Skincare is on the rise on social media, with the industry seeing a spike in engagement across platforms in the last year.
While some industries that are ordinarily strong for influencer marketing have taken a hit during the pandemic, like luxury fashion and travel, skincare has been stable.
A new generation of influencers like Hyram Yarbro (also known as Skincare By Hyram) with millions of followers have gone viral as "skinfluencers," promoting brands like CeraVe and The Ordinary in their content. At the beginning of March, Yarbro had only 100,000 followers on TikTok. Now, he has over 6 million followers on TikTok, 3.6 million subscribers on YouTube, and one million followers on Instagram.
Between the first half of 2019 and the first half of 2020, the total number of engagements on skincare-related content increased by 197%, according to new data from Traackr, an influencer-marketing platform. Traackr looked at data from its platform between January 2019 and June 2020 and analyzed over 41,000 influencers.
CeraVe and Vaseline — both affordable brands and available at most drug stores — led the way, according to Traackr. The two brands had the highest increase in engagement among the brands in Traackr's data, with CeraVe increasing its engagements by 309% and Vaseline by 377%.
Across TikTok, there's been an appetite for honest reviews of products that people can easily access and afford (like Yarbro's content, for example).
Vaseline has been a favorite product used by TikTokers and skincare gurus who share their "slugging" routines. "Slugging" is a skincare routine where you lather your face in petroleum jelly and sleep with the product on your face overnight.
And CeraVe told Business Insider in August that it had seen a spike in sales in the last few months.
While CeraVe has hired influencers for marketing, the majority of the engagement and mentions came from organic content, according to Tom Allison, CeraVe's cofounder and global vice president of professional marketing.
On TikTok, "there's just been so much amazing organic content with patients taking before and afters using Skincare By Hyram's regimen," Allison said.
"He was promoting us as part of a regimen to treat what I would call teenage acne," Allison said of Yarbro's content. "A lot of his followers are that Gen Z-er that's going through those skin issues." CeraVe has hired Yarbro, but his focus on the brand predates their business relationship, Allison said.
Yarbro was one of five influencers named by Traackr as "up and coming" in the skincare space. They included "unofficial experts" like Yarbro, Vi Lai, and Young-Seok Yuh, as well as Nayamka Roberts-Smith (@labeautyologist and also a licensed esthetician) and Andrea Suarez (Dr. Dray on YouTube and also a dermatologist).
More broadly, Traackr found that skincare had the highest growth in the beauty category, outstripping makeup and hair care.
Here were the top performing skincare brands in the last year, according to Traackr:
- Vaseline (+377% engagements)
- CeraVe (+309%)
- Primera (+62%)
- The Ordinary (+37%)
- Shiseido (+11%)
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