How CeraVe Transformed into Gen Z’s Go-To Skincare Brand [TikTok Case Study]

Who created CeraVe, and how did it turn into one of Gen Z’s favorite skincare brands? The story begins in 2005 when Tom Allison co-founded CeraVe with a team of dermatologists. Their goal was simple: make affordable, science-backed skincare available to everyone.

Fast-forward to 2021, and CeraVe became a $1 billion brand. But it was not only the dermatologist-developed formulas that fueled growth. Clever marketing, from TikTok influencers to a Super Bowl campaign featuring Michael Cera transformed CeraVe into a cultural phenomenon for young audiences.

At House of Marketers, we always preach the critical role that positioning and brand strategy play in a brand’s success, and we are sharing our insights about how CeraVe combined clinical credibility with viral social media strategy to win over Gen Z.

Who Created CeraVe? TikTok Case Study on Gen Z’s Skincare Favorite

CeraVe was co-founded by Tom Allison in 2005, with the goal of creating effective skincare products that were accessible to everyone. The brand collaborated with dermatologists from the outset to develop formulations that addressed common skin issues. This partnership ensured that the products were not only effective but also safe for a wide range of skin types and conditions. The brand’s emphasis on quality ingredients and clinical backing laid a strong foundation for its later success​​.

Nearly two decades later, that credibility helped power bold marketing moves. In 2024, CeraVe grabbed attention with a Super Bowl campaign starring Michael Cera. The playful ad blurred fact and fiction asking whether “CeraVe was created by Michael Cera” and went viral across Social Media. 

The Campaign was so successful that it was recognised by Adweek as one of the 25 best Big Game commercials of the past 25 years, cementing the brand’s cultural relevance well beyond the skincare aisle. It reinforced the brand’s quirky personality while keeping the focus on dermatologist-developed trust.

https://www.youtube.com/watch?v=EVePyMTFciI

Now, the beauty industry has undergone significant transformations, driven by the rise of social media and the increasing importance of influencer marketing. The growing trend of “skinfluencers” – influencers who focus on skincare routines and product reviews – has reshaped the way consumers discover and engage with beauty products​.

CeraVe’s strategy diverges from the more visually driven approaches of Glossier and The Ordinary. Instead of focusing on aesthetic appeal, CeraVe emphasises its clinical efficacy and dermatologist-developed formulations. This focus on functionality over form has resonated with a generation that values straightforward, effective skincare solutions. By prioritising substance over style, CeraVe has carved out a niche in the crowded skincare market.

“Part of turning this (CeraVe) brand into something that’s cultural is finding the brand’s best self,” said Adam Kornblum, VP and head of global digital marketing at CeraVe. “It’s about showing who we are. Once you find [the brand’s] best self, it becomes a bit easier to communicate who we are and what we stand for”​ (Glossy)​.

CeraVe’s TikTok Strategy 

CeraVe’s rise on TikTok was not accidental. The brand built a clear strategy that combined authentic voices, expert credibility, and grassroots participation. This mix gave Gen Z a reason to trust the products and a platform to share their own experiences.

Partnering with Authentic Influencers

CeraVe worked with influencers who already used and trusted its products. Hyram Yarbro, one of TikTok’s most influential skincare creators, openly praised CeraVe cleansers and moisturisers. His support felt genuine because it was based on real use, not just sponsorship.

• Hyram’s videos introduced CeraVe to millions of Gen Z users.
• His reviews gave the brand visibility in skincare conversations happening on TikTok.
• This partnership signalled that CeraVe was more than a drugstore brand — it was part of the new skincare culture.

 

@hyram

AD: You’re Cleansing Wrong 😬 w/ @cerave 🙏 #skincarebyhyram #cleanseyourskinweek

♬ original sound – Hyram

Highlighting Dermatologist Expertise

From the start, CeraVe has been developed with dermatologists. On TikTok, the brand reinforced this by partnering with dermatologists who also create content. This allowed CeraVe to show both its clinical roots and its cultural relevance.

• Dermatologists explained ingredients like ceramides and niacinamide in accessible ways.
• Their authority built trust, especially among users wary of skincare fads.

The brand stayed consistent with its message: dermatologist-developed and science-backed.

@cerave Meet our Balancing Air Foam Cleanser ✨💙 Designed for normal to combination skin — especially those managing oiliness & dryness at once. ✔️Lightweight, controls oil, cleanses impurities, & dermatologist-developed. 💙☁️ #CeraVe #FoamCleanser #SkincareRoutine ♬ original sound – CeraVe

Encouraging User-Generated Content

CeraVe did not rely on influencers alone. The brand encouraged everyday users to post their skincare routines featuring its products. This created a stream of relatable, grassroots content.

• The hashtag #CeraVe grew to billions of views.
• Communities formed around shared experiences with CeraVe routines.
• User participation gave the brand authenticity and momentum that traditional ads could not replicate. 

@italianbach It’s my pleasure to inspire you guys every day 😌 @CeraVe #cerAwardsUKI ♬ original sound – ItalianBach

 

The Results

CeraVe’s influencer marketing strategy yielded impressive results. During a 12 month period, the brand saw a significant increase in earned media value (EMV), generating $594,000 as opposed to $465,000 EMV, respectively, establishing a substantial rise from the previous year​​. Hashtag mentions of #DrugstoreSkincare and #AffordableSkincare were pivotal to this.

The brand’s collaboration with skinfluencers alone contributed to a 64% increase in EMV, highlighting the impact of strategic influencer partnerships​​. Additionally, the brand saw a surge in social media engagement, with the hashtag #cerave garnering billions of views on TikTok.

Marketing Insights and Lessons Learned

As a TikTok and social media marketing agency, we understand how crucial positioning and brand strategy are in helping brands grow. Here are five key methods that contributed to CeraVe’s extraordinary growth on social media, leading to its extreme popularity among Gen Z:

1. Building Genuine Relationships with Influencers

CeraVe’s success underscores the importance of nurturing long-term relationships with influencers who genuinely believe in the brand. This authenticity translates into more impactful endorsements and attracts new fans through the influencers’ genuine enthusiasm. 

Brands looking to replicate this success should prioritise finding influencers who are already fans of their products, as their endorsements will come across as more genuine and trustworthy. 

2. Adapting to Market Trends and Consumer Feedback

CeraVe demonstrated agility by responding to new market demographics and utilising consumer feedback to guide its marketing strategies. The brand’s ability to pivot and include social media influencers in its campaigns showcases the importance of being responsive and data-driven in marketing. Monitoring social media trends and actively engaging with consumers can provide valuable insights that help brands stay relevant and competitive.

3. Adapting Your Strategy to the Platform, Not Your Brand

CeraVe’s success on TikTok highlights the importance of adapting marketing strategies to fit the platform rather than altering the brand’s core identity. CeraVe managed to engage effectively with Gen Z without compromising its brand integrity using TikTok’s unique features and viral potential while maintaining its core values of clinical efficacy and affordability.​ 

4. Maintaining Brand Integrity While Expanding Reach

CeraVe managed to expand its reach to a younger audience while staying true to its core values of affordability and efficacy. Instead of trying to compete with other brands, they stayed true to their brand values and highlighted them to win-over a new audience subset – Gen Zs. 

This balance is crucial for brands looking to grow without alienating their existing customer base. By maintaining consistent messaging and focusing on product quality, CeraVe was able to attract new customers while retaining the trust of its loyal user base. We advocate for this balanced approach to ensure that brand expansion does not compromise the brand’s original values and promises.

5. The Power of Education and Transparency

CeraVe’s emphasis on educating consumers about the benefits of its ingredients played a significant role in building trust and credibility. In a market where consumers are increasingly savvy and sceptical, providing transparent and educational content can differentiate a brand from its competitors. 

Brands should invest in creating content that not only highlights the benefits of their products but also educates consumers about the science behind them. Our agency has successfully implemented similar strategies, focusing on transparency and consumer education to build stronger brand-consumer relationships.

6. Leveraging the Power of Social Media

CeraVe’s success on TikTok demonstrates the power of social media in amplifying brand messaging and reaching new audiences. By encouraging user-generated content and engaging with influencers, CeraVe was able to create a viral marketing campaign that significantly boosted its visibility and credibility. 

Brands should explore emerging platforms and trends to find new ways to connect with their target audience. Our agency specialises in leveraging social media platforms to create impactful and viral campaigns, similar to CeraVe’s approach.

Conclusion

CeraVe’s strategic use of influencer marketing, focus on educational content, and ability to leverage social media trends have cemented its status as a skincare staple for Gen Z. By staying true to its core values of clinical efficacy and dermatologist-developed formulations, CeraVe has successfully navigated the competitive skincare landscape and connected with a younger, digitally savvy audience.

Brands aiming to replicate CeraVe’s success should prioritise authenticity, responsiveness, and maintaining their core values while adapting to new market trends. Building genuine relationships with influencers, focusing on transparency and education, and leveraging the power of social media are crucial steps to creating impactful marketing campaigns that resonate with modern consumers.

At House of Marketers, we specialise in helping brands achieve this kind of success. If you’re looking to elevate your brand and connect with a wider audience through effective social media influencer campaigns and strategies, we invite you to contact us. Let us help you build a strong, engaged community and drive significant growth for your brand. 

Reach out to House of Marketers today to learn more about how we can help your brand thrive in the digital age.