15 viral Tiktok strategies for makeup brands
Makeup brands thrive on Tiktok when their content educates and entertains.
These tips help you teach your audience without losing their interest.
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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 Instagram strategies for makeup brands
- Viral social media strategies for makeup brands
- Viral marketing trends for makeup brands
Celebrity Name-Play Comedy
The smartest brands create comedy gold by playing with celebrity names that sound like their products. This isn't just casting a famous face - it's building an entire joke around the name connection.
CeraVe's Michael Cera collaboration (5.4M views) nails this perfectly. They bring in actor Michael Cera and pretend he's a skincare expert because his name sounds like "CeraVe." The whole bit plays on this confusion, with Cera giving hilariously wrong answers to basic skincare questions while a real dermatologist watches in disbelief.
This works because viewers get the joke immediately but stay to see how far they'll push it. The comedy comes from the gap between what we expect (expert advice) and what we get (complete nonsense from a confused actor).
@cerave Can always count on Dr. Shah, a real, board-certified derm, for chasing the facts. #DevelopedWithDerms ♬ original sound - CeraVe
Problem-Solution Street Interviews
Smart brands are hitting the streets to solve real beauty problems on camera. They find people with genuine concerns and show their products working in real time.
Maybelline's street interviews (8M views) work because they let real people be weird and funny first, then slip in the product naturally. One woman says her special talent is "I can peel a banana with my feet" - completely unexpected and shareable.
TIRTIR's shade range response (37.2M views) takes this further by directly addressing criticism. They brought a creator to their actual lab in Korea to test new darker foundation shades, turning negative feedback into positive content.
The key is authenticity. People trust solutions more when they see real problems being solved by real people, not perfect models.
@maybelline Slaying the day with Maybelline’s Skin Tint and @Hannah Berner #ad #maybellinepartner ♬ original sound - Maybelline NY
Behind-the-Scenes Factory Footage
Show people how your products are actually made, but make it visually satisfying. Viewers love seeing the process, especially when it's clean and precise.
TIRTIR's animated factory (1.1M views) shows cushion compacts being filled with foundation on a perfect assembly line. The "gloop" sound when foundation hits the cushion and the "click" when it closes create an ASMR experience.
TIRTIR's real lab visit (37.2M views) shows actual beakers of new foundation shades being mixed and tested. Seeing the creator fill her own compact makes the brand feel more personal and responsive.
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.
Colored Mascara Shock Value
Break expectations by showing mascara in wild colors instead of the usual black or brown. The shock of seeing pink, blue, or burgundy lashes stops the scroll immediately.
Maybelline's colored mascara demo (2.9M views) shows three different bright colors being applied to create completely different looks on each eye. Viewers naturally want to pick their favorite, driving comments.
The magic happens because colored mascara feels both risky and fun. People save these videos to show friends or try the look themselves later.
@maybelline Which new Sky High Mascara Color are you most excited to try? @Brooke Fromkin swatched the shades pink air, blue mist, and burgundy haze 🤩! #maybellineemployee ♬ original sound - Maybelline NY
Cross-Brand Universe Collaborations
Partner with entertainment properties that have passionate fanbases. When beauty meets gaming, anime, or TV shows, you tap into communities that love to share and discuss.
Fenty's Arcane collaboration (3.7M views) connects each lip gloss shade to specific characters from the hit animated series. Fans comment about "their" character's shade and tag friends who love the same characters.
This works because you're not just selling makeup - you're selling a way for fans to connect with characters they already love. The emotional attachment transfers to your product.
@fentybeauty Shimmer and chaos, but make it Fenty ✨😈💅 Power up your pout with main character energy by swiping on the glosses from the limited-edition #FentyxArcane Collection 💪 ⭐️ Jinx inspired #GlossBomb in 'Kaboom' ⭐️ Mel inspired #GlossBomb in 'Risky Rulin' ⭐️ Vi inspired #GlossBomb in 'Rebel Rais'r' ⭐️ Caitlyn inspired #GlossBomb in 'Rogue on Riche$' ⭐️ Anomaly inspired #GlossBomb in 'Morphic Melt' Shop this legendary collection *NOW* at the #fentybeauty site & @sephora! #arcane #leagueoflegends #riotgames ♬ original sound - Fenty Beauty
Extreme Transformation Artistry
Create looks so dramatic that people can't believe it's the same person. Start with a blank canvas and build something completely unexpected.
Makeup Revolution's aquatic transformation (17.4M views) begins with a white base covering the entire face, then builds an elaborate sea creature look with blues, prosthetics, and shell crown. The reveal is so extreme it feels like special effects.
People share these transformations because they showcase pure artistry. It's not just makeup - it's entertainment that happens to feature your products.
@makeuprevolution Join our #CreatorRevolution competition to win a $100k creator contract! Judged by @abbyroberts ♬ Creator Revolution - Makeup Revolution
Gift Guide Problem Solving
Create holiday content that actually helps people solve gift-giving problems. Structure it by recipient type to make shopping easier.
Estée Lauder's holiday guide (13.1M views) organizes products by "For Your Dad," "For Your Mom," "For Your Bestie," and "For Everyone." Each segment explains why that specific person would love that specific product.
This succeeds because it removes the stress from gift shopping. People save these videos and share them with others who are also struggling to find the perfect gift.
@esteelauder We’re here to solve your #holiday gifting dilemmas! Find a gift for everyone on your list with #EsteeLauder 🎁 #TikTokMadeMeGiftIt ♬ original sound - Estée Lauder
Founder Authenticity Moments
When brand founders appear using their own products naturally, it creates powerful credibility. Show them in their element, not in a studio.
Rihanna applying Fenty lipstick (1.2M views) shows her getting ready while pregnant, applying her own red lipstick with complete confidence. The "bad gal on the way" soundtrack matches her energy perfectly.
It's one of the classic viral formats we have noticed.
@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
Quick Tutorial Efficiency
Pack complete looks into under 30 seconds with clear product callouts and perfect pacing. Every second must deliver value.
Estée Lauder's summer glow tutorial (1.3M views) shows foundation, concealer, powder, bronzer, blush, highlighter, mascara, and lip balm application in rapid succession. Each product is clearly named and shown in action.
Makeup Revolution's soap brow tutorial (2M views) demonstrates the entire technique in seconds - water, product, brush up, flatten. The speed makes it feel achievable.
These work because they respect people's time while delivering complete, actionable information they can immediately use.
@esteelauder Futurist Foundation for the win! Get into that luminous summer glow 🌞 #summermakeup #summerfoundation #glowingskin ♬ original sound - Estée Lauder
Comprehensive Shade Range Displays
Show your entire shade range systematically. Make it easy for people to find their match and understand your inclusivity commitment.
TIRTIR's swatch symphony (0.9M views) methodically swatches every single foundation shade in both their pink and silver lines. Each swatch gets labeled clearly on a white background.
TIRTIR's foundation revelation (2.8M views) shows the dramatic difference between old "darkest" shades and new truly deep options like "55N Espresso."
People save these videos to reference when shopping and share them with friends looking for shade matches. It solves a real shopping problem.
@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.
Sensory Unboxing Experiences
Focus entirely on the sounds and textures of opening products. Every crinkle, pop, and squish should be crystal clear.
Makeup Revolution's jelly blush unboxing (1.4M views) captures every sound - the plastic tapping, shrink wrap peeling, cap popping, mechanism twisting. The final "boing" when touching the jelly texture adds playful surprise.
These trigger ASMR responses that make people want to watch repeatedly. The satisfying sounds become associated with your brand experience.
@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
Visual Spectacle Productions
Create content so visually stunning that people stop scrolling just to absorb what they're seeing. Use effects, lighting, and movement to create mini-movies.
Chanel's mirror maze experience (83.8M views) puts the model in a kaleidoscopic world where she multiplies and dances with the perfume bottle. The constantly shifting visuals prevent any boring moments.
Fenty's glitter explosion (2.9M views) shows their lipstick emerging from swirling pink glitter like a magic reveal. The production value makes a simple product feel precious.
These succeed because they're experiences, not just ads. People share beautiful things that made them feel something.
@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
Product Innovation Storytelling
When you launch something genuinely new, build anticipation around the unique feature. Make the innovation the star.
Makeup Revolution's ring lipstick (4.1M views) reveals that their gothic skull lipstick tube contains a detachable ring. The layered surprise - first the skull design, then the functional ring - keeps people watching.
Innovation stories work because they give people something concrete to talk about and share. "Did you see the lipstick that comes with a ring?" is an easy conversation starter.
@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
Real Problem Dramatic Solutions
Find customers with visible skin concerns and show your product working on camera. The more dramatic the before-and-after, the more powerful the content.
TIRTIR's rosacea coverage (1.9M views) shows a creator with significant facial redness testing their viral foundation. The immediate coverage on one cheek creates a striking half-face comparison.
CeraVe's dry skin routine (1.6M views) demonstrates their three-step process with clear before-and-after implications and satisfying texture transformations.
These resonate because they solve real problems people face daily. Viewers with similar concerns immediately see the potential solution.
@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.
Intimate Behind-the-Scenes Perspectives
Create unique viewpoints that make viewers feel like they're getting exclusive access to personal moments or insider perspectives.
Chanel's bag perspective (68.7M views) films from inside a makeup bag looking out as the model retrieves each hand care product. This "inside-looking-out" view feels intimate and novel.
The unusual perspective makes routine actions feel special and creates a sense of being let into someone's private beauty ritual.
@chanel.beauty CHANEL BEAUTY MIX - Hand Repair. Do it yourself. #CHANELBeauty #CHANELMakeup #CHANELSkincare #Beautytok ♬ original sound - chanel.beauty
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 Instagram strategies for makeup brands
- Viral social media strategies for makeup brands
- Viral marketing trends for makeup brands