Beauty Marketing Campaigns That Broke the Internet

What does it take for a beauty campaign to grab attention while dominating timelines, and selling products out before shoppers can click “add to cart”? In an industry as saturated as beauty, it’s not enough to simply launch a new lipstick or moisturizer. For a campaign to truly break the internet, it requires a blend of cultural awareness, a trendy aesthetic, and strategic beauty digital marketing execution. In other words, total 360-degree marketing skills. The most successful beauty marketing campaigns (including digital ones) don’t sell products, no doubt. Rather, they shape cultural conversations, shift industry standards, and often force competitors to rethink their strategies. In this blog, we’ll explore what makes a beauty campaign thrive in the digital space before breaking down some of the most impactful beauty advertising campaigns in recent years. Click & Learn Common Ingredients of Internet-Breaking Beauty Ads What makes certain beauty ads go viral while others fade into the noise? Here are the recurring ingredients we see in internet-breaking beauty campaigns: Cultural Relevance and Trend-Jacking TikTok has over 1.5 billion monthly active users as of January 2025, with 52.8% of creators aged 18–24—a prime demographic for beauty brands. E.l.f. Cosmetics’ Eyes. Lips. Face. The campaign tapped into trending sounds and challenges, reaching billions of views on TikTok. Story-driven campaigns outperform product-focused ads. Dove’s Real Beauty Sketches became one of the most-watched YouTube ads ever, with 163 million views. Fenty Beauty’s launch, powered by Rihanna’s influence and commitment to inclusivity, drove $100 million in sales within its first 40 days. Interactive and Shareable Formats NYX Professional Makeup capitalized on this by launching the Butter Gloss Pop challenge, prompting thousands of UGC videos and driving organic reach without heavy ad spend. Beauty consumers increasingly expect values-based messaging. The Beauty & Cosmetics Marketing Guide highlights personalization, wellness, and sustainability as top priorities shaping beauty marketing. Lush took this to the extreme by quitting certain social media platforms, framing it as a stand against harmful online spaces. Top Beauty Marketing Campaigns Fenty Beauty – Rihanna’s Going Out Makeup Routine (Vogue) Directed by Lucas Flores Piran, Rihanna’s “Going Out Makeup Routine” on Vogue is a brilliant example of an ad that doesn’t look like an ad. With over 43,805,465 views on YouTube alone, the video showcases Rihanna’s own products in a “get ready with me” style. Viewers see it as entertainment and authenticity rather than straightforward advertising. Every item used in the routine was from Fenty Beauty, but the natural flow of Rihanna’s tutorial avoided the feel of a sales pitch. https://www.youtube.com/watch?vKONe4SNFA64 Similarly, the video “Rihanna Answers 15 Questions From A$AP Rocky” serves as another strong example, promoting Fenty Skin while keeping the focus on entertainment. https://www.youtube.com/watch?vEpGCCKB3Oag It even became a source of meme marketing: “Skin type is handsome.” Rare Beauty – Get Ready With Selena Gomez | Her Signature Look Watched over 8M times just on YouTube, Selena Gomez’s GRwM video for Rare Beauty is another great example of promoting beauty products without “boldly selling.” This format humanizes the brand and reinforces Rare Beauty’s positioning around self-expression and mental well-being. Dove – Evolution That beauty marketing campaign is often cited as a pioneer in shifting beauty advertising from product-focused messaging to promoting self-worth. By exposing the behind-the-scenes transformation of a model through makeup and Photoshop, Dove challenged unrealistic beauty standards. https://www.youtube.com/watch?vDCNEIwxkPlc According to YouTube comments, it seems that people still remember that campaign in a good way: Dove – Real Beauty Sketch Similar to the Evolution ad we mentioned above, Dove continued to champion authenticity with its Real Beauty Sketches campaign. By comparing women’s self-descriptions with how strangers perceived them, the campaign highlighted the gap between self-criticism and inherent beauty. https://www.youtube.com/watch?vrymT28Z6KQY The brand continues embracing that “self-worth” approach with its signature Dove digital marketing campaigns today. Rhode Skin – Strawberry Glaze Here is a campaign that is a modern example of an internet-breaking beauty ad that merges beauty product and celebrity influence. Back in 2023 Hailey Bieber’s Rhode Skin collaborated with Krispy Kreme to launch the Strawberry Glaze peptide lip treatment, inspired by her viral “strawberry girl” aesthetic. The campaign generated massive online buzz because it wasn’t just about a product, but a cultural moment. https://www.youtube.com/watch?vPo1QgiotwR0 Huda Beauty – Social Media Campaigns Not for a single beauty advertising campaign; Huda Beauty is in that list because of its entire social media presence. Check its TikTok views below: Founded by beauty influencer Huda Kattan, Huda Beauty became a billion-dollar brand largely through bold and strategic social media campaigns. Unlike traditional beauty companies, the brand didn’t rely on glossy TV spots but instead built trust and fandom on Instagram, YouTube, and TikTok. L’Oreal Paris – New Panorama Mascara (with Kendall Jenner) Is it enough to work with Kendall Jenner for a beauty brand to be cited as a good marketer? In that case, yes. https://www.youtube.com/watch?veluX8dFJeUY Kendall Jenner’s global recognition ensured instant visibility and cultural cachet. As a fashion icon, her endorsement helped bridge high-fashion aesthetics with everyday beauty. e.l.f Cosmetics – In e.l.f we Trust | Game Day Commercial Beyond celebrity-driven campaigns, this example demonstrates how bold creativity and humor works. Launched in August, e.l.f.’s latest campaign takes the brand’s playful, disruptive approach even further by parodying low-budget legal ads. By mocking the overinflated pricing of luxury beauty brands, e.l.f. positions itself as the defender of “beauty justice.” IT’S GAME DAY, IT’S GLOW TIME, AND E.L.F COURT IS NOW IN SESSION! Judge Beauty’s here to serve justice for the eyes, lips and face. What’s her ruling on the field? https://www.youtube.com/watch?vkjVf8ptmDmk Regarding the beauty ad, e.l.f. Chief Brand Officer Laurie Lam stated: Our community loves a little courtroom drama. e.l.f.ino & schmarnes’ expands that universe, continuing to make the case for accessible beauty with e.l.f.’s signature twist of humor. Glossier – Perfume That Smells Like You Recent years have also been great for embracing minimalism, authenticity, and emotional resonance. And Glossier did not hesitate to take advantage of it. With its You fragrance, the beauty brand broke from traditional perfume advertising—no elaborate fantasy visuals, no celebrity face, no luxury clichés. Instead, it leaned into a message of individuality. We designed Glossier You to be the ultimate personal fragrance – one that doesn’t overpower or cover you in an unfamiliar cloud of scent, but rather enhances your natural essence. Woodsy, musky, and sweet base notes of ambrette seeds and Ambrox are balanced with creamy, fresh Iris and sparkling Pink Pepper in a scent that’s best described as warm, soft, and familiar, like a hug from someone you love. https://www.youtube.com/watch?vGdOQhrkSKF4 NYX Cosmetics – Wednesday Campaigns (Social Media) Let’s finish the listing with the most recent one. Inspired by Netflix’s hit series Wednesday (apparently), NYX released TikTok and Instagram tutorials recreating the character’s signature dark eye and lip looks, encouraging fans to replicate and share their versions (user-generated content). With that pop culture integration, NYX Cosmetics quickly turned the hype into a beauty digital marketing win. FAQ about Beauty Marketing Campaigns What makes a beauty campaign successful? At the heart of every successful beauty campaign is connection. The best beauty advertisements tell a story people want to share. Think about Dove’s Real Beauty Campaign, or look at Fenty Beauty. By giving everyone a shade in its foundation line, Rihanna didn’t just launch a cosmetics brand. That’s what makes a campaign stick: it feels bigger than the product. How can small beauty brands create impactful campaigns? You don’t need a Super Bowl budget to make noise. Small beauty brands can win by keeping it real and inviting their communities into the story. Glossier built its empire on user-generated content. NYX did something similar with its Wednesday social campaigns, encouraging fans to create content inspired by the Netflix hit. The lesson? Authenticity and agility beat polished perfection. That’s the edge of smart beauty digital marketing today. Which platforms are best for beauty advertising campaigns? TikTok: With more than 1.5 billion monthly users and a huge Gen Z base, it’s the go-to for viral looks and quick tutorials. If you’re selling skincare products or makeup, this is where people are discovering them. Instagram: Still a hub for visual-first storytelling and influencer marketing. Brands like Huda Beauty scaled here by blending influencer collaborations with fan content. YouTube: Long-form remains powerful. Celebrity “get ready with me” videos, like Selena Gomez, double as authentic beauty advertisements. Rihanna’s Vogue routine did the same for Fenty Beauty and proved YouTube still drives cultural beauty moments. Why are digital influencers essential to beauty marketing success? Influencers give cosmetics brands a face, a voice, and most importantly, credibility. According to Influencer Marketing Hub, nearly two-thirds of marketers boosted budgets for influencer marketing in 2024, and it’s easy to see why. From Rihanna building Fenty Beauty into a global name to TikTok creators reviewing skincare products in their bathrooms, influencer collaborations and user-generated content are what make beauty campaigns feel authentic.

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