Leading beauty brands like e.l.f. Beauty and NYX Professional Makeup are reshaping how they connect with the younger generation. These companies are no longer relying only on traditional ads. Instead, they are investing in original entertainment content that feels more like a Netflix show than a product commercial. This fresh marketing strategy is aimed directly at Gen Z, a generation that values experiences and storytelling over hard selling.
This shift is blurring the lines between advertising and entertainment, creating a hybrid known as “branded entertainment.” For beauty brands, this strategy is not just a trend—it’s becoming a long-term commitment.
Discover how NYX is creating bold beauty experiences
Why Entertainment Matters More Than Ever
Gen Z, born between 1997 and 2012, spends a huge chunk of their time online, particularly on platforms like YouTube, TikTok, and streaming services. They prefer engaging, authentic content over traditional ads. Brands that fail to adapt to this preference risk being ignored or even unfollowed.
According to a recent Deloitte Digital Media Trends report, nearly 50% of Gen Z viewers skip ads, and 70% prefer content where ads are less intrusive. In response, beauty companies are making a bold move: they’re creating their own content—not just ads, but full shows, music videos, and scripted series.
One standout example is e.l.f. Beauty, which recently launched an original series called Vanity Table Talk, starring rising TikTok stars and influencers. The show is available on YouTube and covers topics like beauty, confidence, and personal growth—all while subtly integrating e.l.f.’s latest makeup collections.
Watch how e.l.f. is blending beauty and entertainment
e.l.f. Beauty: A Masterclass in Content Marketing
e.l.f. Beauty is emerging as a leader in this new space. The company has partnered with TikTok creators, music artists, and streaming platforms to distribute its content. For instance, its viral Eyes. Lips. Face. campaign, which launched as a TikTok challenge, became one of the platform’s most successful branded campaigns with over 9 billion views.
They followed this success by launching Cosmic Love, a reality-style beauty competition that mixes drama, glam, and makeup tutorials into one addictive format. Unlike typical commercials, viewers tune in for the story—and stay for the brand message.
This approach allows e.l.f. to build emotional connections with viewers while positioning its products as tools of empowerment rather than just cosmetics.
NYX Professional Makeup: Turning Makeup Into Theater
NYX Professional Makeup is another beauty brand going full Hollywood. The company recently produced a digital series titled “House of NYX”, inspired by the vibrant underground ballroom scene. Featuring LGBTQ+ artists, drag performers, and dancers, the series focuses on self-expression and identity—values that deeply resonate with Gen Z.
Rather than promoting lipsticks and eyeliners directly, the show tells real stories through character-driven episodes, with makeup playing a supporting (but very visible) role. Every look shown on screen can be recreated with NYX products, which are listed in the episode descriptions and linked to the brand’s online store.
This innovative storytelling is helping NYX grow not just as a cosmetics company but as a cultural force in the beauty industry.
Explore House of NYX and its bold creative vision
The Rise of Beauty as Entertainment
This trend isn’t just limited to e.l.f. and NYX. Other beauty brands like Rare Beauty, Fenty Beauty, and Glossier are also exploring entertainment-driven strategies. Whether through influencer-driven web series, branded music videos, or documentary-style shorts, beauty brands are investing in media that feels authentic and immersive.
Gen Z consumers don’t want to be sold to—they want to be inspired. Branded entertainment provides an effective way to do just that. It allows companies to create narratives around their products, using relatable characters and relevant social themes to connect with the audience.
ROI: Does It Actually Work?
Some skeptics may question whether entertainment-focused campaigns actually drive sales. But early results are promising. According to industry analysts, branded content tends to generate three times more engagement than traditional ads. e.l.f. saw a 30% increase in brand searches after launching its original series. NYX reported a 15% lift in online conversions during the run of House of NYX.
The real power lies in long-term brand loyalty. By creating shows and series that people genuinely enjoy, these brands are turning fans into advocates, increasing word-of-mouth reach, and building lasting relationships.
What This Means for the Future of Beauty Marketing
The success of entertainment-focused beauty campaigns signals a major evolution in brand marketing. Rather than shouting their messages, companies are learning to whisper through storytelling. And in an age where content is everywhere, the beauty brands that stand out are those who entertain first and sell second.
As more beauty companies embrace this approach, we can expect to see makeup tutorials woven into storylines, product placements that feel natural, and influencers taking on lead acting roles. It’s not just a marketing shift—it’s a cultural one.
For brands looking to win Gen Z’s loyalty, this is the future. The beauty world isn’t just selling blush and eyeliner anymore—it’s producing binge-worthy content.
Learn more about how brands are adapting to Gen Z
Conclusion
In the race to capture Gen Z’s attention, beauty brands like e.l.f. and NYX are leading the way with creative, cinematic content that blends makeup with meaning. As branded entertainment continues to grow, it’s clear that the future of beauty is not just in stores—it’s also on our screens.
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