Skincare routine flat lay

Skincare routine flat lay trend: how aerial photography of beauty products became a visual and cultural phenomenon on social media.

About this subject

The skincare routine flat lay is an aerial photographic composition that arranges beauty products on a flat surface, creating a visual narrative of a skincare regimen. This trend exploded on Instagram and Pinterest around 2018, driven by minimalist aesthetics and the self-care movement. In Brazil, documenting one's skincare routine became popular especially among 18-to-30-year-olds, who share their combination of moisturizers, sunscreens, serums, and tools like jade rollers and gua sha. The layout typically follows a chronological order: cleansing, toning, moisturizing, and sun protection. The choice of items reveals preferences for lightweight textures, native ingredients such as buriti oil and chestnut extracts, and packaging with clean design. Aesthetically, the flat lay values symmetry, pastel or neutral color palettes, and soft natural light. Brazilian cosmetic brands, such as Nivea, L’Oréal, and regional players, often use this format in digital campaigns to highlight launches. Interestingly, the photographic technique draws inspiration from architectural and interior design photography, hence the tag architectural photography: the arrangement of bottles and jars resembles the composition of structural elements in floor plans. Beyond a personal record, the skincare flat lay functions as a visual guide for followers seeking to replicate the routine. In the Brazilian context, the practice also reflects concerns about the tropical climate and intense sun exposure, making sunscreen a central item. Consumer data indicates that Brazil's skincare market reached about R$30 billion in 2024, growing 8% per year, and flat lay photography has become a key influencer marketing tool. This trend is expected to evolve in 2026 toward more sustainable compositions featuring recyclable packaging and vegan products, aligning with the demand for formula transparency.

Frequently Asked Questions

What is a skincare flat lay?

It is a top-down photo that arranges beauty products on a flat surface, typically following the order of a skincare routine such as cleansing, moisturizing, and sun protection.

Why is the skincare flat lay popular in Brazil?

Because it combines the visual aesthetics of social media with growing skin concerns due to the tropical climate, and it serves as inspiration for followers seeking practical and effective routines.

How to create a good skincare flat lay?

Use natural diffused light, organize products in the order of use, choose a harmonious color palette, and include elements like neutral backgrounds or decorative objects to add depth.