The Skincare Brands Winning Social Media
- Jennifer Carlsson
- 17 hours ago
- 4 min read
Five Brands with Strong Momentum on Instagram and TikTok
Social media has become one of the clearest real-time indicators of brand momentum in the beauty industry. While viral moments can generate temporary spikes in attention, sustained performance across platforms such as Instagram and TikTok often reveals deeper shifts in consumer interest, brand positioning, and product strategy.
Tracking these signals over longer time horizons allows patterns to emerge: certain brands consistently return to the top of rankings, maintaining visibility even as platform dynamics fluctuate. These brands often reflect broader structural movements within the category rather than isolated marketing success.
Using data from Mintoiro’s Brand Trend Index, which tracks brand performance across Instagram and TikTok throughout the year, several skincare brands stand out for their sustained momentum. The following five brands represent some of the most consistently visible names in the category, demonstrating strong engagement, steady audience growth, and continued cultural relevance.
All five brands are also examined within the Skincare Trend Forecast 2027–2028 Report, where they illustrate broader shifts shaping the next phase of the skincare market.
Sol de Janeiro - Scent-Driven Bodycare Systems
Founded in 2015, Sol de Janeiro has become one of the most recognizable brands in modern bodycare, built around rich textures, gourmand fragrances, and a highly joyful sensorial language. What began as the breakout success of Brazilian Bum Bum Cream evolved into a broader ecosystem spanning bodycare, fragrance, and hair.
A key element of the brand’s strength is its treatment of fragrance as infrastructure rather than novelty. The Cheirosa scent franchise allows consumers to move fluidly between creams, mists, and washes while remaining anchored in a familiar scent universe. This modular system encourages layering and repeat use, reinforcing bodycare as an indulgent, mood-driven ritual rather than a purely functional step.
On social platforms, Sol de Janeiro remains one of the most visible brands in the category, with consistently strong engagement and stable top-tier rankings. Rather than relying on constant reinvention, the brand sustains momentum through disciplined expansion within its existing scent universe.
Beauty of Joseon - Gentle Hanbang Skincare at Scale
Beauty of Joseon has built global recognition through a philosophy centred on gentleness, barrier support, and long-term skin comfort. Drawing on Korea’s hanbang tradition, the brand incorporates historically familiar ingredients such as ginseng, rice, and green tea while presenting them through a clean, contemporary skincare system.
Rather than pursuing dramatic transformation or high-intensity actives, Beauty of Joseon frames efficacy through consistency and resilience. Its formulas are designed to be calming, accessible, and suitable for everyday use, aligning closely with consumer demand for gentler skincare routines.
The brand’s soft visual language and restrained packaging reinforce this positioning, while strong international distribution has allowed it to scale rapidly. Across both Instagram and TikTok, Beauty of Joseon continues to demonstrate exceptional momentum, maintaining top-tier visibility with strong year-over-year audience growth.
Summer Fridays - Calm, Lifestyle-Driven Skincare
Summer Fridays emerged as one of the early pioneers of influencer-founded skincare brands, but its longevity has been driven by clarity and consistency rather than novelty. Founded by Marianna Hewitt and Lauren Gores Ireland, the brand positions skincare as a supportive everyday ritual rather than an intensive treatment system.
Muted tones, soft finishes, and simple product naming have made Summer Fridays highly legible to consumers seeking uncomplicated routines. Product development focuses on comfort, familiarity, and repeat use, reinforcing the brand’s identity as calm, lifestyle-aligned skincare.
On social platforms, Summer Fridays maintains strong visibility through content that translates well to short-form formats: texture-focused application, subtle before-and-after demonstrations, and routine-based storytelling. This clarity has helped the brand maintain strong momentum even as the skincare landscape has become increasingly crowded.
Aesop - Modern Apothecary Skincare
Founded in Melbourne in 1987, Aesop occupies a distinctive position within contemporary beauty. The brand blends apothecary tradition with modern formulation science, presenting skincare, bodycare, and fragrance as functional yet sensorial tools grounded in plant-based ingredients and rigorous development.
Aesop’s visual language plays a central role in its enduring relevance. Amber glass bottles, aluminium tubes, and minimalist typography reference pharmaceutical traditions while aligning with modern expectations around authenticity, longevity, and material honesty. These design choices reinforce a sense of timelessness rather than trend-driven branding.
On Instagram, Aesop’s presence is heavily shaped by its architecturally distinctive retail stores, which frequently serve as visual content. Each location is uniquely designed in response to its local environment, allowing the brand to maintain visual cohesion while avoiding repetition. This approach reinforces Aesop’s identity as a design-led lifestyle brand where space, materiality, and product exist as part of the same system.
Inde Wild - Modern Ayurvedic Skincare
Founded in 2021 by Diipa Khosla, Inde Wild presents a contemporary interpretation of Ayurvedic beauty. The brand integrates culturally specific ingredients such as saffron, turmeric, amla, and bakuchi alongside dermatological actives, creating a hybrid model that bridges heritage and clinical skincare.
This duality is central to the brand’s strategy. Tradition is treated as a living system rather than nostalgic storytelling, allowing the brand to feel culturally grounded while remaining globally legible.
Inde Wild’s rapid social growth reflects strong engagement from a highly active community, with audience expansion continuing across both Instagram and TikTok. Recent retail expansion into Sephora UK marks a significant step in translating social momentum into institutional retail validation.
What These Brands Reveal About Skincare Today
Although these brands differ in positioning, geography, and price point, their continued visibility across social platforms reflects deeper shifts within the skincare market. Sustained momentum tends to emerge where brand identity, product architecture, and consumer experience align into coherent systems, rather than isolated hero products.
These patterns are explored in greater depth within the Skincare Trend Forecast 2027–2028 Report, which identifies four macro trends shaping how skincare brands are formulated, positioned, designed, and experienced.
Each trend chapter examines the underlying market logic behind these shifts, including the strategies brands are using to remain relevant as the category becomes increasingly competitive.
Explore the Full Report
The Skincare Trend Forecast 2027–2028 Report provides a structured analysis of the forces shaping the next phase of the global skincare market.
Companion reports covering makeup, haircare, and fragrance are also available as part of the Beauty Trend Forecast series.
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