Maybelline proved that 100-year-old brands can go viral—Sky High mascara became a TikTok sensation, anchoring the brand's DTC and performance ad strategy.
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See all ads on AdLibrary →Maybelline is a mass cosmetics brand founded in 1915 and owned by L'Oréal since 1996. Known for the iconic brand tagline, Sky High mascara, and Fit Me foundation, Maybelline operates DTC via maybelline.com alongside mass retail. Also searched as Maybelline.
Maybelline's advertising strategy leverages the viral lift of Sky High mascara across paid channels, with tutorial-style Reels converting TikTok awareness into direct purchases. Virtual try-on technology on maybelline.com reduces shade-selection friction for foundation and lip products. See Maybelline ads on AdLibrary to see how mass cosmetics brands compete in direct-response against DTC-native challengers.
Facebook reaches Maybelline's broad 25–55 mass makeup demographic. Instagram carries Sky High mascara tutorials and Fit Me foundation shade-match content. The brand runs shoppable posts to reduce DTC friction. TikTok virality is amplified through paid Instagram Reels targeting lookalike audiences.
Core copy themes: accessible glamour, effortless beauty, and value without compromise. 'Maybe She's Born With It, Maybe It's Maybelline' underpins all brand creative. Sky High mascara ads lead with length/volume drama. Fit Me foundation ads emphasize the 40+ shade range inclusivity.
Sky High mascara's organic TikTok virality shows how legacy brands can benefit from earned media amplification they didn't engineer—and the key is to have performance paid creative ready to capture the demand when it spikes. Maybelline's playbook: monitor organic, identify viral SKUs, then flood paid channels with tutorial content for the winning product.
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