The beauty industry moves fast. What worked six months ago probably doesn’t work now; and if you’re still relying on over-produced ad creative, you’re already behind. The brands that are actually winning on paid social right now aren’t the ones with the most polished content or celebrity endorsements. They’re the ones showing real people, in real lighting, talking about real results. That’s where UGC comes in.
User-generated content (UGC) isn’t just a trend. For most beauty brands, especially ones trying to scale efficiently, it’s the highest-performing asset type in the mix. It’s cheaper to produce, converts better, and builds way more trust than anything you can shoot in a studio.
Let’s break down why UGC works so well in beauty, how to scale it, what pitfalls to avoid, and what the rise of AI means for all of this—because that part is starting to get weird.
Here’s what we’ll cover:
- What UGC actually is (and why it still outperforms those glossy, branded ads)
- Why UGC is especially powerful for beauty brands
- How top brands like e.l.f., The Ordinary, Glossier, and Topicals are winning with UGC
- How to actually scale UGC (without it feeling cringe or fake)
- Where AI fits in
- How to repurpose UGC across your entire funnel. From TikTok, to PDPs, to email
- Why authenticity is going to matter even more as AI-generated content explodes
What Is UGC?
UGC stands for user-generated content, which (in the context of paid advertising) means that your ads are made of videos from real people; not big brand shoots. We’re talking selfie videos, GRWM clips, unboxings, quick voiceovers, “first impressions” filmed in someone’s bathroom; that kind of thing. It’s the stuff that looks like something you’d see while scrolling TikTok—and that’s the whole point. When it doesn’t feel like an ad, people actually watch it.
And it’s not just anecdotal. UGC consistently outperforms branded content in paid campaigns. It’s more scroll-stopping, way more trustworthy, and significantly more cost-effective. One stat I always come back to: 84% of millennials say UGC influences their purchase decisions more than traditional advertising. That’s wild, but also not surprising.
Why Beauty Brands Specifically Need UGC
If you’re running paid campaigns in beauty, UGC isn’t optional anymore. The space is crowded, competitive, and emotional. People don’t just want to know what a product does; they want to know how it’ll make them feel, how it looks on skin like theirs, and whether it actually works—without all the filters.
Beauty buyers are skeptical (and for good reason). That’s why content from real people drives results. It’s the modern version of word-of-mouth, except it scales. Here’s why UGC fits so naturally into beauty campaigns:
- It’s relatable. People want to see others who look like them using the product. UGC delivers that in a way no studio shoot ever could.
- It converts. On platforms like TikTok and Reels, native-looking content always wins. These platforms are built for raw, fast, real-feeling content.
- It lowers CAC. Because it performs better, the algorithm rewards you. That means lower CPAs, higher ROAS, and more room to test.
- It gives you content variety. UGC creators naturally show different angles, hooks, tones, and talking points; all of which helps with creative fatigue.
Also, UGC isn’t just a top-of-funnel tool. You can repurpose it throughout the entire funnel:
Product Detail Pages (PDPs)
Adding UGC directly to PDPs makes the shopping experience feel more trustworthy and relatable. Instead of only showing studio shots of your moisturizer on a white background, you can showcase videos of different creators applying it in real life; different skin types, different routines, different lighting. When shoppers see someone with the same skin tone or skin concern as them using the product successfully, it reduces hesitation and helps them picture how it’ll work for them.
Retention Emails
UGC is powerful for keeping customers engaged post-purchase, too. Instead of a generic “Don’t forget to restock!” email, imagine sending a quick UGC clip of a creator talking about how they’ve used the product for three months and why it’s still in their daily routine. That kind of content not only reminds your customer to repurchase, but also reinforces that they made a good choice in the first place.
Retargeting Ads
This is where UGC really earns its keep. If someone browses your site but doesn’t purchase, hitting them again with a polished ad often feels pushy. But showing them a UGC clip (“I was skeptical at first, but after a week I noticed my skin actually changed”) feels more like a recommendation from a friend. It removes friction and builds trust right before the conversion point.
Landing Pages
Think about your landing pages like a conversation with a potential customer. Instead of filling the page with brand voice alone, sprinkle in creator quotes or UGC snippets as proof points. For example, next to a product benefit like “Reduces dark spots in 2 weeks,” include a screenshot or testimonial from a real creator who said, “My dark marks started fading after just 10 days.” These little touches act like micro-case studies that back up your claims.
Every time you add UGC to a new surface area, it boosts believability. The message becomes harder to ignore: “This works, and here’s proof from someone who doesn’t work for us.”
UGC Ads: Brands That Are Doing It Right
A bunch of beauty brands have fully leaned into UGC, and it shows in how well their ads perform.
- e.l.f. Cosmetics is a perfect example. They’ve built entire campaigns around UGC and creator challenges, and a lot of it ends up outperforming their own branded assets. They’ve created moments like the viral “Eyes. Lips. Face.” campaign using real people, not celebrities; it drove serious paid performance, along with organic buzz.
- The Ordinary barely even tries to advertise traditionally. Most of their performance comes from people raving about their skincare products on TikTok or filming long-form YouTube reviews. They lean into this and repurpose it instead of trying to force a glossy ad strategy.
- Glossier basically built their entire brand off UGC. From packaging that encourages posting, to campaigns that spotlight customer photos, they’ve made the consumer the face of the brand. It’s no coincidence that their paid ads feel like organic content. It’s because they are.
Also worth mentioning: Topicals and Dieux are doing a great job with authentic, inclusive UGC. Both brands feature creators with different skin tones, concerns, and routines. It’s not forced (just diverse by design) and that makes the content perform better, too.
How to Actually Scale UGC
Scaling UGC isn’t just “go find TikToks and run them as ads”. That might work for a bit, but if you’re trying to build a long-term pipeline of high-performing creative, you need structure. Here’s what we’ve seen work:
Build a Bench of Creators
You don’t need to spend thousands on influencers. Platforms like Billo, Trend.io, and TikTok Creator Marketplace make it easy to find people who match your audience.
You can also just DM customers who tag you; many are down to create content for a small fee or free product. It is important that these creators match a specific niche and demographic with how they look, whether that’s having relatable skin problems or needs that the product can help solve. We want relatability even with looks.
Give Them Briefs, Not Scripts
The second something sounds forced, it’s over. Your brief should focus on key benefits, what to show, and what NOT to say (legal stuff), but let them speak in their own voice. That’s the whole point.
Quick Tip: Include a few examples of what’s worked before, outline the product’s top three selling points, give a rough length or structure, and specify what you don’t want to see (e.g., don’t say “dermatologist-approved” unless it is, but try exaggerating on the products benefits in other ways). And always ask for footage with space for text overlays or subtitles.
Test a Lot (& Fast)
UGC gives you room to test multiple versions without blowing your budget. Try different hooks, different lengths, different CTAs. Launch small, scale what works, and pause what doesn’t. The first five seconds of the video are always the most important; it is what reels the user in. Use hard metrics like ROAS, CPA, scroll depth, and click-through rate (not vibes).
Don’t Stop at One Platform
If something works on TikTok, re-cut it for Facebook and IG Reels. Pinterest is also surprisingly strong for certain beauty verticals (especially skincare and hair). You can even use UGC in landing pages, PDPs, and emails.
Okay, So… Let’s Talk About AI
Here’s where things start to get a little dystopian. AI is getting good—almost too good—at mimicking real people. There are now tools like HeyGen and Synthesia that can create fake humans giving fake reviews with fake voices. Want a testimonial from someone who doesn’t exist? Done. Want to make a real person say something they never actually said? Also done. It’s honestly kinda terrifying.
And here’s the kicker: some brands are using this in ads already.
Now, is there a smart way to use AI in UGC workflows? Absolutely. You can use AI to:
- Write draft scripts that creators can riff off.
- Translate a real video into multiple languages with voice cloning.
- Test hook variations before going live.
But once you cross the line into full-on fake UGC, you’re messing with the one thing that makes UGC powerful in the first place: trust. If your customers find out you’re using AI avatars to fake testimonials, it’s game over.
Use AI to support your process, not replace your people. The best-performing UGC still comes from real people, with real emotions, and real results.
There’s also a longer-term risk here: once everyone starts using AI-generated testimonials, the value of real human content will go up. The brands who’ve invested in authentic creator networks will have the edge.
Final Thoughts
If you’re running paid social for a beauty brand and you’re not using UGC yet, you’re leaving money on the table. It drives better performance, makes your brand feel more human, and builds trust at a time when trust is basically currency.
You don’t need to reinvent the wheel. You just need to find the people who love your product, empower them to tell their story, and give them a platform. That’s it. Simple. Scalable. Proven.
And if you’re still running Facebook ads with a 30-second slow-mo foundation pour over stock B-roll and moody music… please. Just. Stop.
We’re not in 2018 anymore.
The future is human. The future is scrappy. The future is UGC.
