The beauty launch playbook we’re using in 2026
Six weeks of lead time, three tiers of creator, one editorial anchor. Our current template for taking a new SKU from unboxing to sell-through.
Beauty launches have never been more crowded — or more measurable. Here’s the shape of the plan we’re running for skincare and colour clients this year.
Weeks -6 to -4: editorial anchor
One long-lead print or digital anchor. Founder access, product story, category context. This is what the creator tier borrows credibility from.
Weeks -3 to -1: tiered creator seeding
Twelve to twenty hand-picked creators, split across three tiers by audience fit — not follower count. Full-size product, personalised notes, no posting requirement.
Launch week: paid amplification
Whitelisted top-performing organic content becomes the paid social layer. Retail partners get co-branded assets 48 hours before public launch.
Weeks +1 to +4: sell-through
Second creator wave built specifically around reviews and results, not launch hype. This is where repeat purchase is won.