16 viral social media strategies and tactics for makeup brands
Makeup brands on social media win when they post content that feels real. These strategies show how to boost your reach without spending a fortune.
If you want help figuring it out, we’re just a message away.
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 Association with Product Discovery
When a massive celebrity directly associates with your brand or products, the impact goes beyond simple endorsement. The magic happens when the celebrity becomes part of the discovery story itself, making viewers feel like they're witnessing an authentic moment rather than watching an ad.
Whispers of Wednesday (7.2M views) shows how Dior leveraged Jenna Ortega's Wednesday Addams persona through carefully chosen music and visual storytelling. The Danse Macabre soundtrack created an instant connection to her character while showcasing earrings that felt like extensions of her gothic aesthetic. Rihanna's Viral Tease (12.9M views) demonstrates this perfectly with her Jamaica-themed nails creating anticipation for Fenty Beauty's 2025 launch. She didn't just wear the products, she embodied the mystery and cultural connection that made people speculate and share theories. The Dior-Jisoo Wrinkle Corrector Moment (2.8M views) worked because Jisoo's flawless skin became the perfect canvas to demonstrate anti-aging benefits, making the product feel both aspirational and credible.
Problem-Solution with Behind-the-Scenes Access
The most compelling makeup content addresses real customer pain points while showing the brand actively listening and responding. This creates a narrative where your audience becomes part of the solution story.
Tirtir's Shade Range Reveal (37.2M views) turned criticism about limited foundation shades into a powerful marketing moment by taking viewers inside their Korean lab. The creator showed raw foundation in beakers, demonstrated the manufacturing process, and personally filled her own compact. The TIRTIR Foundation Revelation (2.8M views) followed up by showing the dramatic before-and-after of finding the right shade match, creating a complete narrative arc from problem identification to solution celebration.
@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.
Micro-Transformations with Pattern Breaks
Your makeup content needs to hook viewers within the first two seconds by showing something unexpected or contradictory. The key is creating visual disruption that stops the scroll immediately.
The Unrecognizable Transformation (12.2M views) started with a half-done extreme look, immediately challenging viewers' expectations about transformation content. The creator's confident declaration that others weren't doing "real" unrecognizable makeup positioned her as the authority. Makeup Muse (7.1M views) used pink hair rollers and face shape guides to create multiple layers of curiosity, though the face shape debate in comments showed how visual contradictions can drive engagement.
Product Functionality Reveals
Instead of just showing your product, reveal hidden features or unexpected uses that make viewers rethink what they thought they knew about makeup tools.
The Unexpected Accessory (4.1M views) showed Makeup Revolution's lipstick with a detachable skull ring, transforming a simple lip product into wearable jewelry. The layered reveal kept viewers watching to see each surprise element. The At-Home Hair Color Revolution (19.7M views) demonstrated L'Oréal's ColorSonic device transforming the messy, time-consuming hair coloring process into a 5-minute, mess-free experience.
@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
Sensory Satisfaction Through Process
ASMR-quality content in makeup goes beyond just satisfying sounds. It's about creating a complete sensory experience that viewers want to replay and share.
The Hypnotic Assembly Line (1.1M views) showed TIRTIR's animated production process with perfect sound design - the "gloop" of foundation filling cushions and the "click" of compacts closing. Sensory Unboxing (1.4M views) by Makeup Revolution focused entirely on the sounds and textures of unwrapping their jelly blush, with each crinkle and tap amplified for maximum satisfaction. The Swatch Symphony (0.9M views) created rhythm through systematic shade swatching that became almost meditative to watch.
@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.
Gamified Product Selection
Turn product choice into an interactive game or challenge that makes viewers feel involved in the decision-making process. This transforms passive watching into active participation.
The Dior Addict Lip Glow Quest (1.5M views) turned shade selection into an arcade adventure with Alexandra Daddario playing claw machines and bowling to find her perfect lip color. The "warm team vs cool team" framework gave viewers a way to categorize themselves and root for outcomes. Mascara Showdown (1.2M views) used direct comparison between burgundy and black mascara, explicitly asking viewers to choose their favorite and driving comment engagement.
Absurdist Brand Humor
Comedy that plays with your brand's identity or challenges typical beauty advertising creates memorable content that people share because it's genuinely funny, not just promotional.
The Unlikely Dermatologist (32.2M views) featured Anthony Davis claiming to be a dermatologist based on his height advantage for seeing scalps, while a real dermatologist provided the perfect deadpan reactions. It's one of the classic viral formats we have noticed. Street Smarts & Viral Sparks (8M views) showed Maybelline's Hannah Berner getting unexpected answers like "IBS" and "I can peel a banana with my feet" when asking people about confidence, creating genuine comedic moments around beauty topics.
@maybelline Slaying the day with Maybelline’s Skin Tint and @Hannah Berner #ad #maybellinepartner ♬ original sound - Maybelline NY
Spectacular Scale and Location
Creating content that makes your product feel monumental or places it in iconic settings generates the "how did they do that" factor that drives shares and comments.
The Parisian Product Spectacle (2.6M views) transformed L'Oréal's shampoo bottle into a multi-story building structure at the Eiffel Tower, making viewers question reality. The Fenty Football Factory (2.1M views) created an automated assembly line painting footballs in different foundation shades, perfectly timed with Rihanna's Super Bowl performance.
Intimate Access and Personal Moments
Content that feels like viewers are getting exclusive access to personal beauty routines or private moments creates powerful parasocial connections with your brand.
The Intimate Ritual (68.7M views) used the unique "inside-the-bag" perspective to show Chanel's nail care routine, making viewers feel like they were discovering the products alongside the model. The Scent of Anticipation (24.2M views) captured Charlize Theron's genuine first reaction to smelling Dior's new fragrance, creating anticipation through her authentic surprise and delight.
@chanel.beauty CHANEL BEAUTY MIX - Hand Repair. Do it yourself. #CHANELBeauty #CHANELMakeup #CHANELSkincare #Beautytok ♬ original sound - chanel.beauty
Performance and Coverage Challenges
Show your products solving real beauty problems in dramatic, visual ways that provide immediate proof of effectiveness.
The Redness Revolution (1.9M views) demonstrated TIRTIR foundation covering severe rosacea in real-time, with the creator's genuine surprise at the coverage creating authentic testimonial content. The Concealer Canvas (1.9M views) showed how different shades of Maybelline Eraser concealer could create full-face contouring, positioning one product line as multiple beauty tools.
@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.
Shopping Experience Recreation
Recreate the excitement and anticipation of discovering and purchasing beauty products, making viewers experience the dopamine hit of shopping without actually buying.
The Shopping Spree Foreshadow (3.5M views) showed the progression from online browsing to being overwhelmed with shopping bags, perfectly capturing the Black Friday shopping mentality that Kylie Cosmetics was promoting. Kylie's Target & Ulta Makeup Run (7.4M views) created mystery around whether Kylie herself was restocking her own products, while the distinctive pink basket became a talking point that drove additional engagement.
Technique Innovation and Education
Share advanced or unusual application techniques that beauty enthusiasts can't find elsewhere, positioning your brand as the source for professional-level knowledge.
The "Soap Brow" Swift Tutorial (2M views) demonstrated Makeup Revolution's brow product with the trending soap brow technique in under 30 seconds, providing high-value education quickly. The Green Liner Holiday Spark (1.5M views) showed Maybelline's green eyeliner as the perfect holiday statement, with quick application and blendability testing that addressed key product performance concerns.
@makeuprevolution @lenkalul’s technique for Soap Brows using the Rehab Soap + Care 😍 #makeuprevolution #soapbrows #soapbrowstutorial #browtutorial #perfectmatch ♬ original sound - Makeup Revolution
Cultural Bridge Building
Content that connects your brand with specific cultural moments, locations, or communities creates deeper emotional resonance beyond just product demonstration.
Rio Radiance (1.2M views) connected Fenty Beauty's Brazil launch with Rio's iconic landscapes and Brazilian celebrity Juliette Freire, creating cultural pride alongside product demonstration. This pattern keeps popping up in our breakdowns of viral content. The Ephemeral Parisian Portrait (15.4M views) showcased artistic skill in a quintessentially Parisian café setting, though not directly product-focused, it demonstrated how location and skill can create viral moments.
Product Range Showcasing with Performance
Instead of simply displaying your product range, demonstrate how the variety serves different needs or creates different effects in quick succession.
Lip Liner Swatch Symphony (1.4M views) showed ten Maybelline lip liner shades with rapid swatching followed by a crucial smudge test that proved longevity claims. Kylie Cosmetics' Hybrid Blush Launch (3M views) demonstrated the unique "hybrid" texture across multiple shades while explaining the innovative formulation that set it apart from traditional cream or powder blushes.
Seasonal and Gift-Focused Content
Create content around specific occasions or gift-giving that provides clear purchase justification and emotional connection to your products.
The Allure of the Unveiling (1M views) used Clinique's advent calendar to create anticipation through the "what's inside" curiosity, with each product reveal providing mini-satisfaction moments. Holiday Gift Guide (13.1M views) categorized Estée Lauder products by recipient ("For Your Dad," "For Your Mom") making gift selection feel personalized and thoughtful.
Visual Illusion and Texture Play
Create content that plays with viewers' expectations about what they're seeing, using familiar concepts in unexpected ways to generate surprise and delight.
The Dessertification of Dove (2.3M views) used a piping bag to fill body scrub jars like frosting, complete with a cherry on top, creating cognitive dissonance between "food" visuals and skincare products. Kylie's Everyday Gloss Reveal (4.7M views) showed her "favorite everyday combo" with casual coffee-sipping relatability that made high-end products feel accessible and achievable.
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