Charlotte Tilbury
Extended / last chance · 3 variations
“Darlings, my sensational savings end soon!”
Countdown & Scarcity
Dynamic Creative
25% off
BFCM 2026 · Creative intelligence · Beauty & Makeup
Beauty & Makeup Black Friday adswhat 28 brands ran, and why
36 distinct Black Friday and Cyber Monday creatives from 28 beauty & makeup brands, sorted by format, angle, hook, offer and timing. Every quote is verbatim from the ad. Use it to plan your 2026 sale.
28
Brands sampled
36
Distinct creatives
6
Angles identified
2025
BFCM sale analysed
Methodology
Meta ads from GoMarble's ad library that mention Black Friday or Cyber Monday, run between 2025-10-25 and 2025-12-03. Duplicates (same creative re-run per market or size) count once; no brand contributes more than four. Angle, hook, offer and timing are classified by hand from each ad's own copy. Public libraries publish no spend or results, so nothing here is ranked by performance.
01 / Snapshot
The beauty & makeup BFCM mix
How the 36 creatives split by format.
Single Video 10 (28%)Static Image 10 (28%)Dynamic Creative 14 (39%)Catalog / DPA 2 (6%)
Read this first
In beauty, the BFCM discount mostly sits at 30% and the gift does the selling. 17 of the 36 creatives offer exactly 30%: Laura Mercier, bareMinerals, JVN Hair, ghd, Alleyoop, Uklash, Boots and others. 14 of the 36 attach a free gift. Examples are a full-size product (bareMinerals), a 6-piece set (Laura Mercier), a Flush Balm (MERIT), a paddle brush (ghd) and a set of nails (Candy Claws), usually behind a spend threshold. The 60%+ offers all come from smaller DTC brands in nails, lashes, hair and makeup: Smooche, Candy Claws, HAIRO, Zephta, Tatti Lashes, Curacoro and Lash Ease. The prestige makeup houses here stay between 20% and 30% and stack gifts, free shipping and deadlines on top.
How beauty & makeup differs from other industries
- The gift matters more than the percentage. 14 of 36 ads include a free gift and 10 use spend tiers ("FREE routine at $80+ and an EXTRA gift at $120+", "a free $83 gift on $79+"). The headline discount stays at 20–30% for Charlotte Tilbury, MERIT, Laura Mercier and bareMinerals.
- The late phase is crowded: 13 of 36 ads are Cyber Monday or last-chance creative ("Cyber Monday Won't Last", "Final Days! Sale Ends Dec 7!", "LAST CHANCE! ✨"). Prestige brands ran several separate end-of-sale variants. Laura Mercier and bareMinerals each have three or more in this set.
- Selling out is used as proof. Nail brands Sassy Saints ("Our Christmas Collection is 100% SOLD OUT"), Ersa Nails ("We honestly didn't expect so many designs to sell out this fast") and Sistaco ("Our shelves are clearing fast!") lead with stock running out, not with the discount.
Compared against all 10 industries in the BFCM 2026 report.
Filter 02 / By format
By format
Which formats beauty & makeup brands used for the sale. Open a row to see the ads.
1
Dynamic Creative
Meta assembles variants from supplied assets — a live experiment.
14ADS · 39%
View adsHide
Charlotte Tilbury
MERIT
Black Friday
“Free Flush Balm in Cheeky — for one day only.”
Gift With Purchase
Dynamic Creative
20% off
Laura Mercier
Extended / last chance · 3 variations
“All our icons, all for you.”
Gift With Purchase
Dynamic Creative
30% off
Laura Mercier
Cyber Monday · 6 variations
“Today only: Save 30% on our entire beauty repertoire.”
Countdown & Scarcity
Dynamic Creative
30% off
Laura Mercier
Black Friday
“Today only, our holiday gifts just got a lot more tempting”
Value Stack
Dynamic Creative
30% off
Hook: Gift guide
View in Meta Ad Library →
View in Meta Ad Library →
bareMinerals
Cyber Monday · 10 variations
“The last day of our sale is the best yet”
Creator / UGC Voice
Dynamic Creative
30% off
bareMinerals
Cyber Monday · 14 variations
“You guys know how much I love my bareMinerals products and the little birdie told me the sale might be 30% off site wide”
Creator / UGC Voice
Dynamic Creative
30% off
Marcelle Cosmetics
Black Friday
“FREE routine at $80+ and an EXTRA gift at $120+”
Gift With Purchase
Dynamic Creative
No discount
JVN Hair
Black Friday · 3 variations
“The Black Friday hair event you’ve been waiting for 💛”
Value Stack
Dynamic Creative
30% off
ghd
Black Friday
“The wait is over. 🖤 The ghd Black Friday Sale has begun.”
Gift With Purchase
Dynamic Creative
30% off
Sophia Cragnolini
Black Friday
“Soft, shiny bouncy curls in just minutes.”
Creator / UGC Voice
Dynamic Creative
25% off
Tatti Lashes
Early access · 5 variations
“Black Friday Sale Drop #1: Early Access.”
Early Access / VIP
Dynamic Creative
70% off
Boots UK
Black Friday · 2 variations
“Up to 30% off selected fragrances this Black Friday 🖤✨”
Straight Discount
Dynamic Creative
30% off
Cult Beauty
Teaser
“Gift (or wish) lists at the ready 🎁”
Early Access / VIP
Dynamic Creative
No discount
2
Single Video
One finished video, one message.
10ADS · 28%
View adsHide
Smooche
Black Friday
“Now up to 80% OFF, plus Free Mascara, Free Gift, and Free Shipping this Black Friday!”
Value Stack
Single Video
80% off
Candy Claws
Black Friday · 4 variations
“🚨 OUR BLACK FRIDAY SALE IS NOW LIVE!!! 🚨”
Gift With Purchase
Single Video
60% off
Persona: beauty conscious shoppers (woman)
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Ersa Nails
Cyber Monday · 3 variations
“We honestly didn't expect so many designs to sell out this fast.”
Countdown & Scarcity
Single Video
50% off
Sistaco
Extended / last chance · 4 variations
“⏰ BLACK FRIDAY IS ALMOST OVER!”
Countdown & Scarcity
Single Video
30% off
JVN Hair
Black Friday · 2 variations
“I know it's that time of year where there is a deluge of deals”
Creator / UGC Voice
Single Video
30% off
Iluumi us
Black Friday · 4 variations
“✨ BLACK FRIDAY HAIR GLOW UP ✨”
Value Stack
Single Video
Zephta
Early access · 17 variations
“Watch what this serum did to her hair.”
Value Stack
Single Video
70% off
Persona: thinning hair sufferers (35 plus, woman)
Hook: Demo · Emotion: Esteem
View in Meta Ad Library →
Hook: Demo · Emotion: Esteem
View in Meta Ad Library →
Raw Chemistry
Black Friday
“Oh Excuse me, why are you following me?”
Creator / UGC Voice
Single Video
20% off
Uklash
Black Friday · 6 variations
“The most viral eyelash serum is currently only £26.60”
Straight Discount
Single Video
30% off
Persona: beauty consumers (young adult)
Hook: Price-first · Emotion: Urgency
View in Meta Ad Library →
Hook: Price-first · Emotion: Urgency
View in Meta Ad Library →
Lash Ease
Black Friday · 2 variations
“Our Black Friday bundles are here and they're actually worth it.”
Value Stack
Single Video
65% off
3
Static Image
A still image carrying the entire offer.
10ADS · 28%
View adsHide
Alleyoop
Cyber Monday
“Cyber Monday is live! 🎉 Get 30% off sitewide with code BFCM30”
Straight Discount
Static Image
30% off
Sassy Saints
Extended / last chance
“Our Christmas Collection is 100% SOLD OUT. 😳🎄”
Countdown & Scarcity
Static Image
ghd
Extended / last chance
“LAST CHANCE! 🖤”
Countdown & Scarcity
Static Image
30% off
Vedix USA
Black Friday
“🌟 BFCM Exclusive Offers- 3X Hair Love! 🌟”
Value Stack
Static Image
Wavytalkus
Cyber Monday
“🖤 CYBER MONDAY SPECIAL — 30% OFF! 🖤”
Straight Discount
Static Image
30% off
HAIRO
Black Friday · 32 variations
“Black Friday = Your Hair Comeback.”
Straight Discount
Static Image
60% off
Persona: hair loss sufferers (both)
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Monpure London
Teaser
“Curious about your complimentary gifts and exclusive offers?”
Early Access / VIP
Static Image
No discount
Hook: Question
View in Meta Ad Library →
View in Meta Ad Library →
Tatti Lashes
Teaser
“DROP 2 LOADING...🤍”
Early Access / VIP
Static Image
No discount
Curacoro: Formerly LLBA
Cyber Monday
“🔥 CYBER MONDAY JUST GOT DANGEROUSLY GOOD”
Value Stack
Static Image
60% off
Lintonsbeautyworld
Black Friday
“A scent for every mood, a deal you can’t resist!”
Straight Discount
Static Image
30% off
4
Catalog / DPA
Product-catalog ads pulling live price and stock.
2ADS · 6%
View adsHide
bareMinerals
Black Friday
“For one day only, unlock an even deeper discount on our holiday sets.”
Value Stack
Catalog / DPA
30% off
bareMinerals
Cyber Monday · 3 variations
“Stop what you’re doing—shop our Cyber Monday Sale and score a free full-size gift.”
Countdown & Scarcity
Catalog / DPA
30% off
Filter 03 / By angle
By angle
The core pitch each ad makes. One angle per ad. Open a row to see the ads.
B
Value Stack
Bundles, spend tiers and bundle maths: more for the money.
9ADS · 25%
View adsHide
Smooche
Black Friday
“Now up to 80% OFF, plus Free Mascara, Free Gift, and Free Shipping this Black Friday!”
Value Stack
Single Video
80% off
Laura Mercier
Black Friday
“Today only, our holiday gifts just got a lot more tempting”
Value Stack
Dynamic Creative
30% off
Hook: Gift guide
View in Meta Ad Library →
View in Meta Ad Library →
bareMinerals
Black Friday
“For one day only, unlock an even deeper discount on our holiday sets.”
Value Stack
Catalog / DPA
30% off
JVN Hair
Black Friday · 3 variations
“The Black Friday hair event you’ve been waiting for 💛”
Value Stack
Dynamic Creative
30% off
Vedix USA
Black Friday
“🌟 BFCM Exclusive Offers- 3X Hair Love! 🌟”
Value Stack
Static Image
Iluumi us
Black Friday · 4 variations
“✨ BLACK FRIDAY HAIR GLOW UP ✨”
Value Stack
Single Video
Zephta
Early access · 17 variations
“Watch what this serum did to her hair.”
Value Stack
Single Video
70% off
Persona: thinning hair sufferers (35 plus, woman)
Hook: Demo · Emotion: Esteem
View in Meta Ad Library →
Hook: Demo · Emotion: Esteem
View in Meta Ad Library →
Curacoro: Formerly LLBA
Cyber Monday
“🔥 CYBER MONDAY JUST GOT DANGEROUSLY GOOD”
Value Stack
Static Image
60% off
Lash Ease
Black Friday · 2 variations
“Our Black Friday bundles are here and they're actually worth it.”
Value Stack
Single Video
65% off
E
Countdown & Scarcity
Deadlines, limited stock and last-chance urgency.
7ADS · 19%
View adsHide
Charlotte Tilbury
Extended / last chance · 3 variations
“Darlings, my sensational savings end soon!”
Countdown & Scarcity
Dynamic Creative
25% off
Laura Mercier
Cyber Monday · 6 variations
“Today only: Save 30% on our entire beauty repertoire.”
Countdown & Scarcity
Dynamic Creative
30% off
bareMinerals
Cyber Monday · 3 variations
“Stop what you’re doing—shop our Cyber Monday Sale and score a free full-size gift.”
Countdown & Scarcity
Catalog / DPA
30% off
Ersa Nails
Cyber Monday · 3 variations
“We honestly didn't expect so many designs to sell out this fast.”
Countdown & Scarcity
Single Video
50% off
Sistaco
Extended / last chance · 4 variations
“⏰ BLACK FRIDAY IS ALMOST OVER!”
Countdown & Scarcity
Single Video
30% off
Sassy Saints
Extended / last chance
“Our Christmas Collection is 100% SOLD OUT. 😳🎄”
Countdown & Scarcity
Static Image
ghd
Extended / last chance
“LAST CHANCE! 🖤”
Countdown & Scarcity
Static Image
30% off
A
Straight Discount
The percentage or price off is the whole message.
6ADS · 17%
View adsHide
Alleyoop
Cyber Monday
“Cyber Monday is live! 🎉 Get 30% off sitewide with code BFCM30”
Straight Discount
Static Image
30% off
Wavytalkus
Cyber Monday
“🖤 CYBER MONDAY SPECIAL — 30% OFF! 🖤”
Straight Discount
Static Image
30% off
HAIRO
Black Friday · 32 variations
“Black Friday = Your Hair Comeback.”
Straight Discount
Static Image
60% off
Persona: hair loss sufferers (both)
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Uklash
Black Friday · 6 variations
“The most viral eyelash serum is currently only £26.60”
Straight Discount
Single Video
30% off
Persona: beauty consumers (young adult)
Hook: Price-first · Emotion: Urgency
View in Meta Ad Library →
Hook: Price-first · Emotion: Urgency
View in Meta Ad Library →
Boots UK
Black Friday · 2 variations
“Up to 30% off selected fragrances this Black Friday 🖤✨”
Straight Discount
Dynamic Creative
30% off
Lintonsbeautyworld
Black Friday
“A scent for every mood, a deal you can’t resist!”
Straight Discount
Static Image
30% off
C
Gift With Purchase
A free product, sample or extra rides along with the order.
5ADS · 14%
View adsHide
MERIT
Black Friday
“Free Flush Balm in Cheeky — for one day only.”
Gift With Purchase
Dynamic Creative
20% off
Laura Mercier
Extended / last chance · 3 variations
“All our icons, all for you.”
Gift With Purchase
Dynamic Creative
30% off
Marcelle Cosmetics
Black Friday
“FREE routine at $80+ and an EXTRA gift at $120+”
Gift With Purchase
Dynamic Creative
No discount
Candy Claws
Black Friday · 4 variations
“🚨 OUR BLACK FRIDAY SALE IS NOW LIVE!!! 🚨”
Gift With Purchase
Single Video
60% off
Persona: beauty conscious shoppers (woman)
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
ghd
Black Friday
“The wait is over. 🖤 The ghd Black Friday Sale has begun.”
Gift With Purchase
Dynamic Creative
30% off
G
Creator / UGC Voice
A person talks to camera; the brand doesn't.
5ADS · 14%
View adsHide
bareMinerals
Cyber Monday · 10 variations
“The last day of our sale is the best yet”
Creator / UGC Voice
Dynamic Creative
30% off
bareMinerals
Cyber Monday · 14 variations
“You guys know how much I love my bareMinerals products and the little birdie told me the sale might be 30% off site wide”
Creator / UGC Voice
Dynamic Creative
30% off
JVN Hair
Black Friday · 2 variations
“I know it's that time of year where there is a deluge of deals”
Creator / UGC Voice
Single Video
30% off
Sophia Cragnolini
Black Friday
“Soft, shiny bouncy curls in just minutes.”
Creator / UGC Voice
Dynamic Creative
25% off
Raw Chemistry
Black Friday
“Oh Excuse me, why are you following me?”
Creator / UGC Voice
Single Video
20% off
D
Early Access / VIP
Waitlists, members-first and early unlocks before the public sale.
4ADS · 11%
View adsHide
Monpure London
Teaser
“Curious about your complimentary gifts and exclusive offers?”
Early Access / VIP
Static Image
No discount
Hook: Question
View in Meta Ad Library →
View in Meta Ad Library →
Tatti Lashes
Teaser
“DROP 2 LOADING...🤍”
Early Access / VIP
Static Image
No discount
Tatti Lashes
Early access · 5 variations
“Black Friday Sale Drop #1: Early Access.”
Early Access / VIP
Dynamic Creative
70% off
Cult Beauty
Teaser
“Gift (or wish) lists at the ready 🎁”
Early Access / VIP
Dynamic Creative
No discount
Filter 04 / By hook
By hook
How the first line or first seconds open. Open a row to see the ads.
1
Price-first
Opens with the percent or price off.
12ADS · 33%
View adsHide
MERIT
Black Friday
“Free Flush Balm in Cheeky — for one day only.”
Gift With Purchase
Dynamic Creative
20% off
Smooche
Black Friday
“Now up to 80% OFF, plus Free Mascara, Free Gift, and Free Shipping this Black Friday!”
Value Stack
Single Video
80% off
Alleyoop
Cyber Monday
“Cyber Monday is live! 🎉 Get 30% off sitewide with code BFCM30”
Straight Discount
Static Image
30% off
Marcelle Cosmetics
Black Friday
“FREE routine at $80+ and an EXTRA gift at $120+”
Gift With Purchase
Dynamic Creative
No discount
JVN Hair
Black Friday · 3 variations
“The Black Friday hair event you’ve been waiting for 💛”
Value Stack
Dynamic Creative
30% off
ghd
Black Friday
“The wait is over. 🖤 The ghd Black Friday Sale has begun.”
Gift With Purchase
Dynamic Creative
30% off
Vedix USA
Black Friday
“🌟 BFCM Exclusive Offers- 3X Hair Love! 🌟”
Value Stack
Static Image
Wavytalkus
Cyber Monday
“🖤 CYBER MONDAY SPECIAL — 30% OFF! 🖤”
Straight Discount
Static Image
30% off
Curacoro: Formerly LLBA
Cyber Monday
“🔥 CYBER MONDAY JUST GOT DANGEROUSLY GOOD”
Value Stack
Static Image
60% off
Uklash
Black Friday · 6 variations
“The most viral eyelash serum is currently only £26.60”
Straight Discount
Single Video
30% off
Persona: beauty consumers (young adult)
Hook: Price-first · Emotion: Urgency
View in Meta Ad Library →
Hook: Price-first · Emotion: Urgency
View in Meta Ad Library →
Lash Ease
Black Friday · 2 variations
“Our Black Friday bundles are here and they're actually worth it.”
Value Stack
Single Video
65% off
Lintonsbeautyworld
Black Friday
“A scent for every mood, a deal you can’t resist!”
Straight Discount
Static Image
30% off
2
Countdown
A deadline or time-left line up front.
7ADS · 19%
View adsHide
Charlotte Tilbury
Extended / last chance · 3 variations
“Darlings, my sensational savings end soon!”
Countdown & Scarcity
Dynamic Creative
25% off
Laura Mercier
Cyber Monday · 6 variations
“Today only: Save 30% on our entire beauty repertoire.”
Countdown & Scarcity
Dynamic Creative
30% off
bareMinerals
Cyber Monday · 10 variations
“The last day of our sale is the best yet”
Creator / UGC Voice
Dynamic Creative
30% off
bareMinerals
Black Friday
“For one day only, unlock an even deeper discount on our holiday sets.”
Value Stack
Catalog / DPA
30% off
bareMinerals
Cyber Monday · 3 variations
“Stop what you’re doing—shop our Cyber Monday Sale and score a free full-size gift.”
Countdown & Scarcity
Catalog / DPA
30% off
Sistaco
Extended / last chance · 4 variations
“⏰ BLACK FRIDAY IS ALMOST OVER!”
Countdown & Scarcity
Single Video
30% off
ghd
Extended / last chance
“LAST CHANCE! 🖤”
Countdown & Scarcity
Static Image
30% off
3
Social proof
Reviews, customer counts or bestseller status first.
4ADS · 11%
View adsHide
Laura Mercier
Extended / last chance · 3 variations
“All our icons, all for you.”
Gift With Purchase
Dynamic Creative
30% off
Ersa Nails
Cyber Monday · 3 variations
“We honestly didn't expect so many designs to sell out this fast.”
Countdown & Scarcity
Single Video
50% off
Sassy Saints
Extended / last chance
“Our Christmas Collection is 100% SOLD OUT. 😳🎄”
Countdown & Scarcity
Static Image
Iluumi us
Black Friday · 4 variations
“✨ BLACK FRIDAY HAIR GLOW UP ✨”
Value Stack
Single Video
4
Biggest-ever claim
"Our biggest sale ever" and its variants.
3ADS · 8%
View adsHide
Candy Claws
Black Friday · 4 variations
“🚨 OUR BLACK FRIDAY SALE IS NOW LIVE!!! 🚨”
Gift With Purchase
Single Video
60% off
Persona: beauty conscious shoppers (woman)
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
HAIRO
Black Friday · 32 variations
“Black Friday = Your Hair Comeback.”
Straight Discount
Static Image
60% off
Persona: hair loss sufferers (both)
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Boots UK
Black Friday · 2 variations
“Up to 30% off selected fragrances this Black Friday 🖤✨”
Straight Discount
Dynamic Creative
30% off
5
Question
Opens on a question to the viewer.
2ADS · 6%
View adsHide
Monpure London
Teaser
“Curious about your complimentary gifts and exclusive offers?”
Early Access / VIP
Static Image
No discount
Hook: Question
View in Meta Ad Library →
View in Meta Ad Library →
Raw Chemistry
Black Friday
“Oh Excuse me, why are you following me?”
Creator / UGC Voice
Single Video
20% off
6
Demo
Shows the product working in the first seconds.
2ADS · 6%
View adsHide
Sophia Cragnolini
Black Friday
“Soft, shiny bouncy curls in just minutes.”
Creator / UGC Voice
Dynamic Creative
25% off
Zephta
Early access · 17 variations
“Watch what this serum did to her hair.”
Value Stack
Single Video
70% off
Persona: thinning hair sufferers (35 plus, woman)
Hook: Demo · Emotion: Esteem
View in Meta Ad Library →
Hook: Demo · Emotion: Esteem
View in Meta Ad Library →
7
Gift guide
Frames the product as the gift to buy.
2ADS · 6%
View adsHide
Laura Mercier
Black Friday
“Today only, our holiday gifts just got a lot more tempting”
Value Stack
Dynamic Creative
30% off
Hook: Gift guide
View in Meta Ad Library →
View in Meta Ad Library →
Cult Beauty
Teaser
“Gift (or wish) lists at the ready 🎁”
Early Access / VIP
Dynamic Creative
No discount
8
Mystery deal
Teases a deal without saying what it is.
2ADS · 6%
View adsHide
bareMinerals
Cyber Monday · 14 variations
“You guys know how much I love my bareMinerals products and the little birdie told me the sale might be 30% off site wide”
Creator / UGC Voice
Dynamic Creative
30% off
Tatti Lashes
Teaser
“DROP 2 LOADING...🤍”
Early Access / VIP
Static Image
No discount
9
Early unlock
"Early access is live", "VIPs shop first".
1ADS · 3%
View adsHide
Tatti Lashes
Early access · 5 variations
“Black Friday Sale Drop #1: Early Access.”
Early Access / VIP
Dynamic Creative
70% off
10
Problem callout
Names the viewer's problem before the offer.
1ADS · 3%
View adsHide
JVN Hair
Black Friday · 2 variations
“I know it's that time of year where there is a deluge of deals”
Creator / UGC Voice
Single Video
30% off
Filter 05 / By emotion
The emotions doing the selling
Average emotional-driver score across the 36 ads, from GoMarble's creative analysis (0–100).
Filter 06 / By offer
How beauty & makeup brands priced the sale
Offer mechanics and discount depth, as stated in the ads.
25/28
brands ran at least one ad with an explicit discount.
3/28
ran no discount at all in this sample: Marcelle Cosmetics, Monpure London, Cult Beauty.
Where an ad named a percentage, the median was 30% and the deepest was 80%.
Discount depth
Offer mechanics
An ad can use more than one.
1 Product-specific % 18ADS · 50% View adsHide
Charlotte Tilbury
Extended / last chance · 3 variations
“Darlings, my sensational savings end soon!”
Countdown & Scarcity
Dynamic Creative
25% off
Smooche
Black Friday
“Now up to 80% OFF, plus Free Mascara, Free Gift, and Free Shipping this Black Friday!”
Value Stack
Single Video
80% off
Laura Mercier
Black Friday
“Today only, our holiday gifts just got a lot more tempting”
Value Stack
Dynamic Creative
30% off
Hook: Gift guide
View in Meta Ad Library →
View in Meta Ad Library →
bareMinerals
Black Friday
“For one day only, unlock an even deeper discount on our holiday sets.”
Value Stack
Catalog / DPA
30% off
Candy Claws
Black Friday · 4 variations
“🚨 OUR BLACK FRIDAY SALE IS NOW LIVE!!! 🚨”
Gift With Purchase
Single Video
60% off
Persona: beauty conscious shoppers (woman)
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Ersa Nails
Cyber Monday · 3 variations
“We honestly didn't expect so many designs to sell out this fast.”
Countdown & Scarcity
Single Video
50% off
ghd
Black Friday
“The wait is over. 🖤 The ghd Black Friday Sale has begun.”
Gift With Purchase
Dynamic Creative
30% off
ghd
Extended / last chance
“LAST CHANCE! 🖤”
Countdown & Scarcity
Static Image
30% off
Sophia Cragnolini
Black Friday
“Soft, shiny bouncy curls in just minutes.”
Creator / UGC Voice
Dynamic Creative
25% off
Wavytalkus
Cyber Monday
“🖤 CYBER MONDAY SPECIAL — 30% OFF! 🖤”
Straight Discount
Static Image
30% off
HAIRO
Black Friday · 32 variations
“Black Friday = Your Hair Comeback.”
Straight Discount
Static Image
60% off
Persona: hair loss sufferers (both)
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Tatti Lashes
Early access · 5 variations
“Black Friday Sale Drop #1: Early Access.”
Early Access / VIP
Dynamic Creative
70% off
Curacoro: Formerly LLBA
Cyber Monday
“🔥 CYBER MONDAY JUST GOT DANGEROUSLY GOOD”
Value Stack
Static Image
60% off
Raw Chemistry
Black Friday
“Oh Excuse me, why are you following me?”
Creator / UGC Voice
Single Video
20% off
Uklash
Black Friday · 6 variations
“The most viral eyelash serum is currently only £26.60”
Straight Discount
Single Video
30% off
Persona: beauty consumers (young adult)
Hook: Price-first · Emotion: Urgency
View in Meta Ad Library →
Hook: Price-first · Emotion: Urgency
View in Meta Ad Library →
Lash Ease
Black Friday · 2 variations
“Our Black Friday bundles are here and they're actually worth it.”
Value Stack
Single Video
65% off
Boots UK
Black Friday · 2 variations
“Up to 30% off selected fragrances this Black Friday 🖤✨”
Straight Discount
Dynamic Creative
30% off
Lintonsbeautyworld
Black Friday
“A scent for every mood, a deal you can’t resist!”
Straight Discount
Static Image
30% off
2 Free gift 14ADS · 39% View adsHide
MERIT
Black Friday
“Free Flush Balm in Cheeky — for one day only.”
Gift With Purchase
Dynamic Creative
20% off
Smooche
Black Friday
“Now up to 80% OFF, plus Free Mascara, Free Gift, and Free Shipping this Black Friday!”
Value Stack
Single Video
80% off
Laura Mercier
Extended / last chance · 3 variations
“All our icons, all for you.”
Gift With Purchase
Dynamic Creative
30% off
Laura Mercier
Cyber Monday · 6 variations
“Today only: Save 30% on our entire beauty repertoire.”
Countdown & Scarcity
Dynamic Creative
30% off
bareMinerals
Cyber Monday · 10 variations
“The last day of our sale is the best yet”
Creator / UGC Voice
Dynamic Creative
30% off
bareMinerals
Cyber Monday · 14 variations
“You guys know how much I love my bareMinerals products and the little birdie told me the sale might be 30% off site wide”
Creator / UGC Voice
Dynamic Creative
30% off
bareMinerals
Black Friday
“For one day only, unlock an even deeper discount on our holiday sets.”
Value Stack
Catalog / DPA
30% off
bareMinerals
Cyber Monday · 3 variations
“Stop what you’re doing—shop our Cyber Monday Sale and score a free full-size gift.”
Countdown & Scarcity
Catalog / DPA
30% off
Marcelle Cosmetics
Black Friday
“FREE routine at $80+ and an EXTRA gift at $120+”
Gift With Purchase
Dynamic Creative
No discount
Candy Claws
Black Friday · 4 variations
“🚨 OUR BLACK FRIDAY SALE IS NOW LIVE!!! 🚨”
Gift With Purchase
Single Video
60% off
Persona: beauty conscious shoppers (woman)
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Ersa Nails
Cyber Monday · 3 variations
“We honestly didn't expect so many designs to sell out this fast.”
Countdown & Scarcity
Single Video
50% off
JVN Hair
Black Friday · 3 variations
“The Black Friday hair event you’ve been waiting for 💛”
Value Stack
Dynamic Creative
30% off
ghd
Black Friday
“The wait is over. 🖤 The ghd Black Friday Sale has begun.”
Gift With Purchase
Dynamic Creative
30% off
ghd
Extended / last chance
“LAST CHANCE! 🖤”
Countdown & Scarcity
Static Image
30% off
3 Sitewide % 11ADS · 31% View adsHide
MERIT
Black Friday
“Free Flush Balm in Cheeky — for one day only.”
Gift With Purchase
Dynamic Creative
20% off
Laura Mercier
Extended / last chance · 3 variations
“All our icons, all for you.”
Gift With Purchase
Dynamic Creative
30% off
Laura Mercier
Cyber Monday · 6 variations
“Today only: Save 30% on our entire beauty repertoire.”
Countdown & Scarcity
Dynamic Creative
30% off
bareMinerals
Cyber Monday · 10 variations
“The last day of our sale is the best yet”
Creator / UGC Voice
Dynamic Creative
30% off
bareMinerals
Cyber Monday · 14 variations
“You guys know how much I love my bareMinerals products and the little birdie told me the sale might be 30% off site wide”
Creator / UGC Voice
Dynamic Creative
30% off
bareMinerals
Cyber Monday · 3 variations
“Stop what you’re doing—shop our Cyber Monday Sale and score a free full-size gift.”
Countdown & Scarcity
Catalog / DPA
30% off
Alleyoop
Cyber Monday
“Cyber Monday is live! 🎉 Get 30% off sitewide with code BFCM30”
Straight Discount
Static Image
30% off
Sistaco
Extended / last chance · 4 variations
“⏰ BLACK FRIDAY IS ALMOST OVER!”
Countdown & Scarcity
Single Video
30% off
JVN Hair
Black Friday · 3 variations
“The Black Friday hair event you’ve been waiting for 💛”
Value Stack
Dynamic Creative
30% off
JVN Hair
Black Friday · 2 variations
“I know it's that time of year where there is a deluge of deals”
Creator / UGC Voice
Single Video
30% off
Curacoro: Formerly LLBA
Cyber Monday
“🔥 CYBER MONDAY JUST GOT DANGEROUSLY GOOD”
Value Stack
Static Image
60% off
4 Spend-tiered 10ADS · 28% View adsHide
Laura Mercier
Extended / last chance · 3 variations
“All our icons, all for you.”
Gift With Purchase
Dynamic Creative
30% off
Laura Mercier
Cyber Monday · 6 variations
“Today only: Save 30% on our entire beauty repertoire.”
Countdown & Scarcity
Dynamic Creative
30% off
bareMinerals
Cyber Monday · 10 variations
“The last day of our sale is the best yet”
Creator / UGC Voice
Dynamic Creative
30% off
bareMinerals
Cyber Monday · 14 variations
“You guys know how much I love my bareMinerals products and the little birdie told me the sale might be 30% off site wide”
Creator / UGC Voice
Dynamic Creative
30% off
bareMinerals
Black Friday
“For one day only, unlock an even deeper discount on our holiday sets.”
Value Stack
Catalog / DPA
30% off
Marcelle Cosmetics
Black Friday
“FREE routine at $80+ and an EXTRA gift at $120+”
Gift With Purchase
Dynamic Creative
No discount
Candy Claws
Black Friday · 4 variations
“🚨 OUR BLACK FRIDAY SALE IS NOW LIVE!!! 🚨”
Gift With Purchase
Single Video
60% off
Persona: beauty conscious shoppers (woman)
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
JVN Hair
Black Friday · 3 variations
“The Black Friday hair event you’ve been waiting for 💛”
Value Stack
Dynamic Creative
30% off
JVN Hair
Black Friday · 2 variations
“I know it's that time of year where there is a deluge of deals”
Creator / UGC Voice
Single Video
30% off
Curacoro: Formerly LLBA
Cyber Monday
“🔥 CYBER MONDAY JUST GOT DANGEROUSLY GOOD”
Value Stack
Static Image
60% off
5 Free shipping 8ADS · 22% View adsHide
MERIT
Black Friday
“Free Flush Balm in Cheeky — for one day only.”
Gift With Purchase
Dynamic Creative
20% off
Smooche
Black Friday
“Now up to 80% OFF, plus Free Mascara, Free Gift, and Free Shipping this Black Friday!”
Value Stack
Single Video
80% off
Laura Mercier
Cyber Monday · 6 variations
“Today only: Save 30% on our entire beauty repertoire.”
Countdown & Scarcity
Dynamic Creative
30% off
bareMinerals
Cyber Monday · 10 variations
“The last day of our sale is the best yet”
Creator / UGC Voice
Dynamic Creative
30% off
bareMinerals
Black Friday
“For one day only, unlock an even deeper discount on our holiday sets.”
Value Stack
Catalog / DPA
30% off
HAIRO
Black Friday · 32 variations
“Black Friday = Your Hair Comeback.”
Straight Discount
Static Image
60% off
Persona: hair loss sufferers (both)
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Iluumi us
Black Friday · 4 variations
“✨ BLACK FRIDAY HAIR GLOW UP ✨”
Value Stack
Single Video
Zephta
Early access · 17 variations
“Watch what this serum did to her hair.”
Value Stack
Single Video
70% off
Persona: thinning hair sufferers (35 plus, woman)
Hook: Demo · Emotion: Esteem
View in Meta Ad Library →
Hook: Demo · Emotion: Esteem
View in Meta Ad Library →
6 Bundle / kit 6ADS · 17% View adsHide
Laura Mercier
Black Friday
“Today only, our holiday gifts just got a lot more tempting”
Value Stack
Dynamic Creative
30% off
Hook: Gift guide
View in Meta Ad Library →
View in Meta Ad Library →
bareMinerals
Black Friday
“For one day only, unlock an even deeper discount on our holiday sets.”
Value Stack
Catalog / DPA
30% off
Sophia Cragnolini
Black Friday
“Soft, shiny bouncy curls in just minutes.”
Creator / UGC Voice
Dynamic Creative
25% off
Vedix USA
Black Friday
“🌟 BFCM Exclusive Offers- 3X Hair Love! 🌟”
Value Stack
Static Image
Iluumi us
Black Friday · 4 variations
“✨ BLACK FRIDAY HAIR GLOW UP ✨”
Value Stack
Single Video
Lash Ease
Black Friday · 2 variations
“Our Black Friday bundles are here and they're actually worth it.”
Value Stack
Single Video
65% off
7 Code-gated 5ADS · 14% View adsHide
Alleyoop
Cyber Monday
“Cyber Monday is live! 🎉 Get 30% off sitewide with code BFCM30”
Straight Discount
Static Image
30% off
ghd
Black Friday
“The wait is over. 🖤 The ghd Black Friday Sale has begun.”
Gift With Purchase
Dynamic Creative
30% off
ghd
Extended / last chance
“LAST CHANCE! 🖤”
Countdown & Scarcity
Static Image
30% off
Sophia Cragnolini
Black Friday
“Soft, shiny bouncy curls in just minutes.”
Creator / UGC Voice
Dynamic Creative
25% off
HAIRO
Black Friday · 32 variations
“Black Friday = Your Hair Comeback.”
Straight Discount
Static Image
60% off
Persona: hair loss sufferers (both)
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
Hook: Biggest-ever claim · Emotion: Urgency
View in Meta Ad Library →
8 Buy one, get one 4ADS · 11% View adsHide
Sassy Saints
Extended / last chance
“Our Christmas Collection is 100% SOLD OUT. 😳🎄”
Countdown & Scarcity
Static Image
Vedix USA
Black Friday
“🌟 BFCM Exclusive Offers- 3X Hair Love! 🌟”
Value Stack
Static Image
Zephta
Early access · 17 variations
“Watch what this serum did to her hair.”
Value Stack
Single Video
70% off
Persona: thinning hair sufferers (35 plus, woman)
Hook: Demo · Emotion: Esteem
View in Meta Ad Library →
Hook: Demo · Emotion: Esteem
View in Meta Ad Library →
Curacoro: Formerly LLBA
Cyber Monday
“🔥 CYBER MONDAY JUST GOT DANGEROUSLY GOOD”
Value Stack
Static Image
60% off
9 No offer stated 3ADS · 8% View adsHide
Monpure London
Teaser
“Curious about your complimentary gifts and exclusive offers?”
Early Access / VIP
Static Image
No discount
Hook: Question
View in Meta Ad Library →
View in Meta Ad Library →
Tatti Lashes
Teaser
“DROP 2 LOADING...🤍”
Early Access / VIP
Static Image
No discount
Cult Beauty
Teaser
“Gift (or wish) lists at the ready 🎁”
Early Access / VIP
Dynamic Creative
No discount
Filter 07 / By timing
Where in the sale each ad sat
Read from each ad's own copy: "early access", "ends tonight", "Cyber Monday" and so on. Teaser and early-access ads are under-counted, because many had stopped running by the end of the sale.
Teaser
3
8% · "Coming soon", sign-up to be first.
Early access
2
6% · Sale live for a list before the public.
Black Friday
18
50% · The main sale.
Cyber Monday
8
22% · Cyber Monday or the weekend extension.
Extended / last chance
5
14% · Extensions and final-hours pushes.
08 / Swipe file
Every hook line, verbatim
The opening line of each ad, grouped by brand.
Alleyoop · Price-first
“Cyber Monday is live! 🎉 Get 30% off sitewide with code BFCM30”
bareMinerals · Countdown
“The last day of our sale is the best yet”
bareMinerals · Mystery deal
“You guys know how much I love my bareMinerals products and the little birdie told me the sale might be 30% off site wide”
bareMinerals · Countdown
“For one day only, unlock an even deeper discount on our holiday sets.”
bareMinerals · Countdown
“Stop what you’re doing—shop our Cyber Monday Sale and score a free full-size gift.”
Boots UK · Biggest-ever claim
“Up to 30% off selected fragrances this Black Friday 🖤✨”
Candy Claws · Biggest-ever claim
“🚨 OUR BLACK FRIDAY SALE IS NOW LIVE!!! 🚨”
Charlotte Tilbury · Countdown
“Darlings, my sensational savings end soon!”
Cult Beauty · Gift guide
“Gift (or wish) lists at the ready 🎁”
Curacoro: Formerly LLBA · Price-first
“🔥 CYBER MONDAY JUST GOT DANGEROUSLY GOOD”
Ersa Nails · Social proof
“We honestly didn't expect so many designs to sell out this fast.”
ghd · Price-first
“The wait is over. 🖤 The ghd Black Friday Sale has begun.”
ghd · Countdown
“LAST CHANCE! 🖤”
HAIRO · Biggest-ever claim
“Black Friday = Your Hair Comeback.”
Iluumi us · Social proof
“✨ BLACK FRIDAY HAIR GLOW UP ✨”
JVN Hair · Price-first
“The Black Friday hair event you’ve been waiting for 💛”
JVN Hair · Problem callout
“I know it's that time of year where there is a deluge of deals”
Lash Ease · Price-first
“Our Black Friday bundles are here and they're actually worth it.”
Laura Mercier · Social proof
“All our icons, all for you.”
Laura Mercier · Countdown
“Today only: Save 30% on our entire beauty repertoire.”
Laura Mercier · Gift guide
“Today only, our holiday gifts just got a lot more tempting”
Lintonsbeautyworld · Price-first
“A scent for every mood, a deal you can’t resist!”
Marcelle Cosmetics · Price-first
“FREE routine at $80+ and an EXTRA gift at $120+”
MERIT · Price-first
“Free Flush Balm in Cheeky — for one day only.”
Monpure London · Question
“Curious about your complimentary gifts and exclusive offers?”
Raw Chemistry · Question
“Oh Excuse me, why are you following me?”
Sassy Saints · Social proof
“Our Christmas Collection is 100% SOLD OUT. 😳🎄”
Sistaco · Countdown
“⏰ BLACK FRIDAY IS ALMOST OVER!”
Smooche · Price-first
“Now up to 80% OFF, plus Free Mascara, Free Gift, and Free Shipping this Black Friday!”
Sophia Cragnolini · Demo
“Soft, shiny bouncy curls in just minutes.”
Tatti Lashes · Mystery deal
“DROP 2 LOADING...🤍”
Tatti Lashes · Early unlock
“Black Friday Sale Drop #1: Early Access.”
Uklash · Price-first
“The most viral eyelash serum is currently only £26.60”
Vedix USA · Price-first
“🌟 BFCM Exclusive Offers- 3X Hair Love! 🌟”
Wavytalkus · Price-first
“🖤 CYBER MONDAY SPECIAL — 30% OFF! 🖤”
Zephta · Demo
“Watch what this serum did to her hair.”
09 / Playbook
Patterns worth stealing for BFCM 2026
What we'd take from these ads into a beauty & makeup brand's 2026 sale.
01
Hold the percent, add a gift
The makeup houses in this set run at 20–30% off and pair it with a named gift: a free full-size product, a 6-piece set or a Flush Balm. If your margin can't support 60%, copy their structure: one clear % and one concrete gift in the same line.
02
Put a spend threshold on the gift
Laura Mercier ($95), bareMinerals ($75), JVN Hair ($79+), Marcelle ($80 and $120) and Curacoro ($500/$750/$1,000) all gate the gift or the deeper tier behind basket size. Write the threshold in the copy itself, the way these ads do, not only on the landing page.
03
Make separate Cyber Monday and last-day creative
bareMinerals and Laura Mercier each ran several end-of-sale variants ("Cyber Monday Is Here", "30% Off Sitewide Ends Tonight", "Today only") with the same offer. Plan a dedicated batch of countdown headlines for the last 48 hours, not just the Black Friday versions with new dates.
04
Let a creator explain the deal
bareMinerals put creator videos inside its dynamic ads ("the little birdie told me the sale might be 30% off site wide"), JVN Hair used a hairstylist voiceover, and ghd's Cherry Chic sets ran through creator Sophia Cragnolini with a styling demo. For tools and colour products, a person showing the product carries the offer better than a price card.
05
Run the sale in drops
Tatti Lashes split its sale into "Drop #1: Early Access" and "DROP 2 LOADING..." with a stated time for the sitewide drop. Monpure and Cult Beauty ran sign-up and "Black Friday loading…" teasers. Splitting the sale into drops gives you more than one launch moment.
06
Use real sell-outs as scarcity
Sassy Saints, Ersa Nails and Sistaco opened with sold-out collections and clearing shelves before naming the offer. If a shade or set genuinely sells out during the sale, use that as the hook for the follow-up creative.
Run this report on your own competitors
GoMarble's AI agents pull any brand's live ads, tag every creative by angle, hook and emotion, and tell you what to make next. Plan your BFCM 2026 creative from what your category is actually running.
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More / Other industries
BFCM ads in other industries
SkincareBeauty & MakeupFashion & ApparelJewelry & AccessoriesSupplements & NutritionFood & BeverageHome & LivingPetsTech & WearablesAthleisure & Activewear
← Back to the BFCM 2026 cross-industry report · All beauty & makeup ads in the library
FAQ
What kind of Black Friday ads do beauty & makeup brands run?
In this sample of 36 distinct creatives from 28 brands, the most common angle was Value Stack (25% of ads) and the most common format was Dynamic Creative (39%).
How big are beauty & makeup Black Friday discounts?
Where an ad stated a percentage, the median was 30% and the highest was 80%. 25 of 28 brands ran at least one ad with an explicit discount; 3 ran none in this sample.
Where do these ads come from?
GoMarble's ad library, which indexes Meta (Facebook and Instagram) ads. We searched Black Friday and Cyber Monday ads that ran between 2025-10-25 and 2025-12-03, removed duplicates and capped each brand at four creatives.
Does this show which ads performed best?
No. Public ad libraries don't publish spend, impressions or sales, so nothing here ranks ads by results. Where we show variations, that's the number of ads reusing the same creative — a sign the brand invested in it, not proof it worked.
When are Black Friday and Cyber Monday in 2026?
Black Friday is Friday 27 November 2026 and Cyber Monday is Monday 30 November 2026.
Brand creative and copyright belong to their respective owners. Ads are shown for commentary and analysis.