How to Sell Skin Care Products Online: Beginner’s Guide

admin_fortress | Jul 14, 2021

Published in How To's

Interested in getting your skincare brand off the ground or stuck on how to boost your brand’s online sales? Keep reading for an in-depth look at how to sell skin care products online.

What is Skin Care, and Why Does it Matter?

It’s safe to say that caring for your skin is something that every human being has an interest in, more or less. Whether someone has a robust 12-step daily skincare routine or they’re a minimalist who is out the door with some moisturizer, everyone cares for their skin in some way and there is a skincare product out there for everyone. Some top concerns around skin include anti-aging, sun protection, hyperpigmentation and uneven skin tone, acne and blemishes, skin texture, and the list goes on.

In recent years, you may have noticed that brands have emerged left and right in the beauty and skincare space. In fact, skincare makes up one of the largest sectors of the personal care industry; as of 2020, the skincare market estimated about $148 billion and is on track to reach $181 billion as of 2025 (Source: Euromonitor International). While the industry has gotten more saturated and therefore more competitive, don’t let this discourage you. There are plenty of ways to sell skincare products online and make your brand stand out — and we’re here to help.

Skincare products and tools

How to Sell Skin Care Online

In a world where it sometimes feels like there are a thousand different cleansers for every skin type, selling skincare products online can feel exhausting. It might seem obvious, but if you want your online skincare business to grow, you need to first start with some research. You’ve already found the gap in the market, created your product line and nailed down your brand. You know selling online is right for you and you’re ready to watch your sales grow, but where to begin?

While finding your niche within the skincare industry is extremely important, performing an in-depth analysis of your most direct (and even indirect) competitors and studying customer behavior is going to be crucial as well. To sell your skincare products online you need to know where others are selling, too, and what drives customers to make purchases on certain platforms vs. others. Are the customers that would be interested in what you’re selling more visually driven and more likely to be influenced on Instagram? Or would they be allured by the convenience of shopping on Amazon? The good news (and the bad news) is that there are so many options available to you. Let’s talk about them and see what’s a good fit for your skincare brand. But we’ll get to that in a sec.

Skincare dropper with serum

Branding & Content

Any successful brand you see online will first and foremost have a strong brand identity. How do you develop a strong brand identity for your skincare brand? By creating quality content, knowing your products, being transparent about ingredients and taking excellent photos. You need to remember that customers who are looking for your products are shopping for their skin — something that is extremely different for each individual person and takes a decent amount of consideration before purchasing. What is going to make a customer want to buy your product vs. a competitor’s?

When it comes to creating class content, start with photography and video. Customers want to know what your product actually looks like, what kind of packaging it comes in, what the texture of the product is like, how it’s used on different skin types, and even see the product in action. If possible, try to show the effectiveness of your skincare products by using before and after photos, too. Skin is a big deal — you can’t sell skincare products online without thinking about how those products are presented.

Beyond photography and video, customers want to get skin-deep (pun intended) and find out what exactly is inside your products, without the fluffy lingo. You should be upfront about the ingredients you’re using, if your product or company has any clean certifications, and disclose any chemicals or fragrances that customers could be sensitive to. Transparency is key, especially in today’s market. There are “clean beauty” and “vegan skincare” lines popping up everywhere, every day — so don’t just talk about it, but really be about it.

Creating quality custom content is no small feat and definitely takes time and resources. Whether you’re doing it all solo or hiring a team, make sure whoever you work with understands your brand and what is important to you and your customers. Authenticity is the key to brand integrity. The more you dedicate to creating a consistent, cohesive content strategy that’s grounded in facts and your brand ethos, the easier it will be to grow sales.

Now let’s get into where you can sell your skin care products. Like we said, there are plenty of options available, whether you’re just getting started or you’re looking to expand your reach.

Skincare bottle and bath sponges

E-commerce Website

An e-commerce website is one of the quickest and easiest methods to sell skincare products online and build your brand. It’s usually where every business starts before exploring other options, like online retailers or social media.

There are definitely pros and cons to e-commerce websites. Like we mentioned, setup is usually easy, especially now that there are numerous vendors that have simple, customizable templates to help you get started on your website without needing a wide knowledge of web design or the help of a web developer. However, while most e-commerce sites are user-friendly and it’s fairly easy to sell products online, they don’t provide many options to do complicated designs or give you much control over the features they offer, so depending on what you are trying to achieve you can be limited to out-of-the-box features or functionalities. If you’re looking to have more enhanced capabilities that go beyond what standard e-commerce sites offer, it will require some investment.

In any case, e-commerce websites don’t have the overhead costs of a traditional brick and mortar retail store and you do have the potential to reach a much wider audience with an online store, but it will require a strong digital marketing strategy. Successfully driving traffic to a brand new website can be an expensive endeavor. There are new websites popping up every single day, so simply relying on setting up an e-commerce site will not be enough to cut through the noise. While it is possible to achieve sales growth, expand beyond your local audience and reach audiences in other markets, investing in digital marketing and using web analytics tools to truly tailor your marketing efforts to your core audience will be the driving force of growing your sales online.

Social Media

Social media has become more than a platform for communicating and connecting with others. It can now be a profitable place to both promote your business and sell your products. It costs nothing to sign up for a social media account, and you have access to a huge reach of customers to discover your brand. And you don’t have to drive yourself crazy trying to sell on all of them — by using data analytics tools, you can figure out the source of where most of your customers are visiting your website from and then decide which social media platform is right for you. If you go with Instagram, for example, you can sell products and have guests check out right on the platform.

There is a downside to relying on selling skin care products on social media, however. It becomes time-consuming if you don’t have fully dedicated efforts, like a social media person or agency, to build and maintain a social media presence online. It takes time to not only create quality content, but to plan it, publish it, and keep up with customers and followers interacting with you on your social media accounts. That being said, once it receives the time it deserves, you can increase your brand awareness authentically and grow your product sales.

Affiliate Programs

Social media is a great segue into affiliate programs. If you’re not familiar with the term “affiliate marketing,” it simply means an associate program where an online merchant (that’s you) partners with an affiliate with a strong following — like a popular social media beauty influencer or online skincare blogger, for example — and pay a percentage of commission for every sale that was brought in by any links they shared to your skincare products online. The positive to this is that you can increase your brand awareness by a lot if you partner with the right affiliates who have massive influence in the beauty and skincare space.

Before jumping into affiliate programs, you should know that affiliates should not be your main source of income if you are just starting to sell skin care products online. Once your brand has a decent amount of online traffic, an organic social media following of its own, and a steady stream of income, it’s more likely that an affiliate program will work to your benefit as an incremental stream of revenue. Your affiliates need to be incentivized to partner with you, so it would be worth exploring this option once your brand has a bit more skin in the game.

Friends laughing in the bathroom doing skincare

Online Retailers

Much like e-commerce websites, third-party online retailers offer an ideal customer experience and the ability to reach a wide audience. With an industry as enormous and globally appealing as skincare, it’s hard not to want to get in on the growth potential of an online retailer. In fact, by 2025, skincare is set to be the star of the global beauty industry, and sales are estimated to reach $181 billion USD (Source: Euromonitor International). If you want to learn how to sell skin care products online, chances are you are going to be interested in partnering with online retailers who have a massive consumer reach.


Speaking of massive consumer reach — did you know that the largest online global marketplace is Amazon? In 2020 alone, Amazon captured 32% of all beauty and skincare bought online with $23 billion in sales, a 45% increase from 2019 (Source: BeautyMatter). For a long time, beauty and skincare brands hesitated to sell products on Amazon due to concerns around lack of brand integrity and control of resellers. However, many have come around and realized that online consumerism is here to stay, especially given the convenience and spike of online shopping during the Covid-19 pandemic. In fact, even if a customer intends to make their purchase online elsewhere, 63% of customers start their search on Amazon (Source: Statista).

Aside from the global reach, Amazon also opens up a breadth of merchandising and marketing opportunities for brands. Companies that fear that their brand identity will get diluted now have the opportunity to create custom-branded storefronts that elevate your skincare brand’s presence online and educate customers about your range of products. You can add landing pages, custom widgets, custom navigation and more to optimize your storefront’s user experience on Amazon, create and upload branded content, categorize your products and highlight seasonal deals and new products.

If selling skincare online on the Amazon marketplace feels like a daunting task to you, you’re not alone. The good news? Help is available, and we’re here for you. At Fortress Brand, we represent highly acclaimed skincare brands, like Glow Recipe and Youth to the People, and turn the pains of selling on Amazon into gains. We are a full-service and tech-enabled retail agency that is uniquely invested in your success from day one, meaning we purchase your inventory upfront — at no cost to you — and take it all from there to ensure successful sales growth. We provide the benefit of growing your sales on Amazon without the headache — getting your brand verified on Amazon, setting up your storefront, taking control of any resellers of your products, handling order fulfillment and providing in-depth analysis of your brand performance with our proprietary data technology. If selling skincare on Amazon feels right for you, let’s talk: [email protected].

Person applying skincare balm to their hands

Now that you heard some of the options that are available to you, how will you plan to sell your skincare products online? Will you:

  1. Set up an e-commerce website? Simple setups, low costs and the ability to customize your website to your liking — e-commerce hosting sites like Shopify make selling skincare seamless.
  1. Take your skincare routine to social media? If you can create beautiful, engaging content and keep up with maintaining a strong social media presence, this could be your ticket to increasing your brand awareness and your sales.
  1. Go with an affiliate program? It’s no secret that influencers persuade even the most stubborn of online shoppers to finally buy that moisturizer they’ve been eyeing. If partnered with the right affiliate, these programs could be a great revenue tool.
  1. Sell your skincare products on a third-party online retailer, like Amazon? Amazon has a massive global reach as the largest online marketplace in the world. To boost your sales on Amazon, agencies like Fortress Brand are here to help you take control of your brand, optimize your storefronts and product listings and achieve your maximum growth potential.

And there you have it — an introduction to some of the services you can access to sell skincare products online. There is, of course, a wide range of resources available to help grow your sales, but this toolkit is a good starting point for you and your business.

If Amazon feels right for you and your brand, reach out to Fortress Brand today to take advantage of all that Amazon has to offer at [email protected].

We do Amazon, so you can do you.