How Beauty & Personal Care brands advertise

By volume this is the 1st largest of the 22 categories in the library: 51,076 ads from 15 advertisers, 13% of everything analysed. 11,851 of those are still live.

Jun 7, 2021 → Aug 14, 2026 · Meta ad library · updated Sep 8, 2026

Ads analysed

15 advertisers

51,076

Still live

23%

11,851

Video share

47% across all categories

61%

Value-led

of classified creative

74%

Reused

ran as more than one ad

36%

Typical run

first to last sighting

36d

Where it sits

Advertisers here ship more than most: an average of 3,405 ads each, against a cross-category median of 1,718. This is a category that treats creative as volume.

Its 61% video share sits close to the 47% average across every advertiser analysed.

Its creative splits 74% value-led to 23% discount-led.

27% of its ads run in an Indian language, led by Hindi (9,777), Telugu (1,090), Tamil (561).

Creator ads are a real part of the mix here: 17% of its output runs from a creator's page rather than the brand's own.

Every category in the library by ad count; this page's category in orange.

What it says

The opening move, classified across the category. Problem-Solution leads with 10,569 ads from 15 of the 15 advertisers here.

Based on the 52% of this category's ads that carried a hook classification.

What it offers

Verbatim deal copy, grouped into the shapes an offer actually takes. BOGO and multibuy is the most-run, on 2,264 ads from 7 advertisers.

Based on the 79% of this category's ads that carried a readable offer.

What it sells

Named products and product categories, merged across spellings.

The ask

91% of the category's ads end on “Shop now”. Only platform buttons are counted: a value run by a single advertiser is that brand's ad copy in the button field, not a button.

What it runs in

12 languages across the category, with 27% of its ads in an Indian language.

What survives

How long a creative stays in market, first sighting to last. There is no spend in the source, so longevity is the only conviction signal a public library carries: an ad a brand keeps running is one it has decided to keep paying for.

Based on the 43,992 creatives in this category carrying both a first and last sighting.

Output over time

New creatives first seen in each month, summed across the category. The final month is partial.

What it appeals to

Fear of missing out 1,192
Confidence 810
Confidence in appearance 493
Aspiration for clear skin 465
Value for money 451
Aspiration for glowing skin 413
Aspiration for healthy skin 387
Aspiration for healthy hair 370
Aspiration for luxury lifestyle 344
Excitement for savings 324
Aspiration for better hair 214
Trust in clinical results 127
Excitement 118
Affordability 111

Based on the 39% of this category's ads that carried an emotional appeal.

The 15 brands in this category

Other categories

Every figure is a count from the analysed creatives, not an estimate. There is no spend, impression or performance data in the source and none is inferred. Hook type, offer, emotional appeal and creative category are model-assigned classifications rather than platform-reported fields, and each chart above states the share of the category's ads that carried the field it draws. Category totals are the sum of the 15 advertisers with a page in this library, not of every advertiser in the category.