A Month in Beauty: February 2023

Feb 22, 2023

Social Trends

A Month in Beauty: February 2023

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

This makeup? 

A trend taking over TikTok in February is the “this makeup?” trend, where users begin the video with flawless makeup, before transitioning into showing the realities of fading makeup and skin texture. 

@gumbogirl makeup will always be just that.. makeup #realisticmakeup #makeuptexture #realmakeupforrealpeople ♬ original sound – EX7STENCE™

@_annnabel Can you all pls leave me alone now all I’m trying to show is that when with “good skin” texture showing through makeup is normal and that social media hides that and it shouldn’t now please leave me the hell alone Ty ❤️ #makeup #fyp #skincare ♬ original sound – EX7STENCE™

Brand Spotlight

Fenty Beauty 

Fenty Beauty was thrust into the limelight this month thanks to Rihanna’s half time performance at the Super Bowl. Following the performance to attendees and 100M+ viewers at home, the brand received a Google search uplift of 883%, making it the fourth most searched topic of the evening. 

@fentybeauty That #FENTYGAMEFACE never fumbles! ?? Start the play with a layer of #HYDRAVIZOR to tackle any SPF worries ? Then, touchdown on #PROFILTRFOUNDATION for that fresh AF, soft matte flex ?????? #GAMEDAY is just 6 days away, so re-up on the essentials now to prep for the big day at the ? in bio, @sephora, @sephoracanada, and #sephoraxkohls ♬ original sound – Fenty Beauty

Creator spotlight

Kali Ledger 

Kali Ledger is a German beauty creator with over 587K followers on Instagram, and 859K followers on TikTok. She creates beautiful makeup looks for her followers, as well as sharing tips and tricks to the perfect base or lip combo. Her audience is highly engaged across all her focused platforms. 

@kali.ledger HAPPY VALENTINESS to all single pringles staying at home eating kfc w/ your roomie it’s been a fun night for me hehe products in order: @nablacosmetics frecklemaker & lip plumper @halfmagicbeauty lipliner and pink lip stain @makeupbymario gold lipgloss @anastasiabeverlyhills brow pencil for eyeshadow mapping @hindash brown contour pigment @aboutfacebeauty eye paint pigment @colourpopcosmetics fade into hue palette houdini space paste @tartecosmetics mascara @ardellbeauty lashes #makeup #makeuptutorial #makeuphacks #makeuptransformation #makeuproutine #skincare #glowup #tutorial #eyeliner #makeuptips ♬ Ain’t Shit – Doja Cat

@kali.ledger Would you try bloody red lips?? ❤️‍? I was thinking of filming a youtube vid about the eye look wdyt @emcosmetics Lipliner @fentybeauty STUNNA LIP PAINT Uncensored @victoriabeckhambeauty lip gloss #makeup #makeuptutorial #makeuphacks #makeuptransformation #makeuproutine #skincare #glowup #tutorial #eyeliner #makeuptips ♬ Boy’s a liar Pt. 2 – PinkPantheress & Ice Spice

Content spotlight

CeraVe: #MoisturizeLikeADerm 

CeraVe partnered with dermatologists and reputable skincare creators to inform audiences on the best way to moisturise. Using a commissioned song called Moisturize Like a Dermatologist, creators took their audiences through the steps mentioned in the song, while encouraging users to make their own videos to be featured on the CeraVe channels. 

@dr.mamina #CeravePartner I’ve been recommending CeraVe moisturizers to patients since 2010! Use this song with #MOISTURIZELIKEADERM and tag @cerave ♬ CeraVe Moisturize Like a Dermatologist – Tom Allison

@corinthsuarez #CeraVePartner Step 2 is life changing and I haven’t stopped doing it since! Here are 4 tips on how to moisturize like a dermatologist. Also, isn’t this song so catchy? Create and share your own video on how you moisturize and hashtag #MoisturizeLikeADerm ♬ CeraVe Moisturize Like a Dermatologist – Tom Allison

Rimmel London: #LiveTheLondonLook

Playing on its iconic catchphrase “get the London look”, Rimmel used beauty creators to show an aesthetic day in the life in London video, including lipstick top ups on the tube, mascara application in a phonebox, and more. The hashtag has over 178.6M views. 

@charbarker ad Living my London look with @rimmellondon ? #livethelondonlook #citygirlaesthetic #rimmellondon ♬ Lust in Paris – Atlas Azure

@daniellemarcan living the london look with the @rimmellondon AD #livethelondonlook #citygirlaesthetic #rimmellondon ♬ original sound – DANIELLE

Fenty Beauty: #FentyGameFace 

To build hype for Rihanna’s Super Bowl performance, Fenty Beauty created videos with some of the biggest names in the beauty game, including Bretman Rock and Mikayla Nogueira. With a custom soundtrack called BAD GAL RIRI ON THE WAY, and the hashtag #FentyGameFace, creators showed their excitement by creating their own Fenty looks. The sound has over 144 videos and the hashtag has over 25.8M views. 

@jawarshere ALL READY FOR THE FENTY BOWL!! @sephoracanada @Fenty Beauty #fentygameface #fentybowl ♬ original sound – Jawaria

@fentybeauty We quizzed our #FENTYFAM ♬ BAD GAL RIRI ON THE WAY – Fenty Beauty

Garnier UK: Micellar Peeling Water

To promote its new Micellar Peeling Water, Garnier used creators with different skin types to show the product in action, discuss the PHA & AHA benefits of the product, and inform on appropriate skincare after using acids. Content was posted to the brand and creators’ channels, and boosted from the creator. 

@sydneypurl There’s a new micellar water in town ? this time it’s a PEELING water which includes a low % of PHA/AHA so it’s suitable for all skin types including sensitive ???‍♀️ @garnieruki AD #garniermicellarwater #garnier #sensitiveskincare #skincareroutine #skincaretips ♬ original sound – SYDNEY PURL ❤️

@embracingfifty New Micellar Peeling water from @garnieruki with PHA & AHA removes makeup and gently exfoliates in one swipe #ad #skincare #skincaretips #tiktokbeauty #over50 ♬ original sound – Val – Life at 60

Superdrug: Superdrug Presents

To promote its annual beauty festival, Superdrug used popular UK beauty creators to inform their audiences about the event, and the £300+ pound goody bag they would receive for attending. Content was posted on Superdrug’s own page, as well as the creators’.  

@superdrug Superdrug Presents ✨ 24-26th February ? Get your tickets now from the link in our bio ? @MaggieA #superdrug #superdrugpresents #event #beautyevent ♬ original sound – Superdrug

@superdrug Get your Superdrug Presents tickets from the link in our bio ?? @C H A R fills us in on what to expect at the event ? #superdrug #superdrugpresents #event #beautyevent ♬ original sound – Superdrug

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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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