A Month in Beauty: March 2023

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

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

Trend Spotlight

Stop motion makeup

A beauty trend taking over TikTok in March is stop motion makeup, where beauty gurus animate their makeup routine. This is done by stopping to take a photo of every new application and blend before continuing with the rest of the routine to create a stop motion animation technique.

Watch on TikTok

Brand Spotlight

Nature Spell 

This month’s spotlight is shining brightly on skin and hair care brand Nature Spell. Through a high volume of user-generated content, the brand’s rosemary oil sales have skyrocketed to 287K units sold through TikTok Shop alone, despite not having a TikTok account linked to the product page. This just goes to show the power that UGC on TikTok holds!

Watch on TikTok

Creator spotlight

Aditya Madiraju

Aditya (he/him) is a self-proclaimed “makeup nerd” based in New Jersey, US. With 192K TikTok followers, and an additional 330K on Instagram, Adi loves to share his own journey with skincare, beauty and makeup not only as a person of colour, but also as a man in the beauty industry. On his accounts you can find a range of content, from makeup hacks to reviews from top brands like Fenty Beauty and Charlotte Tilbury. 

Content spotlight

e.l.f Cosmetics: #elfOFACE

e.l.f Cosmetics launched a campaign for the release of its new O Face Satin Lipstick. Using its second original song ‘Lip Positions’ to promote the rollout, the brand encouraged TikTok users to post their interactions with the product through a lips-only “dance” to the trending sound. To date, over 500 pieces of UGC have been created using the song.

PROVOKE: #BlondeRehab

PROVOKE promoted the launch of its Blonde Rehab range through partnering with social media beauty influencers, who incorporated the #BlondeRehab campaign hashtag into their captions, amassing 6.4M interactions across the platform. The campaign involved influencers checking their blonde hair into and out of “rehab”, showcasing the noticeable difference the products made to their hair after use. 

Watch on TikTok

NYX Cosmetics: #BareWithMeBlur

To promote the UK launch of its new Bare With Me Blur skin tint foundation, NYX gathered real people with real skin problems, such as texture, acne scarring and shine, to feature in its latest beauty campaign on TikTok. Some creator videos have amassed over 1.1M views.

Estée Lauder: #MyShadeMyStory

As a continuation of its #MyShadeMyStory campaign promoting the Estée Lauder Double Wear foundation, the beauty brand recruited creators within the beauty space to share sponsored videos within which they revealed their shade number along with a story they wish to tell the world about them as a person.

Watch on TikTok

Eborian UK: Super BB Cream 

The Korean skincare and cosmetics brand, Eborian, promoted the launch of its new Super BB Cream using beauty and lifestyle influencers on TikTok. The brand asked its partners to emphasise the products ease of use and full coverage despite not being a foundation.

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If you want to find industry insights, visit our influencer marketing and social media blog.

@ Socially Powerful