Sustainable Skincare: Marketing Strategies Driving Growth in 2025

ANALYSIS

The Insights Behind the Ranking on Sustainable Skincare

The numbers reflect this shift. In 2024, wellness-related beauty content generated over $208 million in Media Impact Value® (MIV®), a 15.6 percent year-over-year increase, according to Launchmetrics’ Wellness Beauty Boom report. With the global skincare market projected to reach $198.35 billion by 2025 (Statista), values-led branding is becoming a key driver of visibility and growth.

Our data spotlights five sustainable skincare brands—Cocokind, OSEA Malibu, KORA Organics, True Botanicals and Herbivore Botanicals—and explores the Voice strategies behind their success. From channel mix to messaging, we examine how each brand built visibility and drove performance in May 2025.

• Owned Media helps brands spotlight values, build authentic connections, and engage communities directly. 
  Cocokind leaned into this Voice with impact. Owned Media accounted for 37% of its total Media Impact Value®. The brand leveraged its founder, Priscilla Tsai, as a key Voice to reinforce its sustainability commitments, promoting eco-conscious products such as its Reusable Eye Patches and packaging innovations. By placing Tsai at the forefront, Cocokind was able to foster authentic connection, building trust and loyalty among its community. Through platforms like TikTok and Instagram, the brand communicated transparently, whether introducing low-waste launches, explaining product phase-outs, or engaging with an audience that values purpose as much as performance.
• Influencers help brands foster trust and credibility by blending authenticity with broad reach. 
  OSEA Malibu effectively activated both micro and macro influencers to connect with its audience and amplify its brand values. For example, macro influencer Amber Roe generated $154K in MIV from a single YouTube placement, while micro influencer @juliasauerr delivered $41K in MIV across three placements on TikTok and Instagram. This blend of reach and relatability allowed OSEA Malibu to scale visibility while maintaining a sense of credibility and connection with its community.
• Partner Voice drives both credibility and conversion by connecting brands with trusted platforms and purchase-ready audiences. 
  KORA Organics demonstrated this through its partnership with QVC, where founder Miranda Kerr introduced new products on live television; merging founder authenticity with mass reach. Similarly, retailer Adore Beauty highlighted KORA’s natural ingredients in its promotion, helping the brand reach new consumers and reinforce its sustainability message. When used strategically, Partner Voice not only expands visibility but also shortens the path to purchase.

In a fast-evolving beauty landscape shaped by shifting values and rising consumer expectations, it’s imperative for brands to use data to guide their strategies and drive sustained growth. A data-driven approach reveals what’s fueling performance, where opportunities are emerging, and how to stay agile in a saturated market. By activating the right Voices, skincare brands can build visibility and deepen consumer connection. Media Impact Value® offers a clear benchmark; helping marketers track what’s working, spot gaps, and adapt in real time.

At Launchmetrics, we break down performance not only by Voice but also by category. Whether in skincare, makeup, haircare, or fragrance, our insights help brands understand their competitive position, uncover areas for growth, and make smarter, faster decisions. In today’s climate, data isn’t a nice-to-have—it’s a growth essential.