These 50 beauty brands built their strongest social media programs around user-generated content, ambassador networks, and hashtag campaigns that turn customers into distribution. Glossier, Fenty Beauty, and Sephora anchor the list with the highest-recognition programs; the full 50 span skincare education, makeup challenges, and influencer takeover formats that beauty brands can adapt directly.
1. Glossier: "Skin First, Makeup Second"
Glossier built its program around skincare-first messaging, leaning on user-generated content and community-driven marketing to build a loyal following rather than paid reach.
2. Fenty Beauty: #FentyFace
The #FentyFace challenge encouraged users to create their own looks with Fenty Beauty products, fostering engagement while showcasing the brand's inclusive shade range.
3. NYX Professional Makeup: #NYXFaceAwards
NYX runs an annual competition for makeup artists and influencers, promoting creativity while increasing brand visibility through participant-driven content.
4. Huda Beauty: #HudaBeauty
The #HudaBeauty hashtag drives user-generated content by encouraging fans to share their looks using Huda Beauty products, amplifying organic brand reach.
5. Sephora: #SephoraSquad
Sephora Squad is an ambassador program that collaborates with influencers and beauty enthusiasts to review products and share real experiences.
6. Charlotte Tilbury: #TilburyTalks
#TilburyTalks engages followers with makeup tips and tutorials delivered by Charlotte Tilbury herself, reinforcing her personal expertise and the brand's founder-led personality.
7. Too Faced: #TooFaced Hashtag Campaign
Too Faced encourages users to share their makeup looks using its products, creating a vibrant community organized entirely around the brand hashtag.
8. Benefit Cosmetics: #BrowGoals
#BrowGoals highlights Benefit's brow products through tutorials and user-generated content focused specifically on achieving a defined brow look.
9. Maybelline: #MaybellineNewYork Instagram Stories
Maybelline's Instagram Stories feature tutorials, product launches, and influencer collaborations to keep followers engaged and informed on new releases.
10. L'Oreal Paris: #WorthIt Campaign
The #WorthIt campaign showcases diverse beauty and product effectiveness through influencer partnerships and real-life testimonials rather than studio-only imagery.
#UDerGround engages followers with exclusive content and product previews, building a dedicated community of beauty enthusiasts around early access.
12. Tarte Cosmetics: #TarteTartiest
Tarte's program features user-generated content and influencer collaborations to highlight product versatility across different skin tones and looks.
13. MAC Cosmetics: #MACCosmetics Hashtag Campaign
MAC drives engagement by encouraging users to share their makeup looks and experiences on social media under a single unifying hashtag.
14. Dermalogica: #Skinfluencer Program
Dermalogica collaborates with skincare experts and influencers to promote its products while educating followers on skincare routines.
Kiehl's engages followers with skincare challenges, encouraging them to share their results using Kiehl's products as proof of outcome.
16. The Ordinary: #TheOrdinary Hashtag Campaign
The Ordinary promotes transparency and product education by encouraging users to share their experiences with its skincare formulations.
17. Milk Makeup: #MilkMakeup Instagram Takeovers
Milk Makeup features influencers and makeup artists taking over its Instagram account to showcase their favorite products and tutorials.
18. Anastasia Beverly Hills: #ABH Hashtag
Anastasia Beverly Hills encourages users to share their looks using its products, fostering community engagement under a compact, brand-owned tag.
19. Juvia's Place: #JuviasPlace Campaign
Juvia's Place highlights its vibrant palettes and inclusive shades through influencer partnerships and user-generated content centered on color range.
20. IT Cosmetics: #ITsYourSkin Program
#ITsYourSkin showcases real people using IT Cosmetics products, emphasizing natural beauty and confidence over airbrushed presentation.
21. Becca Cosmetics: #BeccaGlow Challenge
#BeccaGlow encourages users to share their glowing looks, promoting the brand's signature glow-enhancing product line through visible results.
22. Hourglass Cosmetics: #Hourglass Instagram Stories
Hourglass features product tutorials, behind-the-scenes content, and influencer partnerships through its Stories format to keep followers engaged.
Paula's Choice provides educational content on skincare ingredients and routines, fostering trust and brand loyalty through information rather than aesthetics alone.
24. Bliss: #BlissGlow Program
Bliss promotes its products through influencer collaborations and user-generated content focused on achieving radiant skin.
25. Too Faced: #TooFaced TikTok Trends
Too Faced engages users with TikTok challenges and trends centered around its products, driving viral content distinct from its Instagram hashtag program.
26. Lancome: #LancomeBeauty Instagram Live Events
Lancome hosts live beauty tutorials and Q&A sessions with influencers and brand experts, combining engagement with product education in real time.
27. Fresh: #FreshBeauty User-Generated Content
Fresh highlights authentic reviews and content from users showcasing their experiences with Fresh products, prioritizing customer voice over brand copy.
28. Drunk Elephant: #DrunkElephant Instagram Challenges
Drunk Elephant engages followers with skincare challenges, encouraging them to share their results using Drunk Elephant products as visible proof.
29. GlamGlow: #GlamGlow Product Demos
GlamGlow features influencers demonstrating its skincare products and their benefits, driving consumer interest through demonstrated results.
Josie Maran showcases the versatility of its products through tutorials and influencer collaborations that emphasize multi-use applications.
31. Ole Henriksen: #OleGlow Program
#OleGlow highlights glowing skin achieved with Ole Henriksen products through user-generated content and influencer partnerships.
32. Sunday Riley: #SundayRiley Instagram Stories
Sunday Riley features product demonstrations, skincare tips, and influencer reviews through Stories to engage and educate followers continuously.
33. RMS Beauty: #RMSBeauty Instagram Takeovers
RMS Beauty showcases different makeup looks and routines through influencer takeovers, highlighting the brand's clean-beauty product line.
Bite Beauty engages followers with contests and giveaways centered around its lip products, driving brand awareness through participation incentives.
La Mer features real-life testimonials and before-and-after content from users, leaning on credibility rather than influencer volume.
36. KKW Beauty: #KKWBeauty Instagram Reveals
KKW Beauty creates buzz around product launches with exclusive reveals and influencer collaborations timed to drive first-day sales.
37. ColourPop: #ColourPop TikTok Tutorials
ColourPop engages a younger audience with fun, creative TikTok videos showcasing its products at accessible price points.
38. Urban Decay: #UDBeauty Influencer Reviews
Urban Decay partners with influencers to review and demonstrate its products, providing authentic, second-opinion content distinct from its #UDerGround community program.
39. Revlon: #Revlon Instagram Challenges
Revlon encourages users to participate in makeup challenges using its products, creating a sense of community around a mass-market brand.
40. CeraVe: #CeraVe Skincare Routine
CeraVe showcases dermatologist-recommended skincare routines and user testimonials, anchoring its program in clinical credibility.
41. Tatcha: #Tatcha Instagram Story Highlights
Tatcha features product tips, tutorials, and behind-the-scenes content organized into permanent Story Highlights to keep followers engaged over time.
42. Urban Decay: #UrbanDecay Influencer Collaborations
Urban Decay partners with influencers to create exclusive content and tutorials, running as a third distinct program alongside its community and review efforts.
43. Bobbi Brown: #BobbiBrown Instagram Live Tutorials
Bobbi Brown hosts live beauty tutorials and Q&A sessions, providing direct insights and product demonstrations to a real-time audience.
Clarins engages users with interactive campaigns and challenges centered around its skincare product line.
45. Lancome: #LancomeLaVieEstBelle
This campaign focuses on Lancome's signature fragrance, highlighting beauty and elegance through a lifestyle-driven rather than product-tutorial format.
46. IT Cosmetics: #ITGirl Program
#ITGirl features real-life stories and transformations from IT Cosmetics users, fostering relatability over aspirational-only imagery.
47. Philosophy: #PhilosophySkin Program
Philosophy highlights skincare routines and product benefits through user-generated content and influencer partnerships.
#NARSissist features influencers and makeup artists showcasing their favorite NARS products and looks through account takeovers.
49. YSL Beauty: #YSLBeauty Instagram Campaign
YSL Beauty creates engaging content around its products, including tutorials and influencer collaborations positioned at the prestige end of the category.
50. The Body Shop: #TheBodyShop Ethical Campaigns
The Body Shop promotes ethical beauty practices and product benefits through social media campaigns and user-generated content built around its sustainability positioning.
What Do These 50 Programs Have in Common?
Each program uses beauty digital marketing and beauty social media tactics to turn customers into distribution: a hashtag, an ambassador tier, or a recurring content format that gives fans a reason to post on the brand's behalf rather than waiting for the brand to post for them.
