Viral beauty marketing

Cases
105
Median Spread Score
38
Most started on
TikTok29%
First post to peak
9 days

By mechanic

Visible in use38Controversy38Sell-out loop31Scarcity drop29Response chain26Creator relay24Newsjacking22Transgression18Dupe economy15Maker origin12Mystery & lore12Pairing11Identity badge8Real-world spectacle6

Burt’s Bees x Hidden Valley Ranch Dippers

66
Game on, ranch fans! You ordered and we served it up. Burt’s Bees x Hidden Valley Ranch Dippers Lip Balm 4 Pack is the limited-edition flavor collab that ranch fans have been dreaming of. It’s a…

e.l.f. x Liquid Death Corpse Paint

62
Corpse Paint by Liquid Death x e.l.f. Cosmetics

8B impressions

e.l.f. x Dunkin' Makeup Collection

60
When @Mikayla Nogueira says the e.l.f. x Dunkin collection is literally iconic 😩💋 #elfxdunkin #elfcosmetics

5B impressions

Katie Fang’s Crying Work GRWM

60
This is so sad

47.5M on a 800 followers at seed

Dove Real Beauty Sketches

55
A forensic artist drew women from their own descriptions and from descriptions given by strangers.

4B impressions

Anti-blush

54
@M·A·C Cosmetics Film Noir Buff Blush ☺️ #blonzer #blush #bronzer

Kylie Lip Kits

54
Current Kylie Cosmetics Matte Lip Kit with liquid lipstick and matching lip liner.

15K sold

e.l.f. Judge Beauty

53
In e.l.f we Trust | e.l.f Cosmetics Game Day Commercial 2024

105B impressions

Fenty Beauty Launch

53
Fenty Beauty Is One of TIME's 50 Genius Companies 2018

1.6B impressions

CeraVe: Michael CeraVe

53
Guys run to this pharmacy in BK, I just saw MICHAEL CERA signing bottles!! 😳😳😳I'm a #ceravepartner, and I'm asking @CeraVe what is going ON #nyc #fyp #celebritysighting

32B impressions

KVD Good Apple Foundation

51
Good Apple foundation balm compacts on red apples, from KVD Beauty’s Feelunique launch release.

666M impressions

Dollar Shave Club launch video

50
DollarShaveClub.com - Our Blades Are F***ing Great

10M views

e.l.f. Glow Reviver Lip Oil

50
e.l.f. Glow Reviver Lip Oil product page

Billie's Scratch-and-Sniff Armpits

49
Billie on Instagram: "Love the fresh smell of @billie pits in the morning #whatisnewyork #billiepartner"

1.75B impressions

Mikayla Nogueira’s Telescopic Lift ad

49
THESE ARE THE LASHES OF MY DREAMS!! @lorealparisusa never lets me down 😭 #TelescopicLift #LorealParisPartner #LorealParis @zoehonsinger

64.2M views

Dr. Squatch: Sydney's Bathwater Bliss

49
@PopCrave oh the middle aged men are gonna go feral

74B impressions

Danessa Myricks Yummy Skin Blurring Balm Powder

48
Danessa Myricks Yummy Skin Blurring Balm Powder in its compact with application spatula.

20.9K sold

Rhode Lip Case

48
Hailey Rhode Bieber on Instagram: "just girly things 🦄💗🍒🌸"

Cetaphil Game Time Glow

47
#GameTimeGlow 💚 A New Sports Tradition for Dads & Daughters

5.7B impressions

Dove #BlackHairIsProfessional

47
Campaign portrait showing straightened hair on one side and natural hair on the other

1.2B impressions

Eyepatch-Gate

47
Gillette on Instagram: "Well this is awkward"

6.9M views

NYX x Barbie The Movie collection

46
NYX Professional Makeup Launches New Limited-Edition "Barbie™ The Movie" Collection

4.2B impressions

Tarte’s Dubai influencer trip

46
#stitch with @christineabrahamm my thoughts on this Tarte influencer trip to Dubai

1B impressions

e.l.f. Halo Glow Liquid Filter

45
e.l.f. Halo Glow Liquid Filter bottle and applicator.

22K sold

It's an e.l.f.ing Glow Storm

45
A special @elfyeah radiance report: It's an E.L.F.ING GLOW STORM! Please exercise ✨extreme iridescence!✨ (and thank you @weatherchannel for inspiring the glowcast!)🤍 #elfpartner

5B impressions

Maybelline Lash Sensational Sky High Mascara

45
The original pink Maybelline Lash Sensational Sky High mascara tube on a white background.

11.6B impressions

Ashley Boggs's Urban Skin Rx testimonial

44
Urban Skin Rx Even Tone Cleansing Bar jar.

$30M revenue

Clé de Peau Beauté: Thirst Trap feat. Martha Stewart

44
#ad Gorgeous, gorgeous people love @cledepeaubeauteUS concealer! #ad #cledepeaubeaute

48M on a 845K followers at seed

e.l.f. eyes.lips.face.sticky.

44
eyes.lips.face.sticky. | e.l.f. Cosmetics Game Day Commercial 2023

57B impressions

Glamlite Pizza Palette

44
Open Glamlite Pizza Palette on a wooden board beside pizza toppings.

$150K on a $400 media spend

Glazed Donut Nails

44
OPI Tin Man Can Glaze chrome powder used to make the glazed nail finish.

288K derivatives

Martha Stewart: I Only Wear MAC

44
M·A·C Cosmetics on Instagram: "I’m Martha Stewart and #IOnlyWearMAC. #MACFleshpot #MACNudes MUA: @daisybeautytoye"

Merit Solo Shadow

44
Merit's Solo Shadow cream eyeshadow in its pot.

$1M revenue

NYX Nicolandria Lip Combo

44
Love Island USA: Get Olandria's Viral NYX Lip Combo!

Rare Beauty Soft Pinch Tinted Lip Oil

44
Serenity| Rare Beauty's Soft Pinch Tinted Lip Oil in shade "Serenity".

11.2K sold

Rhode Glazing Mist

44
Rhode’s Glazing Mist just dropped — plus, 14 other new skin care products to know about

Rhode x Krispy Kreme Strawberry Glaze

44
Hailey Rhode Bieber on Instagram: "STRAWBERRY GLAZE DAY!!!!!!!!!Feeling over the moon today🍓❤️ thank you thank you thank you!"

Carly Joy’s Eos shaving tutorial

43
Reply to @_notbrooke_

700M impressions

Doja Cat Eats MAC Lipstick at the VMAs

43
NOT DOJA EATING HER OWN LIPSTICK LMFAOOO THIS DIVA😭😭😭 #VMA

9.5M views

Dove Cost of Beauty

43
Social Media's Impact on Kids' Mental Health: A Dove Film

11.1B impressions

NYX x Cardi B Duck Plump

43
A Cardi B lip gloss ad that ended with a mock news report about men misusing Duck Plump.

2M views

Phlur Missing Person

43
Official Phlur seller’s 50mL Missing Person perfume bottle and product photographs.

$1M revenue

Revlon’s “Thanks girl” lip-liner reply

43
Thanks @HeatherRaeElMoussa! Don’t sleep on our #ColorStay Lip Liner. Comment below for a ski pants storytime 😈⛷️

8M views

Dr. Squatch Nick Cannon Ball Insurance

42
Dr. Squatch on Instagram: "It’s official! I have the most valuable balls in the world! @drsquatch has insured them for $10M through their Ball-to-Ball Coverage. Visit http://drsquatch.com/balls to…

12B impressions

Medicube Age-R Booster Pro

40
medicube Booster Pro | 6-in-1 Glass Glow Device | Sonic Vibration

60M views

Byoma TikTok launch

39
BYOMA - Sell Out Launch - SEEN Group

$500K revenue

Patrick Ta Major Skin Hydra-Luxe Foundation

39
#color_1 Golden

1.3K sold

Rhode Peptide Lip Shape

39
Hailey Bieber's rhode launches contouring lip shaper: 'I have been teasing them for the longest time'

Wonderskin x Chipotle Lipotle

39
CHIPOTLE AND WONDERSKIN LAUNCH 'LIPOTLE' LIP STAIN IN CELEBRATION OF NATIONAL AVOCADO DAY

1.4B impressions

Alix Earle's Mielle Hair Oil Recommendation

38
this & more linked in bio 🤍🫶🏼 #amazonfinds #2022products #rspartner

6M views

Charlotte Tilbury Beautiful Skin Cream Bronzer

38
Beautiful Skin Sun-Kissed Glow Bronzer in Medium on Charlotte Tilbury's product page

e.l.f. So Many Dicks

38
Official So Many Dicks campaign artwork with a grid of male portraits.

5B impressions

Haus Labs Triclone Skin Tech Foundation

38
A bottle of Haus Labs Triclone Skin Tech Foundation.

30.1K sold

MACStack Mascara

38
Ok you guys. Holy shit. @maccosmetics SHOWED UP! #macstack #30mascaras

15M impressions

Rhode Lemontini Belly-Chain Reveal

38
hailey’s new rhode waist chain that holds ur lip treatment. fabbbbbbb

71.7M views

The Ordinary's Ordinarily Priced Eggs

38
The Ordinary on Instagram: "We heard NYC needed eggs. 🥚 This weekend, you can get 12 ordinarily priced eggs at our stores for $3.37. No frills, just eggs. While supplies last. 📍 Nolita 26 Prince…

The Glossier You 'Men Magnet' TikTok

37
@Glossier sponsor me

38.7M on a 300 followers at seed

Hailey Bieber's 'Brownie Glazed Lips' TikTok

37
ready for all the fall things including brownie glazed lips 🥹✨✨✨🤎🤎🤎

Hailey Bieber's OPI Glazed Donut Nails

37
Everything used at the link in bio! All on my LTK 🌟 cr nailsbyzola on ig @Hailey Bieber #gelx #haileybieber #haileybiebernails #chromenails #pearlnails #diynails

39.7K derivatives

Vacation Classic Whip

37
#tiktok #marketing #beauty #cosmetics #influencermarketing | Marty Bell | 32 comments

100M views

Dove Men+Care: First Fatherhood Moments

36
Father’s Day for dads to be | Dove Men+Care

6.5M views

Marylia Scott's Love Island Freckle Pen Reactions

36
OMG 😭 Love you @hudabubbaaa our freckles queen! 😭❤️ #hudamustafa #hudafromloveisland #loveislandusa

7M views

Skims Seamless Sculpt Face Wrap

36
SKIMS on Instagram: "The innovation never ends. Our all-new face wrap offers ultra-soft jaw support in our signature Seamless Sculpt fabric for a must-have addition to your nightly routine."

Dyson Airstrait

35
Discover the Dyson Airstrait™ straightener. A new way to straighten.

390K impressions

Rini Kids' Skincare Launch

35
Shay Mitchell on Instagram: "Something gentle, something new — launching tomorrow. @rini"

e.l.f.ino & schmarnes

34
so like, why is @elfcosmetics working with a man like matt rife who is extremely misogynistic and sexist when their primary demographic is women?

33.8M views

Gisou Girl Fridge

34
Create’s 107L Fridge Retro, the base model used for the Gisou gifting collaboration.

250 derivatives

Invisible Eyeliner

34
Transparent liner??! Yes! #graphicliner #editorialmakeup #simplemakeup

Rare Beauty Rare Eau de Parfum

34
Rare Eau de Parfum bottle with its oversized pump

1B impressions

Dr. Squatch Body Wash Genie

33
Sydney Sweeney granted men wishes for natural body wash in Dr. Squatch’s Guys Only Want One Thing spot.

7.3M views

Red Nail Theory

33
Reply to @meganandliz @tinx @serenakerrigan care to comment on this

13K derivatives

Shark FlexStyle

33
Shark FlexStyle Hair Styler | SharkNinja

700M impressions

Aysha Harun's Glow Recipe Hue Drops Leak

32
OH MY GOD @Glow Recipe HUE DROPS?!? IT’S SO PRETTY!!! #glowrecipehuedrops #huedrops #glowrecipe #glowrecipedewdrops #newmakeup #makeupreview

3.3M views

Glow Recipe Hue Drops

32
Glow Recipe Watermelon Glow Niacinamide Hue Drops

$300K revenue

Hailey Bieber’s strawberry girl makeup

32
Hailey Rhode Bieber on Instagram: "strawberry girl summer 🍓"

Batiste x Jen Affleck: Hair Redemption Arc

31
If you saw my hair before this… no you didn’t 😌 thanks @Batiste #batistepartner

20.3M views

Huda Beauty Lip Contour Stain

31
#launchday #lipcontourstain #fauxfillerjellyoil | Huda Beauty | 62 comments

Jones Road What The Foundation

31
What The Foundation

L’Oréal Paris CGI lipstick car

31
L'Oréal Paris Official on Instagram: "Fasten your seatbelt and prepare to make a bold entrance with our Infaillible Matte Resistance liquid lipstick! Elevate your lip-game to a whole new level with…

3.5M views

MAC “How To Tube Girl”

31
Tube Girl 🤝🏽 M.A.C Girl @maccosmetics #ad #MACstudioradiance

3.5M views

MACStack Mascara

30
MACStack mascara tube and Mega Brush against a white background.

15M impressions

Maybelline Super Stay Vinyl Ink

29
Official product photo of Maybelline Superstay Vinyl Ink in shade 95 Captivated.

55M impressions

K18 Tumblehair

28
answering commonly asked questions about the K18 Hair Tumblehair: — the scale wasn’t arbitrary! Measuring 10’ in diameter and comprised of more than 167B human and synthetic hairs, the TumbleHair… |…

MAC x Rob Rausch: MAC Is at Sephora

28
M·A·C Cosmetics on Instagram: "MAC is officially at @sephora. @robert_rausch is going. See you there? 👀"

Rhode Pocket Blush

28
Official campaign image showing Pocket Blush in Piggy applied to cheeks.

1.2K derivatives

Swan Beauty: Acquired a Husband

28
Welcome to Acquired Air #acquiredahusband

19.9M impressions

Vaseline Heritage Day 2025

28
vaselineza on Instagram: "From Mntana ka Gogo, to Senatla sa Mama. We all know that morning routine that gave us our original glow. In celebration of Heritage Day, we want to hear the phrase your…

10.8M impressions

Fazit Glitter Freckle Patches

27
Gold Glitter Freckles Makeup Patches

$1M revenue

Nina Pool and Shelby Ann Bell’s Thayers Milky Mist Hack

27
Someone tag @𝐒𝐇𝐄𝐋𝐁𝐘 𝐀𝐍𝐍 we need a makeup artists opinion 😂🖤

Peaked at #1

Phlur Vanilla Skin body mist

27
Full-size Vanilla Skin body mist bottle with the Allure Best of Beauty mark.

193.1K sold

Danielle Marcan's 'Weird Chanel Foundation' TikTok

26
TikTok video by @daniellemarcan

10.2M views

The Man Your Man Could Smell Like

26
Old Spice | The Man Your Man Could Smell Like

2.9M views

Lifebuoy: Help a Child Reach 5

25

7M views

K18 AirWash

24
K18 AirWash dry shampoo bottle against a purple background.

4.1M views

NYX Fat Oil Lip Drip

24
NYX Fat Oil Lip Drip bottle with a green cap and pink lip gloss on the applicator.

57.6K sold

Kov Essentials claw clips

23
Daily Clip in Honey - Strongest Hold Claw Clip | Kōv Essentials

89 sold

Vaseline: The Real Nigerian Prince

23
Chris Okagbue on Instagram: "Scammers have been using the Nigerian Prince name. Now, they’re faking your Vaseline. Let’s put an end to counterfeits. Check if your Vaseline is real via WhatsApp. *…

844.9K impressions

Milk Makeup Cooling Water Jelly Tint

20
Cooling Water Jelly Tint Blush + Lip Stain | Milk Makeup

684.1K impressions

Dove Evolution

18
Before-and-after transformation from the original Dove Evolution film, preserved in director Tim Piper’s portfolio

4M views

Maura Higgins: Faithful to e.l.f.

18
e.l.f. Cosmetics on Instagram: "Faithful in the castle, faithful to my glam 💋 I TINK I won this one… @elfcosmetics"

Maybelline Sky High CGI lashes

18
Maybe London’s born with it, Maybe it’s✨Maybelline ✨

5.5M impressions

Pat McGrath Labs Gold 001

17
@patmcgrathreal on Instagram: "Golden hour with these golden girls... A selfie moment after applying #Gold001 at @voguemagazine event #pattakesparis ✨✨✨"

1K sold

Sarah Cheung's Brow Tint Lip Liner Hack

15
@Maybelline New York tattoo brow as a lip tint! - I’ve seen @Gillian Grace do this too 🥰💖 #maybellinetattoobrow #tattoobrow #makeuptrends #makeuphacks #makeup

800K views

Milani Fruit Fetish Lip Oil

13
Fruit Fetish Lip Oils

702 sold

Sol de Janeiro Delícia Drench Body Butter

9
Violet jar of Sol de Janeiro Delícia Drench Body Butter

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