Becoming the most visible on TikTok SEO for skincare
The Challenge
Dermalogica - renowned for its skin therapist-led expertise - was falling behind on TikTok, where Gen-Z was flocking to discover beauty advice. So, they came to us with three key goals:
- Translate their professional, educational brand into content that resonates with TikTok-first audiences.
- Be discoverable for high-intent search terms.
- Drive authentic engagement - without relying on paid ads.
Educating through entertainment - SEO meets scroll culture
What We Did
We married TikTok SEO and educational storytelling to shift Dermalogica into Gen-Z’s “go-to" skincare source:
- 🧠 Keyword-first content: Identified search terms like “blackhead treatment” and “Prisma Protect” used on TikTok and built content to match intent
- 🎥 Video-led content calendar: Crafted informational yet snackable videos tailored for awareness, consideration, conversion, and retention
- 🔁 Cross-channel maximisation: Repurposed top-performing TikToks into Meta-organic and paid formats to maximise reach
- 📊 SEO in captions & metadata: Ensured every video and description was optimised for TikTok search algorithms
Our initial audit and strategy response focused on identifying where Dermalogica could own the conversation on TikTok. We began by analysing key insights across the skincare and beauty industry, diving into platform behaviours and trends shaping how Gen-Z interacts with skin education content. Using a mix of branded and third-party audience data powered by Rise at Seven’s proprietary tools-we built a full picture of the opportunity, audience needs, and where Dermalogica could win.
Our recommendations also included best-practice creative formats, suggested UGC creators, and a full content strategy tailored to TikTok’s unique scroll culture.
We developed a rolling monthly content plan, including creative video outputs tailored for both organic reach and paid amplification.
We mapped content opportunities across every stage of the user journey-from awareness to conversion and long-term retention, and implemented a robust TikTok SEO strategy behind every post. Finally, we adopted a cross-channel approach, repurposing the top-performing TikToks onto other platforms.
Driving category visibility on social search
The results
Alongside an ownable and repeatable social strategy, we produced over 100 pieces of content primed to engage with Gen Z, all equipped with TikTok SEO to ensure the brand ranked for both branded and non-branded key terms. We utilised carefully selected Gen Z creators to bolster our approach.
This campaign didn’t just perform - it elevated Dermalogica’s presence in a new digital era:
- 📍 #1 spot on TikTok for 20+ key skincare searches
- 🌱 4.5 million Gen-Z users reached through organic content
- 📈 78% spike in Gen-Z follower growth within 90 days
- 💬 250,000+ engagement actions - likes, shares and saves - without a single pound spent on paid media
Dermalogica went from TikTok latecomer to trusted skincare tutor, making their education discoverable, shareable, and beloved.
