This research describes the structure and function of skincare advertisements on social media. This research uses a discourse analysis approach, this type of research is qualitative. The method used in this research is descriptive analysis. The source of research material is skincare product advertisements on social media both Facebook and Instagram which includes the structure and function of advertising language. The results of the study describe the structure of skincare product advertisements on social media consisting of language functions including: (a) informational function, (b) persuasive function and creating a positive image for potential consumers.