Every day, a new skincare brand is popping up around the city. Homemakers, celebrities, and other entrepreneurs are coming forward to build this world of cosmetics, skincare products, and other essentials to make customers feel young and fresh.
If you are on a venture to open your skincare brand, you must also think of how you will market your products. Email marketing is an affordable channel for beginners to take their skincare products to the audience.
In this blog, we’ll explore 10 winning skincare email ideas showcasing the best practices in beauty marketing that can inspire your next email campaign. You can easily build and automate email campaigns from scratch using BayEngage—no hassle required.
10 Examples Of Skincare Email Ideas That Can Impress Your Customers
Welcome Emails
Welcoming your customers is the first interaction that is made with your audience. So make sure your welcome emails convey everything about your store, the type of products you have, new product launches, and the perks your customers get out of your product.
Kylie Cosmetics: This is the best example of a skincare welcome email. They have introduced the person behind the skincare product first. Here, we can see Kylie welcoming her customers with cheer. Along with that, there’s a coupon of 15% for new customers. Then, the products are displayed according to categories like new, bestsellers, skin, baby, cosmetics, etc. This creates brand awareness among customers of Kylie Cosmetics’ products in their store.
PRO TIP: A research says Kylie’s email campaigns have only 32 characters in their subject lines, and 60.98% of subject lines have emojis.
Free Shipping Announcement
Offer free shipping to your customers once in a while to get back their attention to buying skincare products from you in that particular season.
Farmacy: Make sure your email campaigns convey free shipping with much excitement. Farmacy has used a powerful heading that is exciting and known to all. This is definitely an eyecatcher for your customers. “Ship, ship, hooray!” is a simple phrase, yet it conveys the main focused message of the campaign.
Create Awareness About The Perks And The Motives Of Your Brand
It’s always interesting when people learn the quality of your products and the motives behind your business. So if your product is free from parabens, sulfates, eco-friendly, recyclable plastics, etc., It’s better to communicate with your customers about the unique specialty of your product, especially for skincare products.
Farmacy: In this email campaign, you can see how Farmacy is striving towards a beautiful future by focusing on its products’ eco-friendly and recycled packaging. They have added how to consciously cultivate this habit by incorporating it with their skincare brand. They have also used the color code green to root the hearts with the motto go green.
Share Your Brand’s Story
It is always important to tell customers about your brand and the founder’s stories to inspire them to buy from you. Here’s an example of Pixi Beauty’s skincare welcome email.
Pixi Beauty: Pixi Beauty’s welcome email shares the history of the brand and also about the founder, Petra. And they have also displayed their products in a manner where people can quickly sort each category. They also offer customers free shipping, free samples, an easy return policy, and referral programs.
Thanks For Subscribing To Newsletter Emails
It is important to get your subscriber’s attention right after they subscribe or perform any activity on the website. So, make your thank you email more valuable to your readers. Add information about your brand and what people can expect (could be skincare routine and product benefits) from your monthly newsletter updates.
Kiehl’s: Kiehl’s started off with a personalized note to the subscribers. Using the second person while conveying something adds more value to your readers. Keeping your message short and sweet is always good so readers don’t miss out on anything.
“You’ll now be among the first to discover new formulas, special offers, exclusive events, and more!” (Kiehl’s newsletter)
Rewards And Referrals
Referral programs and reward points are key to growing your customer base and increasing sales and revenue for your skincare business. This is the gateway to impress your customers as they get to experience bonus points events, tier-based offers, birthday surprises, and other exclusive offers.
- Laneige: Laneige has created an animated character that looks like a water droplet (which is definitely cute and adorable). Using these characters, they explained the referral programs in simple terms (Join, Earn, Redeem) but attractively.
2. Pixi Beauty: Pixi Beauty has clearly explained the different reward programs the customers can expect. Customers can also know about the different perks and benefits of purchasing from Pixi.
Emails With A Different Typography
Ordinary: A different typography can be used, like Ordinary, to get customers’ attention. This is again like a small newsletter that talks about how they add more value to customers. They have showcased some of their products based on different skin types. They have also shared a bit about their customer service, where people can consult anything about skincare.
Pro tip: Focusing more on the customer than sounding promotional will always be a hit among customers.
Abandoned Cart Recovery Emails
To stay in customers’ minds, we must keep them strung with back-to-back reminders. This can help in regaining their attention back to your skincare brand.
Nykaa: Here’s a hyper-personalized abandoned cart recovery email where they displayed pictures of the products I abandoned a day ago. They have also added a call-to-action button directly redirecting to the checkout page. This will make it easier for customers to buy the product quickly.
By creating a demand that the offer is going to end soon, customers might want to finish the purchase.
Seasonal Emails
Seasonal emails are another type of promotional email where you can offer exclusive discounts to your customers.
- The Tribe Concepts: Tribe Concepts has curated a sale for Christmas. They have also displayed different bestsellers from their store, suggestions, and the products they have reserved
2. Kylie: They have come up with a promotional offer along with summer skincare tips. This adds more value to readers who want to care for their skin during summer. They have displayed their products and benefits to inform customers about their brand’s useful qualities.
Announcement Of Exciting Offers
People have become more attached to the skincare regime and love to restock their everyday essentials when exciting offers are coming up. So, use this moment to craft your email campaigns to impress your customers.
Kiehl’s: Kiehl’s is a great example of using the right moment to grab the audience’s attention. They have curated a sale on the best sellers, especially for the jumbo-sized ones. A sale Exclusively for these jumbo packs and refills is a great way to entice customers and motivate them to restock essential products.
They have beautifully displayed products and have given the right CTAs to different ranges of products. Always have the heading clear and big so that people won’t miss out on the important information of the email campaign.
Wrapping it Up!
We hope these skincare email examples sparked new ideas and gave you actionable takeaways to elevate your campaigns. Skincare is more than just a trend—it’s a lifestyle. And with countless brands competing for attention, your emails need to be just as fresh and compelling as the products you offer.
Whether you’re promoting skincare, hair care, or wellness products, knowing your audience and crafting campaigns that speak to their needs is key to standing out.
Feeling short on time or inspiration? TargetBay has everything you need—from beautifully designed templates to smart automation—to help you build stunning beauty email marketing campaigns with zero hassle.
Skincare Email Ideas FAQ
1. Why are welcome emails important for skincare brands?
A welcome email is your first real conversation with subscribers. It sets expectations, introduces your brand story, and incentivizes action (like offering a first-purchase coupon). Brands like Kylie Cosmetics and Pixi Beauty use welcome emails to introduce their vision and get subscribers engaged right away.
2. What makes abandoned cart emails powerful?
By reminding shoppers of items they left behind, like Nykaa does, abandoned cart emails can recover forgotten purchases. Use product images, urgency (“Sale ends soon!”), and a direct CTA to maximize conversions.
3. How can I make free-shipping emails more effective?
Stand out by crafting fun, catchy headlines like “Ship, ship, hooray!” and include bold buttons and visuals. As Farmacy does, make the message exciting and easy to understand—it boosts open rates and conversion.
4. When should I send seasonal skincare emails?
Send seasonal campaigns ahead of key times (e.g., winter hydration, holiday gift sets). Your blog gives examples like Tribe Concepts’ Christmas sale and Kylie’s summer skincare tips—timeliness boosts engagement and relevance.
