From Rhode to Fenty: 9 unforgettable beauty marketing wins from the last decade
In a decade defined by digital transformation and shifting cultural values, beauty marketing has undergone a seismic evolution. No longer reliant on airbrushed perfection or traditional media, today’s most memorable campaigns meet consumers where they are—online, politically engaged and seeking authenticity. From inclusive shade ranges to ironic humour and product drop culture, the biggest wins in beauty marketing weren’t just about selling products; they reflected a deeper understanding of identity, representation and tech fluency. Here are nine standout moments that redefined how brands connect with modern audiences and left a lasting impact on the beauty industry.
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Fenty Beauty’s inclusive range launch (2017)
When Rihanna’s Fenty Beauty launched in 2017 with 40 foundation shades, it wasn’t just a product release—it was a cultural reset. The campaign didn’t treat inclusivity as a talking point but as the starting point, with models of varying skin tones featured across every touchpoint. The move challenged industry norms and forced competitors to expand their ranges. Fenty didn’t invent inclusive beauty marketing, but it made it non-negotiable.
Glossier’s community-driven rise (2014–2019)
Glossier didn’t build a brand and then find its customers—it built a community and shaped its brand around them. Between its debut in 2014 and peak millennial (pink) dominance by 2019, Glossier leveraged user-generated content and crowd-sourced product ideas to create a beauty marketing playbook that felt more like a conversation than a campaign. Critics may call it cultish, but its strategy reshaped how brands talk to their consumers.
Maybelline’s mascara Tube campaign (2023)
In 2023, Maybelline grabbed global attention with a cheeky CGI stunt that seemed to show Tube trains in London being “mascara’d” by an enormous floating wand. Lash strips were digitally affixed to train cars and bus fronts, blending surreal humour with viral spectacle. While it wasn’t a physical installation, the illusion sparked millions of shares and endless media coverage. It was a masterclass in spectacle-as-strategy—one that generated beauty marketing impact without ever needing a product shot.
Kylie Cosmetics and influencer beauty brands (2015–2019)
When Kylie Jenner launched Kylie Lip Kits in 2015, the product sold out in minutes, and an entire blueprint for influencer-driven beauty was born. The brand’s marketing was inseparable from Kylie’s Instagram persona: real-time product swatches, teased drops, manufactured scarcity and relentless engagement. While traditional beauty brands still relied on print and celebrity contracts, Kylie Cosmetics showed that a front-facing founder could be the entire campaign. For better or worse, it shifted the beauty marketing playbook: virality, personality and urgency became standard.
Rare Beauty’s mental health advocacy (2020)
Selena Gomez’s Rare Beauty launched in 2020, but from the outset tied its brand to mental health advocacy. With the Rare Impact Fund pledging US$100 million over ten years, the campaign embedded purpose into the business model. It wasn’t a bolt-on CSR effort—it was core to the brand’s DNA. This was a standout case of cause-driven beauty marketing that had both substance and structure.
e.l.f. Cosmetics’ Eyes. Lips. Face. TikTok campaign (2019)
e.l.f. Cosmetics launched its “Eyes. Lips. Face.” TikTok campaign in 2019 with a custom song, billions of views and no traditional media spend. Celebrity cameos and a platform-native tone helped it dominate the algorithm. It wasn’t just viral—it was sticky. The campaign showed that successful beauty marketing doesn’t always require gloss; sometimes, it just needs cultural fluency and perfect timing.
Estée Lauder’s investment in AR and virtual try-ons (2020–2022)
Estée Lauder’s steady investment in augmented reality technology between 2020 and 2022—particularly virtual lipstick try-ons—helped modernise its e-commerce approach. Especially useful during the pandemic, the tools gave consumers a tactile feel in a contactless world. It was a quieter kind of innovation, but a significant one that reflects the evolving priorities of pragmatic beauty marketing.
Rhode’s viral phone case strategy (2023)
Hailey Bieber’s Rhode disrupted beauty drop culture in 2023 by releasing a phone case designed to carry its lip treatment. It became a soft-launch flex for influencers and fans alike, turning everyday tech accessories into brand visibility tools. Nothing hard sell—just seamless integration into modern life. It was a clever extension of product experience into visual culture.
CeraVe’s Michael Cera Super Bowl tease (2024)
CeraVe’s 2024 campaign starring Michael Cera began as an internet rumour—was the brand actually his?—before unfolding into a full-blown Super Bowl ad. With ironic influencer seeding and cryptic teasers, the campaign blurred parody and promotion. It was absurd, self-aware and perfectly timed. A surprising win that proved even clinical brands could master unconventional beauty marketing.
These nine examples show the spectrum of what modern beauty marketing can achieve, from strategic humour to platform innovation and purpose-led branding. In an industry where relevance is fleeting, these campaigns proved that understanding culture, timing and tone can transform a product push into a lasting moment.
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