Science over stardom? Skincare brands are changing the face of beauty marketing

For years, celebrity faces have dominated beauty advertising, with actors, influencers and public personalities lending aspirational appeal to skincare brands. But as consumers become more ingredient-savvy and sceptical of marketing claims, the industry's trust equation appears to be shifting.

Today, dermatologists, cosmetic chemists, formulation scientists and medical experts are increasingly becoming the face of skincare communication. From explaining active ingredients and debunking myths to discussing product efficacy, brands are relying on expert-led content to establish credibility in an increasingly crowded and informed market.

The move reflects a broader change in consumer behaviour. Skincare buyers, particularly millennials and Gen Z, are no longer purchasing products solely based on celebrity endorsements. Instead, they are researching ingredients, comparing formulations and seeking evidence-backed recommendations before making purchase decisions.

Brands such as Minimalist, Foxtale, The Derma Co., Dr. Sheth's and CeraVe have built significant parts of their communication around science and education. Even legacy beauty companies are increasingly incorporating dermatologist-led campaigns, clinical data and expert explainers into their marketing mix, signalling a broader shift towards evidence-based marketing.

Industry executives say this shift is being driven by consumers demanding authenticity over aspiration, prompting brands to rethink both their messaging and marketing investments.

The rise of platforms like Instagram, YouTube and Reddit has also accelerated skincare literacy. Ingredient-focused creators, dermatologists and cosmetic chemists have amassed large followings by simplifying scientific concepts, making expert voices as influential as traditional celebrities.

Alok Malik, President & Business Head, India Formulations, Glenmark Pharmaceuticals, said consumers today are more informed about skincare and increasingly seek transparency around ingredients, efficacy and product claims. While aspiration continues to attract attention, he noted that trust is now being built through credible science, transparent communication and consistent product performance.

“Digital platforms have played a major role in accelerating this shift. Consumers now have access to expert views, ingredient information, product reviews, and real-world experiences at their fingertips. This has raised expectations and made transparency and scientific credibility far more important in building trust,” he said. 

Malik added that the shift is fundamentally reshaping the skincare category, influencing not only how brands communicate but also how products are formulated, tested and validated. In an increasingly crowded market, he said, brands need to back their claims with credible science, clinical evidence and consistent product performance. As skincare becomes a high-involvement category, consumers want to understand what works and why, making transparent communication and proven efficacy key to building long-term trust. While aspiration may generate initial interest, he noted that evidence and performance ultimately drive consumer confidence.

Bioderma India has witnessed a similar shift in consumer expectations, with educational content and dermatologist partnerships becoming a larger part of its marketing strategy.

Roshan Kunder, Director - Marketing, Ecommerce & Modern Retail, NAOS India (Bioderma India), said consumers today are more informed and increasingly seek scientific validation, ingredient transparency and expert-backed recommendations over celebrity endorsements. He added that long-term trust is built through clinical efficacy, transparency and consistent results rather than short-term marketing trends.

Kunder said, “At Bioderma India, our communication has always been rooted in science and dermatological expertise, so this is a natural area for us to invest in. Over the past two years, we have deliberately strengthened our spending on educational, science-backed content and on collaborations with dermatologists and skincare experts.” 

According to Kunder, the growing demand for credible, evidence-based information is driving the brand's expert-led communication. He said dermatologist advocacy and scientific education are central to building consumer trust, while celebrity endorsements serve a different purpose rather than competing with expert-led marketing.

While brands agree that scientific credibility is becoming increasingly important, they insist this does not signal the end of celebrity-led campaigns. Instead, marketers say the role of celebrities is evolving.

Experts note that celebrities continue to play a critical role in driving reach, recall and cultural relevance, particularly during product launches and mass campaigns. The difference is that brands are increasingly pairing celebrity appeal with scientific validation rather than relying on star power alone.

A growing number of campaigns now feature both ambassadors and dermatologists, allowing brands to build emotional connection while reinforcing product credibility. The trend is particularly visible in categories such as acne care, pigmentation, sensitive skin and anti-ageing, where efficacy claims require greater consumer confidence and regulatory caution.

As a result, marketers say budgets are gradually shifting from purely endorsement-led campaigns towards educational content, dermatologist collaborations and science-backed storytelling. While celebrities continue to command significant spends, brands are increasingly investing in formats that help explain ingredients, formulations and product efficacy.

Celebrity or influencers?

Agency executives say the shift is also evident in how skincare campaigns are being planned and executed, with creative strategies increasingly prioritising education and efficacy over aspirational messaging.

Harshit Arora, Founder & CEO, Growster, a marketing agency said, “Budgets are moving meaningfully toward educational, performance-oriented content. Creative briefs themselves are changing; a line like "this serum is my go-to" is giving way to "this serum works because it has salicylic acid, and here's why that matters for my skin." Clinical validation and proof points are becoming central to creative strategy because they build consumer confidence in a way pure endorsement no longer can.” 

Arora explained that celebrities remain effective in driving top-of-funnel awareness, but trust in skincare is increasingly being built through expert-led, science-backed communication. He noted that the strongest campaigns combine scientific credibility with celebrity appeal, while newer brands need to lead with ingredient education and proof of efficacy before leveraging celebrity associations. With consumers becoming more ingredient-aware and researching products through social media before purchasing, he believes this marks a long-term shift in how trust is built in the skincare category, where efficacy and safety are critical.

This evolution is also reshaping influencer marketing strategies, prompting brands to look beyond celebrity endorsements and adopt a more layered creator ecosystem.

Beyond dermatologists and cosmetic chemists, brands are increasingly collaborating with niche creators, including dermatologist influencers, formulation experts and skincare educators, alongside beauty and lifestyle creators. While the former help build credibility through science-backed education, the latter drive relatability, discovery and engagement, allowing brands to balance trust with reach.

Influencer analytics firms are observing a similar trend, with brands increasingly differentiating between creators who build trust and those who drive awareness.

Kalyan Kumar, Co-Founder & CEO, KlugKlug, said brands are increasingly reallocating spends from celebrities to a more nuanced influencer strategy. While celebrities continue to drive awareness, he noted that expert dermatologists and cosmetic chemists build credibility through scientific validation, while beauty and lifestyle influencers foster relatability and discovery. According to Kumar, the shift is not about replacing celebrities but about balancing rational trust with emotional appeal.

According to Kumar, the real shift is not from celebrities to experts, but towards more effective trust-building. He argued that while celebrities remain useful for awareness, expert voices provide the rational proof consumers increasingly seek, making scientific credibility a stronger driver of consumer trust in skincare.

“The split that actually matters is between experts and influencers. Dermatologists and cosmetic chemists drive rational benefit they're the reason someone believes an efficacy claim. Influencers drive emotional resonance and purchase intent. Skincare needs both. What it never needed was a celebrity doing either job,” Kumar concluded.