A Month in Beauty: March 2023

Mar 31, 2023

Industry Trends

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.


This lipstick omg its my fave part. Another stopmotion makeup video i have so many ideas hehe #stopmotion #graphicliner #CapCut

♬ Boy’s a Liar Pt. 2 – PinkPantheress & Ice Spice


First time trying stop motion too!!! How did i do? ?? #stopmotion #makeup #gothmakeup

♬ Christmas Kids – Roar

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!


♬ –


Best rosemary oil on the market!! ? @Nature Spell #rosemaryoil #oilmask #rosemarywater #rosemarywaterforhair #rosemaryoilforhairgrowth #hairgrowth #fyp #viral #tiktokmademebuyit

♬ original sound – Melissa Heywood

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. 


The way this had my jaw dropped ?✨ @Charlotte Tilbury #HollywoodHighlighter Glow Glide Face Architect Highlighter ?? #GlowGlide #Ad #Highlighter #HighlighterTutorial #MakeupReview #Makeup

♬ Feel Things – Free Arlo

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.


Going out tonight ? Tune in on 3/22 for a GRWM featuring @elfyeah ? #elfcosmetics #elfOFACE #elfpartner

♬ original sound – Meredith Duxbury


Showing my #elfOFACE using my fav shades of the NEW O FACE Satin Lipstick? #elfpartner #elfcosmetics #elfyeah #satinlipstick #affordablelipstick #liptutorial #elfOFACE @elfyeah

♬ Lip Positions (O FACE) – e.l.f. Cosmetics

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. 


♬ –


Checking into Blonde Rehab with my faves @provokehaircare #ProvokeHairCare #ProvokeAReaction #BlondeRehab #CheckInCheckOut AD#OlsaSüperOlur


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.


Blur ON ✨ NEW! Blurring Pro Foundation ✨ only £9.99! ? shop all 24 shades @Boots UK #BareWithMeBlur #NYXCosmetics_UK #MatteFoundation #AffordableMakeup #CrueltyFreeBeauty

♬ original sound – nyxcosmetics_uk


MY SKIN LOOKS LIKE BUTTER??✨ @nyxcosmetics_uk ‘s new Bare With Me Blur Foundation is £10 of heaven ??✨? ad #foundationreview #makeupreview #acnepositivity #selflove #makeuplook

♬ original sound – IZZIERODGERS

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.

Can you believe this base lasted me all day?! ??The @esteelauder double wear foundation is perfect for someone like me who doesn’t have time for touch ups on busy days. ad. You didn’t know you needed this until now!⭐️ #MyShadeMyStory #Doublewear #ad

♬ original sound – Jahanara Rahman


First date get ready with me using all @esteelauder products AD ? my favourite pairing is the night repair serum and the double wear foundation (with over 55 shades) for glowy healthy looking skin that lasts for 24 hours ? you can use the virtual try-on on their website to find your shade ?#MyShadeMyStory #DoubleWear

♬ original sound – Linasha

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.


AD The key to flawless makeup WITHOUT foundation @erborian_uk #erborian #makeuptutorial #makeuptransformation

♬ original sound – Quetta Lawson


AD @erborian_uk ‘s Super BB is my favourite way to even my complexion, add coverage with SPF and it’s 50% skincare too so while it’s making me look good it’s doing good for my skin too! #erborian

♬ original sound – Maddy

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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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