How Micro Creators Are Dominating the Skincare Space
20th November, 2025 |
Let’s be real, skincare content dominates Singapore’s social media. But lately, it’s not the huge influencers running the show. Here’s how micro creators are dominating the skincare space. Those authentic, relatable voices who turn their passion for skincare into trusted communities.
They’re showing up consistently, sharing their authentic journeys, testing products honestly, and building trust with real conversations around what’s working (and what’s not).
Meet the Creators Changing the Game
🧴Sharon Lim @sashimiskincare (27.2k)
An established creator on product science, Sharon excels at deep-diving into product formulation and application techniques empower her audience with purchase confidence.
Her detailed, dedicated videos establish her as an authority. She translates complex information into actionable consumer knowledge.
💄Jane Shah @makeupbyjaneshah (11k)
Jane successfully bridges the gap between skincare prep and professional artistry.
Her Valuable insights make her a trusted guide for consumers seeking products that enhance both skin health and cosmetic artistry.
✨ Codey Ong @codaythebayy (7k)
Codey is a go-to resource for curated product knowledge.
She excels at dissecting ingredient lists and providing straightforward reviews that build a smart, trusting audience ready to act on her streamlined recommendations.
💋Clara @clara.slays (7k)
Clara’s content driven proven performance, including one viral video achieving 10.5M views.
Specializing in trending makeup looks, she provides clear product listings and tutorials, making her creative styles highly accessible.
🎨Jackie Lau @jac_ussy (3.4k)
Jackie offers valuable brand alignment, having been invited to big Singapore luxury fashion and beauty events. They captivate the audience with high-concept makeup series and creative looks as demonstrated by a recent look that achieved 17.7K views.
Trust is the most valuable currency in skincare 🤲🏻
- Be Specific, Not General: Dominance in this space comes from owning a niche (e.g., ingredient breakdowns, sensitive skin routines, makeup prep), not trying to appeal to everyone.
- Show the Work: Audiences respond best to content that shows the process and the results of the skincare journey, proving that the advice is genuinely effective.
- Integrate Categories: Successful creators connect skincare to adjacent interests like lifestyle, fashion, or makeup, making the content relevant to a broader segment of the young audience.
✨ Want to work with brands, get PR drops, and access tools to grow your creator journey? Join our IC Inner Circle community!
You’ll get first access to brand collaborations, exclusive opportunities, and resources designed to help you level up your creator career.
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