Have you noticed how skincare is totally changing? It’s not just about finding the right products anymore; it’s about building real connections - and leading the charge are skinfluencers: the experts, enthusiasts, and beauty lovers who are shaking up the skincare world and turning it into something personal, trusted, and engaging.
Whether they’re dermatologists, content creators (or both - we see you @doctorly), or everyday beauty lovers, these influencers have won the hearts (and shopping habits) of consumers by building real trust with their audiences.
And guess what? It’s working. According to IZEA, 62% of UK consumers have purchased a product after seeing it used by an influencer.
So, what does this mean for your DTC skincare brand? Simple, your product page needs a serious makeover. Customers today don’t just want to buy, they want authenticity, transparency and to feel like they’re part of your story.
The skinfluencer effect
Skinfluencers are changing the way people discover and choose products. These are the trusted voices consumers turn to for recommendations and those recommendations are turning into revenue. Consumers aren’t relying on traditional advertising anymore. They want results they can see. Experiences they can relate to. Brands they can believe in.
Sprinklr (2024) found that 74% of GenZ beauty buyers trust influencer content over brand advertising, not because it’s polished, but because it feels personal. Influencers are seen as peers, not salespeople. And that’s exactly how your brand needs to show up, too.
Why your product page needs a refresh
1. Transparency is expected
Today’s skincare buyer knows their niacinamide from their peptides. They want to understand what’s in a product, why it works, and how it’s sourced.
That means ditching vague claims and making your product pages crystal clear. Break down ingredient lists, link to sourcing and sustainability credentials and talk about your process. The more transparent you are, the more confident your customer becomes.
2. Real people = real impact
User-generated content (UGC) is no longer a nice touch, it’s a conversion tool.
Stackla (2023) found that 79% of consumers say UGC highly influences their buying decisions.
Showcase real routines, before and after photos and video testimonials from customers and creators. Let people see the results, the textures, the glow and make that the focal point, not the footnote.
Tip: Curated TikToks or Instagram reels can add just the right amount of authenticity and social proof without overwhelming your page design.
3. Mobile optimised and voice-ready
Search behaviour has changed. Over 70% of skincare-related searches now happen on mobile, with a growing percentage via voice.
People are asking questions like:
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‘What’s the best cleanser for oily skin?’
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‘Is hyaluronic acid good for acne?’
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‘How to use a retinol serum?’
If your product page isn’t built to answer these questions fast, you’re missing traffic and trust.
Prioritise fast load times, natural language, FAQ sections and mobile-first formatting. The goal? Make the path to purchase feel as intuitive as asking a friend for advice.
4. Expert validation drives conversions
While skinfluencers build relatability, expert input adds reassurance. A dermatologist quote, a co-sign from a skin therapist or even a breakdown from your in-house chemist can tip the balance from curious to confident.
Consider adding:
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A ‘Backed by experts’ badge
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A short video from your formulation team
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Educational blog content linked directly from the product page
5. Sustainability is standard
Eco-conscious skincare is no longer a niche, it’s the baseline. Customers want to know how your products are made, how they’re packaged and what your brand is doing to reduce its impact.
Highlight key sustainability messages front and centre:
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Recyclable or refillable packaging
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Cruelty-free certification
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Carbon-neutral shipping or ethical sourcing
Transparency in this area not only earns loyalty, it builds long-term brand value.
So, what’s the takeaway?
Skincare shoppers aren’t messing about. They’re clued-up, community-driven and converting based on what (and who) they trust.
If your product pages aren’t making the most of that with content that’s clear, credible and actually connects, then they’re not doing their job.
The brands winning right now are building trust before the add-to-bag moment ever happens.
And, if you’re interested in finding ways to turn your product pages into conversion machines, why not drop us a message? We’ve got an amazing team of specialists who can help you create digital experiences your customers actually care about.
