Viral beauty marketing: Sell-out loop

Cases
31
Median Spread Score
44
Most started on
Retail45%
First post to peak
11 days

By mechanic

All105Visible 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

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

Fenty Beauty Launch

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

1.6B impressions

KVD Good Apple Foundation

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

666M 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 🦄💗🍒🌸"

NYX x Barbie The Movie collection

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

4.2B impressions

e.l.f. Halo Glow Liquid Filter

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

22K sold

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

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

Rare Beauty Soft Pinch Tinted Lip Oil

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

11.2K sold

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!"

Phlur Missing Person

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

$1M revenue

Byoma TikTok launch

39
BYOMA - Sell Out Launch - SEEN Group

$500K revenue

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

Vacation Classic Whip

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

100M 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."

MACStack Mascara

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

15M impressions

Phlur Vanilla Skin body mist

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

193.1K sold

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

Milk Makeup Cooling Water Jelly Tint

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

684.1K 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

Milani Fruit Fetish Lip Oil

13
Fruit Fetish Lip Oils

702 sold

More collections

Sell-out loop in every industry