Skincare isn’t just another beauty category, it’s practically a modern-day religion.
If you’re wondering how to market a skincare brand in today’s world, you’re not alone. From TikTok trends to Instagram influencers, skincare marketing is evolving at the speed of a dopamine scroll.

Marketers, entrepreneurs, and brand strategists, the landscape is packed with opportunities. But here’s the real question: how do you know what skincare products people truly want, and how do you position yourself to dominate the market?

The answer: keyword research + smart content strategies.

Using SEO Zen Labs’ keyword research tool and real Google Trends data, we’ve uncovered the best skincare keywords, breakout trends, and how to market a skincare brand more effectively to today’s savvy consumers.

Skincare Trends Are Growing Fast:

Here’s the thing: skincare isn’t slowing down. According to Google Trends (see chart below), searches related to skincare have been steadily growing year-over-year especially after 2022.

📈 Insight from the Trendline:

• A significant upward momentum started in mid-2023.
• Search interest remains consistently high even after spikes (signaling it’s not just seasonal hype).
• There’s clear long-term consumer demand, making skincare a safe and scalable niche for marketers and entrepreneurs.

Data source: Google Trends

Group 1: High-Volume Core Keywords (The Must-Haves)

Keyword	Search Volume	Intent	Low Bid ($)	High Bid ($)
skincare	246,000	Navigational	1.78	9.26
skincare products	74,000	Transactional	1.45	8.18
skincare skin	246,000	Commercial	1.78	9.26
skincare care	246,000	Navigational	1.78	9.26

🔑 Takeaways:

• Highly competitive, but essential for brand visibility.
• Build cornerstone content and pillar pages optimized around these core terms to rank.
  

Learn how cornerstone content boosts SEO here.

Group 2: Korean Skincare Obsession (Trendsetters)

Keyword	Search Volume	Intent	Low Bid ($)	High Bid ($)
Korean skincare	110,000	Commercial	0.55	3.22
skincare from Korea	110,000	Transactional	0.55	3.22
best Korean skincare	27,100	Commercial	0.16	1.28
Korean skincare products	27,100	Transactional	0.16	1.28

🔑 Takeaways:

• Leverage the Korean skincare boom.
• Create SEO-optimized blog content like “Top 10 Korean Skincare Trends in 2025.”
• Run affordable PPC campaigns while CPC rates are still low.

Group 3: Skincare Routines (Step-by-Step Fanatics)

Keyword	Search Volume	Intent	Low Bid ($)	High Bid ($)
skincare routine	49,500	Commercial	1.05	6.14
steps for a skincare routine	165,000	Commercial	0.24	3.49
anti-aging skincare routines	49,500	Commercial	0.65	7.07
skincare routines in order	27,100	Informational	0.12	3.75

🔑 Takeaways:

• Consumers crave rituals, not just products.
• Create routine-focused blogs, quizzes, and video series.

Group 4: Best-of-the-Best Seekers (Quality Hunters)

Keyword	Search Volume	Intent	Low Bid ($)	High Bid ($)
best skincare product	40,500	Transactional	1.42	8.23
top skincare products	40,500	Transactional	1.42	8.23
recommended skincare products	40,500	Transactional	1.42	8.23
best skincare line	40,500	Transactional	1.42	8.23

🔑 Takeaways:

• Use headlines with words like “Best,” “Top Rated,” and “Recommended.”
• Create detailed buyer guides and comparison reviews.

Group 5: Brand-Specific Skincare Searches (Brand Loyalists)

Keyword	Search Volume	Intent	Low Bid ($)	High Bid ($)
bubble skincare	165,000	Commercial	0.14	0.66
the ordinary skincare	40,500	Transactional	0.19	1.02
kim kardashian skincare	33,100	Commercial	0.61	2.90
rhode skincare	27,100	Navigational	0.93	5.68

🔑 Takeaways:

• These customers already trust certain brands.
• Use retargeting ads and SEO brand comparison content.

How Top Skincare Brands Master Content (Case Study: How to Market a Skincare Brand the Smart Way)

Several skincare and beauty brands have already cracked the code on how to market a skincare brand using content marketing, social proof, and influencer partnerships.

Brand	Content Strategy	Key Result/Impact
Glossier	User-generated content, community building	$33,000 in first week sales
The Ordinary	Viral UGC (TikTok)	426% sales increase
Nivea	Educational influencer content	Built trust as SPF leader
Tula	Before-and-after videos	Authentic proof, conversions
Versed	Ingredient education content	Built authority, trust

✅ Glossier used authenticity and UGC (#BodyHero) to spark viral loyalty.

✅ The Ordinary rode TikTok virality into a 426% sales spike.

✅ Nivea built trust through behind-the-scenes educational storytelling.

Mastering the skincare industry isn’t just about selling moisturizers, it’s about knowing exactly how to market a skincare brand in a way that matches modern consumer behavior.

✅ Target high-traffic keywords with SEO-driven content.
✅ Ride big cultural waves like Korean skincare and ingredient education.
✅ Build authentic trust through UGC and community engagement.
✅ Leverage storytelling to drive loyalty and long-term traffic.