It’s no secret that creating beauty content is a competitive industry. From TikTok to Twitter to your own site’s blog, there are so many available platforms for the ongoing conversation of beauty, and with the rapid pace of beauty evolution, it’s arguably more difficult than ever to think of something new to say.
Remember, though, that there wouldn’t be so much involvement without an audience big enough to take it all in. The conversation is still ongoing because there’s communication from both sides; it’s a cycle of the audience asking questions and bloggers providing answers.
There are three key steps to formulating beauty content ideas:
- Understanding your audiences: who you’re writing for, and what they find valuable
- Deciding your format: experimenting with content types to flesh ideas out
- Nailing the specifics : getting into the details about products and skincare regimes in a way that your audience are interested in.
Here, we’ll look into content ideas for skincare brands, including how to create your own.
Step 1: Choosing Your Topic
The most important part of choosing your blog topic is listening to your audience. What are they asking for? That’s the content that you should be producing.
Not all of your content has to be specifically beauty-related, as long as it’s information that a beauty audience would seek out. For example, while ‘Top 10 Summer Foundation Hacks’ would make a great blog, you should also consider how to prepare the skin beforehand, including how to repair it from any previous damage. Beauty and skincare, as always, go hand in hand.
Below, we’ve outlined three ways to approach your beauty content ideas.
You might want to start from the end goal and work backwards with your beauty content ideas by first considering what you want your audience to take away from your blog.
This could be anything from advice on reducing pores, anti-ageing techniques, treating acne, hair loss, sun damage, and much more. But most importantly, this should be a problem that your beauty product could help with, while still providing value. It doesn’t have to talk about your product specifically, but if you’re talking about relevant problems with your target market then you’re on the right track.
So for instance, an acne-related skincare brand could create something like:
- Article idea #1: The Best Beauty Regimes (and Products) to Treat Acne
- Article idea #2: Celebrity Acne Survival: How 9 Different Celebs Treated Their Acne
Category of Care
Rather than focusing on the end goal first, you might decide to start at a broader topic and narrow it down to suit your brand’s niche. To start you off, here are some of our favourite category ideas:
- Aesthetic care: so much of beauty and skincare is about aesthetics, so consider creating the kinds of content which addresses how audiences can get, or maintain, specific looks. Under this topic, a skincare brand could focus on skin types and the different products available for treating each.
- Article idea #3: The Best Skincare Routine for Your Skin Type
- Article idea #4: Which Foundation Coverage is Best for Keeping Your Skin looking Great
- Community care: think about what’s best for communities and the planet. Consider shining a light on the best cruelty-free and vegan products, independent businesses, and relevant charities.
- Article idea #5: Which Drugstore Brands are Cruelty Free?
- Article idea #6: Up-and-Coming Small Beauty Businesses to Watch Out For
- Nutrition Care: the concept of using beauty products to give our bodies essential nutrients is an increasingly popular one. Consider creating content that explains how your brand or related products works practically and giving the science behind the beauty.
- Article idea #7: How to Use Vitamin C Serum, Hyaluronic Acid and Retinol in Your Skincare Regime
- Article idea #8: Cracked Skin: Why You Get It, and Which Products Help It
- Self-Care: de-stressing and creating a comfortable home environment to relax in go hand in hand with beauty and skincare, so it’s well worth addressing these topics in your beauty blog, too. Giving your hair, skin and nails attention is only worthwhile if you’re treating the inner self, too!
- Article idea #9: The Best Morning Routine to Kick-Start Your Day
- Article idea #10: How Your Interior Design Style Can Affect Your Mood
While the results-targeted advice is more about problems that you can address, you can also aim to inspire your audience, or show them beauty tips they’d not previously considered.
TikTok is particularly valuable for this, as its algorithm prioritises content which keeps audiences looking for longer, and if you’re helping them learn something they didn’t know before, you’re doing just that.
In terms of getting your blogs to rank on search engine results pages (SERPs), these niche topics are where you’re likely to get the best results. Targeting longtail keywords like, for example, ‘how to make my eyebrows thicker’, is going to pull your blog up much sooner than if you’re only including terms such as ‘beauty tips’ which won’t be specific enough to gain traction.
Step 2: Your Content Format
Now that you have a vague idea of what you want to write about, you need to decide how you’re going to write it. The topic you’ve chosen will dictate this to some degree, but it’s good to consider the different formats to find which one will do your idea the most justice.
Best Product Blogs
You could choose to build your blog around the products that will best achieve a result or look, for example, ‘The 10 Best Products for Dry Skin’. You could even specialise further by suggesting the best versions of a product, for example, replacing ‘products’ in the title with ‘cleansers’, or ‘moisturisers’.
Your makeup and skincare content ideas are more likely to be unique the more niche you make them – for instance, creating content around products launched in the last year, or in a specific region. It’s always worth refining your titles and topic to that extra degree that will set your blog apart from the rest.
You could consider something like the following:
- Article idea 11: The Best Moisturisers of 2023
- Article idea 12: The Best Value-for-Money Brands in the UK
Within your industry, there will be specific influencers – both with a large and modest following – who are trusted by your audience and who are very relevant to your products.
Get to grips with who these people are, and create content that shines a light on them and discusses the hot topics they’re talking about day to day.
Not only will this help your audience find interesting, influential people that will be relevant to them, but you’ll also be building relationships with the influencers themselves, making it more likely they’ll use your products in the future.
- Article idea #13: 13 TikTok Skincare Influencers Who We Love Right Now
- Article idea #14: What is [Trend]? Why Are so Many Influencers Talking About It?
Rather than focusing on the specific products, you might want to write a blog about the possible skincare or beauty routines to achieve a desired result. This could be anything from a daily makeup routine to a pair of morning and evening skincare routines for different types of skin.
- Article idea #15: The Must-Try Skincare Routine for a Dewy Finish
- Article idea #16: How Should Your Morning and Evening Skincare Routines Differ?
‘How to’ Guides
The ‘how to’ style is well suited to blogs that focus on technique and application rather than the products themselves; they’re about how to use them, and how to achieve what the audience is after. ‘How to Achieve Glowing Summer Skin’, for example, might recommend using a BB cream instead of a foundation, but it would also tell you how to apply it in the way that gives the lightest coverage.
In these blogs, you’re more likely to be aiming for a desired result and showing your audience how to get there, rather than recommending a particular product.
- Article idea #17: How to Get Rid of Undereye Bags
- Article idea #18: How to Treat Split Ends at Home
Step 3: Your Specifics in the Content
Now that you’ve chosen your topic and how you’re going to write about it, it’s time to nail down the specifics. So, for instance, you’ve chosen makeup – great! Now how are you going to write about it in a way that’s unique to your blog, your brand, and your message?
Makeup and beauty are built upon such quickly evolving trends that even some of the content you feel has been done a thousand times needs touching up every year or so to keep it on fashion. We’ve outlined some of our favourite evergreen beauty content ideas below.
As mentioned above, it’s good write about the surrounding topics of beauty as well as makeup looks themselves. Advising your readers on the best way to prepare their nails and skin, for example, fits perfectly into this category.
Thanks to the likes of TikTok and Instagram, new products are stealing the limelight all the time. For example, 2022 has seen a particular rise in popularity for retinol, so many beauty bloggers are currently advising this as part of their skincare routines.
- Article idea #19: How to Prepare Your Nails for Gel Polish
- Article idea #20: When Should You Exfoliate for the Best Makeup Finish?
Halloween, Christmas, weddings, birthdays, and more – there are plenty of events that people will want makeup guides for. While it may feel like this has already been done a thousand times, beauty trends evolve at such a rapid pace that there’s always space for more, and with so many different events that will need covering each time, seasonal recommendations are a no-brainer when it comes to beauty content ideas.
Seasonal content also works well as a roundup ‘hook’ too, after the event. You can create content showing the best Halloween looks, to act as inspiration for next year.
- Article idea #21: Birthday Makeup Ideas that will Turn Heads
- Article idea #22: Easy Halloween Makeup You Can Wear to Work
Seasonality doesn’t have to hinge on what’s going on in our social lives too. Our bodies change across the seasons depending on a number of factors (such as weather, exposure to natural light and temperatures) so try creating content which deals with that:
- Article idea #23: Why Your Skin is More Oily in the Winter, and What You Can Do About it
- Article idea #24: Summer Skincare Routines for Oily Skin
Looks by Budget
You’ll want to focus on the entire range of audiences when it comes to your beauty blog, and that includes considering several different price ranges. You could create several blogs’ worth of content by creating bridal makeup guides on a low, standard, or high-end budget.
Much like the above in this section, thanks to the speed at which beauty trends change, these guides will never not be necessary.
- Article idea #25: Bridal Makeup Ideas on a Budget
- Article idea #26: High-End Halloween Products that will Help You Stand Out this Spooky Season
Getting Started with Your Beauty Blog
To make your blog stand out from the crowd, you should consider additional creative elements like videos, infographics, and partnering Q&As on your social channels.
But before you start populating your blog with content, you need to know how the best practice for starting your blog. Have a look at our sister post, an Introduction to Blogging for Beauty Brands, to see what you need to consider, and get in touch with our beauty and skincare content experts at Foundation for specialist advice.