Updated November 12, 2026 · ranked from Meta's Ad Library order, recorded daily
We track 795 live makeup ads from 30 brands in Meta's Ad Library, 276 of them launched in the last 30 days. The most active advertisers are PrimePrometics (88), Jones Road Beauty (71) and Laura Geller (67). The mix is 58% video and 42% image. Among the 721 ads our creative read has labelled, the most common format is Static (42%), ahead of UGC (29%). The hook used most is the callout hook (41% of the ads we have read). Half of them have been running for more than 52 days; the oldest, from PrimePrometics, started 675 days ago. Below, one ad per brand: the one that sits highest in that brand's own Ad Library order, as of November 12, 2026.
One ad per brand. The badge is the ad's place among its brand's live ads in Meta's Ad Library; the line is that place over the last days.
#1of 6,871live adsTop 1%
SmoocheBeauty · Makeup“KOREAN FOUNDATION FROM 2024 Makes you look 10 years younger”
PrimePrometicsBeauty · Makeup“Made for mature skin Perfecting Concealer Pencil”
*NEW* Concealer Pencil For Mature Skin✨ ONE PENCIL vs EVERY IMPERFECTION. ✨ Tired of buying multiple concealers? This one does it all: ✔️ Under-eyes, redness, dark spots, targeted coverage ✔️ Self-setting finish (skip the powder) ✔️ Waterproof wear up to 12 hours ✔️ Shades…
Transcript, full read and rank historyFree trial →
#1of 3,628live adsTop 1%
LuxeresearchlabBeauty · Makeup“50% OFF ENDS SOON Get 1 FREE + FREE Brush”
Buy 1, Get 1 FREE + Free Blend BrushOrder now the color-matching foundation that 47,832 mature women can't stop raving about! 😯 ✅ Ships same day ✅ Laboratory-tested 100% cruelty free & completely vegan ✅ Adapts to your exact skin tone in 3 minutes ✅ Erases dark spots and…
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#1of 2,935live adsTop 1%
Charlotte TilburyBeauty · Makeup“New! CHARLOTTE'S HOLLYWOOD BEAUTY WONDERLAND ADVENT CALENDAR”
WORTH £325! 🎁Darlings, meet my NEW Hollywood Beauty Wonderland Advent Calendar ✨ 15 surprises, including 4 full-size icons, worth £325 🎁
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IL MakiageBeauty · Makeup“Help! Can I actually try this full-sized foundation for free?”
Try Before You Buy“Il Makiage’s Woke Up Like This Foundation is one of the few products that is genuinely worth all the Instagram hype.” -Cosmopolitan Join more than 25 million who've found their perfect foundation match. 🏆 650k+ five-star reviews ✨ TRY…
Transcript, full read and rank historyFree trial →
Laura GellerBeauty · Makeup“Beginner friendly makeup specially formulated for mature skin.”
Let your bake-off begin!New to baked? We've got you covered! Baked Starter Kit is the ultimate discovery set for beginning your love affair with baked makeup. Includes a full-sized foundation, face + eyeshadow palette and travel-friendly brush! Shop the full set…
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Answers come from today's data.
WhatScales tracks 795 live makeup ads from 30 brands as of November 12, 2026, including 103 launched in the last 7 days. The count covers the DTC brands we follow, not every advertiser.
Among the brands we track: PrimePrometics (88 ads), Jones Road Beauty (71 ads), Laura Geller (67 ads), Lash Glow (64 ads) and Wonderskin (61 ads).
Of the 721 makeup ads we have labelled by format, 42% are Static, 29% are UGC, 18% are Product demo and 5% are Founder. A format that brands keep running is a format that pays for itself.
Half of the makeup ads we track have been live for more than 52 days. The longest-running one is from PrimePrometics and started 675 days ago. Brands turn off what loses money, so a long run is the best public sign that an ad works.
Each brand's live ads are listed in Meta's Ad Library by impressions. WhatScales records that order every day, so "#1 of 49" means the ad Meta delivers most among the brand's 49 live ads. The page shows one ad per brand, the best placed first. Meta publishes no spend or revenue, and neither do we.
Yes. A WhatScales account shows all of them as videos with filters by niche, format, hook and funnel stage, the transcript and creative read of each ad, and alerts when a brand you follow launches something new. It starts with a 7-day free trial.
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