The Latest Developments in Beauty Marketing

This week, we’re taking a deep dive into beauty marketing, and September offered a case study in how brands are gearing up for the high-stakes holiday season. With Halloween in October and the festive content calendar spanning November and December just weeks away, September became a testing ground for collaborations, campaigns and viral trends. Here are the launches and events that caught our eye, and the lessons they hold for the industry.

Miley Cyrus Joins Maybelline as Global Ambassador



Maybelline’s appointment of Miley Cyrus taps straight into nostalgia marketing. Beyond tying a global celebrity to an already successful brand, Maybelline is connecting with the generation of women who grew up with Hannah Montana and carried Maybelline’s cult classics in their school bags. The pairing is a sign of longevity: both Miley and Maybelline have evolved alongside their audiences, showing how celebrity partnerships can boost cultural relevance and strengthen brand heritage at the same time.



Charlotte Tilbury Partners with the Dallas Cowboys Cheerleaders



Charlotte Tilbury became the Dallas Cowboys Cheerleaders’ first official beauty partner, positioning its Flawless range as performance-tested under high visibility. The campaign cleverly draws on the DCC’s “America’s Sweethearts” reputation, injecting energy and mass appeal into Tilbury’s signature glamour. The partnership shows how aligning with culturally iconic institutions can shortcut a crowded marketing cycle.



Huda Beauty Launches Setting Powder Duos at Fans’ Request



Responding directly to a wave of interest on social media, Huda Kattan launched the Setting Powder Duos after fans had been mixing and matching their own shades online. The move highlights the power of social listening and shows how real-time product development driven by consumer input can turn into both credibility and commercial opportunity.