Grow your beauty brand with WhatsApp messaging

Awareness

You can't sell if people don’t know what you offer. WhatsApp for Beauty Business helps you introduce your products in a way that feels personal and engaging. You can share product stories, benefits, and visuals using text, images, videos, and PDFs to get their attention. 

Consideration

Once someone shows interest, they’ll have questions about ingredients, usage, results, or even skin type suitability. With chatbots or live agents, you can instantly address their questions. With smart automations, you can guide them to the right products and help them feel confident about buying.

Purchase

Customers want a quick and seamless checkout process, where they do not need to switch between platforms. With WhatsApp, you can:

• Share product catalogs
  
  
• Enable quick purchases by letting customers explore your product and get instant answers without leaving the chat
  
  
• Generate payment links and detailed invoices to accept WhatsApp payments directly in chat

This makes checkout smooth and super convenient.

Post-purchase

The beauty shopping experience continues even after the checkout. WhatsApp helps you:

• Send real-time order updates and delivery tracking
  
  
• Share skincare tips and how-to guides
  
  
• Offer personalized recommendations based on past purchases
  
  
• Collect feedback to improve future interactions
  
  

How Benefit Cosmetics uses WhatsApp for business success

Benefit Cosmetics is a beauty brand, famous for its brow services and high-quality makeup.

To reduce call volumes to their stores, Benefit looked for a smarter way to manage bookings and engage customers. That’s where WhatsApp Business Platform stepped in.

Solution:

• Created a WhatsApp-based chatbot to interact with customers.
  
  
• Enabled customers to book, modify, or cancel appointments directly through WhatsApp.
  
  
• Offered FAQs, loyalty point checks, product availability, and more.
  
  

• Shared holiday-themed sticker packs.
  
  
• Used QR codes on branded taxis to drive traffic to WhatsApp.
  
  
• Ran Instagram contests connected to WhatsApp promotions.
  
  

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Dermalogica: Making skincare personal with WhatsApp

Dermalogica brought the in-store skincare consultation experience right into the phone.

They leverage WhatsApp Business to create real-time skincare consultations via WhatsApp.

Customers can send a text, photo, or even a voice note, and get advice from a trained cosmetician directly on WhatsApp.

Solution:

• Provide quick, human-like conversations that guide to the right products.
  
  
• Keep in touch post-purchase with tips, skincare routines, and exclusive offers.
  
  
• Give product recommendations tailored to customers’ needs.
  
  
• Test new campaigns.
  
  

Nivea: Personalized skincare consultations on WhatsApp

Nivea, Mexico, is a cosmetics and skincare brand known for products like moisturizers, cleansers, sunscreens, and lip care. The target was to boost engagement, attract new customers, and offer individualized skincare advice.

Solution:

• Promoted the experience through ads that click to WhatsApp, targeted at women aged 18–65+ in Mexico.
  
  
• Used WhatsApp Flows to create a seamless, quiz-like journey that led to tailored product recommendations.
  
  
• Enabled users to add recommended products to the cart and purchase directly.
  
  

Increased reach

As a beauty brand, you're likely catering to a wide range of consumers, different ages, genders, budgets, and lifestyles. But no matter who your ideal customer is, one thing is certain: they’re all on WhatsApp.

For example, if you are a makeup artist, you can share your cataloges with a large audience, or you can create broadcast lists to share personalized promos and offers for different audience segments.

People use WhatsApp all the time

Your clients already spend around 18 hours every month on WhatsApp, imagine nudging them with a mid-week serum tutorial when they're scrolling. That means your brand has multiple opportunities to pop up right when they are most engaged.

High open and click rates

WhatsApp messages see up to 98% open rates and click-through rates of 45-60%. With automated reminders for facials or consultation appointments, engaging campaigns like flash sales on bestselling serums, birthday discounts, and more, and hosting games like beauty quizzes followed by personalized beauty tips or product recommendations, you can get your audience to notice your brand.

Better engagement

WhatsApp feels like a personal chat, not a one-sided promotion. That’s why customers are more likely to respond to your messages, ask questions, and have meaningful marketing conversations. This helps you understand their beauty needs better and offer the right solutions. You can help your clients choose the best foundation shade or provide them with tips on how to use your skincare or haircare products.

Built-in shopping features

With WhatsApp, you can sell directly within the app. You can create product catalogs with all your products categorized based on skin or hair type, specific concerns, and more. Additionally, you can add checkout buttons, share payment links, and even collect payments, all without your customer leaving the chat.

Rich media sharing

On WhatsApp, you can send images, videos, audio notes, PDFs, and more. Whether it’s a how-to video for using a face serum or before-and-after shots of a product, you can share content that actually drives action.

Offer first purchase discounts

Persuade your customers to try your products by sending them a friendly WhatsApp message offering a discount on their first order. For example, you could say, “Hey! Here’s a 15% discount coupon just for your first lipstick purchase,” or offer a free mini lip gloss with their first order.

Share bestselling products

Highlight your most-loved products, which your customers can’t get enough of. You can share the ratings and reviews of your bestselling serums, facials, or other products to build trust and show potential buyers what’s trending.

Highlight celebrity mentions & media features

Share the news if your products have been featured by influencers, magazines, or celebrities. For example, you might say, “Did you know our hair growth serum was recently featured in Vogue?” It builds credibility and makes your brand feel aspirational.

Promote sales and discounts

Create excitement with flash sales on bestselling serums, festive discounts, or this or that quizzes that lead to personalized tips and offers. For example, run a “this or that makeup” quiz to ask for makeup preferences and follow up with product links.

Offer shopping assistance

Combine chatbots and human support to answer product questions in real time. Help customers pick the right face wash, shade, or routine,  like a virtual beauty advisor. 

Inspire with visual content

Send lookbooks, video tutorials, or how-to guides directly on WhatsApp to inspire and educate your customers. 72% of consumers want to learn about a product through a video. You can share:

• Day to night skincare rituals
  
  
• Seasonal beauty trends in a carousel of images
  

Create a buzz with pre-orders

If a product is out of stock or about to launch, allow pre-orders through WhatsApp. You can ask customers to reserve limited edition makeup kits before the actual launch to create a buzz. Announce pre-orders 1–2 weeks before launch to build anticipation.

Send order confirmations

Send a confirmation message right after a purchase that includes the payment status, estimated delivery, and customer support links. Automate confirmations WhatsApp API, so your customers receive instant updates.

Recover abandoned carts

Send gentle reminders when someone leaves something in their cart. Add a touch of personality, offer help, or even throw in a small discount. Trigger reminders 24 hours after cart abandonment. For example, “Hey! You left your serum waiting—can we help you decide?”

Notify when products are back in stock

If an item your customers wanted was sold out, let them know when it’s back. This will make customers feel valued and encourage quick action. For example, “Hey! Great news! Your favorite foundation is back. Use code BACK10 for 10% off—limited time only!”

Send personalized product recommendations

Use WhatsApp to recommend beauty products based on what a customer has browsed or purchased before. For example, after a client buys a moisturizer, suggest a complementary serum via WhatsApp. Personalized messages show you care, and often lead to more sales. 76% of customers are more likely to purchase from a brand that offers personalized recommendations.

Run contests and giveaways

Everyone loves freebies. WhatsApp for Beauty Business is a great way to promote beauty contests or giveaways. For example, offer free samples for the best user-submitted skincare tip, so customers can try your beauty cosmetics. If they love the product, they might repurchase or even share it with their friends on their social media.

Share WhatsApp newsletters

Send monthly updates on new launches, trending blogs, beauty tips, or limited-time offers. Make it visually appealing with emojis and short, catchy text. Limit newsletters to once a month to avoid frustrating the customers.

Use surveys and quizzes

Send a quick quiz to help customers find the right product, such as a skincare routine match or foundation shade finder. It’s fun and interactive and leads to better conversions.

Make customers feel special

Give your VIP WhatsApp group early access to new skincare, haircare, or cosmetic collections, exclusive deals, or behind-the-scenes content. Send exclusive perks quarterly or around major launches. Let loyal customers feel like insiders.

Promote loyalty programs

Let customers know they’ve earned reward points or benefits to retarget them. Send reminders to redeem those points or use their member-only discounts. For example, you could say, “Glow up time! You’ve earned 500 points—redeem them today for 20% off your next skincare or makeup purchase!”

Also read: 5 ways to engage your customers on WhatsApp Business

There’s a higher demand for beauty and skincare

The pandemic brought a renewed focus on self-care and wellness, especially skincare. As a result, the demand for beauty and personal care products has grown significantly.

Competition has skyrocketed

The beauty and skincare industry is booming. Globally, it’s expected to generate revenue of US$677. 19bn in 2025. Naturally, more brands are entering the space, and existing ones are scaling quickly, making it harder to stand out.

Customer acquisition is getting expensive

With more brands fighting for attention online, the cost of acquiring a customer (CAC) has gone up sharply. And while spending more to acquire customers isn't unusual, the challenge in beauty is that customer loyalty is low.

Shoppers love experimenting with new brands, so your average customer might not stick around long. Considering that the average Lifetime Value (LTV) is just $188, high CAC can eat into your profits fast.

Social media is driving real revenue

Despite the rising costs, social media remains a powerful revenue channel. That said, ad budgets are also rising. From the total ad spend in the beauty industry, digital advertising makes up around 34.1%.

This makes it crucial for D2C beauty brands to have a smart, well-planned social media marketing strategy not just to survive but also to scale profitably.

Guided selling campaign – Man Matters

Man Matters is a wellness platform for men that offers products for hair, weight, skincare, sexual health, sleep, and more, along with expert consultations.

They use guided selling both on their website and WhatsApp. On WhatsApp, they focus on helping goal-oriented customers find exactly what they need.

Here’s how they do it:

• A conversational chatbot asks simple, targeted questions to understand the customer’s wellness goals.
  
  
• Based on the answers, it recommends the most suitable products and gives the customer the option to buy now.
  
  
• Throughout the conversation, the bot is interactive and human-like. It shows empathy and lets the customer control the buying journey.
  
  
• The chatbot also shares helpful visuals, video tutorials, and key product information at the right moments to keep the experience smooth and informative.
  
  
• It highlights offers at the right time to increase conversions and even recommends complementary products to boost cross-sells and upsells.
  

Abandoned cart campaign – Bombay Shaving Company

Bombay Shaving Company, known for its premium grooming products, has a smart strategy to recover abandoned carts using WhatsApp.

Here’s what makes it unique:

• The brand uses a drip campaign model, sending messages at timed intervals. These messages remind the customer about their uncompleted cart and offer help with any product doubts.
  
  
• If the customer still doesn’t respond, a personalized discount is sent to encourage them to complete the purchase.
  

CSAT campaign – WOW Skin Science

WOW Skin Science offers holistic beauty products across hair, skin, and body care categories.

Their strength lies in their CSAT (Customer Satisfaction) campaign on WhatsApp, which includes:

• Order confirmation with details like order ID and total amount.
  
  
• Shipping updates that reassure customers their order is on the way.
  
  
• A friendly feedback request, which makes customers feel heard and appreciated.
  

Arata

Arata offers eco-friendly, toxin-free body care products. While the brand is active on WhatsApp, a few missed opportunities prevent it from delivering a standout customer experience.

Here’s what Arata is doing right:

• Provides order updates at every stage, which helps keep customers informed
  
  

• Sends feedback requests and post-delivery guides (like how to use the product)

• Shares offers and discounts
  
  
• Gives personalized recommendations along with an option to chat with a human agent
  
  

Sanfe

Sanfe is a brand focused on body care. They’ve made good strides in WhatsApp marketing, but some areas need refining.

What Sanfe is doing well:

• Sends timely abandoned cart reminders to recover lost sales
  
  

• Runs loyalty programs, promotional offers, and discounts to keep customers engaged

• Offers a chat option with a live agent, which adds a personal touch
  
  

Where it needs improvement:

• Sanfe uses multiple WhatsApp numbers, which can confuse customers and create a fragmented experience.
  
  
• The chatbot isn’t functioning efficiently, especially regarding product recommendations. When a user selects a category from the menu, the bot often responds that no products are available.
  

1. Are there any privacy concerns when using WhatsApp for client communications in the beauty industry?

While WhatsApp offers end-to-end encryption, businesses must use WhatsApp Business API responsibly. They should avoid sharing sensitive data, ensure client consent, and comply with data protection regulations like GDPR.

2. Can WhatsApp be integrated with other booking or scheduling systems commonly used in beauty salons?

Yes, WhatsApp can be integrated with booking and scheduling systems with the help of platforms like Gallabox. This integration helps salons automate appointment confirmations, reminders, and customer service, streamlining the client experience while saving time for staff.

3. Can WhatsApp be used to send appointment reminders and follow-ups to beauty salon clients?

Yes, WhatsApp is a great tool for sending automated appointment reminders and personalized follow-ups. It helps reduce no-shows, keeps clients engaged, and adds a personal touch to customer service.