As self-care and wellness continue to become more important to consumers, the beauty industry is only growing. With the global cosmetics market reaching over USD 103 billion, it’s clear that there is not only competition within the beauty industry but also opportunity.
Standing out as a beauty brand requires more than just quality products—it demands a voice and consumer trust. And how can you successfully achieve this? That’s where blogging comes in.
Why your beauty brand needs a blog
Blogging has been around for decades, remaining a core part of many B2C brand’s marketing strategies–and for good reason:
- 77% of internet users read blogs
- Websites with active blogs have 434% more indexed pages and 97% more inbound links than those without
- 80% of bloggers report that blogging drives strong marketing results
- 90% of businesses use content marketing tactics, such as blogging
- Companies that blog get 55% more website visitors than businesses that don't
- 70% of people would rather learn about a company through articles than advertisements
- The highest ROI of any marketing channel is blogs and social media shopping tools
But aside from the numbers, a well-crafted blog does the following:
-
Builds audience trust: The need for trust, especially in the beauty and cosmetics industry, is paramount. Through a blog, you can peel back the curtain to showcase transparency and authenticity.
- For example, RMS Beauty wrote a blog post breaking down their pH-Adjusting Lip Color.
Boosts SEO: Blog posts support search engine optimization since many consumers are seeking advice, guidance, or overall informative content online. Because of this, it’s common for Google to suggest blog posts to the user.
-
- For example, after searching “how to hydrate skin for the winter”, this Vichy article came up on the first page results, likely resulting in increased traffic.
-
Showcases expertise: And finally, beauty blogs allow your brand to share expertise, insights, and thought leadership.
-
For example, Huda Beauty has created listicles and beauty tips such as “5 Things You Should Never Do To Your Skin”.
-
For example, Huda Beauty has created listicles and beauty tips such as “5 Things You Should Never Do To Your Skin”.
Plus, with the rise of social commerce and the growing demand for authentic brand engagement, blogging has never been more impactful. So whether you’re debating creating a blog or in the early stages of launching, this guide breaks down how to start a blog for your beauty brand.
Step 1: Define your blog’s purpose & audience
Every successful blog starts with two elements: A purpose and a target audience.
- Are you aiming to educate skincare beginners?
- Looking to inspire beauty enthusiasts with the latest trends?
- Offering behind-the-scenes glimpses of your brand?
By identifying not only why you’re creating a blog but for who, you can tailor content to meet their needs and interests.
Additionally, your blog should mirror your brand’s personality and values. If your beauty brand emphasizes clean, natural ingredients, your blog should reflect that ethos with authentic, transparent content.
Craft a content mission statement to clarify your goals and ensure your audience knows it’s for them—for example, "Empowering confidence through expert skincare advice and honest product insights."
Step 2: Set up your blog in a few steps
Setting up and launching your beauty brand blog is relatively simple thanks to intuitive platforms and user-friendly tools.
Here's how to set up your blog efficiently and effectively with a few of our recommendations:
- Choose the right platform: Select a platform that fits your needs. WordPress offers customization, Wix is beginner-friendly, SubStack is made for bloggers and content creators, and Shopify integrates seamlessly with online stores—ideal for ecommerce brands.
- Design with intention: Create a visually appealing and functional layout. Make sure to align the blog’s branding and tone with your brand identity. Incorporate optimized images, videos, and backlinks for better-performing content.
- Name your blog creatively: Skip the generic "[Brand Name] Blog." Choose something engaging and memorable—"Glow Notes," "Beauty Unfiltered," or "Radiant Reads" all reflect a bit more of a brand’s personality.
- Leverage affordable tools: Enhance your blog with tools like Canva for visuals, SEMRush and Surfer SEO for SEO optimization, and Grammarly for error-free writing.
Step 3: Create engaging content
Content is king—but context is queen. Your ecommerce blog should offer value while reinforcing your brand story. Here’s how to make your content shine:
- Answer real questions: Focus on your audience’s needs. Based on your target audience, write blogs that answer the questions you know they have that relate to your product and space.
- Visual storytelling: Beauty is a visual industry. Use high-resolution photos, video tutorials, and infographics to engage readers. Incorporate user-generated content to build community and relationships with consumers.
- Feature products organically: Avoid aggressive sales tactics. Integrate products naturally in content, for example, if you’re a skincare brand, feature your SPF moisturizer in a "Summer Skincare Essentials" guide.
- Fresh content ideas: Cover trending topics—seasonal beauty trends, clean beauty practices, behind-the-scenes production stories, and influencer interviews.
And finally, lean on AI tools like Jasper or WriteSonic to write engaging content while saving time.
Step 4: Promote your blog effectively
We’d all love to create content and leave it at that, but unfortunately, that’s not how it works. Creating amazing content isn’t enough—it needs to be discovered and put in front of the right audience.
First, let’s chat about SEO optimization. Using tools like SEMrush, Surfer SEO, or Ahrefs, you can identify high-impact keywords. High-impact keywords are phrases or words that typically have high search volumes but low competition. It’s okay to go after keywords with high competition but just note that those will take time to rank for.
Sample keywords could be:
- “Best kept skincare secrets”
- “Dry skin remedies”
-
“How to apply liquid foundation”
A good SEO strategy includes both low and high-competitive keywords. From here, add the keywords to your content through the body of your copy but avoid keyword stuffing. Also, include them in meta descriptions, headings, and image alt texts.
Now that we have a base built for SEO, here’s how to expand your beauty blog’s reach:
- Social media amplification: Share your blog across social media platforms like Instagram, TikTok, and Pinterest. Engage audiences with Reels, Stories, and influencer collaborations related to the content in your blog.
- Email marketing: Offer exclusive content or discounts in exchange for email sign-ups. Platforms like Mailchimp or Klaviyo can automate and personalize your email marketing campaigns.
- Collaborations and guest posts: Work with influencers and other brands to create guest posts or co-branded content, which is perfect for cross-promotion and expanding your audience in relevant segments.
Step 5: Use your blog to showcase products
Your blog is an authentic space to introduce products and collections. It’s an opportunity to creatively showcase elements like:
- New launches
- Product benefits
- Product ingredients
- User experiences
But the key here is sharing the above without being overly sales-y. Take inspiration from brands like Huda Beauty, which expertly weave their products into informative content. For example, their guide on how to use setting powder includes helpful tips while naturally featuring their own setting powder.
You can take this strategy even further by featuring your private label products through Blanka. Blanka allows you to expand your product range with custom-branded beauty items that align perfectly with your blog content.
Imagine writing a post on "The Best Nighttime Skincare Routines" and seamlessly including your custom-formulated serum or moisturizer. This approach not only showcases your products but also positions your brand as a trusted source for beauty solutions—all without the hard sell.
Beauty blog inspiration
There are plenty of incredible beauty blogs out there to take inspiration from in your own content, here are just a few of our favorites:
- Herbivore’s “Naturally Speaking”: By the popular skincare brand, Herbivore’s “Naturally Speaking” does an amazing job at merging helpful tips with product features.
- Makeup and Beauty: A beauty blogger, Makeup and Beauty has a library of content on all things beauty and skincare.
- Estee Lalonde: Another popular beauty and lifestyle blogger, Estee Lalonde writes beautiful content that can inspire any brand.
- The Small Things: A lifestyle and beauty blogger, The Small Things writes relatable and authentic content that engages audiences.
Launching your beauty brand’s blog
Blogging isn’t just another marketing tool—it’s a way to authentically connect with your audience, share valuable insights, build domain authority, and grow a community. By consistently sharing valuable content and authentically connecting with your audience, you can turn casual readers into loyal customers.
Blanka empowers brands to take this connection even further with customizable private label beauty products designed to reflect your brand’s unique identity. Whether launching your first product line or expanding offerings, Blanka provides the tools and support to help your beauty brand stand out.
