12 viral marketing trends for makeup brands in 2025
Marketing trends in 2025 are changing fast. For makeup brands, the winning moves are fast videos, trending sounds, and relatable content.
If you want to use what’s working now, we’ll show you how.
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 strategies for makeup brands
- Viral Tiktok videos made by makeup brands
- Viral Instagram Reels made by makeup brands
Celebrity Face Shape Mismatch Marketing
This trend works because it creates instant discussion and debate in the comments.
When people spot something that doesn't match up, they feel compelled to speak up.
Look at Makeup Muse (7.1M views) where the creator demonstrated "round face makeup" despite clearly not having a round face. The comments exploded with people pointing out the discrepancy. Beginner Friendly Makeup Tutorial (1.7M views) did something similar by claiming to show "beginner friendly" techniques while executing extremely advanced skills like drawing fake double eyelids and individual bottom lashes.
For your own makeup brand, intentionally create this kind of "productive confusion." Show your bronzer being used for "fair skin" on someone with medium skin, or demonstrate "mature skin" techniques on a 20-year-old.
The key is making it subtle enough that viewers have to pause and think, then feel smart when they notice the mismatch.
The Problem-Solution Factory Tour
Brands are taking viewers behind the scenes to show how they're solving real customer complaints.
This works because people love seeing their feedback actually matter.
Tirtir's Shade Range Reveal (37.2M views) perfectly executed this by directly addressing criticism about limited foundation shades. They took the creator to their Korean lab, showed the new darker shades being developed, and even had her fill her own compact. The TIRTIR Foundation Revelation (2.8M views) followed a similar pattern, showing creators who initially complained about limited shades then receiving an entire collection of expanded options from the brand.
For your makeup brand, collect your most common complaints and turn them into factory tour content. Show your team reformulating that lipstick that was too drying, or developing new shades based on customer surveys.
The key is making viewers feel like co-creators rather than just consumers. This pattern keeps popping up in our breakdowns of viral content.
@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.
Gadget-Powered Beauty Innovation
Beauty devices are stealing the spotlight because they promise to solve old problems in completely new ways.
The visual impact of seeing technology meet beauty creates that essential "wow factor."
The At-Home Hair Color Revolution (19.7M views) showcased L'Oréal's ColorSonic device, which automatically mixes and applies hair color. Viewers were fascinated by watching the sleek device work, making at-home coloring look effortless and professional. Aquatic Metamorphosis (17.4M views) used advanced makeup techniques and tools to create an otherworldly transformation, showing how innovation in application can be just as compelling as product innovation.
Your brand should focus on creating content that shows the device in action rather than just talking about features. Film close-ups of the mechanism working, capture the precise application, and show real-time results.
The technology story works because it makes everyday beauty routines feel futuristic and achievable.
@makeuprevolution Join our #CreatorRevolution competition to win a $100k creator contract! Judged by @abbyroberts ♬ Creator Revolution - Makeup Revolution
Dessert Illusion Content
Making your beauty products look like food creates an instant scroll-stopper.
Our brains are wired to notice anything that looks edible, especially sweet treats.
The Dessertification of Dove (2.3M views) showed body scrub being piped like frosting, complete with a cherry on top. The ASMR sounds of the product being squeezed, combined with the visual trick, made viewers do a double-take. Sensory Unboxing (1.4M views) played with texture and sound when unwrapping a "jelly" blush that looked and moved like actual jelly, creating that same food-mimicking appeal.
For makeup brands, think about which products naturally look like food. Your cream blush could be "frosting," your highlighter could be "glaze," or your lip oils could be "honey." The key is committing to the illusion completely - use proper pastry tools, add the finishing touches, and let people's brains be confused for just long enough to stop scrolling.
Scent Discovery Theater
People are fascinated by watching someone smell something for the first time, especially when there's genuine anticipation and surprise involved.
The Scent of Anticipation (24.2M views) captured Charlize Theron smelling a new Dior fragrance for the first time with perfumer Francis Kurkdjian. Her authentic reaction and the buildup created massive engagement because viewers experienced the discovery alongside her. Chic Friends & Effortless Makeup (1M views) included a moment where one friend describes a lip color as giving "bitten lips" that look like you've "kissed someone you'd love to kiss," creating that same sensory connection through description.
Your fragrance or scented product launches should focus on capturing genuine first reactions. Film people smelling your new lip balm, body mist, or scented makeup for the very first time. The key is building suspense before the reveal and capturing those micro-expressions that show real surprise or delight.
Micro-Celebrity Endorsement Moments
Short, highly polished celebrity content works because it feels exclusive while being easily digestible. The key is making every second count.
The Dior-Jisoo Wrinkle Corrector Moment (2.8M views) showed Jisoo applying eye cream in under 15 seconds, but every frame was perfectly crafted. Dior's Micro-Moment Mastery (9.8M views) featured both Anya Taylor-Joy and Willow Smith in rapid-fire cuts showcasing foundation, with each celebrity getting just seconds of screen time but maximum visual impact. Whispers of Wednesday (7.2M views) leveraged Jenna Ortega's Wednesday Addams association with haunting music and jewelry reveals.
For your brand, work with celebrities or influencers to create ultra-concentrated content. Focus on one hero product, show clear application, and make every cut purposeful.
The goal is making viewers feel like they witnessed something special, even in just a few seconds.
Impossible Architecture Marketing
Creating oversized product installations in famous locations generates massive attention because people question what's real. The scale shock makes people stop and stare.
The Parisian Product Spectacle (2.6M views) showed a giant L'Oréal shampoo bottle transformed into a pop-up shop near the Eiffel Tower. People were amazed by the sheer size and questioned whether it was real or CGI. The Fenty Football Factory (2.1M views) created a surreal assembly line where footballs were being "painted" with different foundation shades, blending sports imagery with beauty in an impossible industrial setting.
Your makeup brand can create similar content using CGI or actual large-scale installations. Imagine a giant lipstick tube as a building, or your foundation bottles as skyscrapers.
The key is picking iconic locations and making the scale so dramatic that people have to share it just to prove what they saw.
High-Speed Product Testing
Fast-paced swatch videos work because they deliver maximum information in minimum time.
People save these for reference and share them when friends ask for recommendations.
Lip Liner Swatch Symphony (1.4M views) showed ten different lip liner shades being swatched rapid-fire, then tested for smudge-proof performance. The Swatch Symphony (0.9M views) demonstrated this same concept with foundation, systematically showing dozens of shades in perfect rows with clear labeling. Chromatic Lash Play (2.9M views) applied this technique to colored mascaras, showing pink, blue, and burgundy options in quick succession.
Create similar content showing your entire shade range, different finishes, or product comparisons. The rhythm is crucial - each swatch should feel like a mini-reveal. End with a performance test that proves your claims, like waterproof mascara actually being waterproof.
Celebrity Doppelganger Mystique
When someone looks like a famous person, people can't help but engage. The "is it or isn't it" question drives comments and shares.
Lipstick Moment (1.4M views) featured someone who strongly resembled Ana de Armas applying lipstick. The resemblance was so striking that comments exploded with people debating whether it was actually her. Klum's Runway Radiance (3.2M views) worked because it actually was Heidi Klum, but the brief, glamorous runway moment made people question if they were seeing a real celebrity or a look-alike in action.
For your brand, work with models or everyday people who have strong resemblances to celebrities. Don't confirm or deny - let the mystery drive engagement. The content should feel organic and candid, like a behind-the-scenes moment rather than a planned shoot.
Street Art Beauty Demonstrations
Watching someone create art in public spaces captures attention because of the skill display and the temporary nature of the creation.
The Ephemeral Parisian Portrait (15.4M views) showed someone drawing a face on a café window using both hands simultaneously. The incredible skill combined with the Parisian setting created aspirational content that people had to share. Street Smarts & Viral Sparks (8M views) took a different approach by bringing makeup conversations directly to the street, asking strangers about beauty while showcasing products in real-world settings.
Your makeup brand can sponsor or create similar content where artists use your products as art supplies. Imagine someone creating a mural using your eyeshadow palettes, or doing street art with your liquid lipsticks. The key is showcasing both artistic skill and product versatility in unexpected settings.
Seasonal Product Unboxing Theater
Limited-edition collections and seasonal releases create natural anticipation. The unboxing format lets people experience the excitement without the expense.
The Allure of the Unveiling (1M views) showed a Clinique advent calendar being opened, with each product reveal building excitement. Kylie's Target & Ulta Makeup Run (7.4M views) created anticipation by showing someone (possibly Kylie herself) filling a distinctive pink basket with Kylie Cosmetics products, making regular shopping feel like an event. The Shopping Spree Foreshadow (3.5M views) built on this by showing the progression from online browsing to being overwhelmed with shopping bags.
It's one of the classic viral formats we have noticed. Create unboxing content for your seasonal launches, gift sets, or limited editions. Build suspense with questions like "what could be inside?" and make each item reveal feel like a small celebration.
Extreme Transformation Challenges
Dramatic before-and-after content works because people love witnessing complete transformations. The more extreme the change, the more likely people are to share it.
The Unrecognizable Transformation (12.2M views) showed someone creating such a dramatic makeup look that they claimed their phone's face recognition wouldn't work. The Concealer Canvas (1.9M views) demonstrated how to use different shades of the same concealer product to completely sculpt and transform face shape. The Redness Revolution (1.9M views) showed someone with significant facial rosacea achieving flawless coverage, creating an almost unbelievable before-and-after moment.
For your makeup brand, create transformation content that pushes boundaries. Show how your products can create looks so different that people are genuinely shocked. Document the entire process and emphasize the dramatic nature of the change. The goal is making people feel like they witnessed something almost magical.
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 strategies for makeup brands
- Viral Tiktok videos made by makeup brands
- Viral Instagram Reels made by makeup brands