30 viral Instagram Reels made by skincare brands
These Instagram Reels from skincare brands show how to make beauty routines look simple and effective. You'll see transformations, tips, and real results that make people want to try.
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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 Tiktok strategies for skincare brands
- Viral marketing trends for skincare brands
- Viral marketing strategies for skincare brands
The Unyielding Heart, 3M+ views
In this Instagram Reel from ColourPop Cosmetics, we see someone trying to open a heart-shaped makeup compact with a hammer and screwdriver because it's stuck shut. The video shows the struggle, then reveals how easily it opens with their updated packaging.
The hook works because it takes a common frustration and pushes it to an absurd extreme. Most people have dealt with stubborn packaging, but using power tools on makeup is unexpected. This pattern interrupt grabs attention fast, which is crucial for those first few seconds on Instagram.
The relatability factor drives engagement. When ColourPop commented "No need for any hammers anymore," they turned a potential complaint into clever marketing. People probably comment because they've been there, and the brand's response makes them feel heard. The satisfying reveal when the compact finally opens gives viewers that completion they were waiting for.
The Phone Case Makeup Hack Phenomenon, 12M+ views
This Instagram Reel from ColourPop Cosmetics shows someone taping makeup products directly onto phone cases with clear tape. They demonstrate with a Benefit Benetint and a ColourPop heart compact, creating "functional" phone accessories.
The novelty here is key. It's giving never been done before, as the audio says, and that's exactly why it hooks people. The idea sounds ridiculous but taps into that desire to have your favorite products always on hand. The visual satisfaction of the neat taping and cute products makes it oddly pleasant to watch.
ColourPop's engagement in the comments amplified everything. When they joked about it "doubling as a tripod," they leaned into the playful absurdity. This kind of brand interaction signals to the algorithm that the content is worth pushing. People would share this because it's that perfect mix of silly and surprisingly practical that makes you think "my friends need to see this."
The "Gotcha" Testimonial, 0.5M+ views
In this Instagram Reel from Mary Kay, a woman appears to throw away skincare products while saying they made her skin look younger. The twist reveals she's only discarding them because they're empty and she needs replacements.
The misdirection creates a strong curiosity gap. You think you're watching a negative review, especially with that "real talk" opening, but the narrative flips completely. This bait-and-switch keeps people watching because they need to understand why someone would throw away products that work.
The before-and-after photos add credibility to her eventual endorsement. By the end, what started as apparent criticism becomes an enthusiastic recommendation. It's one of the classic viral formats we have noticed - the unexpected positive twist that makes people comment "you had us in the first half."
Winx Club x ColourPop, 20M+ views
This Instagram Reel from ColourPop Cosmetics showcases six eyeshadow sticks from their Winx Club collaboration. Each segment follows the same pattern: packaging, product reveal, macro close-up of the multichrome tip, then application on an eyelid.
Nostalgia hits hard here. Winx Club fans immediately connect with their childhood favorites, creating instant emotional investment. The multichrome eyeshadows are visually mesmerizing - those color-shifting pigments are inherently captivating in close-up shots.
The repetitive structure works perfectly for retention. Each 3-4 second cycle is short enough to prevent boredom but long enough to showcase the product. The predictable rhythm becomes almost hypnotic, encouraging people to watch all six variations. The collectible aspect triggers that "gotta catch 'em all" mentality, driving comments about which characters people want.
Flawless Foundation Finish, 1.8M+ views
In this Instagram Reel from TheAfternoonofficial, a presenter shows close-ups of patchy makeup, then demonstrates a two-step routine using specific products to achieve "glass skin" before foundation application.
The problem-solution framework is immediate and visual. Starting with those unflattering close-ups of caky makeup creates instant relatability for anyone who's struggled with foundation application. The promise of "makeup artist tricks" adds authority and aspiration.
Naming specific products like "Oncemet" and "HOP" transforms vague advice into actionable steps. This specificity reduces cognitive load and makes viewers feel like they're getting insider information. The enthusiastic delivery and clear skin demonstration act as social proof that the advice works.
The Alluring Caviar Eye Transformation, 5.5M+ views
This Instagram Reel from Laura Mercier shows an extreme close-up eye makeup application using Caviar Stick eyeshadows. The video demonstrates creating a smoky eye with minimal tools - just the stick products and basic blending.
The extreme close-up creates immersion while the smooth application suggests effortless glamour. Stick eyeshadows inherently promise simplicity compared to traditional powder shadows with multiple brushes. This lowers the barrier to entry for viewers who find complex eye makeup intimidating.
The shimmer elements naturally attract attention - shiny surfaces trigger basic visual rewards. The transformation from plain lid to defined, glamorous eye happens quickly, providing that satisfying payoff that keeps people watching. The clear product labeling converts curiosity into potential purchases.
The Art of the Subtle Seduction, 1.2M+ views
In this Instagram Reel from Laura Mercier, a makeup artist demonstrates the precise "tightlining" technique using a discontinued cake eyeliner, stamping pigment directly into the lash base rather than drawing a line.
The educational value combined with product scarcity creates a perfect storm. The comments reveal this Tightline Cake Eye Liner is a discontinued cult favorite, so showcasing it triggers intense emotional responses from longtime users demanding its return.
The ASMR-like precision of the stamping technique is mesmerizing. The slow, deliberate movements and satisfying sounds create a hypnotic viewing experience that encourages multiple watches. This pattern keeps popping up in our breakdowns of viral content - technical skill demonstrations that feel both aspirational and achievable.
Lipstick Layering Showcase, 1M+ views
This Instagram Reel from Mary Kay methodically demonstrates lipstick and lip liner pairings by swatching each combination on the wrist. Each lipstick swatch is followed by its matching liner, with clear text labels for every shade.
The utility is immediate and practical. Many people struggle with finding the right lip liner to complement their lipstick, and this video provides direct visual solutions. The pattern recognition kicks in once viewers understand the format - they want to see each pairing through to completion.
The visual satisfaction of the smooth applications and precise swatches creates an oddly satisfying quality. The clear labeling and consistent execution respect viewers' time while delivering maximum value. People would share this specifically with friends seeking similar product advice.
The Elbow Water Cascade, 3.3M+ views
In this Instagram Reel from LANEIGE U.S., someone carefully washes their face over a sink to avoid making a mess, but the camera reveals water streaming down their elbow and soaking the bathroom floor.
The relatability is profound and specific. Almost everyone has experienced water running down their arms when washing their face, despite trying to be tidy. The visual contrast between intended cleanliness and chaotic reality creates gentle humor that resonates universally.
The brevity ensures high completion rates while the meme format ("my elbows:") makes it instantly shareable. Laneige's own comment playing into the joke shows smart brand awareness. The observational humor transforms a mundane daily routine into a moment of connection and validation.
The Sensory Symphony of Paula's Choice, 1.7M+ views
This Instagram Reel from Paula's Choice Skincare creates an ASMR experience around their Pro-Collagen Peptide Plumping Moisturizer. Every sound is amplified - clicks, squeezes, smears - while showing the product from multiple angles with rapid cuts.
The ASMR integration is sophisticated and intentional. Those crisp sound effects create direct sensory pleasure that keeps people watching and rewatching. The "oddly satisfying" visuals of perfect dollops and smooth smears tap into that well-established viral trend.
The hyper-fast pacing maintains high energy in a short format, encouraging multiple views to catch all the details. For us, it looks very familiar, because it's a proven format we've documented many times - turning product texture into pure sensory content that feels less like advertising and more like entertainment.
A Viral Lip Serum Launch, 1M+ views
This Instagram Reel from LANEIGE U.S. introduces their Glaze Craze Tinted Lip Serum with distinctive donut-shaped applicators. The video shows four shades with satisfying swatches, all set to catchy "bing bap boom" music.
The donut applicator is pure novelty - it's cute, playful, and highly visual. This unique design element immediately grabs attention and creates conversation. The "donut-inspired" theme ties everything together from the applicator shape to shade names like "Chocolate Frosting."
The earworm music becomes a retention tool. That simple, repetitive beat is hypnotic and perfectly paces the visual transitions. The clear swatch demonstrations show the product's appeal while the cohesive theming creates a stronger brand story than typical product launches.
The Appetizing Moisturizer, 1.1M+ views
This Instagram Reel from Dot & Key Skincare shows their moisturizer being manufactured, starting with a user comment about wanting to "eat" the product. The behind-the-scenes factory footage uses trending audio to amplify the production process.
Starting with user-generated content creates immediate authenticity and relatability. The "I can literally eat it" comment is both humorous and intriguing, setting up the entire premise. The trending audio ("Oh my god, what is that?" and "Put it in the cart") amplifies the excitement and impulsive desire.
The manufacturing footage satisfies curiosity about "how it's made" while the repetitive filling process is oddly satisfying. The vibrant yellow color and creamy texture do look appetizing, reinforcing the original comment. The brand's own engagement validates the user experience and transforms potential criticism into clever marketing.
The Banana Sunscreen Experiment, 2.4M+ views
In this Instagram Reel from Deyga, they test two sunscreens against no protection using bananas. One half gets Deyga sunscreen, the other gets "market sunscreen," with time-lapse results showing the Deyga section staying fresh while others brown.
The curiosity gap is immediate - using bananas to test sunscreen isn't typical, so people stop to understand the connection. The visual proof is undeniable: banana oxidation mirrors skin damage, making the protection benefit tangible and memorable.
The comparative setup creates clear superiority positioning without directly naming competitors. Time-lapse builds anticipation while the stark visual difference provides satisfying resolution. People probably comment asking for links because the demonstration converts abstract claims into concrete evidence they can trust.
The Allure of the Squishy Donut, 1.2M+ views
This Instagram Reel from LANEIGE U.S. shows someone repeatedly pressing the soft, donut-shaped applicator of their lip serum. The focus is entirely on the tactile quality with close-up shots of the squishy material deforming and reforming.
The novelty of the donut shape immediately triggers curiosity, but the demonstrated squishiness elevates it to ASMR territory. That visual of the clear material yielding and bouncing back is inherently satisfying, even without direct touch.
The extreme close-up eliminates distractions and amplifies the sensory appeal. The overlaid comment "I'm intrigued" mirrors likely viewer reactions, validating their curiosity. It's a recurring element we've seen in multiple viral case studies - isolating one compelling product feature and making it the entire focus.
Kiehl's Icy Pop-Up Deconstructed, 1.3M+ views
This Instagram Reel from Kiehl's Since 1851 starts with a building encased in ice, which dramatically shatters to reveal a locker room-themed pop-up. The video showcases their body moisturizer through creative torture-test demonstrations before ending with a clear call to action.
The ice shatter creates an immediate pattern interrupt - you don't expect to see a building explode when scrolling. This spectacle hooks attention while the high production value suggests premium quality. The locker room theme cleverly communicates product durability through visual metaphors.
The FOMO trigger activates with "POP-UP NOW OPEN," especially when tied to a physical New York location. This exclusivity drives local engagement and creates urgency that standard product ads can't match. The creative execution prioritizes experience over simple product display.
The Allure of the Mini Donut Glaze, 1.3M+ views
In this Instagram Reel from LANEIGE U.S., they show exclusive mini tote keychains with donut-capped lip serums as giveaway prizes. The video displays multiple serums and emphasizes the collectible, limited-edition nature of the accessories.
The giveaway structure demanding high engagement is the primary viral driver. Requirements to follow, like, share, save, and tag friends create exponential reach through each tagged person. The "Galentine" theme encourages tagging close friends, increasing genuine engagement likelihood.
The exclusivity and collectible appeal trigger FOMO and scarcity psychology. These aren't regular products but special accessories that feel rare and covetable. The aesthetic appeal of the mini pink totes and unique donut caps aligns with "cute" culture that's highly shareable among the target demographic.
The Allure of the Glaze, 1.1M+ views
This Instagram Reel from LANEIGE U.S. shows the behind-the-scenes creation of their "Peach Glaze" lip serum commercial. The video follows the process from mixing the glaze to the final pour over the rotating product tube.
The behind-the-scenes appeal satisfies curiosity about how polished commercial visuals are created. The slow, viscous pour of the glossy peach glaze is mesmerizing and ASMR-like, triggering visual satisfaction that encourages multiple views.
The sensory suggestions are powerful - "Peach Glaze" sounds delicious and the thick, flowing consistency mimics food items. The preparation stages build anticipation for the money shot, while the final reveal provides satisfying completion. People would share this because it demystifies advertising magic while being oddly satisfying to watch.
Paper Doll Glam, 0.5M+ views
In this Instagram Reel from Benefit Cosmetics US, someone applies makeup to a paper cutout face using Benefit products. Each step is amplified with crisp sounds - tapping, squishing, brushing - creating a full ASMR experience.
The ASMR quality is the primary hook. Every sound is deliberate and satisfying - the tap-tap of fingers, the swish of brushes, the click of compacts. These auditory elements create a relaxing, almost hypnotic viewing experience that significantly boosts watch time.
The novelty of applying makeup to paper rather than skin sets it apart from typical tutorials. The transformation of the blank paper face into a styled character provides satisfying completion. The winter "Hot Frosty" theme and final costume elements create a charming narrative beyond just makeup application.
The "One Word" Testimonial Blitz, 3.8M+ views
This Instagram Reel from Paula's Choice Skincare rapidly cycles through multiple people giving one-word descriptions of their 2% BHA product. Each person offers positive descriptors like "magic," "miracle worker," and "effective."
The rapid-fire social proof from diverse individuals builds credibility more effectively than a single testimonial. The "one word" constraint makes responses feel genuine and unscripted. When "effective" appears three times, it reinforces the key benefit through repetition.
The format creates anticipation for each new response while the quick pacing prevents viewer fatigue. The direct question in the caption explicitly invites comments, creating a feedback loop. The overwhelming positivity makes the content naturally likeable while addressing common skincare frustrations.
The "Mama Said No" Micro-Dramas, 3M+ views
In this Instagram Reel from LANEIGE U.S., someone films Laneige products abandoned on random store shelves while a child's voice sadly repeats "somebody's mama said no." Each shot shows misplaced products among different brand displays.
The relatability cuts deep - almost everyone has been the denied child or the parent doing the denying. The innocent child's voice transforms mundane shopping disappointment into gentle comedy. The mournful delivery over expensive skincare creates humor through incongruity.
The brand's self-awareness elevates this beyond simple funny content. Instead of viewing abandoned products negatively, they reframe it with understanding and humor. This authenticity resonates powerfully, showing a brand that doesn't take itself too seriously while understanding customer dynamics.
The "Last Drop" Moisturizer Hack, 1.3M+ views
This Instagram Reel from Dot & Key Skincare demonstrates cutting open an "empty" moisturizer tube and using the inverted cap as a plunger to extract remaining product into a glass jar, extending use for "another month."
The problem-solution structure addresses universal frustration with tube-based products. The scissors appearing creates immediate novelty and curiosity - cutting open skincare isn't typical behavior. The visual satisfaction of efficiently extracting hidden product provides rewarding completion.
The hack culture and thriftiness appeal tap into desires for resourcefulness and value maximization. Using Dot & Key products for both the demonstration and salvage jar keeps the brand visible without being overtly promotional. The practical utility makes this highly saveable and shareable content.
The Sephora Sale Scream, 1.4M+ views
In this Instagram Reel from LANEIGE U.S., someone uses luxury skincare products while serene music plays, but when they press the lip serum applicator, the audio cuts to a jarring, demonic scream that represents post-shopping guilt.
The audio twist creates powerful incongruity between the calm visuals and chaotic sound. The bait-and-switch pattern interrupt completely shatters expectations, creating surprise and humor. The relatability of post-shopping guilt, especially after major sales, creates instant connection within the beauty community.
The juxtaposition of luxury indulgence with emotional chaos perfectly captures that "buyer's remorse" feeling many experience. The brand's own engagement validates the humorous take, transforming user-generated style content into effective brand entertainment that feels authentic rather than promotional.
Dot & Key's "New Era" Sunscreen Splash, 5.6M+ views
In this Instagram Reel from Dot & Key Skincare, Shanaya Kapoor dismisses vintage concerns about heavy sunscreen in a black-and-white scene, then the video bursts into color as she tries their lightweight alternative with genuine delight.
The visual storytelling through color contrast creates immediate impact - the shift from drab black-and-white "old problems" to vibrant modern solutions is a powerful pattern interrupt. The relatability of heavy, uncomfortable sunscreens resonates universally among skincare users.
Shanaya Kapoor's involvement adds credibility and aspirational value while her genuine reaction to the product texture makes benefits tangible. The "1960s?" opening and dramatic visual transformation create a memorable narrative that positions the product as innovative rather than just another option.
The 'Cakey Base' Fix, 1.8M+ views
This Instagram Reel from Dot & Key Skincare starts with close-ups of "cakey" makeup problems, then quickly transitions to demonstrate their tinted sunscreen as a lightweight alternative that creates flawless, glowing results.
The problem identification is immediate and visual - starting with those unflattering makeup close-ups creates instant relatability. The speed of the transformation from problem to solution respects viewers' time while delivering clear value proposition.
The aspirational yet achievable result makes the product seem both effective and accessible. The shift in the model's expression from concern to confidence provides emotional lift that associates positive feelings with the product. The clear branding ensures product recall despite the quick pacing.
The Urban Odyssey of Oversized Skincare, 1M+ views
In this Instagram Reel from Kiehl's Since 1851, people carry comically oversized refill pouches through busy city streets, subway stations, and parks before arriving at a Kiehl's store, creating an absurd urban journey.
The visual absurdity of human-sized skincare products immediately breaks expectations and creates humor. The commitment to the concept across multiple urban environments maintains the joke while building a mini-narrative about dedicated product users on a "pilgrimage."
The high production value in authentic city settings makes the absurd concept feel cinematic rather than amateurish. The underlying message about refillable products subtly promotes sustainability while the humor makes it shareable. The relatability for existing customers who wish for larger sizes creates in-group connection.
Lip Swirl Hypnosis, 1M+ views
In this Instagram Reel from LANEIGE U.S., five open jars of exclusive swirled Lip Sleeping Masks are displayed and gently rotated, showing off their unique two-toned patterns while promoting a giveaway of the complete collection.
The exclusive giveaway structure drives aggressive engagement through required follows, likes, shares, saves, and friend tagging. The scarcity of these special swirled versions amplifies desirability while offering all five creates "collection" appeal that's harder to resist than individual items.
The ultra-short loop creates hypnotic viewing - the 4-second duration encourages multiple watches, dramatically boosting engagement metrics. The swirls themselves are visually mesmerizing and satisfying to observe. The direct question "who wants these!?" creates immediate internal response and primes viewers for action.
The "Pink Power" Potion, 2.6M+ views
In this Instagram Reel from Dot & Key Skincare, vibrant pink visuals dominate as they showcase their Strawberry Bright serum. The model playfully eats strawberries while rapid text overlays highlight benefits, creating an energetic product experience.
The intense pink color psychology creates immediate visual impact and scroll-stopping power. The consistent aesthetic from product to model to background creates strong brand identity that's highly "Instagrammable" and shareable.
The multi-sensory approach combining visual strawberries with edible actions makes the product seem more inviting and natural. The rapid pacing with quick cuts and benefit callouts efficiently delivers information while the upbeat energy makes it feel less like advertising and more like entertaining content.
Crafting Colour, 5M+ views
This Instagram Reel from ColourPop Cosmetics shows the precise manufacturing process of their Super Shock Shadow. A gloved hand presses a mold into shimmery green powder, then carefully scrapes away excess to create perfectly smooth, compacted rounds.
The oddly satisfying nature of the process is the primary driver. The transformation from fluffy powder to smooth, dense discs triggers completion satisfaction in viewers' brains. The precise scraping movements are inherently calming and visually pleasing.
The behind-the-scenes manufacturing appeal satisfies curiosity about how products are made while the shimmer and texture create sensory intrigue. The color and consistency trigger "forbidden snack" associations, sparking humorous comments that boost engagement. The loop encourages multiple views for the satisfying repetition.
Stitch's Ear, 1.5M+ views
In this Instagram Reel from ColourPop Cosmetics, someone creates a Disney Stitch-inspired eye look by extending winged eyeliner into the shape of Stitch's ear, then filling it with bright pink color to complete the character reference.
The novelty of transforming basic winged eyeliner into a recognizable character feature creates immediate interest. The nostalgia factor for Disney's Lilo & Stitch triggers emotional connection and childhood memories, amplifying appeal beyond just makeup enthusiasts.
The skill demonstration makes complex design look achievable while the "reveal" moment when the ear shape forms provides satisfying surprise. The promotional tie-in with upcoming movie content and makeup collection adds timeliness and official validation that enhances shareability within fan communities.
The pH Revelation, 1M+ views
In this Instagram Reel from The Lush Rituals, someone tests the pH of popular Cinthol soap using test strips, revealing it measures around 8 when the ideal range for facial soap is 4.5-6.5, potentially causing skin issues.
The brand recognition and challenge to common perception create immediate hook. Cinthol is widely trusted, so questioning whether it's truly "doctor-recommended" triggers curiosity and potential concern among regular users. The simple visual test provides clear, undeniable results.
The educational value transforms the content into useful information rather than just entertainment. The FUD (fear, uncertainty, doubt) element makes people reconsider their daily habits while the open-ended conclusion fuels discussion and requests for testing other popular brands.
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 strategies for skincare brands
- Viral marketing trends for skincare brands
- Viral marketing strategies for skincare brands