27 Instagram DM Templates for Beauty Creators, Estheticians and Med Spas

What decides the message before it goes out 400 times

Two quick checks decide what an automated beauty DM is allowed to say: was the product paid, gifted or commissioned, and is the comment actually a skin-condition question? The first decides whether a disclosure belongs in the DM; the second decides whether an automation should answer at all.

Skincare routines and product questions: 6 templates for skincare influencers

{Hi|Hey} {{first_name}}! Full AM + PM routine, every product and the order → [link]. Affiliate links — I earn a commission.

{Sending it now|Straight over} {{first_name}} — the four products in that video → [link]. Paid partnership with [brand].

{Hey|Hi} {{first_name}}, here's what I personally use → [link]. I can't diagnose or treat anything over DM — for something persistent, a dermatologist is the right call.

{Got you|Here it is} {{first_name}} — 8 sunscreens, texture and finish compared → [link]. Some are gifted, marked in the doc.

{Hi|Hey} {{first_name}}! Side-by-side breakdown → [link]. Ingredients compared, not just price.

{Straight over|Just sent} {{first_name}} — the INCI decoder → [link]. Page 2 is the only page most people need.

Makeup, tutorials and shade matching: 6 templates for beauty influencers

{Hey|Hi} {{first_name}}! Shade chart with my match and the two either side → [link]. Gifted by [brand].

{Here it is|Sending now} {{first_name}} — every product, in the order I used them → [link]. Affiliate links included.

{Hi|Hey} {{first_name}}, brushes and sponges, with what each is actually for → [link]. Two are under $10.

{Got you|On its way} {{first_name}} — the full list plus the setting order → [link].

{Just sent it|Straight over} {{first_name}} — everything in that Reel → [link]. Paid partnership with [brand]; the rest I bought.

{Hi|Hey} {{first_name}}! Every high-end product I've swapped and what I kept → [link].

Bookings for salons, estheticians and nail techs: 6 templates

{Hey|Hi} {{first_name}}! Live availability and deposit info → [link]. Results vary by skin and hair type.

{Sending it now|Here you go} {{first_name}} — full menu with times and prices → [link]. Current as of this month.

{Hi|Hey} {{first_name}}, how to prep for your appointment → [link]. The retinol note matters more than people expect.

{Got you|Straight over} {{first_name}} — aftercare, day by day → [link]. If something looks wrong, message the salon rather than the internet.

{Hey|Hi} {{first_name}}! Rebooking link → [link]. Two to three weeks out is when the calendar is still open.

{Here it is|Just sent} {{first_name}} — the consult form → [link]. Fill it in before you arrive and we use the whole appointment on the treatment.

Affiliate links, launches and restocks: 6 templates

{Hi|Hey} {{first_name}}! Code and the link → [link]. I earn a commission when you use it.

{Straight over|Got you} {{first_name}} — waitlist → [link]. Launch day and pricing are on the page.

{Hey|Hi} {{first_name}}, restock alert → [link]. It sold out in a day last time.

{Here it is|Sending now} {{first_name}} — everything in the box, and the two I'd repurchase → [link]. Gifted, not paid.

{Just sent|On its way} {{first_name}} — replay and the product list → [link]. Timestamps in the description.

{Hi|Hey} {{first_name}}! If you tried it, here's where to leave a review → [link]. Say what you actually thought — good or bad is equally useful.

For med spas and esthetician clinics: 3 templates

{Hi|Hey} {{first_name}}! Full treatment menu, times and pricing → [link]. What each one is for, in plain language. Individual results vary.

{Sending it now|Here you go} {{first_name}} — consult availability → [link]. A provider assesses in person; nothing is decided over DM.

{Got you|Straight over} {{first_name}} — realistic downtime by treatment → [link]. General information, not a treatment plan.

Three habits carry across all three: no before-and-after in an automated DM (send it in a human conversation where you can caption the conditions), no outcome promised in writing at volume, and the consult is the conversion, not the booking.

Three rules specific to beauty flows

• Put the disclosure in the DM template, not in your bio. A bio line doesn’t travel with the DM.
• One keyword per post. Two keywords in one caption splits attention and reduces both. Run two posts instead.
• Always set a catch-all. “SHADE?”, “shadee” and “SHDAE” appear under every shade-match post, and those near-misses are usually the most motivated people in the thread.

The platform-level rules — one reply per comment, the seven-day window, spintax, one link, no shorteners — are in Meta’s three rules on comment replies. For the full setup on a working beauty account see the beauty creator walkthrough, and for when to post the Reel, the posting-time data by day.

What the FTC requires in a DM that promotes a product you were paid or gifted

An automated DM is an endorsement sent at scale, in writing, with a timestamp. The rules that apply to a sponsored caption apply to it.

16 CFR Part 255, the FTC’s Endorsement Guides, requires that where a connection between endorser and seller “might materially affect the weight or credibility of the endorsement, and that connection is not reasonably expected by the audience, such connection must be disclosed clearly and conspicuously.” Material connections include payment, free or discounted product, and early access — so gifted PR counts. The FTC’s Disclosures 101 for Social Media Influencers is specific about placement and wording:

• The disclosure goes with the endorsement message itself. Disclosures are “likely to be missed” if they appear only on a profile page, at the end of a post, or anywhere that requires a click. In a comment-to-DM flow, the DM carries it — not the landing page it links to.
• Don’t bury it in a group of hashtags or links.
• Use plain words. “Thanks to [brand] for the free product” is often enough. Avoid “sp,” “spon,” “collab,” and standalone “thanks” or “ambassador.”
• Don’t claim what you can’t prove — nothing that would require proof the advertiser doesn’t have, such as scientific proof that a product treats a health condition.

Keep separate templates for gifted versus commissioned, because the honest wording differs.

Cosmetic claim or drug claim: the line the FDA draws

The FDA separates cosmetics from drugs by intended use, and intended use can be established by the claims you make in marketing, including online. The FD&C Act definitions treat a cosmetic as something applied to the body “for cleansing, beautifying, promoting attractiveness, or altering the appearance,” and a drug as something “intended for use in the diagnosis, cure, mitigation, treatment, or prevention of disease” or “intended to affect the structure or any function of the body.” FDA’s own examples of claims that move a product into drug territory: “restore hair growth,” “reduce cellulite,” “treat varicose veins.”

• Describe the appearance, not the condition. “Makes my skin look brighter” and “treats melasma” are not the same sentence, and only one is a cosmetic claim.
• Route health questions to a human. “Will this clear my acne?” hits a catch-all that says a person will reply — template 3 is written that way on purpose. There’s no safe automated answer to a medical question, and the automated one is the version that goes out four hundred times.

What the reviews rule means for before-and-afters and testimonials

Beauty runs on before-and-after photos and reposted DMs, which is why the FTC’s rule on consumer reviews and testimonials, 16 CFR Part 465, is worth reading once. It prohibits reviews that misrepresent the reviewer’s existence or experience, paying for a review expressing a particular sentiment, insider testimonials without “a clear and conspicuous disclosure of the testimonialist’s material relationship to the business,” and buying fake followers or engagement. Template 24 asks for an honest review rather than a positive one for that reason.

What this costs

BuzzWire is free forever — unlimited automations, no contact caps, one Instagram account, every commenter answered at the pace Instagram expects. Free DMs carry a “Powered by BuzzWire” badge. Pro at $9.99/mo or $79/yr removes it and adds in-DM lead capture — the capture line in every template above — with CSV export, plus follower gating.

Two honest limitations: it captures and exports email addresses but does not send email and is not a CRM; and it’s Instagram only, so if you need these flows on WhatsApp too, a multi-channel tool is the comparison to read. Safety mechanisms are on the compliance page; the rest is on features.

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