Marie Redding, Senior Editor02.01.21
There is fierce competition in the beauty industry, as so many brands compete for the consumers' attention—so a celebrity endorsement or viral social media post is a beauty marketer's dream.
Several mascara brands made headlines recently when celebs gave them a shout-out—and one went viral on TikTok.
Celebs Choose It Cosmetics & Glossier
Tracee Ellis Ross, star of Black-ish and Mixed-ish who also has her own haircare line, Pattern Beauty, recently wore It Cosmetics' Lash Blowout Mascara. She sported it during a video interview and during an appearance on Good Morning America, InStyle reports.
Michelle Obama wore Glossier Lash Slick Mascara on President Biden's Inauguration Day, according to the former First Lady’s longtime makeup artist Carl Ray, Stylecaster reports.
The Maybelline Mascara That Went Viral on TikTok
Maybelline partnered with influencer Jess (@jessica.c.eid, shown above), who posted a raving paid review on TikTok back in December for Maybelline New York's new Lash Sensational Sky High Mascara—and the hashtag #SkyHighMascara now has 52.7 million views, according to The Zoe Report.
The mascara is now featured in the NY Post, BuzzFeed, and Allure, which says that it sold out four times on Ulta Beauty's website since the TikTok video was posted. Take a look at the original video review below.
@jessica.eid_ love this mascara @maybelline ##skyhighmascara ##maybellinepartner ##ad ##hair ##fy ##maybelline ##lashes
♬ original sound - Jess
