Influencer beauty content trends

Gamified beauty formats sweeping social as “testing” products drives views for organic content and ads

By Caroline Edwards - 14 Sep 2025
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Posted by Caroline Edwards in Analysis

4 months ago

The beauty space is oversaturated and influencers are standing out with unusual, striking content. They are gamifying their makeup and hair routines to spark conversations, from doing their hair on the go to participating in GRWM challenges. In the past three months, one of the top GRWM posts on Instagram was Hope Bailey’s comedic video…

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