A Month in Beauty: September 2022

Oct 04, 2022

Social Trends

A Month in Beauty: September 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

Fall favourites

As we head into autumn, BeautyTok has begun sharing the makeup looks they’ll be wearing this season. Looks lean into the indie sleaze aesthetic, and further away from the “Clean Girl” look. Users have been sharing their top products to achieve their autumn/winter looks. 

@gabxxrielle Replying to @sam #fallmakeuplook #fallmakeup ♬ original sound – Gabrielle

@daceycash fall makeup look #fallmakeuplook #fallmakeuptutorial #makeuptrend #smokeyeye #makeuptutorial ♬ original sound – Dacey Cash

Spooky season 

With Halloween just around the corner, BeautyTok has already begun creating spooky (and not-so-spooky) Halloween looks. Users typically create their looks to trending sounds, and use creative transitions to make the content engaging. 

@brynnemarieeee First of all, OW???? Ib: @divinamuse ♬ super freaky girl nicki minaj out now – SUPER FRE@KY GIRL OUT NOW !!

@notilirida my 0 skill makeup routine for the 2 ppl that asked, happy friday be good :’-) #grwm #❤️‍? #makeup #indiesleaze #bleachedbrows ♬ original sound – housewife

Moisture mania

The colder months bring dry skin, but TikTok creators have already begun sharing their tips for keeping your skin moisturised throughout autumn and winter. From 20-step skin routines to slugging, SkinTok is prepped and primed to avoid dry skin this season.

@skin_vestment I could talk for hours abt slugging & how it has TRANSFORMED my skin. Considering a name change to slug_vestment x #skintok #skincaretiktok #slugging #sluggingmethod #sluggingwithvaseline #sluggingskincare #sluggingroutine #vaselinestick #vaseline #skincare #skincaretips #skintok ♬ The People using my sound have more likes than me – Geometry Fox

@celestethomasrn This actually WORKS to heal dry skin & protect it from seasonal stress ? #fall #fallskincare #cleanbeauty ♬ Sensual Seduction – Snoop Dogg

Creator spotlight


Maggie is a beauty TikTok creator who is rising to popularity thanks to her GRWM videos and hair tutorials. She has currently amassed over 238K followers and 7.3M likes on TikTok, and her videos regularly receive over 100K views. 

@maggieanne.n A some what chaotic get ready with me for the @thebeautycrop X @amelia0livia event ? #grwm #grwmmakeup #grwm_aesthetics #grwmmakeuproutine ♬ original sound – MaggieA

@oatmilkmakeup some slightly early inspo for ya. i did 3 more but those will have to be in a part 2 ? #halloweenmakeup #halloweeninspo2022 #halloweeninspo #thisishalloween #halloween2022 #halloweeneyeliner #halloweenlook ♬ Tear You Apart – She Wants Revenge

Brand Spotlight

YSL Beauté 

YSL Beauté has appointed Lil Nas X as its new brand ambassador. The rapper will release a new track as part of the collaboration, which will be released at a later date. He will also feature in a series of advertisements on YSL Beauté’s digital platforms and in the brand’s US media campaigns, and represent its men’s fragrance range.

@yslbeauty Our latest campaign with @lil nas x just dropped. Beauty as a force of change gets its own theme song and we’ve got it on replay. ​ #yslbeauty #lilnasx#lashclash #yslnubarelooktint #yeaudeparfum ♬ original sound – YSL Beauty

Content spotlight

CeraVe: Simple Skincare

To promote its blemish control products, CeraVe used influencers to show how easy simple skincare can be. Championing less is more, the influencers take their audiences through their 2 step CeraVe night time skincare routine, while explaining why the two products are all you need. Videos were posted through the influencers’ own channels and then boosted. 

@james_r_atkinson AD @cerave products you need right now! #blemishrange @bootsuk ♬ Dance Right Away – Magnofield

@izzierodgers_ AD my simple @cerave skincare routine for blemishes ✌?@bootsuk #cerave #skinpositivity ♬ original sound – IZZIERODGERS

Medik8: #PressForClearSkin

For the release of its new Press and Clear Toner, Medik8 used influencers to show the positive impact the product can have on their skin. Emphasising the improvements you can see within 7 days, some influencers showed their toner routines, and others documented the improvements they could see in 7 days. 

@quettalawson AD I’m actually shocked at how much my scarring cleared up this week. The new @officialmedik8 Press & Clear BHA toner is 10/10 from me #pressforclearskin #clearskin ♬ original sound – Quetta Lawson

@milliemacmakeup wait until the end for a special treat? brand new toner from @officialmedik8, I’m obsessed with this glow!!!✨?✨? #skincare #glowyskin #PressForClearSkin ♬ original sound – milliemacmakeup

Bondi Sands: Thirsty Skin

Bondi Sands used influencers to showcase its new skincare range, and Hyaluronic Acid Serum. Influencers created full looks using the products, and the content was then boosted. Some videos have received over 23K likes and over 640K views. 

@caressmd for the plumpest skin & affordable ?? @bondisands thirsty skin available at @bootsuk #bondisands #bondisandskincare #bondisandspartner ♬ original sound – Music table

@ryley The best makeup starts with hydrated skin✨using @Bondi Sands Thirsty Skin Hyaluronic Acid Serum to set this look off ? @Boots UK #bondisandsskincare ♬ original sound – 8D AUDIO ?

Typology Paris: Lip Oils 

Typology Paris used influencers to showcase their lip oils—a product type that has been trending on TikTok. Typology Paris had influencers either showcase the shade ranges of the lip oils or create natural makeup looks using its products. The French brand boosted influencer content to increase reach. 

@rudiberry I mean… come on. These are a must. The packaging AND the formula is ?????? @Typology Paris lip oil #typology #typologyparis #typologylipoil ♬ original sound – Rudi Berry ?

@a.nya.c Love this natural look with @Typology Paris products! Check the link in the comments to purchase! #makeup #flawlesslook #naturalmakeup #typologyparis ♬ Pieces (Solo Piano Version) – Danilo Stankovic

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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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