When was the last time you bought a beauty product without checking reviews or seeing an influencer recommend it? Chances are, it's been a while… I know it has been for me.
And why would this be the case?
Social proof—the psychological phenomenon where people mirror the actions of others—plays a massive role in beauty purchases. As content marketer Andy Crestodina says, “When you say it, it’s marketing. When your customers say it, it’s social proof.”
Whether it’s a glowing customer review, a TikTok beauty guru raving about a serum, or a best-sellers list on another brand’s website, social proof in marketing builds customer trust, influences decisions, and drives sales.
In this guide, we’ll explore powerful social proof examples that beauty brands can leverage to boost credibility and increase conversions.
What is social proof?
Social proof is evidence that others, whether customers, influencers, or industry experts, endorse a brand or product.
Social proof examples reassure potential buyers that a product is worth purchasing based on real experiences and recommendations. Almost adding a layer of safety and security to the consumer making that purchase. But let’s dive in further:
Why social proof matters
People are more likely to follow the actions of others. Let’s dive into a few reasons why using social proof in marketing is important to your business:
- Builds customer trust & credibility: Customers trust other customers. Seeing real people endorse a product provides reassurance that it delivers results.
- Increases customer loyalty: When brands engage with UGC and customer reviews, it strengthens relationships and fosters a loyal community.
- Leverages psychological triggers: Social proof taps into psychological principles like the Bandwagon Effect (people follow what others are doing) and FOMO (Fear of Missing Out)—driving customers to act quickly.
- Enhances transparency: Displaying authentic reviews—both positive and constructive—demonstrates that your brand values honesty, further building customer trust.
Social proof examples & how to use them
For beauty businesses, using social proof in marketing can take many forms, from user-generated content (UGC) and online reviews to influencer collaborations and expert endorsements. Let’s explore these more below:
1. Social media content creators
User-generated content (UGC) is one of the most authentic and persuasive types of social proof. When social media content creators share photos, videos, or testimonials featuring your products, it builds customer trust and reliability.
For example, maybe you’re looking for a new moisturizer since you suffer from extreme dryness. You come across your favorite social media content creator who also has dry skin. In her video, she’s using an intensive moisturizer from a new brand that she’s been loving. From here, it’s quite likely that sometime soon, you’re going to go look at the same moisturizer since you trust this influencer and relate to her.
How to use UGC:
- Encourage customers to tag your brand in their beauty routines or honest reviews.
- Create a branded hashtag (e.g., #GlowWithUs) to collect and showcase UGC.
- Highlight UGC in Instagram Stories, website galleries, and product pages.
Brand example: Glossier
Much of Glossier’s social media strategy revolves around UGC and, therefore, social proof examples. They frequently repost real customers wearing their products on Instagram or TikTok, likely a major driver of their nearly 3.2 million followers.
@glossier
2. Reviews & review platforms
90% of consumers read reviews before making a purchase and 88% of consumers trust online reviews as much as personal recommendations.
Testimonials can make or break a sale. Hearing a glowing review from customers and social media content creators on how your lip tint lasted through an entire date night dinner or your eye cream is a new skincare staple is powerful. Thus, it’s crucial to encourage customers to leave honest feedback.
How to use reviews:
- Feature reviews prominently on product pages.
- Use platforms like Trustpilot, Yotpo, or Google Reviews to collect feedback.
- Integrate star ratings and customer testimonials into email or SMS campaigns and ads.
Brand example: Sephora
Sephora’s website features extensive customer reviews, complete with skin type filters, to help shoppers make informed decisions. Users can filter to find customers they resonate with and relate to, furthering their confidence in purchasing decisions.
3. Influencers & brand ambassadors
Influencers are modern-day salespeople. By 2025, the global influencer marketing market is expected to reach 33 billion U.S. dollars.
Matter Communications also found that 81% of respondents in a survey stated that they’ve either researched, purchased, or considered purchasing from an influencer post.
Partnering with social media content creators helps expand brand awareness by tapping into their existing audiences while providing valuable social proof examples. Audiences trust influencers and their opinions, so having them say something positive about your product will extend that positivity to viewers.
How to use influencer marketing:
- Start with micro-influencers for authentic, niche engagement.
- Gift PR packages to beauty influencers and encourage honest reviews.
- Create an ambassador program where influencers consistently promote your products.
Types of influencers & best practices:
- Nano-influencers (1K-10K followers): Great for hyper-engaged communities.
- Micro-influencers (10K-100K followers): Cost-effective and offer strong engagement.
- Macro-influencers (100K-1M followers): Ideal for scaling reach while maintaining credibility.
- Celebrity influencers (1M+ followers): High impact, but require major investment.
Brand example: Milk Makeup
Milk Makeup heavily relies on social proof in marketing strategies. They collaborate with influencers, typically micro-macro in size, to showcase their shade ranges and reflect the brand’s mission of attainable beauty. The brand also constantly sends creators gifts and PR packages, which leads to UGC.
Where to display social proof
So we know the importance of sharing social proof examples, but let’s dive into where your beauty brand should show them off:
@milkmakeup
1. Website
Your website is often the first place potential customers will look for reassurance. Make sure social proof is visible and compelling.
Best placements for social proof on websites:
- Product pages: Include customer reviews, ratings, and before-and-after images.
- Homepage: Highlight best-sellers and feature influencer endorsements.
- Checkout page: Showcase testimonials to reinforce confidence before purchase.
2. Email marketing
Social proof in marketing improves our perception of a product or service's value, builds customer trust, and encourages action. Thus, email campaigns featuring social proof are likely to have higher open and conversion rates.
Best practices:
- Add positive customer reviews to abandoned cart emails.
- Feature influencer testimonials in product launch campaigns.
- Share user-generated content in newsletters to create a sense of community.
3. Social media & viral trends
Social platforms like TikTok, Instagram, and Pinterest are now search engines for beauty recommendations.
How to leverage social proof on social media:
- Run “TikTok made me buy it” campaigns to capitalize on viral moments and trends.
- Feature customer testimonials in Instagram Highlights.
- Use shoppable Instagram and TikTok Shop features to make purchasing seamless.
4. Sales collateral
For beauty brands selling in retail or through wholesale partnerships, using social proof in marketing and sales can help persuade buyers and partners.
How to incorporate social proof in sales:
- Add influencer endorsements to brochures and pitch decks.
- Include customer testimonials in wholesale sales kits.
- Showcase awards and media mentions in promotional materials.
How to generate more social proof
It’s not enough to wait for customers to leave reviews—you have to be proactive in gathering social proof. If your beauty brand is new, you’ll likely need to kickstart the content engine yourself.
Some strategies to increase social proof might include:
- Offering incentives: Give discounts or loyalty points in exchange for customer reviews.
- Running a referral program: Reward customers for recommending your products to friends who become customers. This may be free products, discounts, points, etc.
- Engage directly: Respond to reviews and UGC to encourage more participation and demonstrate your engagement as a brand.
- Host contests: Encourage customers to create content featuring your brand during a set contest period. If you're offering giveaways, ensure that you follow contest regulations.
The impact of social proof on beauty brands
Social proof isn’t just a marketing trend—it’s a necessity in the beauty industry. Whether through user-generated content, influencer partnerships, or customer reviews, leveraging social proof effectively can turn potential buyers into loyal customers.
By incorporating social proof across your website, emails, and sales collateral, you can build credibility, boost sales, and create a thriving beauty brand.
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