In 2025, attention is harder to earn than ever. Algorithms are smarter, consumers are more skeptical, and ad fatigue is real. What still cuts through all that noise? Emotion.

I wrote this guide because I believe emotional marketing isn’t just a “nice to have” anymore, it’s essential. If you want people to remember your brand, talk about it, or buy from you, tapping into emotion is your best bet.

In this article, I’ll break down how emotional marketing works, the four core emotions that drive action, and share 15 real examples to inspire your next campaign.

Let’s get into it.

As impressive and complex the modern world is, and the grand business tools that come with it, that's not really what convinces an audience to buy your products.

So what does?

Good, old-fashioned, heart-to-heart stories...

... aka Emotional Marketing.

Why?

At the end of the day, consumers are human beings with complex emotions and even more complex stories. In fact, a major part of our ability to survive so well in this world and out-compete many of our brethren in the animal kingdom is owed to our complex emotional capacity. Our ability as human beings to recognize emotions in others and to feel the same feelings as others is profound.

It's a concept that has been studied to death in Social Psychology and has since moved into the business world, informing marketing teams around the world on how to connect with potential customers through their ad campaigns.
And boy does it work.

Not only does emotional content performs nearly twice as well as fact-based content, but people are also more likely to make decisions based on emotions rather than facts.

No matter your budget or your toolset, adding an emotional marketing strategy will help you connect with your potential customers and boost sales. I'll break it down in this article and then give you 15 solid examples that you can learn from.

The 4 Emotions of Emotional Marketing (+15 Examples of How to Evoke Them)

• What is Emotional Marketing
• How Emotional Marketing Works, and the 4 Strongest Emotions
• Happiness = More Shares
• Sadness = More Clicks
• Fear/Surprise = More Loyalty
• Anger/Disgust = Viral Content
• Different Emotional Marketing Strategies To Evoke Emotions
• Emotional Branding
• Emotional Advertising
• Storytelling
• 15 Examples of Emotional Marketing

What is Emotional Marketing

Emotional marketing is a type of advertising that uses basic emotions, such as happiness, fear, or anger, to elicit a consumer response. This can typically lead to more social shares and purchases of the advertised product. It can also lead to customer loyalty as trust builds between your brand and the customers as well as improved customer experience.

Basically, emotional marketing connects with people at the core of their feelings.

Whatever the marketing message may be, whether it uses positive emotions like happiness or negative emotions like fear, it moves people to act with an emotionally based response.

And when people are acting out of emotions (which is most of the time), they don't use rational thinking that might otherwise prevent them from social sharing or purchasing a product.

Emotional marketing can happen anywhere in your digital marketing, from your social media posts down to writing your product descriptions. You can use emotions to elicit certain behavior from your customers every step of the way.

Before we get into how to create an emotional marketing strategy, let's first look into how emotions work.

How Emotional Marketing works

Most marketing articles will claim that there are only 4 basic emotions (there are tons more than that) to use in your marketing message if you really want to drive some kind of response (ie more sign-ups, social shares, or purchases). While there are nearly 30 identified emotions that humans experience on a minute-by-minute basis, they mostly stem from these four core groups of emotions: happiness, sadness, fear, and anger.

Emotions are so much a part of our living experience as human beings that we experience at least one emotion 90 percent of the time. That's over 21 hours of the day that we are feeling some kind of emotion, meaning that we are emotional beings even when we sleep.

And if you've ever woken up deep in a dream, then you know that to be true.

It's not just that, though.

Emotions came to be a survival mechanism in our developing brains, making up for the fact that we weren't as strong or as fast as our competitors. Though we couldn't out-climb, out-run, or out-hunt other animals in the natural world, we could out-think them, finding creative solutions to survival problems and learning about the danger before it threatened our lives.

This is all thanks to our big, beautiful brains.

And emotions played a major role in it as they helped us learn when to pay attention to danger (that's why fear is such a valuable emotion) and when to know that we can trust another person (love and happiness are essential to our survival for this reason).

They are so much a part of who we are that they are in the oldest part of our brains, often called the 'reptilian brain' in reference to how far back they go in our evolutionary development. The rest of our brain, such as the prefrontal cortex where our personality and decision-making abilities reside, was formed around our reptilian brain, which sits like a ball at the top of our spinal column deep inside the folds of our cortex.

All this to say: emotions are a BIG part of who we are.

And everything we do, from the clothing we wear to the people we love, stems from our emotions.

So yeah, creating a content marketing strategy that taps into human emotions is a really good idea. Luckily for you, marketing teams big and small have already studied this and learned a few things that you can easily incorporate into your own marketing campaigns.

Happiness = More shares

Before you can convince people to buy your product or service, you first need to convince them to trust your brand. One of the best ways to do that is by getting your brand in front of them. This is called 'brand awareness' and is a crucial yet often overlooked first step in the buyer's journey. This is why influencer marketing is so popular and why social media has become a powerhouse for brand awareness—and why everybody shares positive messages.

Social media provides an endless audience and with the right content, you can expand your reach tenfold. If that's what you want to do, then create a few campaigns that focus on positive emotions, such as happiness and joy. Emotionally positive content spreads faster on social media via social sharing than any other type of content.

Sadness = More clicks

If it bleeds, it leads.

Another branding strategy that many companies use is to build an emotional connection with their target audience by touching on negative feelings, such as sadness. Sadness is a human emotion that naturally brings people together for support. When our emotions first developed, sadness was an emotional response that came in handy when people needed help and support the most, such as with major loss or difficult situations. This helped us survive, pulling on this innate emotional response to get through whatever tribulations we faced.

Now, in the 21st century, we can use this emotional response to intrigue others and have them virtually gather around for support. By sharing content that elicits an emotional reaction of sadness, then you will likely garner more clicks and engagement on the post as humans naturally want to learn more about it. While it's not necessarily advisable to create entire emotional marketing campaigns centered on sadness, it is a useful tactic to use when you're looking for more engagement on your content.

Fear/Surprise = More loyalty

When we experience negative feelings, such as fear, we naturally look for comfort and reassurance. What scientists have found is that this is even true branding. Surprisingly, people feel more loyal to a brand that was present during a scary situation than to brands that were present during a pleasant situation. The most common example of this is with product placement in movies or video games where fear is induced. When a brand or logo is present during a fearful event, people show more brand loyalty than if the logo were present during a joyous event. While this marketing strategy is powerful, but not necessarily a good fit for all brands because it doesn't always make sense for a brand to scare its target audience.

Anger/Disgust = Viral content

Another strategy that many marketers shy away from is using anger and disgust in their emotional marketing strategy. Unlike happiness and sadness, which mostly just pulls on the heartstrings of the audience, anger and disgust can elicit an intense emotional reaction from readers...

...which often turns into actual action, like sharing, forwarding, or commenting on the piece of content.

This doesn't mean that you should purposefully upset your reader or provoke your target audience with incendiary comments, though. Instead, marketers will often choose a controversial topic related to their niche that already garners emotional reactions from people without the help of their advertising campaigns.

Environmentally conscious brands, for example, might share factual content about the massive impact that single-use plastic has on our soil and water in hopes of provoking strong emotional reactions in their target audience. When you approach these topics at an emotional level, then you're more likely to get an emotional response. In terms of digital marketing, this means more engagement with the content, which, in turn, leads to virality.

Different Emotional Marketing strategies to evoke emotions

Okay, so we know that emotional stimuli can get your brand some attention or even lead to viral content. But what is the point of releasing all of these emotional triggers if it doesn't actually lead to sales? Before you experiment with emotionally charged marketing campaigns, be sure that you understand their purpose and how to employ them.

There are basically three different marketing strategies that are used to evoke emotions: emotional branding, emotional advertising, and general storytelling.

Emotional Branding

Emotional branding is the process of building a meaningful relationship between your brand and potential customers by provoking basic emotions. Hallmark, for example, provokes positive feelings of love and happiness just like Nike provokes feelings of awe and inspiration. Ads with emotional content are often used to help develop this brand image. By building emotional meaning into your brand, you are better able to create a lasting response that is deeply intertwined with your brand. This helps develop trust and brand loyalty over time, which ultimately influences buying decisions, like choosing your brand over your competitors.

Emotional Advertising

Emotional advertising is directly related to the types of advertisements that are placed by the company in order to evoke emotions, raise awareness around their brand, and build trust with their target audience. Emotional ads can be used both to establish a brand and contribute to a larger discussion about current events or tragedies. Airbnb, for example, launched its “Let’s Keep Traveling Forward” campaign following the 2018 US travel ban. While this particular marketing message doesn't necessarily encapsulate their entire brand, it certainly speaks to its target audience at an emotional level that helps promote trust and even brand loyalty.

Storytelling

The tactic that brings it all together, the marketing goals and customer loyalty, is storytelling. Storytelling is an art form that has been used since the beginning of human existence and, just like human emotion, is a craft that was developed for survival. After all, if you can accurately portray a valuable lesson that will not be forgotten for generations, then your offspring will be better for it. So being able to tell a story well not only helps you connect on an emotional level but also helps others remember your story—and brand—for a long time. The goal of storytelling is to be so good at it that customers remember your brand when they are in the decision-making process just before purchasing a product.

15 examples of Emotional Marketing

Now that we’ve touched on a few basic emotions and different emotional marketing strategies to accompany them, it’s time to look at real-life examples of emotional marketing. You don’t need to copy them (it might be weird if you do), but take a look at how each of these brands talks very little about themselves or their products. Instead, they talk about a bigger issue that, of course, can be quite emotional.

1. Always #LikeAGirl Campaign

Always, a company that sells feminine products, flipped the age-old insult ‘like a girl’ on its head by launching an entire campaign that looked at all of the amazing things that girls and women are doing both in sports and in the world. The #LikeAGirl campaign not only turned a lot of heads but also won a lot of hearts…

...and possibly customers.

2. Gillette’s “Perfect Isn’t Pretty” Emotional Advertising Campaign

Gillette released a moving video that highlighted four Olympic athletes as the Rio Olympics approached in 2016. It showed that being perfect, which is loosely defined as Olympic-worthy athleticism, takes a lot of sacrifice and pain. Though Gillette only sells razors, which are vaguely incorporated into the commercial, the brand created an emotional pull in its audience by aligning itself with the hard workers of the world. While viewers may not be sure what kind of product features Gillette can offer, they do know what kind of mission the brand stands behind. And this will come in handy when buyers are ready to purchase new razors.

3. P&G “Thank You, Mom - Strong”

Another super emotional campaign released for the 2016 Rio Olympics was created by P&G, which highlighted the mother’s role in our lives. In this video, we watch Olympic athletes remember how their mothers encouraged them and comforted them as children, which helps them have the courage to compete in the Olympics. P&G is a company that encompasses a wide range of products all meant for the home, so it’s a powerful move to do a little emotional branding on the home aspect of their company just as millions of people sit down to watch their commercial from home.
‍

I dare you to watch it and not cry.

4. Gatorade’s “The Boy Who Learned To Fly”

In this creative commercial, Gatorade utilizes storytelling to convey an emotional message that helps its audience bond with both the brand and the main character, Usain Bolt. As Usain Bolt becomes a household name around the world, so too does Gatorade for sponsoring him. It’s a smart move that all brands can learn from.

5. Airbnb’s “Let’s Keep Traveling Forward” Campaign

Just like I mentioned above, Airbnb took a stance against the US travel ban in 2018 by launching the “Let’s Keep Traveling Foward” campaign. In it, they referenced a super controversial piece of legislation that banned a list of countries from traveling to the US due to their religion and/or role in certain American-centered international political scandals. Understandably, many people around the world were appalled by this move, including the founders of Airbnb. They used this opportunity to incite anger in their audience and to provide a positive beacon to cling to.

6. Lysol “Protect Like A Mother”

Rather than boasting all of the chemicals in their disinfectant sprays, Lysol pulls on the heartstrings of their customer base of mothers by promising that they “protect like a mother”. This message empowers mothers and validates all that they do, which likely positions the brand as one that mothers can trust. It’s a smart yet simple move to build trust and loyalty in their customers.

7. Lean Cuisine #WeighThis Campaign

This campaign cuts right to the heart of the experience of losing weight, which is also, coincidentally, what Lean Cuisine offers a solution for. By connecting with their target audience on a deeply emotional level, it makes the often difficult topic of weight issues a little less difficult.

8. Apple’s “Think Different” Campaign

This video was part of Apple’s “Think Different” campaign, which proved to be a huge success by winning numerous awards, including the 1998 Emmy Award for Best Commercial.

Interestingly, the “different” in “Think Different” was meant to be a noun, not a grammatical mistake that some claimed it to be.

9. Google’s Search Stories Campaign

Google’s Search Stories showcase a series of videos where individuals have used Google services to improve their lives or solve problems.
This particular video shows how a helicopter rescue team was able to save an entire family with the help of Google Maps.

10. WWF’s Emotional Ads Evoke Big Emotions

The WWF doesn’t mess around when it comes to speaking about the negative effects of climate change. They’re known for creating emotionally charged images that either provoke anger, fear, or awe, all in hopes of compelling action in their target audience.

11. Patagonia Speaks Out About Climate Change

While most of the world doesn’t seem to care much about the Earth or its animals in the face of climate change, Patagonia was certain about one thing: we care at least about ourselves. So when they post a picture of a child that is ‘facing extinction’, it’s naturally going to cause some emotional reactions in those who view it. Even if the viewers aren’t compelled to tell Congress how they feel, they might remember this brand the next time they go shopping.

12. Nike’s “Believe in Something” Campaign

Nike took a bold step in this emotional ad campaign by aligning with an athlete most known for kneeling during the national anthem in protest against police brutality against African American men in the US. As a result, half the nation was outraged and burning their Nike products in protest. The other half was applauding the brand and investing in Nike products to support the brand. As for Nike, no matter which side you’re on, they were the talk of the nation that year.

13. Volkswagen’s Lemon Campaign

The challenge: Selling a German car to Americans 15 years after WWII.

Volkswagen’s Lemon ad featured a Beetle that had a small blemish on the chrome strip on the glove compartment and had to be replaced. Their minimalism in their marketing campaigns, coupled with their perfectionism, set Volkswagen apart from other carmakers.

14. Procter & Gamble’s “The Talk” Campaign

When Procter & Gamble released “The Talk”, they were referencing something that is often swept under the rug in the United States, causing quite a stir in both blacks and whites alike. It’s a powerful reminder of just how important open communication is in families as well as the protector role that mothers naturally hold. This commercial put on display a very harsh reality that black families face in the US, evoking a whole host of emotions, from anger to awe.

15. AFL’s “I’d Like To See That” Campaign

The AFL released the “I’d Like To See That” campaign, touching on the women’s empowerment movement that has been taking place over the last century. In the video, they highlight all the different ways that women are excelling in sports, evoking pride and awe in its viewers.

Professor Jonah Berger has spent a decade investigating what makes things go viral. This is part of a series of his research into the 6 principles of virality (STEPPS):

Contagious: Jonah Berger's 6 STEPPS to Viral Marketing

1. Social Currency – We share to look good in front of others.
2. Triggers – We share what’s at the top of our minds.
3. Emotion - We share what we care about. [You are here!]
4. Public - We imitate what we see people around us doing.
5. Practical value - We share what has value to others.
6. Stories - We share stories, not information.

Another great way to invoke people's emotions through marketing is through reciprocity. Reciprocity marketing has proven on many occasions to be very successful. Why? Check out our article on reciprocity marketing here.

Beauty affiliate programs are still one of the most rewarding ways to earn online and the opportunity is only getting bigger. The global cosmetics market is projected to hit over $758 billion by 2025, and the clean beauty movement continues to surge, with the clean beauty market expected to reach $22 billion by 2026.

Whether you're a beauty lover who loves sharing go-to products or a content creator looking to monetize your platform, affiliate marketing is a smart way to turn your recommendations into revenue. By partnering with top beauty brands, you can earn commissions for promoting products your audience already loves (or will soon fall in love with).

But let’s be real: I think there are way too many affiliate programs out there, and not all of them are worth your time. That’s exactly why I put together this list of the top 30 beauty affiliate programs in 2025. I wanted to help you cut through the noise and find the ones that are actually worth joining, so you can start earning with confidence.

What does affiliate marketing mean for the beauty industry?

Affiliate marketing is important in the beauty industry for several reasons. First, the beauty industry is highly competitive, and affiliate marketing allows businesses to reach new audiences and expand their customer base. By partnering with affiliates, beauty brands can tap into their audience's trust and influence, which can lead to increased sales and brand recognition.

Second, the beauty industry is driven by consumer preferences and recommendations. Affiliate marketing enables influencers and bloggers to promote beauty products that they genuinely use and believe in, providing their audience with valuable recommendations and personalized product suggestions. This can lead to increased customer loyalty and repeat business.

Finally, affiliate marketing allows businesses to track their marketing efforts and measure their return on investment (ROI). By providing affiliates with unique tracking links and commission rates, businesses can accurately measure the impact of their affiliate marketing campaigns and optimize their strategies accordingly.

Overall, affiliate marketing is an important tool for businesses in the beauty industry to reach new audiences, build customer loyalty, and measure their marketing efforts.

Top 30 beauty affiliate programs in 2023

Herbivore Botanicals

Herbivore Botanicals is a natural skincare brand that values safety, effectiveness, and the power of nature. They offer an affiliate program for individuals who share these values and are interested in promoting Herbivore products. The program rewards affiliates with a competitive commission on all applicable sales and offers bonuses and perks for high-performing affiliates. Affiliates also receive exclusive access to offers and rewards for their followers and may receive free samples and products as select partners.

The Detox Market

The Detox Market is a leading retailer of natural and organic skincare, makeup, and wellness products. They are committed to curating only the best products, free from harmful chemicals, and offer a wide range of clean beauty products that are both effective and safe for everyday use. The Detox Market also offers an affiliate program where participants can earn 10% of sales by promoting their products through their website or social media channels. 

Paula's Choice

Paula's Choice is a skincare brand that prioritizes smart skincare choices backed by scientific research. Their products are effective, safe, and fragrance-free, as well as cruelty-free. With their affiliate program, participants can earn a competitive commission rate of 7% with no cap, and a 30-day cookie duration. Affiliates also have access to private offers, exclusive newsletters, and new product launches. Additionally, influencers and content creators may receive product seeding opportunities.

Function of Beauty

Function of Beauty is a brand that offers custom beauty products made with clean ingredients that are vegan and cruelty-free. The brand is passionate about partnering with individuals and publishers who share their values and excitement for custom beauty. With their affiliate program, partners can earn dynamic commissions on all sales made through their posts and links. They also provide access to exclusive promotions, banners, and creative assets, as well as early knowledge of new launches and exciting newsletters with special promotions, content, and codes.

Glossier

Glossier is a makeup and skincare brand that offers minimal and natural makeup products. They offer an affiliate program for those who want to promote and earn commission on their skincare, makeup, body care, and fragrance products. The program offers a 10% commission on all sales, as well as exclusive invites to events and product launch sneak peeks. 

Tarte Cosmetics

Tarte Cosmetics is a makeup brand that believes in breaking down beauty boundaries and using high-performance, natural ingredients. They are committed to creating cruelty-free cosmetics that deliver real results. The Tartelette affiliates program is available for social influencers, bloggers, and vloggers who are fans of their products. Affiliate partners will earn a commission every time their audience shops using their recommendations. Tarte provides all the necessary tools to help promote their products. 

Kiehl's

Kiehl's is a renowned luxury beauty brand that specializes in naturally-derived skincare, body care, and haircare products. Founded in 1851, Kiehl's has grown to become an iconic global brand, offering personalized beauty advice to both men and women. Their affiliate program allows partners to earn commission by promoting Kiehl's products on their website. With a 30-day cookie window period, real-time reporting and sales tracking, and access to updated product feeds, banners, and visuals, it's an excellent opportunity for affiliates to earn up to 8% commission on every sale. Additionally, affiliates will receive regular newsletter updates, and visitors can enjoy free shipping on all orders. 

Natura

Natura is a personal care brand that values sustainability, veganism, and cruelty-free beauty products. They are looking for nature-lovers, wellness and beauty-enthusiast bloggers, publishers, and content creators to join their affiliate program. Members of the program can earn a commission when their readers and visitors purchase any products from Natura's website. Natura is a purpose-driven company committed to using business as a force for good, and they offer exclusive newsletters, product sneak peeks, special offers, and promotions to their affiliates. They also provide free shipping for orders over $50, free samples with every order, commissions starting at 6%, and additional incentives based on 1:1 negotiations.

Farmacy Beauty

Farmacy Beauty is a natural skincare brand with a mission to cultivate conscious beauty. They offer an affiliate program that anyone can apply to be a part of, and it's free to sign up. Once accepted, affiliates can earn up to 15% commission on every purchase made through their unique affiliate link. The program is a great way to earn money while promoting a brand that is dedicated to using clean, naturally derived ingredients in its products.

Sephora

Sephora is a well-known beauty brand that provides customers with the largest and most diverse selection of beauty products available online. With over 200 of the most sought-after brands and 13,000 products, there's something for everyone. By joining their affiliate program, members can earn commissions on all products without brand restrictions. In addition, the program offers exciting promotions, exclusive newsletters, product sneak peeks, and affiliate-only special offers and promotions. Best of all, it's free to join, and affiliates can take advantage of everyday free shipping over $50 and free samples with every order.

Violet Grey

Violet Grey is a prestige beauty brand that offers over 100 niche and luxury brands, curated by Hollywood’s top makeup artists and experts. Their invitation-only affiliate program allows members to earn a commission from Violet Grey. Affiliates can earn up to a 12% commission with a 30-day referral cookie. Affiliates can promote key items via Violet Grey's product data feed, so their visitors can discover the best in beauty.

L'OCCITANE

L’Occitane is a well-known brand that offers a wide range of beauty products, including skin care, fragrances, bath and body products, men's products, hair care, soaps, and an extensive home collection. The brand follows the principles of phytotherapy and aromatherapy to create natural and organic formulas that are dermatologically tested for skin tolerance. Their Affiliate Program offers up to 6% commission on all sales for content sites, a 30-day cookie window, real-time reporting and sales tracking, exciting promotions, banners, and creatives, access to a product feed, collaboration opportunities, exclusive affiliate offers, free delivery, and free samples with all orders, regular newsletters, and a dedicated account manager for affiliate support. 

Fresh Beauty Co.

Fresh Beauty Co. is an online beauty retailer that offers customers access to over 600 of the most coveted beauty brands and more than 60,000 luxury cosmetic products. Their range of products includes everything from cult classic luxury brands to hard-to-find and emerging brands. By joining the Fresh Beauty Co. online affiliate program, members can earn commission by providing their audience with access to this diverse selection of beauty products. Additional benefits include a safe and secure online shopping experience, free worldwide shipping, a rewarding loyalty club, and access to Australian customer service and support.

Luxe Botanicals

Luxe Botanicals is an award-winning, eco-luxury skincare brand powered by potent, sustainably harvested botanicals and leading-edge green chemistry, that meaningfully gives back to harvesting communities. Brand values collaboration with individuals who share their belief in the power of nature and giving back. They are looking for natural beauties who live their life with integrity and kindness. The brand provides commissions to publishers for referred sales on any products. Affiliates can immediately start earning commissions for every confirmed referral sale.

100% PURE

100% PURE is a natural beauty brand that focuses on providing healthy skincare, cosmetics, and bath and body products. Their products are all-natural, cruelty-free, and free of artificial colors, fragrances, and synthetic preservatives. Affiliates can be a part of their program and earn an 8% base commission on sales from their affiliate links on their social platforms. Affiliates will also receive insider promotion newsletters, be the first to know about new product launches, events, and PR giveaways, and have access to a fully tracked cookie for 7 days, along with a performance dashboard. Long-term affiliates with good partnership records can also receive exclusive brand deals from 100% PURE.

PÜR Cosmetics

PÜR Cosmetics is a beauty brand that offers high-quality makeup and skincare products that are free of harsh chemicals and cruelty-free. PÜR Cosmetics also has an affiliate program for influencers and other affiliates to earn commissions on sales made through their site. Affiliates can place text links or banners on their site, and when a customer clicks through and makes a purchase, they earn a set commission. PÜR Cosmetics offers free tracking tools, notification of specials/sales, and free coupons for their affiliates.

Mineral Fusion

Mineral Fusion is a clean, cruelty-free beauty brand that offers products made with natural, high-performing ingredients that are good for the skin. Their products are a fusion of rich pigments, minerals, botanicals, and antioxidants that focus on correcting flaws, not just covering them up. The Mineral Fusion Affiliate Program offers individuals the opportunity to earn commissions on sales made through links on their website or social media page. Affiliates have access to Mineral Fusion's full line of products, and orders are shipped directly from their warehouse.

Safe & Chic

Safe & Chic is a leading online retailer of nontoxic green beauty products, including cosmetics, skincare, and hair care. They offer a wide selection of over 65 brands, all of which are environmentally safe and never tested on animals. Their affiliate program allows bloggers, social media influencers, and website owners to earn a commission from their existing traffic by promoting Safe & Chic products.

First Aid Beauty

First Aid Beauty is a skincare brand that offers effective and gentle solutions for all skin types, including sensitive skin. Their affiliate program offers a competitive 10% commission rate and promotional coupon codes. Affiliates can also take advantage of new product links and a dedicated affiliate manager. Additionally, First Aid Beauty offers free shipping on orders over $50. 

Sigma Beauty

Sigma Beauty is a professional beauty brand that offers high-quality makeup brushes, tools, and cosmetics for makeup enthusiasts and professionals. They also have an affiliate program called Sigma PRO that offers exclusive benefits to its members, including a special 40% discount on all Sigma Beauty products, access to previews of upcoming launches, behind-the-scenes sneak peeks, and opportunities for editorial credit and sponsorship of special events. Sigma PRO members also receive exclusive tips from Sigma Beauty and other PRO makeup artists, and their work may be featured on Sigma Beauty's social media platforms.

Alpyn Beauty

Alpyn Beauty is a sustainable skincare brand that offers a range of effective and natural products made with wildcrafted ingredients from the mountains of Jackson Hole, Wyoming. Their products are designed to nourish and rejuvenate the skin without the use of harmful chemicals. The Alpyn Beauty Affiliate Program offers a commission of 20% on all tracked online sales, along with special incentives. With Alpyn Beauty's growing sales and brand reach, affiliates have the opportunity to grow their revenue while promoting sustainable and effective skincare products.

Madison Reed

Madison Reed is a hair care brand that offers salon-quality hair color, hair care, and styling products that are cruelty-free and free of harsh chemicals. Their affiliate program is designed to reward bloggers, beauty influencers, and hair care enthusiasts for sharing their knowledge and insights about Madison Reed with their audience. Affiliates can earn a commission on all new purchases made by new customers using their custom links, and they will receive credit for purchases made within 30 days. Affiliates can also enjoy exclusive newsletters, product sneak peeks, and special partner-only offers and promotions.

Nanshy

Nanshy is a beauty brand with products that are designed with care, extensively researched, and guarantee that no animal has been harmed during production. Brand offers an affiliate program to those interested in earning commissions by promoting their products through their website and social media accounts. The program is easy to set up and completely free, with affiliates receiving a 10% commission on all purchases made using their unique tracking code. The program also includes benefits such as real-time reporting and sales tracking, access to pre-made banners and text links, and exclusive rewards and invitations to events and masterclasses. Affiliates can promote any product on the Nanshy website, including makeup brushes, brush sets, cosmetic bags, beauty sponges, and skincare tools.

Benefit

Benefit is a beauty brand that offers an affiliate program where affiliates can earn commission by promoting Benefit products to their followers. The program provides all the necessary tools to get started, and it's free to join. Benefit is looking for influencers, bloggers, and vloggers who are passionate about beauty and love sharing their knowledge with their audience.

Black Opal 

Black Opal is a brand that offers skincare and color cosmetics specially designed to address the beauty needs of women of color. They are well-known and trusted, having been featured in many popular publications and worn by A-list celebrities. Affiliates can earn commission on all products, as well as take advantage of free shipping on orders over $35, exclusive newsletters about upcoming promotions, and affiliate-only deals.

Luxy Hair

Luxy Hair is a leading brand in the hair extensions industry, offering premium quality clip-in hair extensions loved by celebrities like Kim Kardashian and Hailey Bieber. Affiliates can earn a commission on every purchase made through their unique referral link. As Program Ambassadors, members can also have the opportunity to request a new set of Luxy Hair extensions twice a year and access a personal partner dashboard to track their commissions and receive payments. Also, they could be featured on Luxy Hair's social media platforms and hair blog, and enjoy exclusive sponsorships and promotional opportunities.

Erno Laszlo

Erno Laszlo is a luxury skincare brand that offers an ambassador program for those who are passionate about beauty and skincare. Erno Laszlo affiliates can share their love for the brand and its custom skincare solutions with their network and help educate new audiences. The program offers a 15% lifetime commission rate on all customer purchases, a welcome discount code to share with the community, a personal identification link, a marketing calendar, engaging content to share on social channels, training, and education, and a 50% discount on quarterly personal purchases. 

Apoterra

Apoterra is a natural skincare brand that creates small batches of nutrient-rich products that are sustainably sourced and guaranteed fresh. Their founder, Dominique Caron, started the brand in 2012 after struggling to find skincare that was both effective and eco-friendly. Affiliates can earn a 15% base commission for sales generated through their unique referral link, along with a 15% off discount code. Members will also have access to monthly campaigns and gifted products for select partners, and commission payouts 1x a month via PayPal. 

Colorescience

Colorescience is a luxury makeup, suncare, and skincare brand that offers a unique all-in-one product line. Colorescience affiliates can provide their audience with immediate access to this award-winning product line while earning commission revenue. The brand offers a 5% commission rate, free shipping, and free samples with most orders. Additionally, affiliates have access to a variety of promotional assets in different sizes, regularly updated promotions and creative assets throughout the year, and in-depth tracking for campaign performance and optimization. 

Alchimie Forever

Alchimie Forever is a skincare brand that offers effective and luxurious products for both men and women. Their products are made with the latest dermatological research and feature natural ingredients that are gentle on the skin. Alchimie Forever's affiliate program allows website owners to earn up to 20% commission on sales made through promotional links placed on their site. Alchimie Forever is responsible for all order fulfillment details, making it easy for affiliates to earn commissions without any hassle.

Get started

In conclusion, the beauty industry is booming, and affiliate marketing can be an excellent way for ecommerce businesses to tap into this lucrative market.

If you’re reading this, chances are you’re either about to launch a referral program or looking to improve the one you’ve already got. I believe 2025 is the perfect time to double down on referrals: ad costs are up, and customers trust friends more than ads.

Referral emails are a successful strategy that ecommerce and DTC brands employ to promote their referral programs to their advocates and improve referral rates.

Sending out referral emails to your happy customers not only brings your loyal customers back to your online shop but also brings in new customers with little effort (thank you, email automation).

Once you've decided on the referral incentives for your existing customers, it's time to let them know about it by sending out a well-thought-out referral program email.

In this article, we'll give you tips for writing the best referral emails, show you what other successful ecommerce brands are doing and give you three templates to use.

Let’s start with quick tips!

Note: The below examples can serve as great inspiration for your own referral emails. If you want to start actually building your own referral emails, you can use referral program software such as ReferralCandy.

6 quick tips for referral emails

Even with the most irresistible incentive possible, it doesn't necessarily equate to your customers taking up your offer.

Why not?

Because they might not even open your referral program email. If they do, they might not click on the link to set up their referral discount or offer.

That's why it's super important to write a referral email that is more likely to land in the inbox, be opened, and grab the attention of your existing customer base.

"It only takes a few seconds for customers to decide whether to click on your referral email, so make it stand out. Maximize your chances of higher open rates by using an eye-catching subject head, professional-looking images that highlight your product, and use persuasive, but not aggressive copywriting." - Rachel Leung, Product Designer @ ReferralCandy

We've got a few tips to help you do exactly that.

1. Use a high-converting referral email subject line

As tempting as it is to write a super cheeky subject line as you might do with your friends, it might not be the best tactic when it comes to your email marketing strategy.

Instead, it's super important to be clear about what you are offering in the email so that your customers know whether or not they want to open it. Be clear about what the referral offer is right in the subject line (see example below).

Email subject line example: Get 10% off your next purchase and help a friend save too!

Want another tip?

Consider adding an emoji to your subject line. People are 54% more likely to open your email when there are emojis in the subject line.

2. Show the referral incentive

Referral incentives are one of the most important components of asking for referrals. Most people want to know what's in it for them by referring your brand and product to their close friends and family. 

The keyword here is “WORTH”. 

The referral incentive should be clear and simple while showing your subscribers that it is worth being an advocate for your brand. By prominently displaying it in your email, it helps your customers to decide if it is worth their time and effort to refer your brand and products. 

Showing the incentive example:

To refer a friend, simply share your unique referral code/referral link with them and have them enter it at checkout. They'll get 10% off their order, and you'll get a discount on your next purchase.

3. Get to the point

Listen, as impressive as human beings can be at times, the truth of the matter is that we are also incredibly lazy.

So make your referral bonus easy to identify right away, either with a clear call-to-action, an effective campaign slogan, a big, bold referral code, or super clear instructions. You want to include a unique referral link for customers to copy. This can be shared on both the referral email and referral program page.

A good email design ensures that the main message is read even if your customer is just scanning through the email. Furthermore, custom email templates play a pivotal role in attracting the customer's attention and nudging them to act.

4. Decide your target audience

When starting your referral program, you must determine who you will send it to, i.e., your target audience.

For most ecommerce merchants, we recommend sending the referral program email to all new customers with a post-purchase email, which we’ll discuss in the next step.

You should send it not only to all new customers but also to existing customers. To do this, you can use one of the email templates we will later show you in this article.

5. Send your referral email at the right time

Once you have identified your target audience, the next step is to make sure you send out your referral program at the right time.

Here are some timings we recommend.

1. Post-purchase, immediately after.

This is the most common time to send out a referral email, but it's a hit or miss. At this point, customers are happy enough since they've purchased a product from you. But if they're first-time customers, it may be slightly off-putting when you're telling them to share about your product before they've even received it.

2. Post-purchase, once they've received the product.

We can't stress enough how important it is to reach out to these customers for referrals. Depending on your "goals", you could target this segment with either a review email or a referral email. But it's the perfect time to turn them into advocates, especially if they're satisfied with what they've received in their mail.

3. Holiday season.

Targeting customers during the holiday season is also a great idea. While you have an ongoing "general" referral campaign, you could have a separate one just for the festive period with a different seasonal perk that comes along with it. Even your referral messaging, email design, and landing pages can all be catered to the holiday event. A limited edition perk would work super well as it plays on the FOMO behavior of humans.

6. Be genuine in your emails

Referrals are all about genuine relationships. It relies heavily on the personal relationships of your customers when they make the decision to share about your product and brand with the people they know. 

With that said, your referral emails, especially for loyal customers, should also show how much you appreciate your customers.

23 examples of beautiful referral email designs

Next, let's look into examples of the most beautiful referral email designs.

1. Riff Raff & Co

Email subject line: Refer to friends & get a free toy

Riff Raff & Co is an ecommerce brand in the accessories for baby & toddler niche. Using the above referral email design, they achieved a 24% referral rate, much higher than the industry average. To create the referral emails, they used ReferralCandy.

Why we love this referral email example:

• Using the right copywriting and brand voice, they talk directly to their target audience
• The use of bold text to highlight important things about the referral program
• The email clearly shows the benefits: Free postage for friends and a second sleep toy for free
• Simple 'Share on Facebook' referral link, which is also the platform where Riff Raff & Co's target audience is mostly

2. Contact Lens Online

Email subject line: Refer friends and get $15

Contact Lens Singapore offers authentic contact lenses from brands like Bausch & Lomb, Alcon and Coopervision at up to 50% off recommended retail prices. They used ReferralCandy to launch their referral program, where referral advocates earn $15 directly into their PayPal account for each successful referral.

Why we love this referral email example:

• Customers can easily copy the text to send to their friends about the referral program
• Simple and to the point. The referral program is explained in one sentence
• Ability to share referral links to Facebook and Twitter easily
• A $15 cash price is directly paid to the referral advocate
• The colors of the email match together well

3. Evolve Skateboards

Email subject line: Get 20% off for each successful referral

Evolve Skateboards designs and manufactures high-performance electric skateboards and accessories and is the industry leader in this category. Since launching their referral program with ReferralCandy, they have earned over $1M in referral sales and seen a 28x return on investment.

Why we love this referral email example:

• Shows the value friends can get (two free products valued at $95)
• All the important referral program information is highlighted
• The email is text-focused, with no unnecessary fluff
• Has an image relevant to the niche of the brand

4. Bees & Trees

Email subject line: Time To Share! 

Bees & Trees is a brand that sells premium-quality honey, and other bee-related products like beeswax.

Why we love this referral email example:

• Bees & Trees keep the incentive simple (share a $10 discount with friends, receive $10 off in return)
• The ‘How It Works’ section explains the referral program in simple steps
• Two call-to-action buttons to help customers start to refer to friends
• The email clearly outlines the benefits customers get when they refer

5. Front Of The Pack

Email subject line: Refer a friend and get $20 credit!

Front Of The Pack is a brand that specializes in pet health and wellness products.

Why we love this referral email example:

• The images are eye-catching and relevant
• The color scheme follows the brand identity closely
• “Share the savings with other dog parents”—creates a sense of community and belonging amongst customers
• The email clearly indicates the referral incentive of $20 for each referral with two CTA buttons
• It includes an explanation of how the referral program works
• Email reinforces the selling points of the product—makes it easy for potential advocates to share about the brand and product

6. Olipop

Email subject line: Give $5, get $5

Olipop is a brand selling beverages that are naturally sugar-free and aimed at providing healthy alternatives to traditional sodas.

Why we love this referral email example:

• “Get what you give”—a catchy headline that is also essentially what a referral program is about
• The image used shows the sharing of Olipop's drinks, which is in line with the concept of the refer a friend program
• Includes a clear explanation of how their referral program works, along with what advocates get from being an advocate
• Uses a simple and straightforward CTA button

7. Prima

Email subject line: Discover. Save. Feel Better Every Day.

Prima is a wellness brand that offers a range of body care products.

Why we love this referral email example:

• The overall email is catered to customers rather than to selling a product
• The referral program is introduced together with another loyalty strategy—cashbacks
• “Share the love” used in the headline invokes a sense of community 
• Referral incentive is also clearly showcased
• Referral incentive coupled with a clear CTA button
• Email provides extra “help” with methods to reach Prima's customer service through email and live chat

8. Period Aisle

Email subject line: BLACK FRIDAY STARTS NOW

Period Aisle is a brand specializing in menstrual products, particularly reusable cups, pads, and underwear.

Why we love this referral email example:

• Period Aisle first captures the attention of customers with a Black Friday Sale—a great tactic, especially if your refer a friend program is new
• The entire email design harmonizes nicely with the brand colors and identity
• The hero image used above the referral program shows “friends coming together while wearing Period Aisle's products”
• Uses the Black Friday Sale and extra discounts as a reason for customers to get started on their referral program
• States the incentive clearly so customers know what is in it for them when they refer to a “bestie”
• Uses a clear CTA button

9. Greats

Email subject line: International Day of Friendship

Greats is a footwear brand known for its stylish and high-quality sneakers.

Why we love this referral email example:

• The subject line celebrates International Friendship Day—which brings the idea of a refer a friend program nicely into the email
• The image used shows friends having fun while wearing Greats' products
• The email states clearly the incentive that both the referred and advocate will receive
• It uses a simple and straightforward CTA button to invite a friend
• Showcases their community as social proof with the hashtag #BeOneOfTheGreats

10. Flexfits

Email subject line: TRY NEW THINGS TOGETHER

Flexfits manufactures innovative menstrual products, such as menstrual discs.

Why we love this referral email example:

• The subject line “Try new things together” encourages customers to share the products with people around them—a good lead into the refer a friend program in the email
• Includes animated gifs on the image to capture the attention of readers, especially since the incentive is clearly shown
• Clear CTA right after the image
• An easy-to-understand description of how the referral program works
• Uses words like “crew”, “bestie”, “pal”, which helps to emphasize the community aspect of a referral program
• Reinforces the unique selling point of their product and what differentiates them from the rest—also serves as additional talking points for advocates when they share with friends

11. Recess

Email subject line: tell a friend about Recess for $10

Recess is an ecommerce brand that promotes relaxation through its refreshing and healthy beverages.

Why we love this referral email example:

• The subject head is straight to the point
• It uses vibrant colors and email design unique to Recess
• The email mentions that a referral program is a reward for customers who enjoy Recess' products
• A simple explanation of how the referral program works in 3 steps followed by a clear CTA button
• Also includes additional promotion ideas to help advocates get more from the referral program
• The overall tone of the email is cheeky and fun which is aligned with the brand's image

12. Wildfang

Email subject line: GIVE $20, GET $20

Wildfang is a fashion brand selling gender-neutral clothing and accessories.

Why we love this referral email example:

• The subject head tells readers exactly what the email is about
• No frills, just a clickable image celebrating International Friendship Day with their referral program in extremely large font
• Incentives are clearly stated

13. Starface

Email subject line: STARFACE REWARDS

Starface is a skincare brand known for its innovative approach to acne treatment and skincare.

Why we love this referral email example:

• The entire email revolves around “giving back” to their customers with reward programs
• Bright yellow and pink color scheme that showcases Starface's brand identity
• The referral incentive is obvious, and conditions are stated clearly
• The image used shows friends using Starface products together
• Includes a clickable image with a CTA button, which makes it easy for readers to join the referral program

14. Grove

Email subject line: Your $15 offer is expiring.

Grove is a brand specializing in sustainable household and personal care products.

Why we love this referral email example:

• The subject line plays on the time factor with power words like “expiring”, to get customers to take action
• The headline also includes “Ends Tonight”, which urges readers to join the referral program before their credits expire
• Includes multiple CTAs throughout the email
• Breaks down how the refer a friend program works into three steps

15. Bright Littles

Email subject line: Sharing is caring! Refer a friend + get 20% off your next Bright Littles order!

Bright Littles is an ecommerce brand selling conversation cards.

Why we love this referral email example:

• The subject head introduces the referral program straight up together with the referral incentive
• “Sharing is caring” is a strong headline that captures attention
• It has a cute hero image that shows two kids holding onto the signature product of Bright Littles—giving off a sense of togetherness
• The body copy is simple and explains clearly what the referral program is about and how parents can receive 20% off their next purchase
• Clear CTA button for them to get started

16. Cleancult

Email subject line: This just in: The Green Impact Report

Cleancult is a brand that specializes in eco-friendly cleaning products, such as laundry detergent and household cleaners.

Why we love this referral email example:

• Cleancult does an amazing job in the community aspect by pulling together the milestones that every customer of theirs has helped them to achieve with a “Green Impact Report”
• Uses the report to get the attention of readers, then introduce the referral program
• “Spread the word, save big” emphasizes not just the referral incentive but also the impact that advocates have on the environment just by telling their friends and family
• Referral incentives are also well showcased
• Clear CTA button to get started with sharing

17. Bandier

Email subject line: Get $25 for each friend you refer

Bandier is an activewear brand that offers stylish workout clothing and accessories.

Why we love this referral email example:

• The subject head tells readers exactly what to expect in the email
• The header image clearly showcases what the referral incentive is
• The body copy describes what the referral program is about 
• Includes a step-by-step explanation with nice graphics on how to be an advocate and how to get the most out of the program 
• Clear and simple CTA to start referring

18. Vinyl, Me Please

Email subject line: Give the gift of vinyl, instantly 🎁

Vinyl Me, Please is a subscription-based service and online store specializing in vinyl records.

Why we love this referral email example:

• Vinyl, Me Please turned their referral program into a contest to generate more word-of-mouth
• Includes eye-catching graphics and gifs of their vinyls
• Incentivizes advocates with more than just store credits but also a chance to win more vinyls
• Has a clear explanation of how the referral program works together with the contest in their body copy
• Straightforward CTA buttons to encourage action 

19. Princess Polly

Email subject line: GIVE $25, GET $25

Princess Polly is a fashion brand that sells trendy clothing, accessories, and beauty products for women.

Why we love this referral email example:

• Short and sweet subject head leading to the referral program
• Places an expiration date to the referral program—creates a bit of an exclusive factor
• Has a clickable image of the referral program
• The referral incentive is clearly stated and in large font
• Includes other promotions (Black Friday sales) in the same email, which could entice advocates to share with their friends and family

20. Woom

Email subject line: This Won’t Last Long - Refer a Friend Today 🤝

Woom is an ecommerce brand specializing in selling high-quality bicycles for children.

Why we love this referral email example:

21. Ruggable

Email subject line: Your Friends Will Thank You

Ruggable specialises in selling machine-washable rugs designed for easy maintenance.

Why we love this referral email example:

• The subject head is quirky and catches the attention
• Incentives are clearly stated from the start
• Includes multiple CTAs throughout the email to get readers to take action
• A clear and succinct explanation of how the refer a friend program works
• The hero image is a relevant product image
• Includes three easy to remember keywords about the product so that advocates can easily share about them—washable, changeable, liveable

22. Lulus

Email subject line: Your Friends Will Want In On This…

Lulus is a native fashion brand for women. The company is based in California and serves millions of customers worldwide.

Why we love this referral email example:

• The subject head catches the attention of readers
• Simple design without loud graphics or pictures
• Has a prominent headline that includes the referral incentive
• The body copy clearly explains the step-by-step process of referring a friend
• The entire banner is clickable and leads to the referral page

23. Velvet Caviar

Email subject line: Earn 30% OFF for sharing VC! 💵✨

Velvet Caviar is an ecommerce brand selling phone cases, accessories, and tech gadgets.

Why we love this referral email example:

• The email contains a 3-step process of how the referral program works
• It includes social proof (such as the mention of 100,000+ 5-star reviews)
• Large title explaining the 'Refer A Friend, Get 30% OFF' concept
• The design of the email matches the brand style well

3 referral email templates you can use today

Now that we have seen some of the best referral email designs, let's look at three referral email templates you can use.

We have divided the templates into post-purchase, loyal customers, and informational referral email templates.

Remember that the below templates work best when accompanied by the right referral email design. To create beautiful referral email designs, you can use referral program software like ReferralCandy.

1. Post-purchase referral email template

The most important step of any referral email campaign is to get the initial email out to the customers. A good way to do that is to send a post-purchase referral email to all new customers who order from you.

Post-purchase referral emails can be sent before customers even receive their orders, but the below template should be sent after they have received them.

Here is a template you can use:

Hey [Customer name],

Love your [product name]? Why not tell your friends about your experience?

When you refer a friend to [brand name], you'll both get [a specific percentage] OFF your entire order.

To get started, simply click the button below to create your own unique referral link!

[call to action button]

2. Loyal customer referral email template

Customer loyalty refers to the customers who consistently choose your products over competitors. With this email, you can showcase your referral program and thank your loyal customers simultaneously.

Here is a template you can use:

Hey [Customer name],

We appreciate your continued trust in [brand] to [describe the problem you’ve solved for your customer].

You might have already told your friends about the amazingness of [product]. You might as well earn a reward while you're at it by participating in our referral program!

Your friend will receive [x amount of money] OFF their first order, and you'll earn a [x amount of money] gift card for any [brand] purchase!

To start referring to your friends, click on this link: [link to your referral program landing page]

Thank you for being a loyal customer,

[Your name]

3. Informational referral email template

An Informational referral email template is popular, especially when you've just launched your referral program. You can send it to inform your customers about the new referral program.

Here is a template you can use:

Become a [brand] Ambassador & Earn Cash!

Give your friends 20% off their first purchase of $65 or more and get $20 cash from [brand name] directly to your PayPal account!

The best part is you can refer as many friends as you wish, with the same reward each time.

Refferal orders must be placed before [specific date].

Forward this link to your friends:

[referral rewards program link]

Find what works best for your brand

Crafting a successful referral email can be difficult, so take as much time as you need in creating the best possible design and copy that will compel your customers to share with their friends and family.

Take inspiration from these 23 different email designs and make one that is truly your own.

Frequently Asked Questions