A Month in Beauty: August 2022

Sep 01, 2022

Social Commerce

A Month in Beauty: August 2022

Welcome back to another beauty roundup! Every month we round up our favourite ads, campaigns, trends, and creators from the social media beauty industry. 

So, who’s been busy in the beauty world this month?  

Trend spotlight

Lash curler eyeshadow 

The beauty TikTok community has been getting creative with eyeshadow hacks; the latest involves an eyelash curler. The original viral video is credited to @lenkalul and has over 29M views, and nearly 3M likes. The trend has been replicated thousands of times, with exciting new looks each time. 

@lenkalul the easiest way! ad using lunar beauty nude prism palette & eyeko black magic cocoa edition eyeliner from my @boxycharm ? #boxycharm #boxycharmpartner #makeup ♬ original sound – ?????_

@fairy.freak Okay but this filter ✨? #eyeliner #speedliner #1secondeyeliner ♬ оригинальный звук – Valerie

Indie slease 

While the “Clean Girl” is still running rampant, we are beginning to see a resurgence of indie slease/grunge makeup looks. The shift back towards a more unkempt look is inline with a cultural shift towards indie music, maximalism and unedited social content. 

@brynnemarieeee First of all, OW???? Ib: @divinamuse ♬ super freaky girl nicki minaj out now – SUPER FRE@KY GIRL OUT NOW !!

@notilirida my 0 skill makeup routine for the 2 ppl that asked, happy friday be good :’-) #grwm #❤️‍? #makeup #indiesleaze #bleachedbrows ♬ original sound – housewife

Creator spotlight


MissDarcei is a Canadian TikTok creator with over 530K followers, and 20M likes. Originally starting on YouTube, Darcei transitioned over to TikTok, where she continues creating fun content, trying weird products and fun styles/aesthetics. She also shows her followers how to recreate Korean makeup looks on deeper skin tones.

@missdarcei This is the weirdest foundation I’ve ever seen ? #makeup #beauty #foundation #makeupreview #beautytok #fyp #foryoupage ♬ original sound – Darcei

@missdarcei Reply to @reena.humaira This is by far my most requested look #makeup #beauty #indianmakeup #makeuptransformation #fyp #viral ♬ original sound – chrisbrownofficial

Brand Spotlight


CeraVe successfully positioned itself as a go-to skincare brand for Gen Zs through an extensive push on TikTok, using native content and influencers. It created a #CeraVePartner team full of TikTok-famous dermatologists, making CeraVe trustworthy and culturally relevant. Its latest campaign #CleanseLikeADerm has nearly 200 million views propelling #CeraVe to 2.3 billion views in total on TikTok. 

@dermdoctor #CeraVePartner How to pick the right cleanser like a dermatologist @CeraVe #dermdoctor #skincare #CeraVe #CleanseLikeaDerm ♬ Bedtime Groove – CeraVe ft. Matatama Cleanse like a Dermatologist! #CeraVePartner @cerave #CleanseLikeADerm #CeraVe ♬ original sound – Dr. Mina, MD

Content spotlight

Clinique UK: Even Better Clinical Foundation 

Clinique UK used In-Feed Ads to promote influencer content that had been reposted to its own channel. Using the Even Better Clinical Foundation, influencers created makeup looks for various summer occasions, while using on-screen text to inform viewers about the benefits of the foundation. 

@cliniqueukA mini wedding-guest makeup masterclass with @Yemani_elise and Even Better Clinical Foundation.♬ Promoted Music – cliniqueuk

@cliniqueukA long-lasting, flawless summer look by @Ryley and Even Better Clinical Foundation.♬ Promoted Music – cliniqueuk

Estrid: Self Care

Razor brand Estrid using In-Feed Ads to promote influencer-created content that was reposted to its own channel. Estrid used two key messages: ease of use, and embracing oneself. Ease of use videos were mainly focused around travel, and embracing oneself videos discussed embracing female body hair. 

@heyestrid Lets shave our face together! #foryou #fyp #estrid #heyestrid #pcos #hirsutism #psocawareness #shaving @thatgirlsare ♬ Aesthetic – Tollan Kim

@heyestridEstrid – A razor for humans♬ Promoted Music – heyestrid

VO5: #GreatHairAnywhere

VO5 used influencers to promote its heat protectant, blow-dry spray and anti-frizz mousse, using the hashtag #GreatHairAnywhere. Influencers took their audiences through their hair care routines before showing themselves out and about, with their hair looking great. Influencer content was boosted from their own channels, and the hashtag has over 650K views. 

@nissheegg Achieve the bouncy Voluminous hair with @vo5_official Volume Blow dry spray. #GreatHairAnywhere ♬ I THINK I’M FALLIN’ (ALTERNATE EDIT) – Dominique Get great hair all the time and anywhere with @vo5_official ! I am obsessed with the Frizz Free Air-Dry Cream? my hair lasted all day in the heat without frizzing up at all!☀️? even in the humidity, my new hero product! #GreatHairAnywhere #ad ♬ Hotel (Sped Up) – Lawsy

Veet UK: #RewriteTheRules  

Veet UK worked with influencers and boosted their content for its #RewriteTheRules campaign. Influencers took viewers through their waxing routine, while sharing funny waxing stories from their younger years or when they first started waxing. Boosted content received over 25K likes, with some reaching as many as 54K. 

@rosiebreenx My Veet story time! How I managed my unibrow at 15? #VeetUK #YourChoice #RewriteTheRules #AD ♬ original sound – R O S I E ?

@laurensaddingtonx Why do we get embarassed about everything when we’re younger? ? Veet helping me with my cute hairy toes ? read full pack instructions before use #VeetUK #Yourchoice #RewriteTheRules #AD ♬ original sound – laurensaddington

Fenty: Ketchup or Makeup?

Fenty Beauty collaborated with MSCHF to create a Ketchup or Makeup campaign, promoting a new Fenty Gloss Bomb. The “palette” consists of 6 sachets, with some containing Ketchup and others containing the new gloss. Fenty gifted palettes to TikTok creators, who went through each sachet to discover if it was Ketchup or makeup. The #KetchupOrMakeup hashtag has over 14M views after just 2 days of posting. 

@madeleinecwhite What sick individual thought of this i just wanna talk #ketchupormakeup ♬ Anxiety Is My Boyfriend – Haven

@christxiee @fentybeauty x @mschfz this is INSANE #mschf#ketchupormakeup ♬ Monkeys Spinning Monkeys – Kevin MacLeod & Kevin The Monkey

Olaplex: Olaflex 

Olaplex ran a sponsored Hashtag Challenge, with an original sound by DJ Felix Cartal. Olaplex challenged users to show their hair transformations from dry, damaged hair, to hair that had been revitalised with Olaplex routines. The #Olaflex hashtag has over 4.3 billion views, and countless user-generated content.

@goldynaps @olaplex always brings my dry hair & curls back to LIFE, so I had to show y’all how I #OLAFLEX ♬ OLAFLEX – OLAPLEX

@icychat As many of you may know how much I LOVE @olaplex already.. you KNOW I definitely had to do the #OLAFLEX ♬ OLAFLEX – OLAPLEX

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@ Socially Powerful



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James Hacking


Socially Powerful, founded in 2017, stood as pioneers of the influencer marketing industry. Today we are a global social marketing agency and technology company.

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