Monthly Beauty Roundup

Jan 27, 2022

Influencer News

Monthly 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

Clean Beauty 

This month’s beauty trend is Clean Beauty. Rather than meaning cruelty free and vegan, this trend relates to how makeup is applied. Going for the “clean girl” aesthetic look, TikTok creators have been showing their routines for no makeup, makeup looks. 

@breakfastatbetsysMy favorite makeup lately? ##cleangirlmakeup ##everydaymakeup ##glowyskin ##fyp♬ Love Grows (Where My Rosemary Goes) – Edison Lighthouse

@makeupbymonicaa✨?? ##cleanmakeup##browngirlmakeup##makeuptutorial##makeuptips##makeup♬ this is what falling in love feels like – JVKE

Creator Spotlight


Holly McAllister is a beauty influencer and MUA on TikTok, Instagram and YouTube. She has been growing quickly on TikTok, with many of her videos making the For You Page and going viral. 

She regularly posts upbeat and glam GRWMs, taking her audience through each makeup product and step. She currently has nearly 100K followers on TikTok. 

@dollyholllyInsta hollymcallisterrr♬ Forever – Labrinth

Content Spotlight 

Dior: #ForeverSisterhood

To promote its Forever Skin Glow foundation, Dior activated global influencers across Instagram and TikTok using the hashtag #ForeverSisterhood. The amount of influencer content has resulted in a lot of UGC and the supporting hashtag on TikTok has over 8.5 million views. 


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A post shared by Victoria (@inthefrow)

@kamgregory #ad New @Dior Forever Foundation is a 10/10? #diorforever #foreversisterhood ♬ original sound – kamille <3

Essie: Nail Strengthener

Essie used influencers and In-Feed ads on TikTok to promote its nail strengthening polish. Essie reposted content created by the influencers to its branded page. Influencers demonstrated painting the strengthener and then showed their nails throughout the day, doing tasks that would typically damage nails. 

@essiethere’s a new nail strengthener on the scene, Hard To Resist, loved by @oliviagraceherring♬ Promoted Music – essie

@essieNEW Hard To Resist nail strengthener, made by essie, loved by @amelia.liana – shop at @superdrug♬ Promoted Music – essie

Olay: Vitamin C + AHA 

Using TopView and In-Feed ads to promote its new Vitamin C + AHA collection, Olay explained the benefits of ingredients, and announced the new brand ambassador, influencer Amelia Dimoldenberg. 

Olay did not use any hashtags to support the ads. The video announcing Amelia as the ambassador has received nearly 60K likes. 

@OlayUKBrighter skin in just ONE DAY. Meet NEW Olay Vitamin C + AHA♬ Promoted Music – OlayUK

@OlayMeet our NEW Vitamin C + AHA collection and find out how to get brighter skin in just one day!♬ Promoted Music – Olay

ALDI UK: Lacura

Supermarket brand Aldi has entered the skincare market. Promoting its skincare range Lacura, Aldi promoted a TikTok showcasing new products, and announced their availability to purchase from mid January. 

The ad received many organic comments from users surprised at the apparent quality of the products. The ad was supported with #AldiFinds and #AldiTok. 

@aldiuk Self-care comes first in 2022 x Shop these products from 13th Jan! #selfcare #aldifinds #alditiktok ♬ Beautiful and mysterious piano background music(1031950) – hiroki kobayashi

FaceTheory: Boosted posts

Facetheory has been promoting various products across TikTok. By boosting content posted a few months ago that performed well, the beauty and skincare brand has gained over 18 million combined views on the boosted content. 

Using an aesthetic content style, content was with #Facetheory, but no other branded hashtags. 

@facetheory What’s inside our Lumizela Azelaic Acid Serum? ??#facetheory #vegan #cleanbeauty #azelaicacid #skincare ♬ Bubble – Official Sound Studio

@facetheory Have you heard about our Clarifying Cleanser yet? Use code TIKTOK25 to try! ? #facetheory #skincare #vegan #beautywithreason #acne #cleansercheck ♬ LIMITS THE SKY – Mpax

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

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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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