A Month in Beauty: December 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

Holiday makeup

It’s the holidays! Beauty creators have been sharing their favourite holiday makeup looks, including candy cane eyeliner, snowman blush and the glitz and glam Christmas sparkles. 

@hollierose.mua Christmas makeup ideas? which one is your fav?? #makeup #christmas #christmasmakeup #makeupinspo ♬ Underneath The Tree – christmas>>

@alicekingmakeup simple snowman eyeliner⛄️ #makeup #makeuptutorial #eyeliner #eyelinertutorial #makeupartist #makeuplook #tutorial #christmasmakeup #christmas ♬ Snowman – Sia

TikTok takes over Google

Google’s Search Roundup for 2022 in the beauty sector reveals the true power of TikTok. Aesthetics and looks trending on TikTok dominated the top beauty search queries for 2022. Top searches included the Passport Makeup Look, the White Dot Trend, and Addison Rae Lip Gloss Trend.

@addisonre♬ Toxic x Pony – ALTÉGO

@georgia.barratt Replying to @&lt3 howd i do lol #xyzbca #makeup #beauty #passportmakeup ♬ original sound – georgia barratt

Creator spotlight

Kate Grant

Kate Grant is a beauty and fashion influencer from Northern Ireland with Down’s Syndrome. She is the first model signed in the UK and Ireland with Down’s Syndrome, and shares TikTok GRWMs with her audience, as well as joining in on popular beauty TikTok trends. 

@kategrantmodel not as if i’m running an hour late?? #grwm #disability #downssyndrome #fyp #trending ♬ original sound – Kate Grant

@kategrantmodel fyi if you want any makeup on your eyes don’t ask tiktok? #asktiktok #disability #downssyndrome #trending #fyp ♬ original sound – Kate Grant

Content spotlight

NYX Professional Makeup: House of NYX

Nyx Professional Makeup has revealed a new digital experience in Roblox, through which it has unveiled its spring 2023 collection. House of Nyx Professional Makeup is set in the platform’s iHeartLand, where gamers can collect three limited-edition makeup looks for their in-game avatars.

Estee Lauder: Winter Glam

Estee Lauder worked with lifestyle and beauty influencers to show how you can create the perfect winter glam and glowy skin with Estee Lauder products. Content was posted to the influencers’ channels and then boosted to wider audiences.

@kirra.mov POV: you finally found the perfect holiday lip balms (ASMR edition) ? I love the @esteelauder #PureColor Crystal Balms because they’re so hydrating, soothing, and give my lips that ✨ extra glow ✨ #EsteePartner #Esteelauder #ad #asmrsounds #asmrunboxing #makeupasmr #lipstickasmr #holidaylipstick #holidaymakeup ♬ Hey It’s Me – Official Sound Studio

@asapabes the @esteelauder double wear foundation is my go-to this holiday season! ✨ #EsteeLauder #EsteePartner ♬ original sound – abelyn

ELF Cosmetics: Elf on a Shell 

ELF Cosmetics has been working with influencers this month, but one partnership stood out in particular. Shell Rowe and ELF created a TikTok poking fun at Elf on the Shelf. The cheeky elves glamified Shell whilst she was sleeping, and she woke to a sign saying “Sleigh Queen”. The video has nearly 90K likes and 7M views. 

@shellrowe I woke up feeling snatched @elfyeah #ad #ELFCosmetics #ELFBeauty @elfcosmetics ♬ original sound – ShellRowe

Garnier UK: Sheet Masks 

Garnier UK worked with influencers to promote its range of sheet masks. Using creators to show how consumers can tailor their sheet mask usage to various skin needs and issues, content was posted to influencers’ own channels before being boosted to in-feed ads. 

@kaushal #ad there’s no better feeling than taking your making off ? I love unwinding with my fave @garnieruki Sheet Masks ??‍♀️ #sheetmask #skincare #skincaretok ♬ original sound – Kaushal

@howeydon Garnier Moisture Bomb Sheet Masks have been my skin savour. @garnieruki Sheet Mask Discovery Collection on Amazon @Garnieruki #ad ♬ original sound – Howey Ejegi

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