Why Beauty Brands Are Leaning Into Sensorial Satisfaction for Social Media

The Rise of Sensorial Beauty

BYOMA Co-Founder and CEO Marc Elrick says sensoriality was always part of his brand’s vision because “people are more likely to build consistent skincare habits when products feel effortless and satisfying to use.” What’s evolved, however, is the way consumers share those experiences. 

“Platforms like TikTok have created a visual language around texture, packaging, and routines,” says Elrick. Naturally, BYOMA’s built-in clicks and clacks have made noise (did you catch that one?!) on the app. Ultimately, though, he says performing on social media wasn’t the initial goal, the way educating consumers about skin barrier protection and smarter skincare decisions has been from the jump. 

Aside from being fun to watch, BUBBLE founder and CEO Shai Eisenman says these engaging “Get Ready With Me (GRWM)” videos lead people to connect to skincare on a deeper level.

“People aren't just watching products being applied,” the entrepreneur says. “They're watching routines, rituals, and recommendations from people they trust. It's less about selling and more about sharing. If a product ends up in someone's GRWM, that's not because it was designed for the camera. It's because it earned a place in their everyday routine. To me, that's always the goal. Create products that people trust, love using, and come back to long after the video is over.”

Can Sensorial Design Replace Product Performance?

A game-changer that beauty’s current era has ushered in: brand founders who realize you don’t have to sacrifice one branding element for another.

“Today’s consumer expects products to fit seamlessly into their lifestyle,” explains Elrick. “They want

science they can trust, packaging that’s intuitive, and routines that feel enjoyable, not intimidating. The brands shaping the future of skincare won’t ask consumers to compromise. They’ll combine credible science with thoughtful design, making skincare both highly effective and genuinely enjoyable to use.”

For Eisenman, there was never any doubt that BUBBLE’s product would be efficacious and fun to use.

“It was always part of our philosophy,” she says. “From the beginning, we believed people shouldn't have to choose between products that actually work and products they genuinely enjoy using. For years, skincare felt like it belonged in one of two worlds. It was either overly clinical and intimidating, or it focused so much on aesthetics that performance became secondary. We never believed those had to be opposites. At BUBBLE, we start with science. But we also believe skincare should be something you look forward to—the texture, the packaging, the application.”

Does Every Beauty Brand Need a Sensorial Experience?

“For an unknown brand, sensory cues give people something to understand instantly,” says Kantrow. “A texture they can almost feel through the screen. A sound that signals quality. A ritual that feels ownable. A visual payoff that makes the product make sense before the claims do.” While Kantrow believes sensorial elements to some extent are key, they shouldn’t distract from the product itself, or stray from what the brand represents.

“That does not mean every product needs to foam, crackle, drip, bounce, sparkle, or scream for the algorithm,” he shares. “In fact, most should not. The sensory component has to be native to the brand and useful to the product. Otherwise it becomes a circus. The real question is not, ‘Can this go viral?’ The better question is, ‘Can someone feel what this brand stands for in three seconds?’”

From Eisenman’s perspective, efficacy is obviously key, but with so many products on the market, having items consumers actually enjoy using is part of the draw. 

“People want products backed by real science, developed responsibly, and deliver visible results,” she explains. “But they also want products that fit naturally into their lives … The experience simply helps people build healthy skincare habits. If someone loves using a product, they're much more likely to be consistent with it, and consistency is what delivers results.”

What Makes a Great Sensorial Beauty Product?

Backing up Kantrow’s sentiments above, Eisenman makes it clear a product shouldn’t be designed with the intention to make a splash on social media. Sensoriality should be implemented into a product for the sake of user experience.

“Consumers are incredibly good at spotting when something was created just to go viral,” Eisenman shares. “That doesn't build lasting brands. Instead, obsess over the real experience. Is the product intuitive to use? Does the texture feel beautiful? Does the packaging make sense? Does every interaction make someone want to reach for it again tomorrow? When you get those things right, people naturally want to share them. At the end of the day, social media amplifies a great product. It doesn't create one.”

Kantrow adds: “The easiest place to begin is with friction. Where does the consumer touch the product? What does that moment currently feel like? Can the cap have a better snap? Can the pump feel more precise? Can the texture have a more memorable payoff? Can the carton open in a way that feels considered instead of disposable? Can color, material, weight, scent, finish, and sound all point to the same emotional world?” 

Final Thoughts

Sensoriality implemented into beauty products is almost a given in 2026—the same way consumers spoke about “clean” or “sustainable” in 2020. But according to experts, the fact that these products do well on social media is only a coincidence, because they’re really only being developed this way for ease of use. Experts agree that products with playful or sleek packaging, clicks and clacks, and fun, effective formulas are the whole package. With so many products on the market, users will opt for what they enjoy using in every which way.