May 23 2023
A Month in Beauty: May 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
Loose powder transition
The trend taking over TikTok this month is a makeup transition involving loose powder. Beauty creators start with bare faces, blow the powder towards the camera, and seamlessly transition to a glamorous makeup look. The trend is used in conjunction with the filter BLUSSY, giving a luminescent glow.
@brynnemarieeee dont blink
@jilliannicolesmith Replying to @Morgan Holian ok i had to try this
Brand Spotlight
H&M
H&M is taking a deep drive into the cosmetics world with new stores. Opening in Oslo, alongside a beauty flagship store, H&M hopes to bring a new and upgraded in-store experience to customers, offering H&M own-brand cosmetics, as well as exclusive ranges from cult favourite Huda Beauty.
Collab spotlight
Clinique x Kate Spade
Clinique has teamed up with Kate Spade for a lip gloss collaboration, tapping into TikTok’s Black Honey lip colour obsession and the early 2000s nostalgia that’s sweeping through Gen Z audiences. TikTok and Instagram will be the main marketing channels for the collab by both Clinique and Kate Spade—so keep your eyes peeled for the launch in early June.
Creator spotlight
Chloe Roberts
Chloe is a fashion and beauty creator who uses TikTok to share her “makeup obsessed world.” She regularly shares GRWM videos, product and tool trials and tutorials, as well as skincare routines. With a number of viral makeup videos under her name, she has amassed over 175.4K followers on TikTok.
@chloelouiseroberts
@chloelouiseroberts Replying to @Megan THE MAKEUP TUT you’ve all requested 🫶🏼🫶🏼 #makeup #beauty
Content spotlight
Glossier G Suite Lip Cremes
Glossier partnered with lifestyle and makeup gurus to promote its new G Suit Lip Cremes. The brand used a diverse range of creators to showcase the products on different skintones. Creators mentioned the demi-matte finish and how comfortable the product was to wear. All Glossier sponsored content is accompanied with #GlossierPartner.
@thetennillelife Okay babes, I’m officially IN LOVE with the new G Suit lip cremes x @glossier GlossierPartner Just look at these gorgeous colors! 😍 The application is everything – so luxurious and buttery-smooth and they don’t stain your lips! Now the hard part, which color is your fave? 💋
@jaeldorotan OKAYYY, which shade stole your heart?? Literally in love with the @glossier G Suit collection 💘 it’s in the formulation that I absolutely love, a velvety, demi-matte cream finish with high colour payoff. Dab or swipe, it’s up to you! #glossierpartner #glossier #glossiercheck #glossiermakeup #glossiergsuit #gsuit #lips #makeup
YSL Beauty x Yasmin Finney
Following Yasmin Finney’s announcement as the newest (and first ever trans and UK) YSL Beauty ambassador, YSL sponsored creators to recreate the look Yasmin wore in her YSL beauty photoshoot. All content tagged YSL Beauty on TikTok, and used the “Paid partnership” toggle.
@sophie.floyd recreating this beautiful @YSL Beauty Yasmin Finney look. ♥️ #makeup #ad
@sarahnewsfx Recreating the @YSL Beauty x Yasmin Finney Makeup🖤 Products- All hours foundation MW2, Touché Éclat 62W, Couture Blush 06, Colour Couture Clutch Eyeshadow Palette Desert Nude (coming soon!), Crushliner 1, Lash Clash Mascara, Rouge Pur Couture The Bold Lipstick 1971 #ad #makeup #beauty
Lancôme: #TeintIdoleUltrawear
To announce the launch of the reformulated Teint Idole Ultrawear foundation, Lancôme sponsored beauty creators to create quick review videos of the product. Offering application tips, and discussing the product’s formula and 45 shades, videos were accompanied by the hashtag #TeintIdoleUltrawear, which has received over 254M views to date.
@estare ad • NEW @Lancôme #teintidoleultrawear Foundation! Available in 45 shades, find yours #makeup #lancome #beautytok
@leilanikeaa AD | @Lancôme have reformulated their #teintidoleultrawear iconic foundation! 😍✨#makeup
Jo Malone: Sofia Richie Grainge
Jo Malone was quick to the post in nabbing TikTok’s new idol: Sofia Richie Grainge. Sofia joined TikTok in late April, and took over the platform showing her wedding, appealing to the younger generation. Jo Malone partnered with Sofia to find her signature scent, positioning the brand as accessible and desirable to younger audiences.
@jomalonelondon We partnered with @Sofia Richie Grainge to find her #JoMaloneLondon signature scent, which scents would you wear? #SofiaRichieGrainge
Maybelline New York: Superstay Vinyl Liquid Lip
Promoting its Superstay Vinyl Liquid Lipstick, Maybelline used lifestyle and beauty creators to post wear tests to their own channels. These videos were creative, with one influencer who is known for TikTok pickle taste tests trialling the product against a pickle, and another pair of influencers showing the same shade on different skintones.
@ash_holme Lippy 1 – 0 Basilisk @Maybelline New York Superstay Vinyl Ink doesn’t budge & still glossy! Wearing shade fearless #vinylink #makeupdecoded #maybelline #ad
@wendyandmay1 We haven’t been this pleasantly surprised by a drug store lippie for a while!!! – @Maybelline New York Fearless Superstay Vinyl Liquid Lip IB @jazzi manalo 💄 @Monica Ravichandran ✨ #colourtheory #wendyandmay #maybellinesuperstay #maybellinevinylink #colourtheorymakeup
Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.
If you want to receive our industry insights, visit our influencer marketing & social media blogs here.
Let's connect
