The beauty industry has long been ruled by aesthetics: perfect skin, flawless models, viral TikTok trends. But in 2025, the conversation is shifting.

Where filters once dominated, facts now lead the conversation. Today’s consumers want more than glowy skin, they’re chasing credibility. And as traditional influencers leaned on aesthetics, a new type of voice is rising: the ‘dermfluencer’.

Skincare has gone scientific. Beauty has gone educational. And the brands paying attention? They’re building something far stronger than hype: trust.

It’s not just about the dermfluencers; it’s about how brands can evolve alongside them. Curious how to adjust your strategy? Keep reading for practical tips on staying relevant in today’s beauty market.

Who are Dermfluencers

Dermfluencers are more than skincare influencers. They’re trained professionals – dermatologists, estheticians, cosmetic chemists – who combine science with social storytelling.They break down active ingredients, debunk myths, explain what a damaged skin barrier actually is. And unlike the days of celebrity endorsements or influencer-only hauls, they back it up with evidence-based insight.It’s not just entertaining, it’s empowering. And followers? They’re loving it.A perfect example of this approach is IOAN, a skincare brand founded by Jens Fissers and Jani Kazaltzis. Jens holds a Ph.D. in pharmaceutical sciences and a deep passion for dermatology. IOAN combines high-performance skincare with the scientific insight that Jens brings to the table. It’s not just about the product, but about the science behind it.Jens uses his personal Instagram account, with 24K followers, and the account of IOAN to educate and inform his audience. He shares in-depth videos explaining key skincare concepts, such as the differences between retinol, retinal, and tretinoin, while simplifying the science behind skincare. Through IOAN, Jens ensures that the brand not only delivers effective products but also empowers consumers with the knowledge to make informed skincare choices.By educating their followers on platforms like Instagram, they drive more engagement to their website and build stronger, more trustworthy connections with their audience.

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3 Reasons

Why skincare advice from dermfluencers is gaining strong traction among Gen Z and Millennial consumers:

1. Education = confidence

In a saturated skincare market, knowledge is power. Explaining why your product works builds more trust than a ‘before and after’ photo ever could.

2. Myth busting is magnetic

Simple, clear facts like “Don’t mix these ingredients” or “Sunscreen is your most effective anti-aging tool” grab people’s interest. These simple truths are highly shareable, saveable, and ideal for viral TikTok stitches and reactions.”

3. Ingredient transparency

Today’s consumers demand more than vague claims like “natural” or “revitalizing.” They want to understand exactly what’s in their skincare and why it matters. Questions like “What does niacinamide do for redness?”, “How does hyaluronic acid hydrate?”, or “Can I safely combine this with vitamin C?” have become standard.

This shift toward ingredient transparency, backed by professional expertise, is changing how brands connect with their audience. Ingredient-focused content—such as clear breakdowns, comparisons, and routine guides—helps build trust and transforms curiosity into confidence.

It’s no longer just a trend; it’s a new baseline for meaningful beauty marketing.

What can you do

In today’s beauty landscape it’s no longer only about glowing skin and discount codes. To truly connect, brands must educate, empower and evolve.

Here’s how:

1. Make ingredient education part of your DNA

Don’t just list ingredients, help your audience understand why they matter and who benefits from them.

2. Collaborate with credible experts

Instead of only collaborating with traditional influencers, collaborate with dermatologists, pharmacists, or skin specialists to bring authenticity and depth to your storytelling.

3. Clarity is key

Keep your tone approachable and straightforward, as if you’re chatting with a friend who’s curious about skincare.

4. Embrace trends, but keep it real

Support your customers in navigating new trends, like skip-care or layering actives, by busting myths and encouraging a simpler, smarter skincare wardrobe. Help them separate hype from helpful and focus on routines that protect and nourish their skin for the long run.

The takeaway: consumers want connection and clarity. Brands that lead with transparency create loyal customers. Want your digital marketing to do the same? We’re here to help.