Skip to content
Perkadoo

Instagram giveaway ideas for makeup brands

Makeup lovers who watch swatches before they buy and need to see their own shade on someone like them. Here are 5 Instagram giveaways aimed at them. Entry is the usual Instagram ask: like the post, follow your account and tag a friend in the comments.

Pick your Instagram winner

Copy your Instagram comments in three steps
  1. On desktop, open your Instagram post and expand the comments and replies you want to include.
  2. Select and copy the visible authors and comments. Load more comments first; a copied selection can't include hidden ones.
  3. Paste below, or upload an author/comment CSV. On mobile, use your browser's desktop site if copying is available, or transfer an export to this page.

Running a giveaway?

Your first giveaway page is free. Doo writes the rules and draws a winner anyone can check.

Sign up free

5 ideas that fit Instagram

  1. Swatch carousel, comment your shade

    Swatch every shade of one product on three skin tones, one slide each. Entrants comment the shade they'd wear and tag a friend. The winner gets it in their shade, and you learn which shades to restock first.

  2. Dupe your own look

    Recreate a look from a famous red carpet using only your products and post the side-by-side. Comments that name the event are entries. It shows range without saying the word range.

  3. Name the next shade

    Show an unreleased lipstick and ask followers to comment a name for it. One random commenter wins the full collection, and you shortlist your favorite names for a Stories poll.

  4. No-filter wear test

    Post a Reel of your foundation at 8am and again at 6pm, no filter, same light. Ask entrants to comment the hour their makeup usually gives up. The prize is the foundation in their shade.

  5. Artist takeover

    Hand your Stories to a makeup artist for a day, then post their finished look with the giveaway. Both of you post, entries from both posts go into one draw, and the winner gets the products used.

A caption you can post today

Swap in your own name, prize and end time.

Instagram caption
💄 COMMENT YOUR SHADE 💄
Swipe for every shade of our Soft Matte lip on three skin tones. Comment the one you'd wear and tag your lipstick-borrowing friend. One winner gets the full set.

Follow @petalwickbeauty. Ends Sunday 9pm ET. US 18+, no purchase necessary. Random winner, posted with a link to the draw. Instagram does not sponsor, endorse or administer this. Rules in bio.

Prizes makeup brands can afford to give

  • Your full face kit, base to setting spray, in the winner's shades (about $150 retail)
  • Every shade of your bestselling lip, boxed as a set (about $90)
  • A mini kit of your top five products in travel sizes (about $40)
  • A virtual shade-match session with your makeup artist
  • First access to an unreleased palette, plus a vote on one shade name
  • A brush set and a branded makeup bag (about $45)

Watch-outs for makeup brands

  • Ship the winner's shade, not your overstock.
  • Keep claims cosmetic, like long-wear.
  • Creators you send product to must disclose it.
  • List ingredients for allergy checks.

Before you post on Instagram

Expect a copycat account with your name plus an underscore to DM entrants that they won and ask for a "shipping fee". Say in the caption that you only announce the winner in your Stories and never ask for money, and check "View hidden comments" before you draw, because Instagram files some real entries there.

Splitting the prize with a nail artist or nail polish brand? Send them a Collab invite so the post sits on both profiles with one comment thread to draw from.

Questions people ask

What's a good makeup giveaway prize?

A set in the winner's own shades. Asking for their shade in the comments also tells you what to restock.

How do I pick the winner's shade fairly?

Draw first, then ask the winner for their shade. The prize is the same value whatever they pick.

Try next