Key Takeaways:Beauty brands embraced humor, culture, and controversy to spark consumer connection.Campaigns blurred boundaries of wellness, entertainment, and everyday lifestyle rituals.From peptides to punchlines, marketing proved beauty is never boring.From tongue-in-cheek riffs on Sephora kids, to Y2K hotlines, edible crossovers, and even sniffable billboards, beauty brands in 2025 are proving that marketing is much more than the products alone. This year, cultural cut-throughs have delivered bold, buzzworthy activations each month that blur the line between entertainment, education, and commerce, showing how quickly brands can pivot from viral moments to full-fledged campaigns. Whether remixing classic club anthems, roasting the sun in a comedy special, or reclaiming the “nepo baby” narrative, today's most memorable launches are built on humor, nostalgia, and cultural timing. BeautyMatter rounds up the standout marketing campaigns of the year (so far).JANUARY