12 Real Makeup Ads on Meta, and What They Have in Common
These makeup ads were running on Facebook and Instagram when we checked: mascara, lashes, lipstick, concealer and foundation. For each one, the hook, the angle, the offer and the proof, with a link to the live ad, then the patterns they share and how to use them for your beauty ads.
Updated
The short answer
In these 12 makeup ads, 6 promise one product that does several jobs or beats another option, 5 add an offer such as buy one, get one free, 3 are written for one specific audience, and 2 put a person or a tip on camera.
9 of the 12 are videos: makeup is easier to believe when you see it applied. Run time is a signal, not proof: the Ad Library shows no results.
What these makeup ads have in common
| Criteria | Ads using it | Examples |
|---|---|---|
| A discount or bundle offer | 5 of 12 | Kristina's Fashion Essentials, Luxe US, Floryse.Beauty |
| A list of benefits | 3 of 12 | Kristina's Fashion Essentials, MoxieLash, Prime Deals |
| One product, several uses | 3 of 12 | jane iredale, Emily Turner, Trending In Korea |
| A comparison (versus another option) | 3 of 12 | Luxe US, MoxieLash, Prime Deals |
| Written for one specific audience | 3 of 12 | Beauty and the Boutique, Teak Beauty, tarte cosmetics |
| Urgency or scarcity | 2 of 12 | Kristina's Fashion Essentials, Prime Deals |
| A problem, then the fix | 2 of 12 | Beauty and the Boutique, Luxe US |
| A tutorial or tip | 2 of 12 | Beauty and the Boutique, Colour by Maya |
| A person from the brand on camera | 2 of 12 | Beauty and the Boutique, Colour by Maya |
| Video ads | 9 of 12 | The rest are single images |
| Shown with several versions | 2 of 12 | Meta labels these “This ad has multiple versions” |
| Median time running | 323 days | Between the start date and 2026-10-31 |
12 makeup ads running on Meta
Each card shows the ad as the Meta Ad Library displayed it on October 31, 2026, our analysis, and a link to the live ad.
Ad by Beauty and the Boutique. Screenshot from the Meta Ad Library, October 31, 2026. 1. Tutorial
Beauty and the Boutique: Makeup “facelift” techniques and products
Video ad · running since Feb 11, 2025 (627 days when we checked)
- Hook
- “Makeup Facelift”
- Angle
- A makeup artist's tutorial for a problem mature skin knows
- Offer
- None; links to a blog tutorial
- Proof shown
- Makeup artist Katie presents the tip
Why it stands out: Teaching first: the ad promises a technique and lets the products appear inside the lesson.
See this ad in the Meta Ad Library (ID 480141121629748)
Ad by Kristina's Fashion Essentials. Screenshot from the Meta Ad Library, October 31, 2026. 2. Benefits
Kristina's Fashion Essentials: Mascara
Video ad · running since May 8, 2025 (541 days when we checked)
- Hook
- “Step up your lash game!”
- Angle
- Benefits list: no smudge, no clumps, all-day curl
- Offer
- Buy 1 get 1 free, today only
- Proof shown
- A playful claim that it lasts “even through tearjerkers”
Why it stands out: Three short benefit lines with emoji, then a BOGO offer: easy to scan on a phone.
See this ad in the Meta Ad Library (ID 554517444369317)
Ad by Luxe US. Screenshot from the Meta Ad Library, October 31, 2026. 3. Offer
Luxe US: At-home lash lift kit
Video ad · running since Aug 12, 2025 (445 days when we checked)
- Hook
- “BUY 1, GET 1 FREE!”
- Angle
- Salon results at home, for straight short lashes
- Offer
- Buy 1 get 1 free
- Proof shown
- Claims results last up to 8 weeks
Why it stands out: The offer leads, the problem follows; comparing with a salon visit frames the price.
See this ad in the Meta Ad Library (ID 1063127438890110)
Ad by Colour by Maya. Screenshot from the Meta Ad Library, October 31, 2026. 4. Person-led
Colour by Maya: Concealer with eye cream
Video ad · running since Nov 8, 2025 (357 days when we checked)
- Hook
- “Hey, it's Kelly from Colour by Maya”
- Angle
- A person from the brand sharing a 2-minute morning tip
- Offer
- $10 off the first order, 30-day returns
- Proof shown
- Her own routine, shown
Why it stands out: A named person and a tiny routine make it feel like advice from a friend; the returns policy lowers the risk.
See this ad in the Meta Ad Library (ID 1286890823189077)
Ad by Floryse.Beauty. Screenshot from the Meta Ad Library, October 31, 2026. 5. Product
Floryse.Beauty: Iridescent lipstick
Image ad · running since Nov 22, 2025 (343 days when we checked)
- Hook
- “Turn heads with lips that shimmer”
- Angle
- The look itself: a close-up of the shade
- Offer
- 10% off for new customers with a code
- Proof shown
- None
Why it stands out: A single close-up lets the shimmer sell; a new-customer code gives a reason to act now.
See this ad in the Meta Ad Library (ID 832957562674773)
Ad by MoxieLash. Screenshot from the Meta Ad Library, October 31, 2026. 6. Authority
MoxieLash: Glueless lash clusters
Video ad · running since Jan 2, 2026 (302 days when we checked)
- Hook
- “The lash product that lash extension artists use for themselves”
- Angle
- Insider authority, and no salon needed
- Offer
- None
- Proof shown
- Professionals' own use; a list of benefits
Why it stands out: Borrowing the credibility of professionals answers “does it really work?” in the first line.
See this ad in the Meta Ad Library (ID 879663954476806)
Ad by jane iredale. Screenshot from the Meta Ad Library, October 31, 2026. 7. Multi-use
jane iredale: Foundation, concealer and sunscreen in one
Image ad · running since Feb 3, 2026 (270 days when we checked) · several versions
- Hook
- “Our #1 best-selling foundation, concealer & sunscreen”
- Angle
- Three products in one, from a known bestseller
- Offer
- None
- Proof shown
- Bestseller status
Why it stands out: One line of copy: the bestseller claim and the 3-in-1 benefit carry the ad.
See this ad in the Meta Ad Library (ID 1439278050752559)
Ad by Teak Beauty. Screenshot from the Meta Ad Library, October 31, 2026. 8. Audience
Teak Beauty: Terracotta-brown lipstick
Video ad · running since Feb 8, 2026 (265 days when we checked)
- Hook
- “Meet Riya - everyone's favorite ‘not red’”
- Angle
- A shade designed for brown skin tones
- Offer
- None
- Proof shown
- Explains the design choice; quotes a customer review
Why it stands out: Naming the shade like a person and explaining who it is designed for makes the right buyer feel seen.
See this ad in the Meta Ad Library (ID 1098136892426623)
Ad by Prime Deals. Screenshot from the Meta Ad Library, October 31, 2026. 9. Comparison
Prime Deals: Concealer pencil
Video ad · running since Mar 5, 2026 (240 days when we checked)
- Hook
- “ONE PENCIL vs EVERY IMPERFECTION.”
- Angle
- One product replacing several
- Offer
- None; “selling fast”
- Proof shown
- A checklist of uses: under-eyes, redness, dark spots
Why it stands out: A versus line in capitals, then a checklist: the claim and the evidence fit in five lines.
See this ad in the Meta Ad Library (ID 2694704797582774)
Ad by tarte cosmetics. Screenshot from the Meta Ad Library, October 31, 2026. 10. Audience
tarte cosmetics: Makeup set, discount for healthcare workers
Image ad · running since Mar 10, 2026 (235 days when we checked) · several versions
- Hook
- “A small thank you for your bravery.”
- Angle
- An exclusive discount for one community
- Offer
- 40% off for healthcare workers
- Proof shown
- None
Why it stands out: A thank-you message turns a discount into recognition for a specific group.
See this ad in the Meta Ad Library (ID 25950785281256697)
Ad by Emily Turner. Screenshot from the Meta Ad Library, October 31, 2026. 11. Multi-use
Emily Turner: Tinted beauty balm
Video ad · running since Aug 6, 2025 (451 days when we checked)
- Hook
- Coverage and skincare “in one effortless step”
- Angle
- Makeup and skincare in one product
- Offer
- Buy 1 get 1 free; “flash sale 75% off”
- Proof shown
- None
Why it stands out: The promise is simplicity: one step instead of two products.
See this ad in the Meta Ad Library (ID 2167394413745864)
Ad by Trending In Korea. Screenshot from the Meta Ad Library, October 31, 2026. 12. Convenience
Trending In Korea: Korean concealer stick
Video ad · running since Mar 12, 2026 (233 days when we checked)
- Hook
- A dual-purpose stick: coverage and brightening
- Angle
- K-beauty convenience: no brushes, quick touch-ups
- Offer
- None
- Proof shown
- None
Why it stands out: The format is the selling point: a stick that goes in a bag and needs no tools.
See this ad in the Meta Ad Library (ID 2160249871380670)
A makeup ad built on these patterns (illustration)
How we chose these ads
We searched Meta's Ad Library on October 31, 2026, for mascara, lipstick, foundation and concealer, with the United States, active ads and English selected. From the results we kept ads run by the brand itself (no marketplaces or resellers), that had been running for at least 30 days, one per brand, and with a mix of formats and angles.
How long an ad has run is a signal, not proof: advertisers usually stop ads that lose money, but the Ad Library shows no sales, spend or results for these ads, so none of them is presented as a proven winner.
Patterns in these makeup ads
They show the result on a face. Lashes, a lip shade or concealer under the eyes are hard to judge from a product shot, so most of these ads are videos of application, a before and after, or a person explaining a two-minute routine.
They also simplify the decision: one pencil instead of several concealers, a balm that covers and cares for skin, a lash kit instead of a salon visit. And several speak to one audience by name, brown skin tones, mature skin, healthcare workers, so the right buyer recognizes themself in the first line.
Makeup ad ideas you can use
Film the product being applied, in daylight, on a real face, and open on the result rather than the packaging. If the product replaces other products or a salon visit, say so in the first line, and back it with a short list of what it does.
Name your audience when the product is made for them, and give a person a voice: a founder, a makeup artist or a creator explaining a tip feels like advice, not an ad. Add an offer only after the result is clear.
About these examples
Every ad on this page belongs to the brand that runs it. The screenshots were taken from Meta's public Ad Library on October 31, 2026, to comment on how makeup ads are built; the analysis is ours, and we have not verified the products or their claims. Each ad links to its live Ad Library entry, where it may have changed or stopped since.
If you own one of these ads and want it removed from this page, write to contact@upadz.io and we will take it down.
Make makeup ads like these with Upadz
Upadz starts from a product URL, researches the buyer and the ads running in your market, and proposes 3 ad concepts with different angles, then makes them as video ads with an AI creator or as static ads. It writes new ads for your product; it never copies another brand's ad.
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Frequently asked questions
What makes a good makeup ad?
In this sample: the result shown on a face, often in a video; a simple promise such as one product that replaces several; and a first line that names the audience or the problem.
Should makeup ads be videos?
Most of these are: 9 of the 12. Application and before-and-after are easier to believe in motion, but a strong close-up image can work for a shade.
What is a beauty ad?
An ad for makeup, skincare or haircare products. This page covers makeup ads: mascara, lashes, lipstick, concealer and foundation.
How do I find makeup ads from my competitors?
Search the Meta Ad Library for the product type or the brand's Page name, select your country and Active ads, and check each ad's start date and versions.
Facts checked on against Meta Business Help: About the Meta Ad Library, Meta Ad Library searches (US, active, English). Prices and features change; tell us if something is out of date.
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Paste a product URL and compare 3 ad concepts before you make anything.
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