Successful marketing often comes from the beauty brands tapping into cultural moments to connect with consumers beyond surface-level advertising. By aligning marketing with audience values and interests, businesses find success beyond sales—according to The Drum, over 25% of product purchasing decisions are driven by cultural relevance. In today’s industry, from Glossier’s politically charged partnership with The New York Times (NYT), to Philosophy’s Halloween-inspired skincare campaign featuring Sarah Michelle Gellar, brands are tapping into current affairs, pop culture, and even nostalgia to make an impact. BeautyMatter rounds up the industry’s recent stand-out marketing campaigns that caught our editorial team's attention.