Ad copy
Makeup ads: 12 ad copy examples
The 12 longest-running live makeup ads, one per brand, with why each one works.
- live ads from 24 brands
- Over 6,300
live ads from 24 brands
Meta's own sample ad: the first lines of primary text show before “See more”, and the headline sits beside the button.
12 makeup ads, and why they work
One ad per brand, longest-running first. We quote the copy as written and link to the ad.
Stila
SStila
Sponsored ·
“One Palette. Unlimited Looks. A 5-shade palette of silky-powder shadows offers unlimited eye looks. Pop it in your pocket for on-the-go looks and touch ups. Get 30% off with code: SAVE30”
Shop nowstilacosmetics.com
Pocket Play Shadow Palette
Why it works. Makes one product sound like many: one palette, unlimited looks. The 30% code comes last, after the reader wants it.
330 days live · Carousel · Bold claim hook · 2 live ads use this copy
See it in Meta's Ad LibraryHourglass
HHourglass
Sponsored ·
“Experience flawless coverage, SPF 30 protection, and improved skin in 14 days.”
Shop nowhourglasscosmetics.com
The Ultimate Hybrid Formula
Why it works. Three claims in one line, with a number on the last: coverage, SPF 30 and better skin in 14 days.
264 days live · Video · Bold claim hook
See it in Meta's Ad LibraryMERIT
MMERIT
Sponsored ·
“Save on our go-to lip essentials for soft color, definition, and shine. Includes: Signature Lip Liner Signature Lip Blush Shade Slick Sheen Plus, get our Signature Makeup Bag free with your first order.”
Shop nowmeritbeauty.com
Save on Sets
Why it works. Leads with the saving, lists exactly what's in the set, then adds a free makeup bag on the first order.
252 days live · Carousel · Offer first hook · 2 live ads use this copy
See it in Meta's Ad LibraryONE/SIZE
OONE/SIZE
Sponsored ·
“Save up to 25% on our best-selling bundles ✨ Performance-first makeup that ACTUALLY keeps up with real life: long-lasting, blurring, and sweat-proof essentials. Build your perfect routine with ONE/SIZE ❤️🔥”
Shop nowonesizebeauty.com
Longwear Legends Vault
Why it works. Opens with up to 25% off, then answers the doubt about makeup that fades: long-lasting, blurring and sweat-proof.
237 days live · Carousel · Product showcase hook
See it in Meta's Ad LibraryLawless
LLawless
Sponsored ·
“No needles. No downtime. Just gloss. A smoothing, hydrating plump that enhances your lips in one swipe.”
Shop nowlawlessbeauty.com
Ditch the Needles - Shop Lawless
Why it works. Three short negatives that name what the buyer is avoiding (fillers), then the product in two words. 92 live ads carry it.
220 days live · Video · Bold claim hook · 92 live ads use this copy
See it in Meta's Ad LibraryRare Beauty
RRare Beauty
Sponsored ·
“This is makeup made to feel good in, without hiding what makes you unique. Shop now and get free shipping on your $50+ order.”
Shop nowrarebeauty.com
Find Comfort Hydrating Body Lotion with Pump
Why it works. Pairs the brand's message, makeup that doesn't hide you, with a plain shipping offer: free over $50.
212 days live · Carousel · Product showcase hook
See it in Meta's Ad LibraryDIBS
DDIBS
Sponsored ·
“💫 Get a glassy matte glow with our trio of skin-perfecting multi-taskers. ✔ Start at the base with LoveBeam™ Perfector ✔ Set the tone with LoveBeam™ Setting Spray ✔ Finish Strong with LoveBeam™ Setting Powder”
Shop nowdibsbeauty.com
A love story starring your skin
Why it works. Lays out a three-step routine in order, base, set and finish, so buying all three feels like the obvious move.
183 days live · Video · Curiosity hook
See it in Meta's Ad LibraryLYS Beauty
LLYS Beauty
Sponsored ·
“✨ It’s never been easier to achieve a sculpted, sun-kissed look than with our highly pigmented No Limits Cream Bronzer Stick! ✨”
Shop nowlysbeauty.com
The Viral Bronzer Stick
Why it works. Calls the stick viral in the headline, so the reader feels they're catching up, then promises an easy result.
168 days live · Image · Bold claim hook · 34 live ads use this copy
See it in Meta's Ad LibraryColourPop
CColourPop
Sponsored ·
“Swipe it to believe it ✨ High-impact shimmer in one swipe, no brushes, no fallout.”
Shop nowcolourpop.com
Swipe It to Believe It
Why it works. A dare as the headline: swipe it to believe it. The copy answers with what you skip, brushes and fallout.
154 days live · Video · Curiosity hook · 13 live ads use this copy
See it in Meta's Ad LibraryVictoria Beckham Beauty
VVictoria Beckham Beauty
Sponsored ·
“Bring all the attention to your eyes. In three extraordinary finishes - matte, jewel, and shimmer.”
Shop nowvictoriabeckhambeauty.com
Best Liner By Finish
Why it works. Points at one result, all eyes on yours, then offers three finishes. The headline helps the shopper pick one.
151 days live · Video · Bold claim hook · 3 live ads use this copy
See it in Meta's Ad LibraryMorphe
MMorphe
Sponsored ·
“New Morphe Eyeshadows just dropped. Neutrals, roses, mattes, shimmers - one palette, every look.”
Shop nowmorphe.com
NEW Eyeshadow Trios
Why it works. News first, “just dropped”, then the whole range in four words so every shopper sees their shade.
146 days live · Video · New or launch hook · 9 live ads use this copy
See it in Meta's Ad LibraryIPSY
IIPSY
Sponsored ·
“Flash Sale Alert! 🚨 Don't Miss This Deal: ✨ $10 off your first bag 💄 Viral beauty from top brands 🎉 Personalized beauty picks every month”
Get offeripsy.com
Enjoy $10 Off Your First Bag 🎁
Why it works. A deal with a dollar figure, $10 off the first bag, and the subscription's promises in emoji bullets. The Get offer button matches the ask.
144 days live · Carousel · Offer first hook · 7 live ads use this copy
See it in Meta's Ad Library
What the copy has in common
Every live ad from the 24 makeup brands we track.
- open with a bold claim
- 37%
open with a bold claim
- mention an offer
- 27%
mention an offer
- median primary text
- 140 chars
median primary text
How the copy opens
Live makeup ads by their first line.
Bold claim
2,373 ads · 37%
New or launch
1,250 ads · 20%
Product showcase
657 ads · 10%
Offer first
471 ads · 7%
Audience callout
261 ads · 4%
Problem callout
246 ads · 4%
What they offer
27% of live makeup ads mention an offer. The most common:
Percent off
503 ads
Free gift
477 ads
Free shipping
346 ads
Bundle price
341 ads
Dollars off
233 ads
Build the page your makeup ad sends people to
Paste an ad, and Replo builds the landing page that keeps its promise, on your brand and products.
Frequently asked questions
- How do makeup ads open?
- Most with a bold claim: 37% of the live makeup ads we read. One confident line about the product, with no setup. The chart above shows the full mix.
- Do makeup ads lead with a discount?
- Less often than you'd think. 27% of live makeup ads mention an offer at all. When they do, the most common is percent off.
- How long is the copy in makeup ads?
- The median primary text is 140 characters, about one sentence, and the median headline is 25. Most say one thing and stop.
