Beauty is the most crowded category on every platform in Singapore. The brands that win aren't louder; they're better cast. Here is what 17+ beauty and wellness campaigns taught us about casting, formats and the metric that predicts a purchase.
Casting is the whole game
A skincare viewer asks one question in the first second: does this person look like me? Skin tone, skin type, age, concern. Get that right and a small creator outperforms a famous one. Supersmooth (laser hair removal): we cast brown-skinned creators with smaller followings because that was the underserved audience; the top creator hit 12.82% engagement on a single TikTok, and views grew 73% from campaign one to two.
Aveeno's Malaysia campaign: 3 macro TikTok skincare voices for reach, plus 4 Xiaohongshu creators for Chinese-speaking Malaysians - 1.73M views, 709,800 accounts reached on TikTok alone, one reel over 1M. The mix was the strategy.
Formats that sell skincare
- Results diaries. Three weeks of honest daily use with before/after. laCabine: 200+ posts over three weeks, 500K+ unique audience, $117K earned media value - 46% above the category average.
- Get-ready-with-me and routine integrations. The product appears inside a real routine, not on a pedestal.
- Problem-first education. Shakura's pigmentation programme: 10-second average watch time on skincare content, 11% of engagement was saves.
- Salon and clinic visits. kimrobinson's salon-only Rescue System: 15% of engagement was comments asking where to buy.
Saves are the metric
Skincare is a considered purchase. People don't buy off one video; they save it, watch two more, then buy. Saves as a share of engagement is the number to watch: Aveeno 23%, Shakura 11%. A beauty post with high likes and no saves entertained; one with high saves sold later.
Comments asking "where to get" are the other intent signal. Brief creators to answer them in the caption and the pinned comment.
Campaigns compound - plan for three
The first beauty campaign tells you which creators and formats convert for your product. The second scales them. The third is where the numbers get impressive.
- Auolive: 24K views in campaign one, 269K in campaign three - 11x growth in five months, 40 creators across the arc, client re-booked twice.
- Aveeno: 1.73M views on the third campaign with us.
- Supersmooth: 213K views (20 creators) in campaign one, 369K (19 creators) in campaign two - fewer creators, better cast.
- London Weight Management: 3.48% engagement sustained across a full year, 22 creators rolling, always-on trial acquisition.
A brand that runs one beauty campaign and judges the category on it has paid for the most expensive lesson and skipped the payoff.
Platforms for beauty in Singapore
TikTok for reach and before/after (the format was built for it). Instagram for routines and saves. Xiaohongshu for Chinese-speaking Singaporeans and Malaysians, who research skincare there before buying anywhere - see our Xiaohongshu guide. Most beauty campaigns we run in 2026 use TikTok plus one of the other two, decided by the audience.
Regulatory note: aesthetics clinics and treatments in Singapore have advertising restrictions on claims and before/after imagery. Briefs must be checked against them; we build that into the approval step.
More on our beauty and wellness campaigns.
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Take the 2-minute quizFrequently asked questions
How do skincare brands stand out with influencers in Singapore?
By casting for fit - skin tone, skin type, age and concern - rather than follower count, and by using results-diary formats over three weeks rather than one-off posts. Supersmooth's top creator hit 12.82% engagement by matching an underserved audience.
What engagement rate is good for beauty influencer posts?
3–5% is strong in beauty. More important is saves as a share of engagement: 10%+ signals purchase intent. Aveeno reached 23% saves; Shakura 11%.
How many campaigns before a beauty brand sees results?
Plan for three. Auolive grew from 24K to 269K views across three campaigns in five months; Aveeno hit 1.73M views on its third. The first campaign identifies what converts, the next ones scale it.
Can aesthetics clinics use influencer marketing in Singapore?
Yes, within advertising guidelines on claims and before/after imagery. Supersmooth (laser hair removal) and Shakura (pigmentation) both ran compliant campaigns with above-benchmark engagement. Briefs are checked against the rules before filming.