Lipstick Ad Examples: 8 Meta Ads Brands Kept Running
Checked 25 Oct 2026 · 8 ads from 5 brands, from Meta's Ad Library · How we pick ads
Lipstick sells a color nobody can test through a phone, and wear, bleeding and dryness never show in a still photo. So the ads that kept running either put the color on a real lip up close or settle the shade question in words. The longest runs, up to 337 days when we checked, are all Floryse.Beauty close-ups of a single lip.
- 337+days, the longest run
- 182days, the median run
- 6ads ran past 90 days
Color on a lip, or a shade promise in words
Grouped by the job each ad does. Swipe a row, and tap “Why it works” for our breakdown.
Lips fill the frame · 4
The picture answers the shade doubt by showing color and finish on skin: Floryse.Beauty crops to one lip per ad with a swatch smear, and Huda Beauty splits the frame to show lips on two skin tones.
“Shine That Slays – All Day.”
Why it works
Nothing fills this frame except one lip and the bullet. The crop is so tight that gold flecks in the finish and the creases of the lip become the whole picture, and the lipstick points up at the lower lip like an arrow to the proof. That settles the shimmer question before any word is read, and the only offer sits in the body, a 10% code for new customers. Texture is the claim, made without a line of text on the image.
Started 22 Nov 2025. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
“Vintage Copper Dream”
Why it works
Floryse.Beauty keeps the tight lip crop and adds the labels a buyer needs: the brand name in thin capitals at the top, METALLIC SHIMMER and the product type bottom left, and an inset of the tube beside a smear of the shade. The smear is a swatch, so the shopper sees the color on skin and as a bare stroke at once. The headline then gives the shade a name the image cannot carry. Worth stealing: the inset swatch in the corner.
Started 4 Dec 2025. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
“Retro Scarlet Glow”
Why it works
The second Floryse.Beauty frame holds the same layout, with the brand at the top, the finish bottom left and the tube and swatch bottom right, and swaps only the lip, the wand and the shade. A deep red, labeled #02 RUBY STONE, sits where the other frame had a muted copper. With the structure fixed, the shade is the one thing that changes between the two ads, and the headline gives the red an era. Only the color moves, which is the point of a shade line.
Started 22 Jan 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
“Introducing Softcore Matte Lips”
Why it works
Four panels carry the launch: lips on a lighter skin tone top left, lips on a deeper tone bottom right, and the pencil, the mousse tube and the foam applicator filling the other two. The brand name sits on a central band under a NEW pill and the line LIQUID MATTE MOUSSE & LIP CONTOUR 2.0. Putting lips on two skin tones in one frame answers the question of whether it will suit the buyer with a picture, and the diagonal keeps the eye moving. Steal the opposite-corner placement.
Started 11 Aug 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
Shade and wear settled in words · 4
No lip swatch is the star here, so the copy carries the promise: Charlotte Tilbury offers a two-way shade pick, HoneyNoir claims one shade fits every woman, and Lip Lab sells a custom-shade appointment.
“Pillow Talk Original, or Pillow Talk Medium?”
Why it works
Two open tubes stand on a pink surface with the cap lying beside them, under the line "Everyone's Perfect Shade" and the names Pillow Talk and Matte Revolution. No lip appears at all. The body turns the claim into a choice, "Pillow Talk Original, or Pillow Talk Medium?", so the shade question gets a two-way pick instead of a swatch. Those gold casings are the strongest color against the pink, which keeps the shades as the quiet stars.
Started 16 Apr 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
“My daughter-in-law told me to "tone it down" at her baby shower.”
Why it works
A woman in a navy dress holds a mug by a window, and nothing in the frame is lipstick. The picture is a calm portrait; the work happens in a long first-person story in the body, which moves through shade, wear and a tissue check for transfer before landing on the headline offer, "BUY 1, GET 1 FREE". For a product that cannot be demoed in a photo, the story takes the demo's place, and the portrait gives it a face to hang on.
Started 7 May 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
“THIS HONEYNOIR LIPSTICK FITS EVERY WOMAN”
Why it works
A slashed price, $39.00 over $12.00/lipstick, sits under the headline, with three icon claims in a row: NO BLEEDING, PERFECT COLOR and 16+ HOUR WEAR. Below, four identical tubes stand in a line beside a gift box, and a round badge reads ONE SHADE FITS ALL. Each worry gets a short answer, from bleeding to fading to color, and the shade worry gets the badge. Showing the same tube four times makes the one-shade promise visible.
Started 13 Jul 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
“Add a custom lip color to your Vegas itinerary”
Why it works
A gloved hand fills in a consultation sheet headed LIP.LAB, with spaces for two shades and a finish, while a tray of capped samples marked FLAMINGO and GOLD sits in the corner. It is a view from behind the counter, so the shade is chosen with an expert instead of guessed from a screen. The body handles the logistics, and the button says Book Now. The sell here is a booking, not a tube, which removes the shade doubt from the ad completely.
Started 3 Sep 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
Headlines that name a shade or promise a fit
Lifted from the ads above. Swap in your own product.
- 01[Era word] [Color] GlowFloryse.Beauty, “Retro Scarlet Glow”, 276 days
- 02This [Brand] lipstick fits every [customer]HoneyNoir, “THIS HONEYNOIR LIPSTICK FITS EVERY WOMAN”, 104 days
- 03Find your shade: [Shade A], or [Shade B]?Charlotte Tilbury, “Pillow Talk Original, or Pillow Talk Medium?”, 192 days
- 04Add a custom [product] to your [city] itineraryLip Lab, “Add a custom lip color to your Vegas itinerary”, 52 days
Steps for a lipstick ad that settles the shade doubt
- Crop to one lipFloryse.Beauty fills the frame with a single lip so finish and texture read before any copy does.
- Name the shade twiceFloryse.Beauty prints RUBY STONE on the image and puts "Retro Scarlet Glow" in the headline.
- Show two skin tonesHuda Beauty puts lips on a lighter and a deeper tone in one grid, so the question of fit gets a picture.
- Print only wear claims you can backHoneyNoir prints a wear time in hours and NO BLEEDING on the image, and a claim like that needs evidence behind it.
- Recut the layout per shadeFloryse.Beauty's two labeled frames share one layout and swap only the lip, the wand and the shade.
Sizes and Safe Zones are on our Instagram Safe Zone checker page.
Settling the shade question
Show it on a lip. Floryse.Beauty fills each frame with one lip and a swatch smear, so the shade is on skin before a word is read.
Show more than one face. Huda Beauty places lips on a lighter and a deeper skin tone in one grid for the same product.
Promise a fit. Charlotte Tilbury says "Everyone's Perfect Shade" and HoneyNoir says ONE SHADE FITS ALL, and neither shows the shade on a face.
Move it to a visit. Lip Lab drops the swatch entirely and sells a booking with a color expert, with a Book Now button.
Wear and finish claims
What is printed. Two of Floryse.Beauty's frames say Waterproof, and HoneyNoir's says NO BLEEDING beside a wear time in hours.
The rule. Under FTC advertising law, an objective claim such as a wear time needs evidence behind it before the ad runs. Meta's ad standards apply to cosmetics as they do elsewhere.
Sources: ftc.gov, transparency.meta.com
Lipstick ad questions, from shade to wear time
How do I advertise a beauty product?
Show the result on skin first, then name the shade and the claim in words. Floryse.Beauty, the longest runner here, fills the frame with one lip and a swatch, and adds only a code for new customers in the body.
How do you show a lipstick shade in a Meta ad?
Put it on a lip, up close, with the shade named in the same frame. Floryse.Beauty prints a shade code and a swatch on the image, and Huda Beauty shows lips on two skin tones.
Should a lipstick ad show lips or just the tube?
Show lips when the finish or shade is the sale, and tubes when the promise is the sale. The longest runs here are all lip close-ups, while Charlotte Tilbury and HoneyNoir stand tubes in a row under a shade or wear promise.
Can a lipstick ad claim it lasts all day?
Only with evidence behind it, because a wear time is a measurable claim. HoneyNoir prints a wear time in hours and Floryse.Beauty prints Waterproof, so a brand needs its own testing before using either line.
Do lipstick ads need an offer to run for months?
No. Charlotte Tilbury's and Huda Beauty's copy carries no offer, yet both kept running, while the Floryse.Beauty and HoneyNoir ads each carry a code or a deal.
Make lipstick ads like these
Give Gimme Gimme your client's website or your own and it designs lipstick ads that settle the shade question the way these long-running ones do.
How we pick ads. We search Meta's public Ad Library for ads from DTC brands that sell to US and UK shoppers, keep ads running 14 days or more, skip catalogue ads, and show at most 3 per brand. Days running is a spend signal: brands rarely keep paying for an ad that doesn't sell. Day counts are as of the check date above. Breakdowns are written by Gimme Gimme's ad analysis engine from each ad's image and copy, and edited by Josh Jackson, founder. Not affiliated with the brands shown; ads appear for commentary and analysis. To have an ad removed, email hello@getgimmegimme.com and we'll take it down within 7 days.