I create a lot of makeup content and colour cosmetics specifically have their own set of considerations. Lipstick especially — the product is inherently visual, the application is visually compelling, and the "after" result is immediate and clear. That should make it easy to create great content for. In practice there are a few things that consistently separate good lip product UGC from great.
The colour reveal needs its moment
The most important visual beat in any lip or colour product video is the moment the product goes on and you see the actual colour on actual skin. This moment is frequently rushed in makeup UGC and it shouldn't be. Give it a beat. Let the viewer see the colour clearly. The "wow" moment of a great pigment or a perfect nude is what drives people to click through and buy.
Speak to the texture
Viewers can't feel the product through the screen, so the creator has to communicate texture verbally. Is it creamy? Weightless? Does it dry down? Is it comfortable to wear? These are the questions someone buying a lipstick online is asking and the content should answer them naturally.
Longevity and wearability
"Does this actually last" is the number one question for colour cosmetics. If you can speak to wearing the product through a coffee, through a meal, through a full day — that specificity builds enormous trust. Even a mention ("I had this on for six hours and it had barely faded") converts better than any claim about the formula.
The natural light advantage
Colour cosmetics are most believable in natural light. Ring lights can shift the colour temperature and make pigments look different than they do in real life. Filming near a window gives the most accurate, most flattering colour representation — which is both more honest and more appealing.
I love creating colour cosmetics content. If you're a beauty brand looking for this kind of work, reach out.