A Month in Beauty: October 2022

Oct 26, 2022

Social Commerce

A Month in Beauty: October 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

Products I Regret Buying

Brands and TikTok users alike are sharing products they “regret” buying. In reality, they are sharing products that have had a positive impact on their beauty regime, eg “this made my hair too healthy”. 

@isabellakatee Linked them in my bio??‍♀️ #hairtok #productsiregretbuying ♬ F R E K im a movie i should be on replay – emm.

@brooke_paradise The Natrium niacinamide tho?#skincare #skincareproducts #skincareroutine #skincaretips #productsiregretbuying #nikkiminaj #frek #skincare101 #skintok #skincaretiktok #greenscreen #foryoupage #fyp #foryou ♬ F R E K im a movie i should be on replay – emm.

Skin Cycling

The skincare trend of the month is skin cycling. Recommended by professionals, skin cycling is a four day process of using an acid on day one, retinol on day two, and then resting your skin for the next two days. Professionals and skinfluencers have been sharing their cycling routines.

@sarahpalmyra Replying to @joan_jou Welcome back to skin cycling night 3 or hydrate/recovery night! As you probably already know I’m passionate about skin barrier health so these products also double as my holy grails for a damaged skin barrier. Spot any faves? ? #skincycling #snailmucin #cicaplast #skincare #skincyclingroutine #skinbarrier #damagedbarrier #skinbarrierroutine #skincareroutine ♬ original sound – Sarah Palmyra✨ Skin & Beauty

@drwhitneybowe I have a detailed blog on under Derm Scribbles! #skincycling #thatboweglow #dermatologist #tretinoin #exfoliationnight #retinoidnight ♬ BIZCOCHITO – ROSALÍA

Creator spotlight

Maryam Remias

Maryam is a beauty creator taking over Reels and TikTok. Sharing her favourite beauty tips for ageing skin and showing that colourful looks have no age limit, she has gained 150K followers on Instagram and 16K on TikTok. Not only is she breaking stigma on makeup, she’s showing her followers how to embrace greying hair (while providing top curl tips). 

@maryamremias Touchable wavy curls of my dreams! All thanks to @prosehair Styling Gel! I love the smooth texture of this gel, and doesn’t crunch or flake. You must try this for yourself! Go to the link in bio to get your Custom Styling Gel! #ProsePartner #ProseHair #CurlOutsideTheLines #grayhair ♬ Canyons – Official Sound Studio

Brand Spotlight 


Sephora has come back to the UK! The esteemed beauty store acquired Feel Unique and has taken over the website to become UK shoppers will have direct access to its range of beauty products—including the viral Sephora Collection. There’s currently talk of a London Sephora store opening very soon. 

@sephorauk Something beautiful is on the horizon… ? #sephorauk ♬ original sound – Sephora UK

@sephorauk That’s right, we’re talking hotter than rush hour on a Monday morning (IYKYK!) ? Ready to get on board? Sign up to hear the news and travel to our next destination — all things beautiful! #ExpressAllOfYou #SephoraUK ♬ оригинальный звук – Мария – Stories • SMM • Фриланс

Content spotlight

Prada: #NeverTheSameAlwaysMyself

For its new signature perfume Prada Paradoxe, Prada used influencers to show snippets of every element of their lives that makes them them. Using the hashtag #NeverTheSameAlwaysMyself (38.1M views) and original sound (over 79 videos), Prada created a trend that is easy to replicate for viewers. 

@reganmia Being all versions of myself wearing prada ? @pradabeauty #PradaBeauty #PradaParadoxe #NeverTheSameAlwaysMyself ♬ son original – pradabeauty

@paolalct Life in the blink of an eye Never the same… Always Myself @pradabeauty #pradaparadoxe #neverthesamealwaysmyself ♬ son original – pradabeauty

Wild: Always On

Wild has been pushing its refillable and mini deodorants with influencers this month. Messaging emphasises the sustainability benefits, range of scents, ease of set up and ease of use. To encourage purchases, influencers were given a 48 hour 20% off code for their audiences. 

@kali.sluzza What I take to a sneaky links ? You can use the code KALI to get 20% off any WILD Deodorant ? Link in bio ? @wildrefill #AD ♬ original sound – Kali

@rachelspicer_ Surprised my mum with her new @wildrefill ? fair to say she absolutely loves it as much as I do! Use the link in my bio and my discount code RACHELS20 for 20% off site wide chickens (only available for 48 hours) #chintok #wildrefill ♬ Spongebob Tomfoolery – Dante9k Remix – David Snell

Boots UK: Taboo Talk

Boots UK brought back its podcast Taboo Talk for Menopause Awareness Month. Hosted by Vogue Williams and guests Sally Philips, Shaparak Khorsandi and Andrea McLean, the panel discuss the challenges of menopause to destigmatise the topic on social media. 

@bootsuk Taboo Talk is back for a one-off #menopauseawarenessmonth special ?? @voguewilliams is joined by Sally Philips, Shaparak Khorsandi and Andrea McLean – discussing everything menopause ? #bootsuk #bootbeauty #tabootalk #menopause #menopauseawareness #menopausesymptoms #perimenopause #menopauseawarenessday ♬ original sound – Boots UK

REFY: 10 Hour Test

To showcase the lasting power of its Lip Sculpt, REFY Beauty used influencers and employees to show the product’s wear throughout the day without top ups. The lip product is put through a smudge, food and drink test to show its staying power. 

@refybeauty Come with our Creative Manager to Paris Fashion Week whilst she puts our Lip Sculpt 10 hour wear to the test. Wearing shade Fawn #refybeauty #refylips #refylipsculpt #makeup #beauty #10hourtest ♬ Countless – Official Sound Studio

@elizabethkayeturner AD – Putting the @refybeauty Lip Sculpt to the 10 hour wear test!! I’m wearing shade Dusk!? #refy10hourliptest #refybeauty #refy #makeuptest #makeupchallenge #makeup ♬ original sound – Lizzy Turner

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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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