A Month in Beauty: June 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

Pre-Shower Eyeliner

An unusual trend within the beauty world this month is pre-shower eyeliner. As a result of the graphic liner trend that has been prominent for the last few months, users have been creating graphic liner looks before showering as practice. The trend has been credited to TikTok user @briardavie.

@dominiqueallisondont wanna take it off? trend credit @briardavie♬ original sound – noel fishers gf ?‍❤️‍?‍??

@sxneadbaileyat no point did i know what i was doing ib: @buymefoodpleasease ##eyelinern##trendend♬ Pass The Dutchie – Musical Youth

Creator spotlight

Dara Levitan

Dara is a New York based MUA-turned-TikTok-Creator. She regularly posts GRWM videos, offering beauty technique advice and product recommendations to her audience. She is open about her life, discussing dating, storytimes and personal life updates. She currently has just under 120K followers on TikTok, and over 2.2 million likes. Her videos regularly achieve over 100K views.

@daralevitan I also added the makeup by mario plumping lip serum in bronze glow!! #grwm #weddingguestlook #makeuptutorial #slickedbackhair #hairtutorial #highbun #beautytok #bronzemakeup #slickbun #fyp #foryou ♬ Piano sleep LoFi slow midnight(808930) – Gloveity

@daralevitan PART 1/3 recreating Kylie’s eye from Kourtney’s wedding weekend!! #makeuptutorial #kyliejenner #kyliejennermakeup #beautytok #stepbystep #makeupartist #fyp #foryou #kardashians #glam ♬ original sound – Dara Levitan

Brand Spotlight

Made by Mitchell

Made by Mitchell is a beauty brand founded by MUA @mmmmitchell. The brand has taken TikTok by storm through sponsored posts, gifting and organic content. Made by Mitchell has made full use of all of TikTok’s ads, but most importantly, the TikTok shop. By offering TikTok-exclusive deals on its products, the brand has successfully achieved virality on the platform, with many TikTok beauty creators directly linking to the shoppable products.

@madebymitchell Our best selling shade is just £2 for first time buyers ? #melonsorbet #madebymitchell #blursh #douyinmakeup ♬ original sound – madebymitchell

@mikaylanogueira @Amelia Olivia YOU ARE NOT WRONG AHHH ??? #glassskin #highlighter #makeup #beauty ♬ original sound – Mikayla Nogueira

Content spotlight

 Paula’s Choice: Minis

Skincare brand Paula’s Choice has used a variety of in-feed ads to promote minis of three products: the cult favourite BHA liquid exfoliant, the 10% Azaleic Acid Booster and the Defence Essential Glow SPF. Using trending TikTok songs and sound, and influencers, Paula’s Choice used in-feed ads to promote the minis, alongside free shipping.

REN Skincare: Ready Steady Glow

REN Skincare ran in-feed influencer ads to promote its Ready Steady Glow AHA Tonic and general REN sale. The ads showed the influencers running through their routines using REN products and discussing the benefits of them. Content was either boosted from an influencer’s account or posted to the REN TikTok channel.

@Paula’s ChoiceGet the mini for £9 + free delivery. Daily protection & instant glow.♬ Promoted Music

@rencleanskincare sooo we never do this! 2️⃣0️⃣% off almost everything #sensitiveskin #skintok #renskincare ♬ been away – sped up audios

Boots UK: #FindTheOnes

Boots UK launched a Branded Mission for its partnership with Love Island. With a Branded Filter, called Find the Ones, creators were challenged to create a look based on the random scenario chosen by the filter. Users were encouraged to share their looks to the Branded Hashtag with the chance to win 2 tickets to the Love Island final. The hashtag has nearly 50 million views, and the filter has over 1,000 videos created using it.

@sophie.knowlex @Boots UK #findtheone #loveisland ♬ Love Island Main Title – Toby Jarvis and Andrei L’vov Basirov

@user77007927 Fancy x2 tickets to the Love Island final? Try our Boots #FindTheOnes ♬ original sound – Sponsored Content

Maybelline NY: Superstay Vinyl Ink

Maybelline New York used influencers to promote its Superstay Vinyl Ink lip products. The videos showed influencers applying the product and then showing a budge test to show the staying power, and were boosted to In-Feed ads. Some influencer videos also linked the products available within TikTok Shop.

@poppymead #AD Obsessed with these! 20% off + free shipping on @Maybelline New York Superstay Vinyl Ink now *Offer valid via TikTok shop until 10.07.22. UK residents only. Subject to availability, whilst stocks last #superstayvinylink ♬ original sound – Poppy Mead

@jacinta_spencer #AD ?Been seeing the @Maybelline New York Superstay Vinyl Ink & was excited to try! They seriously don’t budge, smudge or feel dry #superstayvinylink @LOOKFANTASTIC ♬ original sound – Jacinta Spencer

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