17 viral short videos made by makeup brands
Short videos can help your makeup brand grow fast. These clips show what works—quick setups, real reactions, and simple editing.
Want to try it for your brand? Let’s do it.
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 marketing strategies for makeup brands
The Green Liner Holiday Spark, 1.5M+ views
This Instagram Reel from Maybelline New York shows a woman holding their Tattoo Studio green eyeliner pencil with the text "The best green liner for the Holidays!".
This creates an instant hook with a strong claim in the first second.
She quickly swatches the liner on her hand, then tries to smudge it to test its performance. The demonstration is fast and direct, showing how the product behaves without wasting time. She then applies it to create a winged eyeliner look, keeping the camera focused tight on her eye.
The video works because it delivers everything in 10-12 seconds. You get the product claim, the performance test, and the final result without any fluff. The "best for the Holidays" creates urgency since people actively look for new looks during this period. The green color feels festive but still wearable.
People would probably comment asking about wear time or other shades. The brevity means most viewers watch until the end, which helps retention rates.
The clear demonstration builds trust quickly, and the seasonal angle makes it feel relevant right now.
The Intimate Ritual, 68.7M+ views
This TikTok from chanel.beauty opens with a woman's lips seen through a shimmering surface, creating mystery right away.
She then appears in a Chanel sequined jacket, saying "How do I get things done? I nail it."
The hook here is the unique camera angle - shots from inside a reflective bag looking out as she reaches for Chanel hand cream, cuticle oil, and red nail polish. This "inside-the-bag" view feels intimate, like you're getting a peek into her personal routine. Each product application gets close-up treatment, especially the slow red nail polish application that has an ASMR quality.
The novel perspective is what makes people stop scrolling. It's not just showing products, it's creating an experience. The Chanel brand adds automatic status appeal - sharing this signals good taste.
It's one of the classic viral formats we have noticed.
The ritualistic aspect is calming and the "I nail it" pun is memorable enough to quote in comments.The high production value and unique visual storytelling make this feel more like art than advertising, which explains why it hit nearly 70 million views.
@chanel.beauty CHANEL BEAUTY MIX - Hand Repair. Do it yourself. #CHANELBeauty #CHANELMakeup #CHANELSkincare #Beautytok ♬ original sound - chanel.beauty
Klum's Runway Radiance, 3.2M+ views
This Instagram Reel from L'Oréal Paris Official features Heidi Klum walking a runway in a striking black gown with dramatic purple lighting. She waves to the audience, blows a kiss, and makes direct eye contact with the camera.
Heidi Klum's celebrity status is the main driver here. Her international recognition guarantees initial attention, and seeing a superstar in what feels like a behind-the-scenes moment creates connection. The visual is pure glamour - the sleek dress, expensive jewelry, and professional lighting make everything look aspirational.
The video keeps moving with quick cuts between wide shots and close-ups, preventing visual boredom. Her direct engagement with the camera makes viewers feel acknowledged. At only 9 seconds, it ensures high completion rates and easy rewatching.
The combination of celebrity power, striking visuals, and confident stage presence packaged into a short, dynamic format explains its viral spread.
Chanel's Chance Encounter in a Labyrinth of Light, 83.8M+ views
This TikTok from chanel.beauty shows a young woman entering a neon "Take your chance Mirror Maze" structure. Inside, she dances through mirrors and purple lights while interacting with a Chanel Chance perfume bottle.
The visual effects are the star - kaleidoscopic patterns, multiple reflections, and the woman appearing to multiply and swirl with the perfume bottle. She even looks through the bottle like a lens. The technical execution is incredibly sophisticated, creating an almost psychedelic experience.
The constant motion and transformation keeps people watching for details they might have missed. The upbeat electronic music syncs perfectly with the visuals, and the lyrics "take your chance" reinforce the product name. The whole thing feels like a mini music video rather than an ad.
People would share this mainly because it looks cool and unique. The high aesthetic value makes it "saveable" for inspiration. Comments would likely praise the trippy effects or express desire for the product. This pattern keeps popping up in our breakdowns of viral content - when brands create entire visual experiences instead of just showing products.
@chanel.beauty NEW. CHANCE EAU SPLENDIDE. A splendid story of CHANCE. Music by Angèle. Film directed by Jean-Pierre Jeunet. @💿 Angèle 💿 #CHANELBeauty #ChanceEauSplendide #Angèle #CHANELFragrance #BeautyTok ♬ original sound - chanel.beauty
The Parisian Product Spectacle, 2.6M+ views
This Instagram Reel from L'Oréal Paris Official shows a massive bottle of their Elvive Glycolic Gloss shampoo transformed into a pop-up shop structure in front of the Eiffel Tower.
People walk around the giant bottle, which has a store entrance at its base.
The scale creates immediate "wow" factor. A product bottle turned into a building is not something you see every day. The Eiffel Tower location adds Parisian luxury appeal and creates a memorable image that associates the everyday product with an iconic landmark.
The slow camera movement reveals details gradually, encouraging people to watch longer to understand the full scope.
Whether this is a real build or very good CGI, the "Is this real?" question drives comments and shares.
People would share this with captions like "OMG, look at this!" because it makes the sharer look good for finding something so unusual. The aspirational Paris setting makes the product feel more premium than a standard shampoo ad would.
Lipstick Moment, 1.4M+ views
This Instagram Reel from Estée Lauder shows a woman who strongly resembles Ana de Armas in a white terry cloth robe, applying a pinkish-red lipstick. She's already wearing foundation and eyeliner, and applies the lipstick with deliberate, unhurried movements.
The celebrity look-alike factor (or if it's actually her) is the main hook. People stop scrolling to confirm if it's Ana de Armas, which drives initial engagement and comments. The intimate "Get Ready With Me" feel makes viewers feel like they're seeing a private moment.
At only 5 seconds, it almost guarantees full watch-throughs and loops naturally, inflating view counts. The soft lighting, white robe contrast, and slow lipstick application have an ASMR-like quality that's calming to watch.
The aesthetic quality and celebrity recognition create a simple but effective hook. The brevity means the impact isn't diluted, and the lack of speech makes it universally accessible.
Cosmetic Up, 1M+ Views
🧨 Dive into our full analysis here
This viral Reel by @cosmeticup.official features a chaotic kids’ makeup kit being cleaned and restored.
It grabs attention fast—the initial mess is uncomfortable to look at, making viewers curious to see the final result.
Then comes the twist: one “lipstick” is actually a tiny sausage. It’s unexpected and funny, keeping people watching and sharing. This kind of surprise—called a schema violation—plays with viewer expectations.
On top of that, the ASMR-style cleaning sounds and satisfying visuals hit a sweet spot. There’s something irresistible about watching a mess become perfect again.
The blend of order-restoring content and a weird-but-funny surprise makes this Reel highly shareable. It’s strange in just the right way.
Even though the creator restores makeup, not sells it, beauty brands can use this formula too: show something broken, add a twist, and end with a satisfying reveal.
Think: smashed palettes, dried-out products, or bizarre beauty challenges with satisfying results.
The Concealer Canvas, 1.9M+ views
This Instagram Reel from Maybelline New York starts with text reading "THE ART" as a woman holds a single Eraser concealer. She applies a light shade to highlight areas (under eyes, forehead, nose, chin), then uses a darker shade to contour. After blending with a brush, the text changes to "THE ARTIST."
The "THE ART" caption creates immediate curiosity - how can one product achieve such a dimensional look? The fast application and blending process is visually satisfying to watch. The reveal of three different concealer shades at the end resolves the mystery.
This works as a "hack" - using different shades of the same affordable drugstore product for a full face sculpt. It feels achievable since Maybelline Eraser is widely available. The Art/Artist framing elevates it beyond a simple tutorial, adding cleverness that makes it memorable.
People would probably save this for later reference and share it in DMs with friends interested in makeup. Comments would likely ask about specific shades or praise the smooth technique. For us, it looks very familiar, because it's a proven format we've documented many times - the educational reveal that solves a common problem with accessible tools.
The Ephemeral Parisian Portrait, 15.4M+ views
This Instagram Reel by Helena Soubeyrand shows a woman in a vibrant pink sweater drawing on a café window glass in Paris. She uses two white markers simultaneously to create a symmetrical line-art portrait, drawing both sides of a face at the same time in continuous, flowing movements.
The rare skill demonstration is the primary driver - drawing symmetrically with both hands on a vertical surface is highly unusual and visually impressive. This isn't just art, it's a performance of coordination that immediately triggers admiration and surprise.
The curiosity gap keeps people watching as the abstract lines gradually form into a recognizable face. The brain engages in pattern recognition, trying to decipher what's emerging. The Parisian café setting and whimsical accordion music create a charming, artistic atmosphere that enhances the positive viewing experience.
Her genuine smile at the end and the glimpse of street onlookers appreciating her work adds authenticity. People would share this wanting others to witness the impressive talent, and comments would express amazement at the dual-handed technique.
The Dior Addict Lip Glow Quest, 1.5M+ views
This Instagram Reel from Dior Beauty Official features Alexandra Daddario in a pink arcade setting, asking viewers to help her choose between "cool" or "warm" lipstick looks. She plays claw machines and other games to win different Dior lip products, testing shades and seeking viewer opinions throughout.
The gamification transforms a simple product choice into an engaging adventure. Each "game" provides small satisfaction loops when she wins prizes, releasing dopamine and maintaining engagement. The illusion of interactivity ("Can you help me?", "What do you think?") makes viewers feel involved in her decision process.
Alexandra Daddario's celebrity appeal provides initial draw, but the playful structure keeps people watching beyond just her presence. The "Warm Team vs. Cool Team" creates a simple binary narrative that's easy to follow and invest in. When she concludes she's a "cool girl" and finds shade "006 Berry," it provides satisfying narrative resolution.
The rapid pacing and variety of games prevent attention decay. The overwhelming pink aesthetic creates a stylized, immersive world that feels cohesive rather than just random product placement.
Dior's Micro-Moment Mastery, 9.8M+ views
This Instagram Reel from Dior Beauty Official opens with the "DIOR" logo in creamy liquid, then quickly shows their Forever Hydra Nude foundation. Anya Taylor-Joy and Willow Smith both appear holding the product, followed by close-ups of application and benefit claims like "24H NUDE PERFECTION" and "48H HYALURONIC ENRICHED HYDRATION."
The dual celebrity endorsement creates broad aspirational appeal - both women represent different but desirable personas. The extremely quick cuts (1-2 seconds per scene) create high stimulus density that prevents attention from wandering. Every frame is optimized with no dead space.
The clear benefit claims address common consumer desires for long-lasting, natural makeup with skincare benefits. The "NEW" positioning creates urgency and FOMO. The visual pleasure from textures, sleek packaging, and flawless skin triggers positive sensory responses.
The rapid pacing and celebrity power combined with luxury branding creates an engagement multiplier. People would share based on admiration for the celebrities or the sophisticated aesthetic. It's a recurring element we've seen in multiple viral case studies - packing maximum aspirational triggers into minimal time.
The Dior-Jisoo Wrinkle Corrector Moment, 2.8M+ views
This Instagram Reel from Dior Beauty Official shows Jisoo from BLACKPINK applying Dior's Hyalushot wrinkle corrector in small dots under her eye, then gently patting it in. She holds up a retro instant camera as if taking a selfie, followed by text claiming "-45% FEWER WRINKLES" before showing her applying the product again.
Jisoo's massive global fanbase creates immediate gravitational pull. Her presence transforms this from a product demo into content that fans feel personally connected to. The pristine close-ups showcase her flawless skin, creating powerful aspiration - viewers want to achieve similar results.
The instant camera moment adds relatability since taking selfies is universal. It subtly links the skincare routine to feeling confident enough to capture the moment. The quantified "-45% fewer wrinkles" claim offers tangible benefits that results-oriented consumers respond to.
The luxury Dior aesthetic and Jisoo's star power create a feedback loop where fans engage because of her, algorithms notice the high engagement, and reach expands further. Comments would likely praise Jisoo and ask about the product's effectiveness.
Street Smarts & Viral Sparks, 8M+ views
This TikTok from Maybelline features comedian Hannah Berner asking strangers in Washington Square Park about Maybelline's tagline "Maybe you're born with it" - specifically, what "it" is. Responses range from thoughtful ("that edge") to unexpected ("IBS") to absurd ("I can peel a banana with my feet").
The unexpected responses like "IBS" and "banana feet" create instant pattern interrupts that hook viewers. These outlandish moments generate high emotional arousal through surprise and humor, making them extremely memorable and shareable. Hannah's genuine comedic reactions amplify the humor and make interactions feel authentic.
The structure of "value first, sell second" is crucial. The video entertains before introducing the Maybelline Super Stay Skin Tint. By the time the product appears, viewers have already enjoyed themselves and are more receptive. The fast pacing and diverse interview subjects maintain attention and broaden potential audience connection.
People would probably comment to express amusement about the "IBS" or "banana feet" moments, or share similar quirky stories. The overall positive, surprising nature keeps people wondering what unexpected thing will happen next, boosting watch time.
@maybelline Slaying the day with Maybelline’s Skin Tint and @Hannah Berner #ad #maybellinepartner ♬ original sound - Maybelline NY
Chic Friends & Effortless Makeup, 1M+ views
This Instagram Reel from Rouje Paris shows founder Jeanne Damas doing a quick makeup tutorial on interior designer Sarah Lavoine using Rouje's new "Désir" Lip Palette. They're in what appears to be a Rouje boutique, with natural conversation as Jeanne applies concealer, bronzer, and lip color.
The dual influencer appeal creates aspirational authenticity - both women embody coveted "French Girl" chic. The interaction feels like catching a private moment between stylish friends rather than watching an advertisement. The "coincidence" of Sarah having no makeup adds to the spontaneous feel.
The natural dialogue and teasing ("glow of love," "kissed someone I'd love to kiss") humanizes both women and makes the content feel conversational. Jeanne subtly educates about product versatility and application techniques without hard selling.
The effortless beauty and chic setting trigger aspiration, while the finger application and "no-lipstick lipstick" technique feels achievable. The authentic friendship dynamic and soft sell approach make viewers more receptive than typical sponsored content would.
Rihanna's Viral Tease, 12.9M+ views
This Instagram Reel from FENTY BEAUTY BY RIHANNA shows Rihanna applying blush from a white compact, her nails prominently displaying a Jamaican flag design with black, green, and yellow. She playfully covers her face to showcase the nail art and her "MOM" ring before pointing to her cheek where she applied the product. The video ends with "FENTY BEAUTY JAMAICA 2025" text.
Rihanna's presence immediately commands attention and provides massive initial audience through her established fanbase. The "FENTY BEAUTY JAMAICA 2025" creates a powerful curiosity gap - viewers speculate about whether this hints at a new collection, event, or collaboration, driving comments and shares.
The Jamaican flag nail design is instantly recognizable and culturally resonant, acting as a strong visual hook that's both intriguing and shareable. It ties perfectly into the "JAMAICA 2025" reveal, making the tease feel cohesive. The "MOM" ring adds relatability and humanization.
The short, loopable format with engaging music encourages multiple views. Her direct eye contact and playful demeanor create personal connection. The subtle product application keeps focus on the tease rather than hard selling, making it feel organic.
Rihanna's Red Radiance, 1.2M+ views
This TikTok from Fenty Beauty by RIHANNA shows Rihanna in a striking red molded breastplate outfit, applying vibrant red liquid lipstick. Her dark hair is in a high braided ponytail, and she's wearing matching red nail polish and accessories. The song plays "bad gal on the way" as she applies the lipstick with confidence, occasionally making direct eye contact with the camera.
Rihanna's global icon status creates immediate attention, while the monochromatic red ensemble is visually striking. Red signals passion, power, and confidence, perfectly aligning with her brand. The precision of her lipstick application has an almost ASMR quality that increases retention.
The "bad gal on the way" lyric perfectly captures Rihanna's persona and cleverly alludes to her visible pregnancy, adding narrative depth. The audio becomes an earworm that makes the content memorable. Her pregnancy combined with the confident styling creates an empowering statement about motherhood and style.
The seamless integration of her own Fenty Beauty product creates authentic social proof. Her direct eye contact and confident demeanor make viewers feel acknowledged. The looping nature encourages multiple unconscious views, inflating engagement metrics.
@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
The TIRTIR Foundation Revelation, 2.8M+ views
This TikTok from TIRTIR Inc. shows a creator and her mother in a Korean beauty store, swatching foundation shades labeled as "darkest" that are clearly too light for their skin.
They express surprise that these were the darkest available options. The video then reveals that TIRTIR saw their previous content and sent them a large box with an expanded 30-shade range, including much deeper tones like "55N Espresso."
The problem-solution narrative is perfectly executed. The initial frustration about limited shade ranges in K-beauty is highly relatable, especially for viewers who've faced similar issues.
This immediately increases watch time as people want to see this common complaint addressed.
The brand responsiveness angle taps into wish fulfillment - consumers often feel unheard by brands, so seeing TIRTIR "listen" and adapt creates positive sentiment. The dramatic visual contrast between the old "darkest" shade and the new deep "Espresso" provides satisfying resolution and proves the brand's commitment.
The authentic backstory (TIRTIR responding to their content) adds credibility that straight advertising lacks. The application demo showing the foundation working well on their skin builds trust, especially referencing the mother's pores from a previous video.
People would probably comment asking about specific shades or praising the brand for listening.
@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.
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 marketing strategies for makeup brands