25 viral content marketing ideas made by makeup brands
These content marketing ideas for makeup brands are fun, real, and built for today’s feeds. No hard selling—just content people want to watch.
Want help using these ideas? We’re ready.
Napolify's Resources
- More than 500 viral content pieces analyzed
- Case Studies of viral accounts (Tiktok, Instagram and Facebook)
- Free Marketing Tools & Calculators
- Latest Tiktok Trends
More blog posts
- Viral marketing trends for makeup brands in 2025
- Viral social media strategies for makeup brands
- Viral short videos made by makeup brands
Whispers of Wednesday, 7.2M+ views
This Instagram Reel from Dior Beauty Official shows Jenna Ortega modeling their earrings while "Danse Macabre" plays in the background.
The video works because it taps into Ortega's current fame from playing Wednesday Addams. The classical music isn't random - it connects to her spooky character, making fans feel like they're watching an extension of the show rather than just an ad.
The quick cuts between different earring colors (white, pink, black, green) keep you watching to see what comes next. Each color change acts like a mini-reveal. Ortega's direct eye contact makes viewers feel personally connected to her.
For your makeup brand, think about how to connect your products to what's trending in pop culture. If there's a popular character or aesthetic moment, find a way to link your products to that vibe without being too obvious about it.
The Unlikely Dermatologist, 32.2M+ views
This TikTok from CeraVe shows basketball player Anthony Davis getting "appointed" as Head of CeraVe in a fake press conference, with a real dermatologist Dr. Andrew Park looking confused.
Davis claims his height gives him a "lifelong gift" of seeing people's scalps, complete with cheesy x-ray vision effects. When he declares "I'm basically a dermatologist now," Dr. Park delivers the perfect punchline: "I went to school for 12 f***ing years."
This works because it's completely absurd. The contrast between Davis's confident ignorance and the doctor's relatable frustration is comedy gold. People share this because it's genuinely funny, not because it feels like an ad.
For your brand, try pairing your expertise with someone completely unqualified in a humorous way. Let the "amateur" be overly confident while your expert reacts like a normal person would. The key is making the expert relatable, not superior.
@cerave Did you hear the news? 🗞️ Anthony Davis is… Head of CeraVe ✅🗣️ #HeadofCeraVe ♬ original sound - CeraVe
The Unexpected Accessory, 4.1M+ views
This TikTok from Makeup Revolution shows their black lipstick that comes with a detachable skull ring on the tube.
The video builds suspense by first showing the gothic packaging, then revealing the skull isn't just decoration - it's actually a wearable ring. This double surprise (lipstick AND jewelry) makes people stop scrolling.
The "IT'S BACK" text creates urgency, making viewers think they might miss out on something popular. The swatch at the end proves the lipstick actually works well, so the cool packaging isn't hiding a bad product.
For your makeup brand, think about how to add unexpected value to your products. Can your compact double as something else? Can your packaging become part of the experience? The surprise factor is what makes people want to share and tell their friends about your clever design.
@makeuprevolution IT’S BACK📣 Our best selling Black Skull Ring Lipstick🖤😱 The perfect Halloween accessory👏 #blacklipstick #halloweenmakeup #halloweenlooks ♬ Circus-style Halloween where ghosts start dancing(880310) - Shoya Kitagawa
The TIRTIR Foundation Revelation, 2.8M+ views
This TikTok shows creators visiting Korea and discovering the "darkest" foundation shades available were still too light for them. Then TIRTIR apparently saw their complaint and sent them new, actually dark shades to try.
The video works because it tells a story of a brand listening and fixing a real problem. Viewers see the dramatic difference between the old "darkest" shade and the new deep espresso tone. This visual proof is powerful.
The creators' genuine excitement when they find their perfect matches feels authentic. People would share this because it shows progress in makeup inclusivity, something many people care about.
For your brand, pay attention to complaints about your products and turn fixes into content. Show the before and after of your improvements. Make your customers part of the solution story, not just passive buyers.
@tirtir.official @Aylen Park Have you tried our Red Cushion foundation yet? We have 30 shades, and it's exclusive to K-beauty. We're also coming out with more shades soon. Please give it a try! :)) 😍🫶 #tirtir #kbeauty #kmakeup #cushionfoundation #redcushion #maskfitredcushion ♬ original sound - TIRTIR - TIRTIR Inc.
Cosmetic Up, 1M+ Views
🧨 Check out our full breakdown here
In this Reel, @cosmeticup.official restores a trashed kids’ makeup kit, turning mess into magic.
The hook? Pure chaos at the start—visually jarring enough to make you stay for the fix.
Then comes the twist: one lipstick is actually a mini sausage. It’s bizarre, funny, and completely unexpected—perfect for boosting watch time and shares.
Layer in satisfying ASMR cleaning sounds and you’ve got a recipe for viral: mess-to-clean plus a surprise twist.
It’s not a traditional beauty brand, but the format is gold. Start with mess, add shock, finish with transformation.
Beauty brands can adapt this: restore old makeup, fix beauty fails, or remix trends with unexpected props.
The Scent of Anticipation, 24.2M+ views
This Instagram Reel from Dior Beauty Official shows Charlize Theron meeting perfume creator Francis Kurkdjian to smell a new fragrance for the first time.
The suspense builds slowly. Kurkdjian hints at bringing "what I've just created" from Paris. Charlize admits she hasn't smelled it yet. They build up the moment with a "drum roll" before the reveal.
When Charlize finally smells it and reacts with "Oh, my gosh. It's so..." and trails off, that cliffhanger is perfect. People want to know what she was going to say, so they watch again and comment their guesses.
For your brand, try creating anticipation around new product launches. Let people see the first reactions without revealing everything. Sometimes what you don't show is more powerful than what you do show.
The Redness Revolution, 1.9M+ views
This TikTok from TIRTIR shows someone with visible rosacea testing their "viral cushion foundation" to see if it really covers red skin.
The moment she applies it to one cheek and her reaction of "Wasn't expecting that" feels completely genuine. The instant visual transformation from red to covered is dramatic and satisfying to watch.
She shows one side completely transformed while leaving the other red, creating a perfect before-and-after comparison. Then she applies it lighter on the other side, proving the coverage is buildable.
For your brand, test your products on real skin concerns, not perfect skin. Show the most challenging situations your products can handle. The bigger the problem your product solves, the more impressive the result looks.
@tirtir.official Even with a light touch, you can get full coverage❤️ Go get it right now because why not?@GLAMZILLA #tirtir#tirtirrcushion #tirtirbeauty #maskfitredcushion #cushionfoundation #koreancushion #koreanbeauty #kmakeup #koreanmakeup #kbeauty #paidcolloboration ♬ original sound - TIRTIR - TIRTIR Inc.
The Dior-Jisoo Wrinkle Corrector Moment, 2.8M+ views
This Instagram Reel from Dior Beauty Official shows BLACKPINK's Jisoo applying their Hyalushot wrinkle corrector in close-up shots.
The video works because Jisoo has millions of devoted fans who watch anything she does. Her flawless skin makes the anti-aging product aspirational - if it's good enough for her perfect complexion, it must be amazing.
The instant camera moment adds a playful touch, connecting the skincare routine to feeling confident enough to take photos. The "-45% FEWER WRINKLES" claim with a footnote gives it scientific credibility.
For your brand, if you can't afford mega-celebrities, focus on the aspirational lifestyle your product enables. Show people feeling confident and photo-ready after using your products.
The "Soap Brow" Swift Tutorial, 2M+ views
This TikTok from Makeup Revolution shows how to get laminated "soap brows" using their product and water applied with a pipette.
The video hooks you immediately by showing the final result first - those perfect, feathery brows everyone wants. Then it breaks down each step super quickly: add water, brush up, apply product, flatten.
The ASMR-like precision of the pipette and brush movements is oddly satisfying. People probably save this to try the technique later, which signals to the algorithm that it's valuable content.
For your brand, start with the end result to grab attention, then show the process. Keep tutorials short and satisfying to watch. The easier you make it look, the more people will want to try it themselves.
@makeuprevolution @lenkalul’s technique for Soap Brows using the Rehab Soap + Care 😍 #makeuprevolution #soapbrows #soapbrowstutorial #browtutorial #perfectmatch ♬ original sound - Makeup Revolution
Street Smarts & Viral Sparks, 8M+ views
This TikTok from Maybelline shows comedian Hannah Berner asking random people in Washington Square Park about the brand's famous "Maybe you're born with it" tagline, then gifting them products.
The video gets wild when someone answers "IBS" to "what is 'it'?" and another person reveals they can "peel a banana with my feet." These unexpected, absurd moments are what make people share the video.
Hannah's genuine reactions to the weird responses make it feel real, not scripted. The product only gets introduced after she's entertained people, so it doesn't feel like a hard sell.
For your brand, try interviewing real people and let their personalities shine. Don't script everything - the best moments come from genuine human weirdness. Lead with entertainment, then mention your product.
@maybelline Slaying the day with Maybelline’s Skin Tint and @Hannah Berner #ad #maybellinepartner ♬ original sound - Maybelline NY
Rihanna's Viral Tease, 12.9M+ views
This Instagram Reel from Fenty Beauty by Rihanna shows her applying makeup while wearing Jamaican flag nail art, ending with "FENTY BEAUTY JAMAICA 2025."
The nails immediately catch your eye with their bold flag design. But the real hook is that cryptic "JAMAICA 2025" text. Is it a new collection? An event? A collaboration? Nobody knows, and that mystery makes people speculate in the comments.
Rihanna's pregnancy adds another layer to her confidence and "bad gal" energy. The combination of her star power and the curiosity gap about Jamaica 2025 makes this super shareable.
For your brand, create intrigue around future launches without giving everything away. Let people theorize and discuss what you might be planning. Sometimes a tease generates more buzz than a full reveal.
Rihanna's Red Radiance, 1.2M+ views
This TikTok from Fenty Beauty by Rihanna shows her applying red lipstick in a matching red outfit while "bad gal on the way" plays in the background.
The monochromatic red look is visually striking - the molded breastplate, the lipstick, even her nails all match. The song lyric perfectly captures her confident, empowered vibe, especially while pregnant.
Her direct eye contact and the looping format make it hypnotic to watch. The precision of her lipstick application is satisfying, almost ASMR-like.
For your brand, create cohesive visual themes where everything matches. When your product becomes part of a complete aesthetic moment, it feels more desirable and Instagram-worthy.
@fentybeauty A moment in football history... 💋 Issa 'MVP' typa weekend, y'all! 🏆 Two years later, @Rihanna’s iconic #HalftimeShow glam is still living in our heads...and we love to see this DIVA. ❤️🔥 Complete ya game day glam with this bad gal-certified #redlip 👉🏽 IconVelvet liquid lipstick in #TheMVP ♬ BAD GAL RIRI ON THE WAY - Fenty Beauty
Chic Friends & Effortless Makeup, 1M+ views
This Instagram Reel from Rouje Paris shows founder Jeanne Damas doing makeup on her friend Sarah Lavoine using their new lip palette.
The video feels like you're watching two stylish French friends hang out, not watching an ad. Sarah's comment about the "bitten lips" effect looking like she "kissed someone I'd love to kiss" adds playful, relatable humor.
Jeanne showcases the palette's versatility by using it on lips, cheeks, and explaining it works on eyes too. The casual finger application makes the whole look seem achievable.
For your brand, show real friendships and natural conversations. Let personality shine through instead of sticking to a script. People connect with authentic moments between people they admire.
Tirtir's Shade Range Reveal, 37.2M+ views
This TikTok from TIRTIR shows a creator responding to criticism about their limited shade range by visiting their Korean lab to test new, expanded shades.
The video turns a negative comment into positive content by showing the brand actively listening and improving. Getting behind-the-scenes factory access makes it feel exclusive and transparent.
Seeing beakers of different foundation shades and the creator matching herself to new options provides concrete proof of progress. The mention of customer surveys shows the brand cares about feedback.
For your brand, when people complain about your products, use it as content inspiration. Show how you're fixing problems and involve your community in the solution. Turn critics into advocates by proving you listen.
@tirtir.official Our Best Friend @Darcei visited our lab for an exclusive first look at our ✨NEW Shades✨ Come join us straight from the Red Cushion manufacturing 🤩🤭. #tirtir #maskfitredcushion #cushionfoundation #koreanbeauty #kbeauty #kmakeup #koreanmakeup ♬ original sound - TIRTIR - TIRTIR Inc.
The Unrecognizable Transformation, 12.2M+ views
This Instagram Reel shows someone creating an extreme makeup look that completely changes their appearance, starting with a half-done face to show the dramatic difference.
The transformation is genuinely shocking - colored contacts, dramatic lashes, fake double eyelid lines, drawn-on lower lashes. Each step visibly changes how they look, keeping you watching to see the final result.
The confident, slightly confrontational tone ("Don't even talk to me" and "I'm basically a dermatologist now") makes it memorable and quotable. People probably comment because they're genuinely amazed by the skill level.
For your brand, don't be afraid to show dramatic transformations. The more extreme the change, the more likely people are to stop scrolling and watch the whole process. Confidence in your technique sells the products you're using.
The Swatch Symphony, 0.9M+ views
This TikTok from TIRTIR shows systematic swatching of their entire foundation range, from lightest to darkest, for both their Pink and Silver cushion lines.
The satisfying, rhythmic dabbing creates an ASMR-like effect. Each swatch is neatly labeled with shade names, making it incredibly useful for people trying to find their match.
The comprehensive range from very fair to deep tones shows inclusivity. People would save this video to reference when shopping, making it valuable beyond just entertainment.
For your brand, create reference content that people will bookmark. Systematic product showcases might not be the most entertaining, but they're incredibly useful and get saved frequently, which helps with algorithm performance.
@tirtir.official whether you’re after a flawless matte finish or a hydrating glow, we’ve got your complexion covered 🤙 watch as we swatch our iconic pink and silver cushions across all 20 shades each —showcasing everything from Fair Ivory to Fudge 🤩 #tirtir #tirtircushion #cushionfoundation #kbeauty #koreanmakeup #koreanbeauty ♬ son original - jnkclip
The Shopping Spree Foreshadow, 3.5M+ views
This Instagram Reel from Kylie Cosmetics shows someone browsing their website while cutting to the same person leaving an elevator with increasingly more shopping bags.
The "subtle foreshadowing" text and escalating bag count is a perfect meme format that anyone who's ever gotten carried away online shopping can relate to. The trending audio makes it immediately recognizable as humorous content.
Kylie's own comment linking it to Black Friday transforms the meme into a clever sales teaser. It builds anticipation for a sale without being a direct advertisement.
For your brand, use trending meme formats to hint at sales or launches. It's one of the classic viral formats we have noticed. Relatable shopping behavior + trending audio = shareable content that doesn't feel like an ad.
Rio Radiance, 1.2M+ views
This Instagram Reel from Fenty Beauty by Rihanna shows Brazilian celebrity Juliette Freire doing a "get ready with me" routine in Rio de Janeiro, ending with a plane banner reading "FENTY BEAUTY BRASIL."
The rapid-fire editing and samba-infused soundtrack create an energetic, almost hypnotic viewing experience. The Rio backdrop with Sugarloaf Mountain makes it aspirational and exotic.
Juliette's star power in Brazil guarantees engagement from her massive fanbase. The banner explicitly connects the global brand to local pride, making Brazilian viewers feel special.
For your brand, when entering new markets, collaborate with local celebrities and showcase iconic locations. Make people feel like your brand celebrates their culture, not just sells to it.
Luminous Summer Glow Tutorial, 1.3M+ views
This TikTok from Estée Lauder shows a quick summer makeup tutorial using multiple products from their range, all clearly named and demonstrated.
The "luminous summer glow" promise is universal - everyone wants that healthy, radiant look. The tutorial delivers exactly what the title promises in under 30 seconds.
Each product is shown clearly before application, making it educational and useful. The model's flawless skin and golden hour lighting enhance the aspirational quality.
For your brand, name your tutorials with clear, desirable outcomes. Show each product clearly and keep the pacing quick. People save tutorials they can actually follow and recreate.
@esteelauder Futurist Foundation for the win! Get into that luminous summer glow 🌞 #summermakeup #summerfoundation #glowingskin ♬ original sound - Estée Lauder
Lip Liner Swatch Symphony, 1.4M+ views
This Instagram Reel from Maybelline New York shows systematic swatching of ten lip liner shades, followed by a smudge test to prove their "longwear" claim.
The rapid reveal of different shades creates anticipation - people want to see if their preferred color is included. Each swatch acts like a mini-reward, keeping viewers engaged.
The smudge test provides instant proof of the product claim. When the liners barely budge after rubbing, it builds trust and credibility. This pattern keeps popping up in our breakdowns of viral content.
For your brand, always back up product claims with visual proof. Show all your shade options systematically, then demonstrate why your product is better than competitors.
Kylie Cosmetics' Hybrid Blush Launch, 3M+ views
This Instagram Reel shows beauty influencer Charlene Truong introducing Kylie Cosmetics' new "Hybrid Blush" that's neither cream nor powder, emphasizing its unique texture and Kylie's favorite shades.
The "hybrid" concept creates curiosity - what exactly is this new texture? Charlene's detailed explanation of the "suede finish" and how it "melts like cream but feels like powder" helps people understand the innovation.
Showing all eight shades swatched, then applying "Kylie's favorites" leverages celebrity endorsement while demonstrating the product's performance and versatility.
For your brand, when launching something new, emphasize what makes it different. Create curiosity around the innovation, then prove it works through demonstration. Celebrity preferences add social proof.
Holiday Gift Guide, 13.1M+ views
This TikTok from Estée Lauder presents four products as perfect gifts "for Dad, for Mom, for your bestie, for everyone" during the holiday season.
The video solves a real problem - holiday gift anxiety. By categorizing suggestions for different people, it makes decision-making easier. The "for everyone" option provides a safe fallback choice.
Each product gets a quick but thorough explanation of its benefits, with sensory language like "cooling cryo-steel wand" and "romantic and feminine scent" that helps people imagine the experience.
For your brand, create seasonal content that solves real problems. Make gift-giving easier by categorizing your products for different relationships and explaining why each choice works.
@esteelauder We’re here to solve your #holiday gifting dilemmas! Find a gift for everyone on your list with #EsteeLauder 🎁 #TikTokMadeMeGiftIt ♬ original sound - Estée Lauder
Fenty's Glittering Reveal, 2.9M+ views
This TikTok from Fenty Beauty by Rihanna shows a lipstick tube emerging from swirling pink glitter with dramatic CGI effects.
The opening glitter explosion is immediately hypnotic and visually satisfying. The product doesn't just get shown - it gets unveiled theatrically, making a simple lipstick feel special and luxurious.
The high production value CGI and consistent pink aesthetic align perfectly with Fenty's luxury positioning. The brief showcase of six different shades broadens the appeal.
For your brand, invest in making your product reveals feel like events. The more dramatic and visually stunning the presentation, the more likely people are to share it as eye candy.
@fentybeauty Who are these divas? ✨
♬ original sound - Fenty Beauty
Chromatic Lash Play, 2.9M+ views
This TikTok from Maybelline shows an employee testing three colored mascaras - pink, blue, and burgundy - creating bold, unconventional looks.
The novelty of brightly colored mascara immediately grabs attention because it's so different from typical black or brown. The #maybellineemployee tag adds insider credibility.
Showing three colors side-by-side lets viewers compare and pick favorites, which probably drives comments about color preferences. The quick application keeps the pacing energetic.
For your brand, don't be afraid to showcase unusual or bold products. Sometimes the most unconventional items generate the most curiosity and discussion among your audience.
@maybelline Which new Sky High Mascara Color are you most excited to try? @Brooke Fromkin swatched the shades pink air, blue mist, and burgundy haze 🤩! #maybellineemployee ♬ original sound - Maybelline NY
Beginner Friendly Makeup Tutorial, 1.7M+ views
This Instagram Reel shows someone demonstrating an extreme makeup transformation technique, starting with a half-made-up face to show the dramatic potential.
The title promises "beginner friendly" but delivers advanced techniques like drawing fake double eyelids and bottom lashes. This contradiction creates intrigue about what "beginner friendly" means to this creator.
Each step creates a visible change, from colored contacts to dramatic lashes to intricate eyeliner work. The confidence and slight attitude ("Don't even talk to me") makes it memorable and quotable.
For your brand, promise big transformations and deliver them step by step. Confidence in your technique sells both your skills and your products. Don't be afraid to show advanced methods that create dramatic results.
Napolify's Resources
- More than 500 viral content pieces analyzed
- Case Studies of viral accounts (Tiktok, Instagram and Facebook)
- Free Marketing Tools & Calculators
- Latest Tiktok Trends
More blog posts
- Viral marketing trends for makeup brands in 2025
- Viral social media strategies for makeup brands
- Viral short videos made by makeup brands