12 viral Instagram strategies for makeup brands
Instagram works best for makeup brands when the content is fun and informative.
These strategies make learning feel easy and engaging.
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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
- Viral Tiktok strategies for makeup brands
- Viral short videos made by makeup brands
Making luxury accessible through celebrity vulnerability
The biggest shift we're seeing in makeup brand Instagram strategy is showing that premium beauty isn't just for the elite. Instead of polished perfection, successful brands are letting celebrities be real and relatable while still showcasing high-end products.
The Scent of Anticipation (24.2M views) shows Charlize Theron genuinely excited to smell a new Dior fragrance for the first time, admitting "I haven't smelt it" and creating real anticipation. Chic Friends & Effortless Makeup (1M views) features Jeanne Damas casually doing her friend Sarah's makeup, making luxury French beauty feel like something friends do together over lunch.
This strategy works because it reframes expensive products as tools for authentic self-expression rather than symbols of status. When celebrities show genuine reactions and spontaneous moments, viewers feel like they're getting insider access to how luxury really feels in everyday life.
The power of the "before you scroll away" hook
Makeup brands are getting smarter about stopping thumbs mid-scroll by creating immediate visual confusion or curiosity gaps that viewers have to resolve.
Makeup Muse (7.1M views) opens with pink rollers and a face shape chart that doesn't match the creator's actual face, sparking debate in comments. The Unrecognizable Transformation (12.2M views) shows half a dramatically made-up face while challenging other creators, making viewers wonder if she can really deliver on the promise.
These hooks work because they create a mental itch that viewers need to scratch. The brain doesn't like unresolved questions, so people keep watching to see if their assumptions were right or wrong.
Product reveals disguised as entertainment
The most viral makeup content doesn't feel like advertising at all. Brands are wrapping product launches in game-like experiences that make discovery feel like winning.
The Dior Addict Lip Glow Quest (1.5M views) turns shade selection into an arcade adventure with claw machines and bowling, making the final "006 Berry" choice feel earned rather than sold. The Allure of the Unveiling (1M views) presents a Clinique advent calendar as a treasure hunt, with each product reveal building anticipation for the next surprise.
This approach transforms passive viewers into active participants who feel invested in the outcome. When people work for information, they value it more and remember it longer.
Turning everyday actions into ASMR experiences
Smart makeup brands are discovering that the sounds and textures of their products can be just as engaging as their visual results. They're amplifying the sensory satisfaction that comes with using premium cosmetics.
The Dessertification of Dove (2.3M views) uses a piping bag to create whipped cream-like textures with body scrub, complete with satisfying squishy sounds. Lip Liner Swatch Symphony (1.4M views) creates a rhythmic sequence of swatches with synchronized "psssht" sounds that make the testing process almost musical.
These videos tap into our natural love of texture and repetition. The satisfying sounds and smooth motions make viewers want to experience the products themselves, turning a simple demonstration into a craving.
Celebrity shopping as aspirational content
Instead of traditional endorsements, makeup brands are showing celebrities actually purchasing and using their products in real retail environments, making luxury feel more attainable.
Kylie's Target & Ulta Makeup Run (7.4M views) shows someone shopping for Kylie Cosmetics at accessible stores, with that distinctive pink basket becoming a talking point itself. The Shopping Spree Foreshadow (3.5M views) playfully shows the escalation from browsing online to carrying an absurd number of shopping bags, perfectly capturing the beauty shopping experience.
This strategy works because it bridges the gap between celebrity lifestyle and regular consumer behavior. Seeing stars shop where you shop makes their choices feel more relevant to your life.
The comparison game that drives engagement
Makeup brands are creating content that forces viewers to pick sides, turning passive scrolling into active participation that floods comment sections with opinions.
Mascara Showdown (1.2M views) applies different colored mascaras to each eye and directly asks viewers to choose their favorite shade. The Dior Addict Lip Glow Quest (1.5M views) frames the entire experience as "Warm Team vs Cool Team," making shade selection feel like joining a tribe.
It's one of the classic viral formats we have noticed.
Binary choices are irresistible to our brains. When presented with an either-or decision, people feel compelled to voice their preference, creating the kind of engaged comment sections that algorithms love.
Making product innovation feel magical
The most successful makeup launches don't just announce new products – they present them as breakthrough technologies that solve real beauty problems in almost impossible ways.
The At-Home Hair Color Revolution (19.7M views) positions the L'Oréal ColorSonic as a futuristic device that eliminates all the mess and guesswork of traditional hair dyeing. Kylie Cosmetics' Hybrid Blush Launch (3M views) describes their new blush as neither cream nor powder but something entirely new that "melts like cream but feels like powder."
These presentations work because they position products as solutions to frustrations people didn't even realize they could solve. The "magic" factor makes sharing feel like sharing a secret discovery.
Speed tutorials that respect short attention spans
Makeup brands are condensing complex techniques into lightning-fast demonstrations that deliver maximum value in minimum time, perfect for today's scroll-heavy consumption habits.
The Green Liner Holiday Spark (1.5M views) demonstrates the "best green liner for the Holidays" in just 10 seconds, including swatch test and application. The Concealer Canvas (1.9M views) shows how to highlight and contour using only different shades of the same concealer, with the reveal that it's "THE ARTIST" using multiple tones.
This pattern keeps popping up in our breakdowns of viral content.
Quick tutorials succeed because they eliminate everything except the essential transformation. Viewers get immediate gratification and feel like they can actually replicate what they just saw.
Creating impossible spectacles that demand attention
Some makeup brands are going beyond traditional advertising to create jaw-dropping installations and experiences that make people stop and stare, even if just virtually.
The Parisian Product Spectacle (2.6M views) shows a massive L'Oréal shampoo bottle transformed into a pop-up shop structure next to the Eiffel Tower. The Fenty Football Factory (2.1M views) creates an assembly line where white footballs get spray-painted in different foundation shades, perfectly timed for Rihanna's Super Bowl performance.
These spectacles work because they're so unexpected that people have to share them. The "is this real?" factor drives massive engagement as viewers debate authenticity and tag friends who need to see it.
The art of the strategic tease
Top makeup brands are mastering the art of revealing just enough to create massive anticipation while leaving viewers hungry for more information.
Rihanna's Viral Tease (12.9M views) shows her using a Fenty compact while wearing Jamaican flag nails, ending with just "FENTY BEAUTY JAMAICA 2025" and no other details. Kylie's Everyday Gloss Reveal (4.7M views) positions itself as sharing her personal "favorite everyday gloss combo" without overselling the products.
Strategic teasing works because unfinished stories live rent-free in our minds. The brain craves closure, so viewers keep thinking about the content long after watching, often returning to check for updates.
Leveraging current cultural moments
Smart makeup brands are tying their content to trending cultural references and current events, making their products feel like part of the conversation rather than interruptions to it.
Whispers of Wednesday (7.2M views) features Jenna Ortega with classical "Danse Macabre" music that subtly references her Wednesday Addams role without being obvious about it. The Fenty Football Factory (2.1M views) perfectly timed their football-themed content with Rihanna's Super Bowl halftime show performance.
Cultural timing transforms product content into cultural commentary. When brands become part of the conversation around pop culture moments, they earn organic reach that paid advertising can't buy.
The power of authentic skill demonstrations
Makeup brands are showcasing creators who possess genuinely impressive artistic abilities, turning product demos into mesmerizing performances that people watch for pure entertainment value.
The Ephemeral Parisian Portrait (15.4M views) shows an artist drawing a perfect face using both hands simultaneously on a Paris café window, creating something beautiful and temporary. Beginner Friendly Makeup Tutorial (1.7M views) demonstrates advanced techniques like drawing fake double eyelids and individual bottom lashes with expert precision.
Skill-based content succeeds because talent is inherently shareable. People love discovering and sharing exceptional abilities, especially when they're presented in an accessible, educational format that makes viewers feel like they're learning secrets.
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
- Viral Tiktok strategies for makeup brands
- Viral short videos made by makeup brands