Strategy report · Updated Aug 31, 2026
What's working for @beminimalist__ on Instagram.
Minimalist
554K followers · 441 posts
“Efficacious, transparent & comprehensive. Proven science & tested by Dermats. US, UK, UAE, India, Malaysia, KSA, Nepal, Indonesia. #HideNothing”
Engagement rate
0.21%
Per post, last 90 days
Posts per week
1.7
Niche avg 4.0
Average likes
1K
96 avg comments
Post mix
Last 90 days · 441 posts indexed
01
Top-performing posts
The three posts pulling the most engagement in the last 90 days.
carousel 2.80% engagedMeet the new B12 + Oat Extract 6.5% Gentle Cleanser, an evolution of our beloved Oat Extract 6% Gentle Cleanser, now enriched with Vitamin B12. Same gentle, low-foaming formula you trust. Same skin-caring blend of Oat Extract, Vitamin B5, and Hyaluronic Acid. Now, with the added benefits of Vitamin B12 to give sensitive skin a little extra support during cleansing. Everything you loved. Thoughtfully evolved.
reel 0.67% engagedWe’ve seen the Reddit threads, DMs, and comments. And we love how closely you read our labels. Some of you asked if we quietly reduced the Vitamin B5 concentration in our Vitamin B5 Moisturiser. We didn’t. It’s still exactly 10%. So why does the ingredient list look different? We refined a few supporting ingredients to improve the product’s texture and feel. Those refinements changed the order of some ingredients on the label, but not the concentration of the active. No quiet downgrades. No hidden changes. Whenever we’ve made a major formulation update, we’ve always told you. And we always will. Watch the video for the full breakdown. If you still have questions, leave them below. We’re here to answer them.
reel 0.25% engagedNot every dot on your nose is a blackhead. Some are blackheads, while others are sebaceous filaments. One is a clogged pore. The other is a normal part of your pore structure that helps move sebum to the skin’s surface. Understanding the difference changes how you treat them. Because not everything visible on your skin is a problem to solve.
02
Content pillars
AI-clustered themes the account posts about, with example posts pulled live from Instagram.
03
Posting rhythm
Cadence and timing patterns over the last 12 weeks.
1.7 posts/week
Niche benchmark · 4.0/week
Best days
Wednesday · Thursday · Friday
Best hours
7-9am · 6-8pm
04
Signature hooks
Caption patterns the account reuses across high-performing posts.
Skin Science | Episode [n]: [explanation]
Used 4×
Skin Science | Episode 1 Why does hair turn grey? Greying isn’t an overnight change.
Skin Science | Episode 6 The skin barrier is constantly renewing itself.
Skin Science | Episode 5 UV damage isn’t just surface-level.
Meet [the new product]
Used 3×
Meet the new B12 + Oat Extract 6.5% Gentle Cleanser, an evolution of our beloved Oat Extract 6% Gentle Cleanser.
Meet our new Hair Growth + Anti-Grey Actives 15.6% Hair Serum.
Sun protection that fits seamlessly into every routine. Meet the Minimalist SPF 50 Duo.
Not every/all [skin feature] is [assumption]
Used 3×
Not every monsoon breakout is acne. Sometimes, the cause is an overgrowth of a yeast.
Not every dot on your nose is a blackhead. Some are blackheads, while others are sebaceous filaments.
Not all skincare actives behave the same in sunlight.
Swipe through to [learn/explain]
Used 12×
Swipe through to understand the science behind niacinamide.
Swipe through to see what’s actually happening.
Swipe through to learn how to spot the signs and what ingredients can help.
Unlock signature hooks
Continue to Postana to put this strategy to work with a paid content plan.
Build my content plan with Postana05
Strategy summary
What's working, what to fix, and what to ship next.
TL;DR
Product launch carousels fused with science drive massive spikes, like post 15's 15k likes and post 13's 3.5k on transparency. At 1.7 posts/week, the account leaves engagement on the table despite strong pillars in education and myths covering 80% of feed. Comments average 80+ on top science posts, triple the norm, proving depth resonates with 554k followers seeking truth over hype. Hair extensions dilute focus but routines hold steady. Cadence is the growth leak; frequency to 4x unlocks virality while preserving quality.
Working
5- Science carousels average 500+ likes and 70 comments, e.g. post 0 and 29.
- Product intros with active % hook peaks, post 15 at 15212 likes.
- Myth posts build comments loyalty, post 9 at 683 likes.
- Skin Science reels series sustains views, post 23 at 619 likes.
- Reformulation transparency wins trust, post 13 viral at 3582 likes.
Risks
5- Boost cadence from 1.7 to 4 posts per week without diluting science quality.
- Reduce hair-only posts until core skincare pillars hit 85% share.
- Shorten captions on routines for better reel conversion.
- Limit single-image posts; prioritize carousels at 90% mix.
- Audit low-engagement Sundays like post 2 for midweek shift.
Ship next
5- Test 4 posts/week starting with science carousel on next active.
- Tease hair serum follow-up routine post referencing post 4.
- Run UGC callout crediting users like post 18 for stories.
- Analyze reel saves on Skin Science series for episode 7 topic.
- Pair product launch post 15 style with myth bust on hair greying.
Unlock the full strategy
Continue to Postana to put this strategy to work with a paid content plan.
Build my content plan with Postana