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Featured Services: Data Strategy, Paid SearchToo Faced was at a turning point. Despite its cult following and best-selling beauty products, the brand was struggling to carve out a dominant voice in an industry where competitors wielded massive advertising budgets,
Surge in Bronzer Sales
Lower costs in leads
Summary of case study
It wasn’t enough to participate in beauty trends anymore—Too Faced needed to own one. That moment arrived when Bytesights, the brand’s proprietary trend prediction tool, uncovered a new movement sweeping the industry: Latte Makeup. This was more than a passing fad; it was the convergence of beauty, culture, and consumer desire for effortless, warm-toned looks inspired by coffee hues.
While other brands were slow to react, Too Faced saw an opportunity not just to follow the trend, but to lead it.
The plan was bold and unprecedented. Too Faced wouldn’t just advertise its products—it would embed itself into the very DNA of the Latte Makeup movement.
Through a carefully orchestrated strategy of influencer co-creation, organic content domination, and data-powered paid amplification, the brand didn’t just enter the conversation—it became the conversation. In doing so, Too Faced achieved staggering results: 24 million views, an 87% surge in bronzer sales, and a category ranking leap that made the brand impossible to ignore.
Solution
Too Faced understood that authenticity was paramount. Instead of forcing its way into the trend with traditional advertising, the brand let influencers, beauty enthusiasts, and organic content drive the momentum. Handpicked Gen Z influencers were invited to co-create, not just promote, allowing them to integrate Too Faced products naturally into their Latte Makeup tutorials.
This wasn’t about scripted sponsorships—this was about real people shaping a real movement.
Once influencer-led content began gaining traction, Too Faced supercharged its reach by strategically amplifying the best-performing content through paid social media investment. Every piece of content that resonated was immediately scaled to mass audiences, ensuring Too Faced’s name dominated the Latte Makeup discussion.
The brand’s foresight in anticipating search demand proved invaluable—before Latte Makeup became mainstream, Too Faced was already positioned at the top of search results.
This wasn’t just about selling makeup; it was about creating an experience and embedding the brand into culture. Latte Makeup wasn’t just a fleeting social trend—it became a new standard in beauty, with Too Faced at the center of it all.
The Execution: The plan unfolded with precision. Bytesights confirmed the rise of Latte Makeup, and Too Faced wasted no time in curating a select group of influencers who would define the aesthetic. These creators weren’t just handed products—they were given creative freedom to make the trend their own, featuring Too Faced in a way that felt authentic and aspirational.
The content exploded across platforms. Organic tutorials showcasing Too Faced bronzers and eyeshadows gained momentum, generating millions of views.
As engagement soared, the brand amplified the highest-performing content through paid campaigns, extending reach beyond niche beauty communities and into the mainstream. Meanwhile, a sophisticated search optimization strategy ensured Too Faced was always the first brand beauty lovers saw when searching for Latte Makeup inspiration.
By blending cultural credibility with data-driven precision, the campaign ensured that Too Faced wasn’t just another beauty brand participating in a viral moment—it was the brand defining it.
The Results: The numbers told a story of success. With 24 million views across social platforms, Too Faced became the undisputed authority on Latte Makeup. The brand’s presence in the ‘Face Makeup’ category skyrocketed, jumping 8 places in ranking, while its bronzer saw an unprecedented 87% month-over-month increase in sales. Eyeshadow palettes also saw a 28% spike, proving that the Latte Makeup trend wasn’t just about one product—it was a full-category movement.
Beyond revenue, the campaign generated $550K in earned media value, reinforcing Too Faced’s newfound dominance in trend-driven beauty. What started as an insight into an emerging trend became a category-defining moment for Too Faced, proving that the future of beauty isn’t about following trends—it’s about creating them.
“Our ambition is to become the most trend-driven beauty brand on social media, and this campaign proved what’s possible when you move at the speed of culture. We didn’t just tap into a trend—we helped shape one. By leveraging technology, co-producing content with influencers, and scaling at pace, we turned Latte Makeup into more than just a look. We made it a movement. This strategy has already delivered incredible business results, and we’re excited to build on this momentum in our ongoing journey of multi-sensory beauty innovation.”
- Lauren Byrne, Marketing Director, Too Faced
