12 viral marketing strategies and tactics for makeup brands
These strategies helped makeup brands go viral. It’s not about polished looks—it’s about real people, fast ideas, and having fun.
Want to try this approach? We can help you start.
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 Tiktok videos made by makeup brands
- Viral Instagram Reels made by makeup brands
- Viral marketing trends for makeup brands in 2025
Celebrity Authority Through Product Ownership
The smartest makeup brands are letting celebrities showcase their personal connection to products rather than just endorsing them. This works because people trust what celebrities actually use, not what they're paid to promote.
Rihanna's Viral Tease (12.9M views) shows her applying makeup with Jamaican flag nails while teasing "FENTY BEAUTY JAMAICA 2025." She's not just promoting - she's creating anticipation for her own brand expansion. Kylie's Everyday Gloss Reveal (4.7M views) features Kylie casually sharing her "favorite everyday gloss combo" while sipping coffee, making her routine feel genuine and accessible.
This strategy builds deeper trust because the celebrity has skin in the game. When Rihanna teases her own products or Kylie shares her daily routine, viewers feel like they're getting insider access to what actually works, not what pays the bills.
The Problem-Solution Hook
Leading with a relatable beauty problem immediately grabs attention and keeps people watching for the solution.
Tirtir's Shade Range Reveal (37.2M views) opens by directly addressing criticism about limited foundation shades, then transforms it into a positive reveal of their expanded range. The At-Home Hair Color Revolution (19.7M views) starts with the frustration of expensive salon visits every four weeks before introducing the L'Oréal ColorSonic as the game-changing solution. The Redness Revolution (1.9M views) begins by questioning whether viral cushion foundation can actually cover severe rosacea.
The key is making the problem feel urgent and personal. When viewers see their exact frustration called out in the first few seconds, they stick around to see if you actually have the answer they've been looking for.
Behind-the-Scenes Manufacturing Content
Showing how products are made taps into curiosity about processes while building trust through transparency.
The Hypnotic Assembly Line (1.1M views) shows an animated TIRTIR cushion factory where foundation is precisely dispensed into compacts with satisfying sounds. The TIRTIR Foundation Revelation (2.8M views) takes viewers inside the actual TIRTIR lab in Korea, showing the creator getting an exclusive first look at new shade development.
This content works because it satisfies the "how's it made" curiosity while making your brand feel more trustworthy and established. The key is focusing on the most visually satisfying parts of your process - the precision, the quality control, the innovation happening behind closed doors.
@tirtir.official 🔋 filling up, glowing out ! 🔋 our cushions are charging up and ready to deliver: ❤️ Red cushion: silky satin vibes 💗 Pink cushion: matte, seamless perfection 🪩 Silver cushion: naturally dewy brilliance your glow, your rules—so, which one‘s your pick ?🫶 whichever one you choose, grab it on Amazon.com at an unbeatable price until ⏰ December 2nd !! #tirtir #tirtircushion #tirtircushionfoundation #cushionfoundation #koreanbeauty #blackfriday #amazonbestseller #amazonbeauty ♬ 오리지널 사운드 - TIRTIR Inc.
Sensory-First Product Reveals
Making products look and sound irresistible through carefully crafted sensory experiences drives immediate desire.
Sensory Unboxing (1.4M views) focuses entirely on the satisfying sounds of unwrapping Revolution Jelly Blush - the crinkle of plastic, the pop of the cap, the mechanical whir of twisting up the product. The Dessertification of Dove (2.3M views) makes body scrub look like whipped cream being piped onto dessert, complete with a cherry on top.
The secret is amplifying the natural satisfying moments that happen when people interact with your products. Focus on textures that look smooth, sounds that feel crisp, and movements that appear effortless. This pattern keeps popping up in our breakdowns of viral content.
@makeuprevolution Bounce, Blush, Go! 💖 Blush up your lips and cheeks with our Jelly Blush Stain! With hydrating skin-loving ingredients such as hyaluronic acid, aloe, watermelon extract💦 💻Available online at Revolutionbeauty.com, @Superdrug , @Ulta Beauty , @LOOKFANTASTIC , @prettylittlething , @BEAUTY BAY @Debenhams 🛍In-store at Superdrug 9th Oct #JellyBlush #revolutionjellyblush #blushstain #lipstain #revolutionblush #asmr ♬ original sound - Makeup Revolution
Extreme Transformation Tutorials
Dramatic before-and-after content stops the scroll because people can't resist seeing how far makeup can go.
The Unrecognizable Transformation (12.2M views) shows someone completely changing their facial structure using false lashes, drawn-on features, and contouring techniques. Makeup Muse (7.1M views) demonstrates contouring for different face shapes with a complete hair and makeup transformation.
These work because they promise skills viewers wish they had. The key is showing techniques that look impossible but are actually achievable with practice. People save these videos to try later and share them because they genuinely can't believe the transformation.
Multi-Product Showcase Formats
Rapid-fire product demonstrations satisfy the desire to see variety while building trust through comprehensive testing.
The Swatch Symphony (0.9M views) systematically swatches 30 different TIRTIR foundation shades with clean, satisfying precision. Lip Liner Swatch Symphony (1.4M views) shows ten Maybelline lip liner shades being swatched, then proves their longevity with a smudge test. The Allure of the Unveiling (1M views) reveals a Clinique advent calendar packed with best-selling products.
This format works because it gives people maximum information in minimum time. Viewers get to see your full range, compare options, and feel confident about which products suit them. The rhythm of reveal-after-reveal keeps people watching until the end.
@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
Gamified Product Selection
Turning product choice into an interactive game makes viewers feel involved in the decision process.
The Dior Addict Lip Glow Quest (1.5M views) follows Alexandra Daddario through arcade games to find her perfect lip shade - claw machines, carousels, and bowling to determine if she's "warm" or "cool." Mascara Showdown (1.2M views) applies different mascara shades to each eye and asks viewers to pick their favorite.
Games trigger engagement because they make passive viewers into active participants. People naturally want to play along, guess outcomes, and share their preferences in comments. The key is making the "game" feel fun rather than forced.
Celebrity Lifestyle Integration
Showing products as part of aspirational daily routines makes luxury feel achievable and desirable.
The Intimate Ritual (68.7M views) uses a unique "inside-the-bag" perspective to show Chanel hand cream, cuticle oil, and nail polish as part of a sophisticated getting-ready routine. Rio Radiance (1.2M views) shows Brazilian celebrity Juliette Freire using Fenty products while getting ready against the backdrop of Rio de Janeiro.
This strategy works because it positions your products as part of a lifestyle people want to live. The trick is making the routine feel both aspirational and somehow attainable - showing the glamour but keeping the steps simple enough that viewers think they could do it too.
@chanel.beauty CHANEL BEAUTY MIX - Hand Repair. Do it yourself. #CHANELBeauty #CHANELMakeup #CHANELSkincare #Beautytok ♬ original sound - chanel.beauty
Comedic Brand Partnerships
Humor breaks through ad fatigue by entertaining first and selling second, making people actually want to watch your content.
The Unlikely Dermatologist (32.2M views) features Anthony Davis being "appointed" as CeraVe's head dermatologist based on his ability to see people's scalps, while a real dermatologist reacts with perfect comedic timing. Street Smarts & Viral Sparks (8M views) has Hannah Berner asking people what "it" is in Maybelline's famous tagline, getting unexpected answers like "IBS" and "I can peel a banana with my feet."
Comedy works because it makes your brand feel human and approachable. The secret is finding the absurd situations that still connect back to your product benefits - Anthony Davis's height making him qualified to see scalp problems, or discovering what "it" really means to regular people.
@cerave Did you hear the news? 🗞️ Anthony Davis is… Head of CeraVe ✅🗣️ #HeadofCeraVe ♬ original sound - CeraVe
Aspirational Accessibility Through Luxury Democratization
Making high-end products feel within reach by showing regular people enjoying premium experiences.
The Scent of Anticipation (24.2M views) shows Charlize Theron genuinely excited to smell a new Dior fragrance for the first time, making viewers feel like they're part of an exclusive moment. Whispers of Wednesday (7.2M views) uses Jenna Ortega's Wednesday Addams association with classical music to make Dior earrings feel thematically perfect rather than just expensive.
This approach reframes luxury as something you deserve rather than something you can't afford. The key is showing authentic reactions to premium products - real excitement, genuine surprise, or perfect cultural fits that make the price feel worth it.
Micro-Moment Product Integration
Seamlessly weaving products into natural, relatable moments makes advertising feel less like advertising.
The Green Liner Holiday Spark (1.5M views) shows Maybelline green eyeliner being applied for "the best green liner for the holidays" in just 10 seconds of pure demonstration. The Concealer Canvas (1.9M views) demonstrates using different shades of the same Maybelline concealer for highlighting and contouring, calling it "THE ART" and "THE ARTIST."
It's one of the classic viral formats we have noticed. These micro-moments work because they respect people's time while delivering maximum value. The focus stays on the technique or result rather than the sales pitch, making viewers more receptive to the product message.
Visual Spectacle Marketing
Creating impossible-to-ignore visual experiences that make people stop scrolling and start sharing.
The Parisian Product Spectacle (2.6M views) shows a massive L'Oréal shampoo bottle transformed into a multi-story pop-up shop structure in front of the Eiffel Tower. The Fenty Football Factory (2.1M views) features an artistic assembly line where footballs get "painted" with different Fenty foundation shades, tied to Rihanna's Super Bowl performance.
These visual spectacles work because they create "you have to see this" moments that people can't help but share. The key is making something so visually striking that the product becomes secondary to the experience, but memorable enough that people remember your brand afterward.
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 Tiktok videos made by makeup brands
- Viral Instagram Reels made by makeup brands
- Viral marketing trends for makeup brands in 2025