Monthly Beauty Roundup: May 2022

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

Skincare-infused makeup

Skincare and self-care have been incredibly popular beauty trends over the past year, but we are now seeing skincare infused makeup take over social media. While makeup with skincare benefits isn’t a new trend, many brands have begun hopping on the hype to offer hyaluronic or mineral infused mascaras, foundations, concealers and more. 

@skinncosmetics##GRWM ft. SKINN’s Scientific Color skincare-infused makeup ? @isalealm_ ##makeup ##skincare ##beauty ##makeuproutine♬ pink and white slowed mix – xxtristanxo

Creator spotlight

Hannah Tyre

Hannah (@hannah_beauty27) is a US-based beauty influencer. With 1 million TikTok followers, Hannah regularly shares exciting and colourful makeup looks, skincare tips and her favourite drugstore products. Hannah also shares snippets of her life living with brittle bone disease. 

@hannah_beauty27 I found this blue & brown look on Pinterest and I really wanted to recreate it ? #motd #blueeyeshadow #makeuptutorial #makeupismypassion #makeuplover #grwm ♬ Fearless (Taylor’s Version) – Taylor Swift

@hannah_beauty27 Take off my makeup with me! ? #skincareroutine #nightlyroutine #nightroutine #nightroutineskincare ♬ Taste It – Ikson

Brand Spotlight 

Jones Road Beauty

Jones Road Beauty is a beauty brand by makeup mogul Bobbi Brown. Although founded in 2016, it didn’t rise to internet infamy until this past month. To launch a new foundation, JRB gifted the product to influencers. Although generally met with positive results, a select few influencers didn’t know how to use the product properly, leading to Bobbi Brown herself creating a fun TikTok response. 

@trevorbarrett This foundation has been getting so much hate!?Here’s why I actually like it!❤️#jonesroadbeauty #foundation #jonesroad #bobbibrown #stitch #makeupreview ♬ Night Fishing – C Y G N

@justbobbibrown How did I do?? Applying Jones Road’s light to medium coverage What The Foundation ?? #foundation #foundationhack #foundationroutine ♬ original sound – Bobbi Brown

Content spotlight

Garnier: Ultimate Blends

To promote its Ultimate Blends Hair Food, Garnier used influencers to create videos showing how the product is used and the difference it makes to hair health. Videos were posted to influencers’ own channels before being boosted by the brand to drive it to wider audiences. 

@isabellakateead | You can use it as a MASK, CONDITIONER or a LEAVE IN product!! Wowwww??? @Garnier UK & Ireland♬ original sound – isabellakate

@alxcextThe @Garnier UK & Ireland Hair Hood 3-in-1 Masks are an affordable haircare gem! ?have you tried them? ? AD♬ original sound – Alice T

Murad: Correct & Protect Serum

Skincare brand Murad used influencers and recognised skincare experts to promote various products on TikTok. Influencer posts promoting the AHA/BHA Exfoliating Cleanser were boosted by the brand. Murad also used influencers to film content for its new Correct & Protect Serum SPF45. Content was posted to Murad’s own channel and then promoted as in-feed ads. 

@nilltavangarMy skin absolutely loves acids ? I use the ##Murad AHA/BHA Exfoliating cleanser 2-3x a week, as part of my noble quest against dull/congested skin ? ##AD ##skincaretips♬ FEEL THE GROOVE – Queens Road, Fabian Graetz

@muradskincareNEW Correct & Protect Serum SPF45. Satiny-smooth serum with 100% mineral SPF that’s tested and scientifically proven to visibly correct discoloration and prevent future hyperpigmentation. ##murad ##muradskincare♬ original sound – Murad Skincare

Medik8: Crystal Retinal 

To promote its cult favourite Crystal Retinal, Medik8 used influencers and a commissioned TikTok sound. Playing on a TikTok trend, Medik8 used influencers to lip sync to the sound before showing their skincare routines using Crystal Retinal. Influencer videos were boosted and shown to audiences as in-feed ads. 

@emily__blackwellNight time skincare routine @officialmedik8 ##retinalrevolution ##teamcrystalretinal |AD♬ RetinAL not RetinOL – officialmedik8

@charbarker My evening skin routine using @officialmedik8 Crystal Retinal ? #RetinalRevolution #TeamCrystalRetinal ♬ RetinAL not RetinOL – officialmedik8

Caudalie: #HowDoYouMist

Caudalie launched a competition on TikTok, where the winner would receive a year’s supply of Caudalie products. Users were encouraged to duet an original video using an influencer and commissioned sound, and show their beauty transformation using the Beauty Elixir. The hashtag #HowDoYouMist has over 14M views in just 5 days. 

@Caudalie It’s GLOW time! Show us your #BeautyElixir transformation using #HowDoYouMist ♬ Promoted Music – Caudalie

@amelia0livia #duet with @caudalie are giving you the chance to win a year’s supply of skincare, one of my fave brands ever so you’re in for a treat!✨ Take part in the #HowDoYouMist to enter? Ad #beautyelixir #caudalie ♬ Mist, Prep, Set, Glow – Caudalie

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