A Month in Beauty: May 2023

May 23, 2023

Marketing News

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.


dont blink

♬ original sound – Labrinth


Replying to @Morgan Holian ok i had to try this

♬ original sound – Labrinth

Brand Spotlight


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.


Crocodile world was actually a blast ? #grwm #suprise

♬ original sound – Chloe Roberts


Replying to @Megan THE MAKEUP TUT you’ve all requested ???? #makeup #beauty

♬ original sound – Chloe Roberts

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.


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? ?

♬ Lo-Fi hip hop that feels melancholy(968938) – Mikrostatik


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

♬ I Think I Like When It Rains – WILLIS

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.


recreating this beautiful @YSL Beauty Yasmin Finney look. ♥️ #makeup #ad

♬ Drop the Look – Chloe Caillet


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

♬ original sound – Sarah New

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.


ad • NEW @Lancôme #teintidoleultrawear Foundation! Available in 45 shades, find yours #makeup #lancome #beautytok

♬ original sound – estare


AD | @Lancôme have reformulated their #teintidoleultrawear iconic foundation! ?✨#makeup

♬ original sound – Leila Nikea

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.


We partnered with @Sofia Richie Grainge to find her #JoMaloneLondon signature scent, which scents would you wear? #SofiaRichieGrainge

♬ original sound – Jo Malone London

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.


Lippy 1 – 0 Basilisk @Maybelline New York Superstay Vinyl Ink doesn’t budge & still glossy! Wearing shade fearless #vinylink #makeupdecoded #maybelline #ad

♬ original sound – ASH


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

♬ original sound – spedupaudiossss

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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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