Key Takeaways:Beauty launches are becoming participatory cultural moments, not stand-alone product drops.Brands leverage fandom, sports, gaming, and awards season to drive relevance.Collectibility and experiential storytelling are key drivers of social and commercial impact.Beauty marketing is continuing its shift away from isolated product drops and towards culture-embedded moments that blur entertainment and lifestyle with commerce. e.l.f. Cosmetics and Liquid Death are turning a lip balm into a collectible, and MAC is reviving its MACzine. Awards-season spectacles, citywide scavenger hunts, and sports partnerships are being used to turn launches into participatory events rather than passive campaigns. From collectible collaborations designed for social virality to legacy brands reclaiming their cultural authority, brands are engineering relevance by positioning beauty as a cultural experience.Here are the standout marketing campaigns spotted by the BeautyMatter team in January.