The Wilow Ad Index

Beauty & Skincare
on Meta.

Five numbers, with the typical range wherever it measures the same thing, so you can see where you sit and what to do about it.

Based on 34 brands and 1,549 live ads · Markets: DK, GB, NO, SE, US · Last updated 26 August 2026

How often should I launch a new ad?

5.5

new ads per week

Typical range 3.2 to 10.8 per week

Across the 34 beauty & skincare brands we track, the typical brand launches 5.5 new Meta ads per week. We can only count ads that are still running, so the real figure is a little higher.

If you are below thisFewer launches than most means fewer chances to find an ad that works. Getting to 3.2 per week, the bottom of the typical range, is the first thing to fix.

If you are above itYou launch more than most. Look at the last block: if none of them lasts 90 days, you are launching without learning.

How many landing pages do I need?

different pages

Typical range 2 to 9.5 pages

The typical brand across the 34 beauty & skincare brands we track sends its live ads to 4 different pages on its site, rather than putting everything on the homepage.

If you are below thisEverything lands on the same page, so every ad gets the same experience. Try a page per product or offer.

If you are above itMore pages than most. Check each one is still being sent traffic; a page no ad points at is just upkeep.

How much of it should be video?

65%

of live ads are video

Typical range 45% to 82.8%

Video is 65% of the typical brand's live ads across the 34 beauty & skincare brands we track. The rest are stills, so video is part of the mix rather than all of it.

If you are below thisVideo is a smaller share of your mix than most. Turn your best still ad into a short video and see whether it holds up.

If you are above itYou lean on video more than most. Keep some stills in the mix so you are not paying video prices for every test.

Do I need creators?

29%

of brands run paid creator partnerships

29% of the 34 beauty & skincare brands we track run at least one ad made with a paid creator or partner, so creators are a choice rather than a requirement.

If you are below thisYou are with the majority. Not a gap you have to close; one creator test tells you whether it is worth more.

If you are above itYou are in the minority that uses creators. Tag them as partnerships in Meta so the reach shows up on their page too.

How do I know if anything is working?

50%

of brands have no ad that has lasted 90 days

50% of the 34 beauty & skincare brands we track have no ad that has stayed live past 90 days. Meta stops spending on ads that do not work, so an ad still running after 90 days is the one honest performance signal in public data.

If you are below thisNothing you run has earned a long life yet. Before launching more, find the one ad that has come closest and give it a proper budget on its own.

If you are above itYou have proven winners. Keep them running, and make your new ads variations of them rather than fresh starts.

The brands this is built from

Every brand in the panel, one row each. Creators means the brand runs at least one paid partnership ad. Proven winners are ads still live after 90 days.

Brand	Live ads	New / week	Pages	Video	Creators	Proven winners
Glow With ConfidenceNO, SE	147	19.5	13	52%	no	62
BlissyNO, SE	122	5.3	2	27%	no	99
PureDermSE	95	4.7	1	81%	no	71
Dr.Stine AnkerstjerneNO	93	21.6	7	52%	no	0
GlowieDK	89	20.7	1	71%	no	0
Medik8GB	83	19.3	15	53%	yes	0
Kiki GlowSE	83	3.7	1	39%	no	67
LYMAGB	77	17.9	14	65%	yes	0
Skin RocksGB	72	12.8	19	51%	yes	0
Hair SyrupGB	57	13	14	44%	no	1
Iconic LondonGB	49	11.4	13	20%	no	0
CeraVe SkincareUS	48	11.2	8	100%	yes	0
Éclat.seSE	45	5.8	6	36%	no	4
Dr. SquatchGB	43	9.1	14	79%	yes	4
Dr SebaghGB	42	9.8	19	60%	yes	0
Aurea Gold SverigeSE	39	9.1	1	38%	no	0
ScandiEssentialsSE	36	8.4	1	83%	no	0
Dermalane ClinicSE	36	0.9	3	94%	no	32
GlowtoxxSE	32	7.4	2	44%	no	0
LNDA by Linda JohansenNO	31	3.7	6	48%	no	12
REFYGB	30	7	7	77%	yes	0
The OrdinaryUS	30	7	10	90%	yes	0
Positiv HudplejeDK	26	5.3	7	65%	no	3
Sundae BodyGB	21	4.4	5	95%	no	0
ScandinavianSmoothSE	19	4	2	21%	no	2
KoreapureNO	18	4.2	1	100%	no	0
Clearskin SverigeSE	18	0	3	72%	no	18
CopenhagenTANDK	15	0	3	0%	no	15
ScandifaceSE	14	3	2	93%	yes	1
YOUCAREDK	11	0	2	82%	yes	11
AromateketNO	10	0.7	4	60%	no	7
Swedenfy nowNO	7	1.6	3	100%	no	0
Perfect touch bysamiaSE	6	0.5	2	100%	no	4
The Faculty SwedenSE	5	1.2	4	80%	no	0

Want to see the ads themselves? The best beauty & skincare ads on Meta shows the individual ads, ranked by reach.

How we know this

Every number here is read straight from live Meta ads, through the free Wilow Ad Library. A brand joins the panel when someone looks it up in the tool, so the panel is real advertisers, not a hand-picked list, and it grows on its own. An industry only gets a page once it has 25 brands behind it.

What the data cannot tell you: Meta shows when an ad started, never when it stopped, so we can say a brand has nothing old still running, never that its ads died. It cannot show spend, clicks or sales. And the launch rate only counts ads that are still live, so it is a floor.

Written by Kole Ogundipe, founder of Wilow. How these numbers are built, and where the method falls short.

Republish any figure on this page with credit to Wilow and a link back to it. Cite it as: The Wilow Ad Index, Wilow, 26 August 2026, trywilow.com/ad-index-beauty-skincare

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