local sales.

Kate and Stephanie from @kandssoapworks do a lovely job of celebrating their own exciting news of selling in a local boutique as well as talking up the establishment itself. A win-win for both parties!


Going in for beautiful closeup shots isn’t just for ‘Texture Tuesday’ (a very popular handmade skin care social media post).

This is a visual playground for makers and should be shared as often as possible.


102. Zoom in super close to your product with bright lighting to show every detail. Soaps, salts, and scrubs do especially well in this format.

103. Get an action shot of scooping some product out of the container. Not only is this a great photo, but it also shows your audience the consistency of the product.

104. Get another action shot (or even a video) of applying the product to the skin – this helps to show the consistency even further. Does it sit on top of the skin? Soak in? Spread thin or thick?

105. Finished products aren’t the only thing worthy of a closeup. Place some of your ingredients together for an intentional texture shot. Beeswax pellets next to thick mango butter next to golden carrier oils are sure to make for a pleasing composition.

Dulce from @sweethopesoapco is the master of taking gorgeous texture photos. From wet soap tops, to facial clays and rounds, to bath butters, her Instagram account is full of beauty and inspiration:


The experience that your customer receives while opening their shipment from you can turn them into a lifelong customer.

Putting attention and detail into this area of your skin care branding will also encourage them to gift your products to others.


106. If you have amazing shipping materials, put together a video just like Alison does above, capturing every part of opening the box.

107. If you don’t have brag-worthy shipping boxes, take a shorter video of untying a gift-wrapped box and the contents inside.

108. If you include samples in your shipments, a photo of this with your business card is great content to share.

109. Customers loooove getting handwritten thank you notes. Take a slow-motion video of you writing your thanks, or make sure to include the hint of one in the background of an unboxing flat lay.

110. Do you offer more than one unboxing experience? Show off your regular packaging versus your gift wrapping options so that customers are aware of the variety you provide.

Alison from @busygirlbathbakery shows her followers exactly what to expect with an unboxing video. There is no doubt that her customers have complete confidence in sending one as a gift:

Grow Your Skin Care Business!

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