Sample Report

Consumer skincare routines & product reviews

A real category research report, generated by Virlo and shown here exactly as an agency would receive it for a client.

Research date

Sep 9, 2026

Platforms

TikTok, Reels, Shorts

Videos analyzed

240

Scope

Consumer GRWM, hauls & reviews — excluding dermatologist/clinical content

Source videos

Every video below is a real, currently-live post. Click through to the original.

TikTok2.3K followers

@asupriya2 · 5.8M views

Product demo with day-by-day progress for an acne cream provides compelling visual proof.

Instagram38.3K followers

@doctor.sahill · 5.3M views

Comprehensive night routine for all skin types offers broad appeal and detailed guidance.

YouTube13.1K followers

@kanishkarunija · 4.4M views

Basic skincare routine built around popular, accessible products (Cetaphil) appeals to a wide audience.

YouTube6.1K followers

@moodiee_bristi012 · 3.9M views

Visual, step-by-step tutorial of a basic beginner routine is highly actionable.

TikTok19.3K followers

@aroojmahi81 · 3.1M views

GRWM format combines makeup with skincare into one holistic beauty routine.

Performance comparisons

Creators who beat their own baseline — not just the biggest accounts in the niche. Each one is compared against their own average performance, not a raw view count.

Instagram@ugc.with.jais4.0K followers

UGC creator focused on affordable pharmacy skincare finds and practical, routine-forward reviews.

Usual

417.7K

This video

4.0M

Instagram@becomingherwithpooja547 followers

Casual, consumer-focused GRWM and routine videos with relatable, unpolished humor.

Usual

13.8K

This video

146.5K

Instagram@_raregems_537 followers

Concise, visually-driven guides that tailor product choices to individual skin concerns.

Usual

78.8K

This video

120.1K

Instagram@skincareglow111149.7K followers

Accessible GRWM-style skincare and product reviews with approachable on-camera demos.

Usual

1.2M

This video

6.5M

Observed patterns

Recurring themes across the 240 videos analyzed, ranked by how much of the sample they cover.

Affordable Skincare Finds & Dupes

20 videos · 95% confidence

Consumers are actively seeking budget-friendly alternatives that deliver comparable results to high-end products.

Side-by-side comparisons of high-end vs. drugstore products
Call out specific ingredients for efficacy
Haul format from budget retailers (Target, Trader Joe's)
Use 'dupe' terminology in captions and on-screen text

Beginner-Friendly Skincare Routines

14 videos · 92% confidence

Simplifying complex skincare steps into easy-to-follow guides reduces overwhelm for new users.

Numbered steps with clear product visuals
Focus on 3-5 core products (cleanser, moisturizer, SPF)
Address common beginner questions directly
'Cheat sheet' or guide format with text overlays

Korean Skincare Deep Dives

10 videos · 90% confidence

The allure of 'glass skin' and multi-step routines continues to drive engagement.

Multi-step routine demos (e.g. 10-step night routine)
Show product application with satisfying textures
Emphasize 'glass skin' or 'glowy skin' results
Feature known K-beauty brands

GRWM Skincare Focus

10 videos · 88% confidence

The 'Get Ready With Me' format builds intimacy and relatability.

Film in a personal setting (bathroom, bedroom)
Narrate steps and product benefits conversationally
Briefly incorporate other 'getting ready' elements
Use 'GRWM' in the hook or caption

Targeted Skincare for Specific Concerns

10 videos · 85% confidence

Addressing specific issues (acne, aging, skin type) directly resonates with audiences seeking tailored solutions.

Problem/solution framing
Highlight specific ingredients for a concern (e.g. retinol)
Show before-and-after or progress shots
Feature products marketed for a specific skin type

Simple vs. Complex Skincare Routines

5 videos · 80% confidence

Debating minimalist vs. multi-step routines taps into a common consumer dilemma.

Hooks like 'skincare doesn't have to be complicated'
2-3 step routines with accessible brands
Emphasize consistency over product quantity
Contrast '10-step' routines against simple ones

Suggested — not a finding

Ideas to test

These are recommendations built from the patterns above, not proven results on their own. Treat them as a starting point for briefs, not a guarantee.

→Open with 'GRWM' or 'Get Unready With Me' to build a personal, intimate connection.
→Use a 'haul' or 'finds' format from an accessible retailer to lead with affordability.
→Simplify a routine into a numbered 'cheat sheet' with on-screen text overlays.
→Add ASMR elements — product tapping, gentle application sounds — for a calming feel.
→Name the specific skin concern in the hook (e.g. 'acne-prone skin') to attract a targeted audience.
→Show real-time product application with on-screen text naming the product and its benefit.

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