What changed
- First published. Thirteen brands read from the Meta Ad Library, one page of creative each, with the platform’s own library and active counts.
Which skincare brands run the most ads?
La Roche-Posay and Paula’s Choice each have more than 4,000 ads in the Meta library, with over 1,300 running at once. Indie brands like Topicals, Hero Cosmetics and Glow Recipe run under 110 each, and almost all of them are live.
The library count is every ad a brand has ever published on Meta; the active count is what was delivering at the read. The ratio between them says more about the account than either number alone: a brand with thousands of ads and a low active share is cycling hard, and one where almost everything is live is running a small, curated set.
| Brand | Ads in library | Running now | Shown here |
|---|---|---|---|
| La Roche-Posay | 4,904 | 1,521 | 30 |
| Paula’s Choice | 4,380 | 1,325 | 30 |
| Beauty of Joseon | 2,502 | 300 | 29 |
| The Ordinary | 2,469 | 723 | 30 |
| Tatcha | 1,531 | 527 | 30 |
| CeraVe | 833 | 318 | 30 |
| Glossier | 729 | 146 | 30 |
| Summer Fridays | 693 | 588 | 30 |
| Glow Recipe | 106 | 99 | 30 |
| Topicals | 76 | 35 | 30 |
| Hero Cosmetics | 72 | 72 | 30 |
| Youth To The People | 26 | 7 | 26 |
| COSRX | 8 | 0 | 8 |
What formats do skincare ads use?
Carousel leads, which is unusual. Across 363 creatives read, 47 percent are carousels, 42 percent video and 11 percent static. In most categories video takes roughly two thirds.
Skincare is a routine sold in steps, and a carousel is the only format that shows a sequence without asking for sound or attention: cleanser, serum, moisturiser, one card each. That is the likeliest reason this category inverts the usual mix.
| Format | Share of creatives read | What it is doing |
|---|---|---|
| Carousel | 47% | Routines, before and after, multi-product sets |
| Video | 42% | Application demos, creator testimonials, texture shots |
| Static | 11% | Offers, awards, single-product hero shots |
How long does a skincare ad run?
The median creative in this set ran 21 days. The top tenth passed 70 days and the longest was still running at 257. An ad that survives a month has cleared the bar the other two thirds did not.
Run length is the closest thing to a public performance signal these libraries publish. Nobody keeps paying to deliver an ad that is not working, so the ads still up after two months are the ones worth studying, and the three-day ads are tests you are watching fail in real time.
- Under a week: a test. Interesting as a signal of what a brand is trying, not of what works.
- Three to six weeks: the median band. It cleared the first read and is being given room.
- Past ten weeks: a winner. Copy the structure, not the product claim.
What do skincare ads actually say?
Three hooks dominate: a dermatologist or clinical credential, a named ingredient, and a routine framed in steps. Offers appear late and rarely lead.
- Credential: CeraVe leads with "#1 Dermatologist Recommended Cleanser Brand". The claim is the ad.
- Ingredient: peptides, niacinamide, SPF, retinol named in the headline rather than described.
- Outcome stack: "Improve fine lines, firm, smooth, brighten and hydrate" - four promises in one line.
- Play: The Ordinary’s "Enter the Pore Playground" is the outlier, and it is the one people remember.
One caveat worth knowing before you copy anything: these libraries are global. A single brand runs localised creative across dozens of markets, so the same concept appears in five languages with different offers attached. Read the market before you read the ad.
Where can I see every skincare ad, free?
Meta publishes all of them in its own Ad Library, free and without a login. Sprites reads the same libraries across Meta, Google and LinkedIn, shows each creative with its run dates and destination, and lets you follow a brand rather than search it again each week.
If what you want is not to browse but to act on it, that is the part Sprites does: it reads your own account beside the competitive set, proposes the change worth making, and makes it once you approve.
Every ads library on Sprites
Search any advertiser by name, or open the library for the platform you are buying on.
Frequently asked questions
Where can I see skincare ads that are running now?
Meta’s Ad Library publishes every ad running on Facebook and Instagram, free and with no login. This page shows one page of creative from thirteen skincare brands, read on 20 September 2026, with Meta’s own library and active counts beside each brand.
Which skincare brand runs the most ads?
Of the brands read here, La Roche-Posay has the largest library at 4,904 ads with 1,521 running, followed by Paula’s Choice at 4,380 with 1,325 running. Both operate across many markets, so a large share of that volume is localised versions of the same concepts.
What format works best for skincare ads?
Carousel is the most used format in this category at 47 percent of creatives read, ahead of video at 42 percent and static at 11 percent. That inverts the usual mix, most likely because a routine sold in steps fits a format that shows a sequence.
How long do skincare ads stay up?
The median creative in this set ran 21 days, the top tenth passed 70 days, and the longest was still running at 257 days. Run length is the closest thing to a public performance signal, since nobody keeps paying to deliver an ad that is not working.
What call to action do skincare ads use?
Shop now carries about 71 percent of the calls to action in this set and Learn more about 23 percent. Most skincare ads send straight to a product page rather than to a quiz or an email capture.
Follow the brands instead of searching them
Sprites reads Meta, Google and LinkedIn libraries for the advertisers you care about, shows every creative with its run dates, and runs your own campaigns off what it finds once you approve the change.