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UGC ads

Makeup UGC ads brands keep running

33 makeup brands run at least 3 live creator-style ads each, over 490 in all. These eight have run longest, one per brand.

brands with 3+ creator ads
33

brands with 3+ creator ads

live creator-style ads
Over 490

live creator-style ads

open with a first-person story
51%

open with a first-person story

longest-running one
126 days

longest-running one

The 8 that have run longest

One ad per brand, longest-running first. We quote the opening line and link to the ad.

  1. Huda Beauty

    “Obsessed With This Stay 💖”

    Pitch: grease-proof, long-wearing lip color.

    126 days live · Video · Customer quote hook · Lands on a marketplace listing

    See it in Meta's Ad Library

  2. ONE/SIZE

    “GO FROM POWDERY TO GLASSY”

    Pitch: melts powder for a glassy finish.

    98 days live · Video · Before and after hook · Lands on a product page

    See it in Meta's Ad Library

  3. Lawless

    “My Forget The Filler Gloss favorites that are non-negotiable. 💋”

    Pitch: curated custom lip kit.

    97 days live · Video · First-person story hook · Lands on a collection page

    See it in Meta's Ad Library

  4. Babe Original

    “self-control isn't my thing when i see Babe Original at Target”

    Pitch: easier access to products.

    85 days live · Video · First-person story hook · Lands on a marketplace listing

    See it in Meta's Ad Library

  5. Kosas

    “I always get so many questions about my favorite acne-safe makeup”

    Pitch: non-pore-clogging makeup.

    83 days live · Video · First-person story hook · Lands on a product page

    See it in Meta's Ad Library

  6. Rare Beauty

    “Rare Beauty’s brow gel keeps my brows in place ALL day long”

    Pitch: all-day flexible brow hold.

    75 days live · Video · Customer quote hook · Lands on a product page

    See it in Meta's Ad Library

  7. Morphe

    “This is the best beauty purchase I didn’t know I needed”

    Pitch: pro-level makeup application.

    73 days live · Video · Customer quote hook · Lands on a product page

    See it in Meta's Ad Library

  8. eos

    “The moment I smelled the NEW @eos Toasted Marshmallow Collection”

    Pitch: seasonal fragrance indulgence.

    72 days live · Video · First-person story hook · Lands on a product page

    See it in Meta's Ad Library

How these ads open

Live makeup creator ads by hook.

  • First-person story

    253 ads · 51%

  • Customer quote

    35 ads · 7%

  • Demo

    158 ads · 32%

  • Before and after

    51 ads · 10%

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Frequently asked questions

How many makeup brands run UGC ads?
33 makeup brands run at least 3 live creator-style video ads each on Meta, over 490 ads in all. We count ads from the brand's own pages that open as a story, a quote, a demo or a before-and-after.
What is the longest-running makeup UGC ad?
Huda Beauty's, live for 126 days. It opens with “Obsessed With This Stay 💖” as a customer quote hook. The link under each ad opens it in Meta's Ad Library.
Which UGC hook do makeup brands use most?
First-person story, at 51% of live makeup creator ads. A creator talks to the camera about their own problem and what fixed it. The chart above shows the full mix across the four hooks.

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