Beauty Ads — Best DTC Beauty Brand Creatives

8 brands · 19,373 ads · 1,673 active · Top format: Video · Updated May 7, 2026

Beauty brands leverage UGC-heavy video content and before/after visuals to drive product discovery and conversion across Meta's advertising platforms.

19,373

Total Ads

1,673

Active Now

Brands

Platforms

Ad Format Breakdown

Image 49%

Video 51%

Carousel 0%

Averaged across 8 beauty brands, weighted by ad volume

Beauty Brands

Top Beauty Ads

Emotional Profile: Video vs. Image

GoMarble's AI scores every ad across 15 emotional dimensions on a 1–10 scale. Below: averages across 19,373 ads across 8 brands.

Emotion	What it measures	Video	Image
Esteem	Self-worth, feeling valued and attractive	7.7	6.9
Engagement	Interest, attention, involvement	6.9	6.7
Urgency	Time pressure, scarcity	5.4	6.3
Curiosity	Wonder, desire to know more	6.2	5.4
Empowerment	Feeling capable and in control	5.5	4.6
Competence	Mastery, skill, capability	4.4	1.2

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Beauty Advertising at a Glance

8 beauty brands in GoMarble's ad library run a combined 19,373 ads, with 1,673 currently active. The category-wide format mix is 49% image and 51% video, weighted by ad volume. Top brands by ad volume: Charlotte Tilbury, Huda Beauty, Glossier.

Dominant emotional drivers across the category: esteem (6.9/10), engagement (6.8/10), urgency (5.9/10). Common opening hooks include lines like "Darlings, do you want full coverage results that feel as light as...".

SHOP_NOW is the dominant CTA across beauty ads. Video ads average 39 seconds. Brands run across facebook, instagram, messenger, audience network, threads.

Common Video Hook Patterns

Verbatim opening lines from beauty brand video ads, categorized by hook style.

Sensory Demo Charlotte Tilbury

"Darlings, do you want full coverage results that feel as light as..."

Transformation Charlotte Tilbury

"Watch how I achieved this three minute makeup look using the Charlotte Tilbury..."

Problem Statement Charlotte Tilbury

"I've always struggled with contour for my face shape until I discovered Steps On Me on Charlotte Tilbury's app..."

Concept Reframe Charlotte Tilbury

"Everyone thinks that I've been doing injections. Well, no! It's unreal..."

direct address Charlotte Tilbury

"Pillow talk to me. Darlings, bloom in my new Pillow Talk Blush Balm Lip Tint..."

product reaction Fenty Beauty

"Oh my God, Rihanna! Rihanna come to the front. Lip liner and this is called traced out..."

Verbatim Ad Copy Samples

Excerpts from video ad transcriptions across 8 beauty brands.

"Look at that difference. You can see my oil and texture is completely blurred and smooth, do you see how that looks? Completely airbrushed! Airbrush Flawless Finish is literally my Holy Grail product."

"Not wearing any false lashes. These are actually just my real lashes, see? I am wearing the new Exagger-Eyes mascara that is just the exaggerated effect on the lashes — it gives you a false lash effect."

"I've always struggled with contour for my face shape until I discovered Steps On Me on Charlotte Tilbury's Easy Beauty For You app. It scans your face and tells you exactly where to place your contour."

"Darlings, my shade finder on my app will match your perfect shade. Upload a gorgeous selfie! Let the power of AI work its magic. It has 98% match accuracy."

"This new Unreal Blush from Charlotte Tilbury is like your dreamiest holiday glow in a stick. One swipe and you just blend with your fingers. I love how glowy this blush looks."

Top Beauty Brands by Ad Volume

Ranked by total ads in GoMarble's library. Format split shows what % of each brand's creative is image vs. video.

Brand	Ads	Image %	Video %
Charlotte Tilbury	12,997	58%	42%
Huda Beauty	4,659	23%	77%
Glossier	666	60%	38%
Fenty Beauty	339	54%	37%
Rare Beauty	300	50%	50%
Milk Makeup	173	27%	73%
Kosas	142	45%	55%
M·A·C Cosmetics	97	65%	35%

How this beauty ad data is computed

Aggregate metrics on this page are computed from 19,373 ads across 8 brands in GoMarble's ad library. Format breakdowns are weighted by each brand's ad volume.

Emotional scores are produced by GoMarble's AI on a 15-dimension, 1–10 scale, then averaged across the brand sample. Hook patterns and verbatim transcriptions are sourced directly from video ad audio.

The library tracks 1.5M+ ads across 80+ countries. Active vs. inactive ad counts reflect Meta Ad Library snapshots taken at brand-page generation time.

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Frequently Asked Questions

What are the best beauty ad examples from DTC brands?

Top beauty ads come from Glossier, Rare Beauty, Fenty Beauty, Milk Makeup, and Kosas. They feature UGC application tutorials, before/after visuals, and sensory product demos that combine polished product photography with authentic creator content.

What ad formats work best for beauty brands?

Beauty brands use a mix of image and video ads. Video content runs 8–15 seconds and is particularly effective for product demonstrations and application tutorials across Stories and Reels. Image ads showcase clean product photography with lifestyle context.

How do beauty brands use video ads?

Beauty video ads focus on sensory demonstrations — texture shots, application techniques, and transformation reveals. Most run 8–15 seconds and are optimized for vertical formats on Stories and Reels. Voice-over hooks often start with sensory cues like 'look at this texture' or 'watch what happens when'.

What emotions do beauty brand ads emphasize?

Beauty ads score highest on esteem, empowerment, and nurturance dimensions in GoMarble's emotional scoring. UGC-style content and transformation hooks drive engagement signals.

How do beauty brands run UGC ads?

Beauty brands either license content from real creators or shoot UGC-style content with paid talent. Common formats: skin transformation timelapses, application 'point-of-view' shots, and authentic creator commentary on products.

Which beauty brands have the largest ad libraries?

Glossier, Rare Beauty, and Fenty Beauty consistently run the most active ads in the DTC beauty space, with each maintaining hundreds of active creatives across Meta placements.