Application and tutorial
A creator shows step by step how the product is applied, with close-ups of texture and result.
Industry: beauty and cosmetics
UGC for beauty and cosmeticsshow the application, back up the effect
With cosmetics, customers want to see how a product feels, how it applies and how it looks in everyday life. We film application, texture and testimonials with real people and make sure every claim about the effect can be backed up.
Who this page is for
This page is for brands and businesses that sell cosmetics or offer cosmetic services.
This includes manufacturers of skin care, hair care, make-up, natural cosmetics, beard care and fragrances, online shops for cosmetics, beauty studios, nail studios, hair salons, barbershops, and beauticians and make-up artists with their own business.
Typical goals in the beauty industry
In the beauty industry, what convinces most is what you can see: the texture on the skin, the application and the result in daylight.
Brands use UGC, meaning videos in the style of real customers, for ads on Instagram and TikTok, for product pages and for Reels, the short vertical videos on Instagram and Facebook. Studios and salons want to show how a treatment works and who performs it, so that new customers book their first appointment. In both cases it matters that different skin types, hair textures and age groups appear, so your audience can recognise themselves.
Suitable formats and services
These are the formats cosmetics brands and studios use most often.
Testimonial
A person describes their impression after using the product, based on a script that only contains claims that can be backed up.
Routine and unboxing
The product appears as part of a morning or evening routine or while being unpacked. This works well for Reels and ads.
Product and swatch photos
Photos of packaging, texture and colour swatches on skin for shop and channels. Photo packages start at €129 net for 5 images.
Brand identity
For new brands we develop logo, colours, font and templates that also work on small packaging and on social media.
Have your channels managed
For studios and salons we take over the content calendar, posts and community, from €990 net per month.
UGC price calculator
How much does your UGC video cost?
Set the number of videos, length, editing, hooks and usage. The calculator compares single prices and packages and shows you the lowest option in one minute, no sign-up needed.
Calculate your priceWhat to consider legally
For cosmetics, the law sets clear limits on claims about effects. These points generally apply and do not replace legal advice.
- Art. 20 of the EU Cosmetics Regulation (Regulation (EC) No 1223/2009) prohibits implying, in labelling and advertising, characteristics or functions the product does not have. This also applies to statements a creator makes in a video.
- Regulation (EU) No 655/2013 sets common criteria for claims about cosmetics: legal compliance, truthfulness, evidential support, honesty, fairness and informed decision-making. You should have evidence for every claim about an effect, such as a study or a user test.
- Cosmetics must not be advertised as curing or relieving diseases. Statements like "helps against atopic dermatitis" do not belong in cosmetics advertising.
- Before-and-after images must be genuine and unedited and must not contain a promise of healing. Filters, retouching or changed lighting between the shots make them misleading.
- For surgical cosmetic procedures, advertising with before-and-after comparisons is prohibited under § 11 (1) sentence 3 no. 1 HWG (German Act on Advertising in the Health Care Sector). Studios that offer treatments with a medical aspect should have their advertising checked legally in advance.
- Videos that run through a creator's account must be labelled as advertising.
Common mistakes
- Writing promises of effects into the script that cannot be backed up.
- Using beauty filters on the face while the video is supposed to show the effect of a product.
- Showing only one skin type or age group, even though the audience is broader.
- Recording before and after under different lighting conditions.
- Filming customers in the studio without first obtaining written consent.
- Presenting a testimonial as a genuine, independent customer review.
Price examples for cosmetics brands and studios
All prices are net, plus VAT. The customer bears product shipping costs.
Single video
€119
net, one-time
- 1 video up to 30 seconds
- 1 hook, vertical format
- unlimited organic use
- 1 revision, 10 working days after receipt of product or shoot date
Starter
€449
net, one-time
- 3 videos up to 30 seconds
- 2 hooks each, subtitles
- unlimited organic use, advertising 6 months
- 1 revision per video
Ads
€1,190
net, one-time
- 5 videos up to 45 seconds
- concept and script by us
- 3 hooks each, 2 formats
- advertising 12 months, 2 revisions
Updated:
FAQ
Frequently asked questions
Which claims about effects are allowed for cosmetics?
Generally allowed are claims that are true and can be backed up, for example by studies or user tests. The benchmark is Art. 20 of the EU Cosmetics Regulation and the common criteria of Regulation (EU) No 655/2013. If in doubt, you should have a claim checked legally before publication.
May I show before-and-after images for cosmetics?
For cosmetics, before-and-after images are not prohibited in principle, but they must be genuine, unedited and taken under the same conditions. Promises of healing are off limits. For surgical cosmetic procedures, § 11 HWG prohibits such comparisons in advertising.
Who writes the statements in the video?
In the Ads package, FNLY Social writes the concept and script, and you approve it. We only include claims about effects in the form you can back them up. Additions by creators that go beyond the script are cut out.
Do the creators really test the product?
The creators actually use your product during the shoot, so that texture and application look real. A testimonial is still advertising and should not be presented as an independent customer review.
Can you show different skin types and age groups?
Yes, we put together a suitable cast from our group of around 20 creators and on-camera talent. The subscription includes at least two different faces, and we agree on more in the quote.
Is UGC worth it for a single beauty studio?
Yes, if you want to win new customers through Instagram or TikTok. For studios, videos about how a treatment works and about the team are a good fit. If you do not want to look after the channels yourself, FNLY Social can manage them for you from €990 net per month.
May we film customers in the studio?
Only with consent under § 22 KUG (German Art Copyright Act), which you should obtain in writing, stating purpose, channels and duration. We generally shoot such scenes with our own on-camera talent, in which case consent is covered by our model release.
Beauty and cosmetics
Cosmetics you can see
Send us your product, audience and the claims you can back up. We plan videos for channels and ads from that.