Maybelline are optimizing their social strategy to see mammoth results.


Cosmetics company Maybelline have been in the makeup business for over a century. Yet, they’re still finding innovative ways to engage with their customers.

Gaining over 100,000 followers on their Instagram page in July, it’s clear that the brand is seeing mammoth growth on social. So, how are they doing it?

When releasing their new mascara, Falsies Surreal, in July, Maybelline pulled out all the stops. The brand teamed up with artist Ian Padgham to create a series of AI-generated videos that were shared on Instagram. The videos depict their new mascara as subway trains in New York, with captions like “Are your lashes even real?!” 

Instagram following numbers for Maybelline

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Chart shows Maybelline’s Instagram following increase.

Data gathered using Brandwatch Influence between Mar 1 2023 and Sept 30 2023.

One of the videos gained over 2.9 million likes, with thousands of commenters questioning whether the video was real or not and complimenting the advertising.

Combining this with collaborations with personalities like Argentinian superstar Tini and beauty influencer Bretman Rock, Maybelline’s following skyrocketed.

In the midst of these extraordinary campaigns, Maybelline continued to share their regular posts – sometimes posting up to five times a day. They’re engaging their audience continuously, keeping their content at the top of consumers’ feeds. 

Their strategy is a prime example of how to work with growing trends in your favor, making Maybelline one of our Change Makers for 2023.

How you can spark change

Take a leaf out of Maybelline’s book and don’t shy away from leveraging new technologies – even if they’re new to your industry. This fresh content can have an impact on your fans and cause waves of engagement.

Want to find out more about Brandwatch?

View our previous list of Change Makers (H1 2023)

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