Monthly Beauty Roundup: July 2022

Welcome back to another beauty roundup! Every month we round up our favorite ads, campaigns, trends, and creators from the social media beauty industry.?

So, who’s been busy in the beauty world this month??

Trend spotlight

Kitana Wins?

An eyeliner trend once again reigns supreme in the TikTok beauty world. This time, it’s showing off speed liner to a soundbite taken from Mortal Kombat X, using the Blue Diamond filter, which gives the video an iridescent glow. The filter has over 109K videos created using it, and the sound has over 558K videos.?

Creator spotlight

Ohemaa Bonsu

Ohemaa is a popular TikTok and Instagram beauty creator. She regularly reviews products for darker skin tones, sharing her favorite finds with her audience. She has over 150K followers on TikTok, but over 4 million likes. She has a popular series called Atrocious Shades, where she tries to make odd makeup shades work.?

Brand Spotlight?

BASMA Beauty

BASMA Beauty launched in 2021 and has already taken over TikTok. The brand went viral on TikTok following posts showing incredible color matches of its foundation. It has also been praised online for being transparent about its new share creation process and is working directly with diverse beauty influencers to create more shade options.

Content spotlight

Maybelline: Sky High

Maybelline ran an In-Feed TikTok campaign promoting its TikTok-famous Sky High mascara in a new Cosmic Black color. It used influencers to create space-inspired makeup looks showcasing the new mascara or to create a GRWM-style video, discussing the difference between the original Sky High and the new one. The content was posted to and promoted from Maybelline’s own TikTok channel.

Refy: Skin Finish?

Pat McGrath: Divine Blush Duo??

To promote its Divine Blush Duos, Pat McGrath used multiple popular trending sounds and soundbites, and trends. It boosted ads from its own channel and also boosted sponsored influencer content. Both types of ads showed the product in use by creating looks using them.

Pantene: Hydra Glow Summer

To promote its Hydra Glow Summer range, Pantene used influencers to show the before and after of their hair. Creating hair-wash routines to a commissioned track, influencers highlighted how the products will keep their hair feeling hydrated when out and about during summertime. The #HydraGlowSummer hashtag has nearly 10M views.?

Essie: Live Your Colour

For its new Live Your Colour campaign, Essie partnered with beauty and nail creators to show how they live their colours. TikToks created by influencers showed them painting their nails, before transitioning into fun summer activities. Some influencer content was reposted to Essie’s own channel and boosted.

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Alexa Cohen @ Socially Powerful