Creating content for trust and authority? In a world overflowing with beauty products, what sets your brand apart isn’t just the perfect serum, balm, or essential oil blend—it’s how you communicate your expertise, values, and authenticity.
Content is more than just social media buzz. It’s every word, image, and video that tells your story—from your website and blog to your product labels and tutorials.
If you’re building a beauty brand online, your content should do one thing above all: build trust and establish your authority in your niche.
Your customers are looking for guidance. Whether it’s understanding the difference between a serum and a facial oil, or learning how to use a gua sha tool with your botanical balm—they want to know what you know.
Examples:
– Blog post: “The Best Essential Oils for Hyperpigmentation”
– Video: “How to Layer Your Skincare Products the Right Way”
– Instagram carousel: “3 Ways to Use a Hydrosol in Your Daily Routine”
🪄Tip: Think like a teacher. Educate with generosity—it builds trust faster than any fancy marketing language.
Customers buy from people they trust and people they feel like they know. Show them what goes on behind the curtain of your handmade beauty brand. Let them see the care, intention, and ethics that go into every jar or bottle.
Examples:
– IG Stories or blog post about sourcing ingredients
– Time-lapse video of a product being hand-poured or labeled
– Photo essay on your workspace or packaging setup
Why it works: Transparency earns loyalty. It’s also a powerful way to highlight your brand values.
Side Note: If your work space is a mess, don’t put it on camera. Transparency is one thing but a messy, dirty space, will not entice anyone to purchase your beauty products.
People trust people. That’s why testimonials, reviews, and user-generated content (UGC) are gold.
Examples:
– “Before and after” skin transformations using your product
– Screenshot of a glowing customer email or review
– Reposted content from a happy client who tagged you
Pro Tip: Include this content on your product pages and blog, not just social. That way, even people who don’t follow you on Instagram get the reassurance they need.
Why did you start your brand? What makes you passionate about handmade skincare or aromatherapy? Your origin story is magnetic—but don’t stop there. Use storytelling to connect your products to moments in your customers’ lives.
Examples:
– A blog post about how eczema inspired your first product
– Email story: “This Calming Oil Was Born During My Own Menopause Journey”
– About page that tells your founder story with photos and heart
📣Reminder: Storytelling works everywhere: in product descriptions, welcome emails, and even packaging copy.
Think of the problems your customers face—then create content that solves them. When you consistently offer real solutions, you become a trusted advisor, not just a seller.
Examples:
– Guide: “How to Choose the Right Cleanser for Dry, Mature Skin”
– Video: “3 Ways to Soothe a Hormonal Breakout Naturally”
– Blog post: “Dealing with Fragrance Sensitivity? Here’s What to Know”
🔍SEO Bonus: This type of content also performs well in search engines, bringing organic traffic to your website.
Yes, Instagram, Facebook, and TikTok matter, but they’re not enough. True brand authority is built on owned content. What is owned content? Your blog, website, email list, and product descriptions. These platforms are where people land when they’re ready to buy, research, or return.
Make sure your content is:
– Well-written
– On-brand
– Informative
– Optimized for your ideal client
Want to start small? Choose one of these content types and create a weekly post on your blog or a tip series via email. Build consistency, and watch your trust factor grow.
That’s it for this week. As always, we’re …
Dedicated to Your Success,
Juliette Samuel,
Esthetician/Aromatherapist, Publisher,