In this article
Key takeaways
- Video is 79% of skincare ads: results on skin do not come across in a still image.
- Cash on delivery appears in 19% of skincare ads, more than any category we studied, and "WhatsApp message" is the button on 21%.
- Skincare copy is longer: a median of 84 words, against 59 for perfume.
- Meta's policy forbids addressing viewers' personal attributes ("Struggling with acne?"); write about the product, not the viewer's flaws.
Skincare in numbers
2,933 ads for serums, sunscreens, moisturising and brightening creams, makeup and at-home devices, from 601 advertisers. The UAE (1,195) leads Saudi Arabia (912), then Kuwait (451).
The category's live numbers are on the skincare ads page.
What skincare ads say
- Cash on delivery first: buyers want to see the product before paying, especially from an unknown store.
- Urgency: "limited time" and "limited stock" in 17%.
- Authenticity and expiry: "original" and "recent date" reassure buyers.
- Fewer discounts: only 10%, because skincare sells on results, not price.
Store or WhatsApp?
Skincare ads end in a WhatsApp chat more than perfume and abaya ads: buyers ask about their skin type and how to use the product before ordering. Landing-page builders such as LightFunnels are also more present here, selling one product with cash on delivery. Read WhatsApp ads.
Meta policies: why skincare ads get rejected
- Personal attributes: do not address the viewer's condition: "Struggling with acne?" or "Your dry skin…" can be rejected. Write "A serum for smoother skin" or "A routine for acne-prone skin".
- Before-and-after images: restricted for health and weight-loss products, and skin pictures can be rejected if they look exaggerated. Show use and texture instead.
- Medical claims: "treats", "cures" and "guaranteed results in 3 days" are not allowed.
- Registration: in Saudi Arabia cosmetics often need registration with the Saudi Food and Drug Authority before sale.
A rejected ad keeps getting rejected, and repeated violations can restrict your ad account. Read Meta's policies before launching.
Skincare ad formats that work
- The routine: the steps on camera, morning and evening.
- Texture: a close-up of the serum or cream on the hand.
- A creator: a real trial in a natural style, not a TV commercial.
- Ingredients: vitamin C, niacinamide, hyaluronic acid, in plain words.
- A bundle: a full routine at a special price.
Half of the skincare ads that stated a price sit between 135 and 666 (riyals or dirhams), with a median of 300, often for a bundle.
