Case studies
Industries
Resources
TikTok Collection
NEW
6 min read
Table of Contents
Cosmetic brands are increasingly turning to user-generated content (UGC) to build trust, drive engagement, and bring real-life inspiration to their digital pages. With Flowbox, they are seamlessly collecting and showcasing their UGC, from homepage galleries and product pages to emails, ads, and even offline materials.
Here’s how some of the most forward-thinking beauty and cosmetics brands are putting UGC to work.
Hebe is a leading Polish cosmetics retailer offering a wide range of skincare, makeup, and personal care products. Known for their trend-focused catalog and strong online presence, Hebe puts customer experience at the heart of their strategy.
On the homepage, Hebe uses Flowbox to feature a dynamic UGC gallery that highlights real people using their products. The layout blends naturally with the rest of the site and showcases a curated mix of photos from micro and nano influencers, community members, and everyday customers.
Each post in the gallery is shoppable, linking directly to the featured item—bringing authenticity to the homepage while building trust, inspiring new beauty routines, and encouraging product discovery in a more community-driven way.
Apohem homepage: Showcases soft-edged UGC tiles that echo the brand’s calm, wellness-led aesthetic—creating a layout that feels both curated and approachable.
OnlineCosmeticos homepage: Built around a clean, grid-style layout where square-format UGC blends seamlessly into the visual flow—keeping the focus on products while adding a layer of authenticity.
Franck Provost’s homepage: Features rounded corners and highlights real salon results—bringing a polished, premium look to the site while keeping the feel warm and accessible.
Mamita Botanical is an independent Spanish skincare brand rooted in simplicity, sustainability, and the power of botanicals. Their thoughtful approach to formulation and transparency has helped them build a loyal following.
On Mamita Botanical’s product pages, they use Flowbox to display real-life content from customers using the specific product. The UGC includes short videos and photos sourced from social media, showcasing daily skincare routines and authentic results.
The content is shoppable and links directly to the product or products being used, helping shoppers understand how the item fits into real routines. This creates a more confident and informative purchase experience, while still aligning with the brand’s clean and minimal design.
By placing UGC directly on product pages, Mamita Botanical combines trust-building content with a seamless path to purchase.
Manicura PRO’s product pages: feature shoppable video content from real users, seamlessly integrated into the layout to offer a clear, hands-on view of how tools and accessories perform in everyday routines.
Parfym.se’s product pages: UGC gallery is placed just below the product details, subtly woven into the page design to offer instant social proof and support confident purchase decisions.
Blivakkerr’s product pages: feature UGC of real customers styling specific items—blending naturally into the layout to give a relatable, real-world view of fit, finish, and everyday use.
Jean Louis David is a French salon brand known for its fashion-forward hair styling and strong brand identity across Europe. With decades of experience and a loyal client base, the brand blends trendsetting looks with everyday style.
Their Lookbook page acts as a curated UGC gallery—highlighting real customers and salon-goers showcasing their latest cuts, colours, and styles. Powered by Flowbox, the feed features images pulled from social media using branded hashtags.
Visitors can filter the Lookbook by cut, colour, balayage, or length—making it easy to find styles that match their own hair goals. The layout reflects the brand’s editorial tone while giving the spotlight to real people—helping reinforce trust and keep the salon experience feeling personal.
By creating a dedicated space for real-life style inspiration, Jean Louis David strengthens its connection with the community and empowers visitors to visualise their next look with confidence.
Haarshop’s brand pages act as mini community hubs, each featuring real customer content for the brands they carry. With Flowbox, these pages highlight how people are using products in their daily routines—creating a sense of connection and inspiration that goes beyond traditional product listings.
Haarshop is a Dutch retailer specialising in professional haircare, styling tools, and salon essentials. With a focus on both professionals and everyday beauty enthusiasts, the brand’s online store is designed to be clean, helpful, and community-aware.
Even Haarshop’s 404 page doesn’t go to waste. Instead of displaying a standard error message, Haarshop uses Flowbox to feature a gallery of real customer photos and videos—highlighting people using their favourite hair tools and products.
By bringing community content into an unexpected place, Haarshop turns a frustrating moment into one that still feels on-brand, visual, and helpful. It gently nudges users to stay engaged and explore the site further—keeping the experience positive, even when things don’t go as planned.
KICKS is one of the Nordics’ largest beauty retailers, offering a curated mix of skincare, makeup, and fragrance from leading and emerging brands. Known for its sleek omnichannel strategy, KICKS uses Flowbox to add an extra layer of personalisation across its email marketing.
In their abandoned cart emails, KICKS features a curated selection of user-generated content showing real people using or wearing the products customers left behind.
This subtle integration of community visuals reinforces interest, helps build trust, and adds social proof right when it’s needed most. By showing how others have used the same products, KICKS increases the chances of turning hesitation into purchase—without feeling pushy or overly promotional.
Perfumería Laura is a Spanish beauty retailer that blends professional product knowledge with a personal, boutique-style experience. With a strong emphasis on community and trust, the brand actively encourages customers to share their product experiences.
On their website, Perfumería Laura uses Flowbox’s media uploader button feature to let customers send their own photos and videos directly, without social media platforms involved. Whether it’s a snapshot of a newly purchased product or a short demo of how it’s used, the feature helps the brand grow a meaningful library of real-life content.
Having the media upload feature on Perfumeria Laura’s homepage not only invites customers to be part of the brand story—it also simplifies content collection and boosts engagement. It’s a low-effort, high-impact way to turn satisfied shoppers into active contributors.
Ziaja España is a pharmacy-grade skincare brand with a clean, clinical tone and a wide product range. Their UGC is presented in a square grid layout, which keeps the gallery clean, uniform, and easy to browse—perfectly matching their minimalist branding.
This structure helps keep the content focused and product-led, giving customers quick visual feedback without overwhelming the page.
DMujeres is an Ecuadorian beauty brand that focuses on real stories and everyday beauty. Their UGC is displayed in a vertical format, especially on their homepage and shoppable video feeds—mirroring the natural feel of TikTok and Instagram Reels.
This mobile-first layout offers an immersive, familiar experience, making it easy for customers to connect with content that feels native to how they already consume beauty media.
Neve Cosmetics is an Italian beauty brand known for its colourful, vegan formulations. On its product pages, Neve features both still images and UGC videos—short clips showing customers applying or wearing the specific item being browsed.
This keeps the content focused and informative, giving shoppers quick insights into texture, finish, and colour payoff in a real-world context.
Nederlandse Kappersakademie is a Dutch hairdressing school with a professional but creative online presence. Their UGC gallery uses a layout with rounded corners and soft frames, which softens the design and gives it a more editorial feel.
This design keeps the site feeling approachable and student-friendly while maintaining a clean and polished look.
Miin Cosmetics is a Korean beauty retailer based in Barcelona, known for its expert curation of clean, effective skincare products. Their aesthetic is soft and minimal, with a focus on education and skincare rituals—which carries through into their ad content as well.
As part of their content strategy, they incorporate UGC videos from TikTok into MiiN’s existing product page galleries and content feeds—featuring clips from creators showing how they use the products in everyday routines.
This approach allows Miin to showcase a broader range of formats within the same visual space, combining content from different platforms. It reflects how skincare content is consumed across channels, while keeping the experience consistent and user-focused.
User-generated content isn’t just a trend—it’s a powerful tool for building trust, driving engagement, and bringing real results to life. From homepage displays and product pages to community galleries, TikTok-style videos, and abandoned cart emails, cosmetics brands are using UGC in creative, impactful ways.
With Flowbox, it’s easy to integrate real customer content into every step of the shopper journey—helping beauty brands stay visually cohesive, community-led, and truly connected to their audience.
Book a demo with Flowbox or contact your CSM to implement similar UGC galleries and boost your brand sales.
