Postable Products: The Cheapest Growth Lever in Beauty

Guerlain and Hourglass racked up 41.2M TikTok views at an 11.6% engagement rate, without paying a single creator.

Every video came from real consumers who wanted to show off their purchase, not influencers chasing a paycheck.

Most fashion and beauty brands spend heavily on influencer marketing across TikTok, Instagram, and YouTube, often allocating 10–20% of their budgets, with top spenders going even higher. The problem isn’t that influencer spend is inherently bad, but that it creates short-lived spikes when the product isn’t designed to be shared.

This might sound obvious, yet marketers miss it repeatedly.

Guerlain and Hourglass prove this point perfectly. But before we dive into how they did it, let’s answer the real question.

What makes a product postable?

A postable product gives consumers a reason to film and share it.

• Stylish designs turn products into accessories or collectibles.
• Personalization makes ownership feel unique.
• Brand values are visually communicated through packaging.
• A “moment” or special feature creates a filming ritual.

This isn’t about gimmicks, it’s about giving consumers a repeatable reason to hit record and share.

Method note: All metrics below are based on the top 27 organic TikTok posts for each product from October 1, 2025, to February 9, 2026 (no disclosed paid partnerships). Data pulled using RoarOS.

Guerlain: The Porsche of Lipstick

Guerlain’s Rouge G lipstick turned organic TikTok into a luxury showcase. The posts reached 25.3 million views, with an average engagement rate of 15.5%. To put that into perspective: TikTok influencer posts average roughly 2.18% engagement, while brand accounts typically sit at 3–5%.

Why Rouge G gets filmed

In this beautifully curated video, the creator displays their Rouge G lipstick collection, arranged and cared for like jewelry or rare collectibles. The visual highlights Guerlain’s values: luxury, artisanal craftsmanship, and beauty.

These values are emphasized in almost every video, with some creators using the caption “The Porsche of Lipsticks,” directly linking the product’s visual appeal and exclusivity to the brand.

Even the comments reveal what consumers think they’re buying.

• “He better 😌” → 45.1K ❤️
• “or you should charge him for each kiss” → 14.5K ❤️
• “Is the man worth it??” → 14.3K ❤️

These aren’t comments about pigment or wear time. They’re about value, gifting, status, and desirability, exactly what luxury brands want.

The unfolding case and flawless mirror create a satisfying “open and reveal” moment that becomes a camera-friendly ritual.

The customizable casing makes each product feel unique, giving consumers even more motivation to show off their version.

Guerlain did not “win TikTok” by asking creators to post. They built a product that gives consumers a reason to post.

Hourglass, A Palette Designed for the Camera

Hourglass’s numbers weren’t as impressive as Guerlain’s, but they still outperformed typical organic content. The 27 posts reached 15.8 million views, with an average engagement rate of 5.4%.

RoarOS provided real time insights into reach and engagement instantly.

Why the Palette Performs on TikTok

In Ally’s video, every angle emphasizes product design. From the opening frame to the final shot, the palette stays center stage, showcasing the metallic outer casing and intricate pan layout inside.

Similar to Guerlain’s Rouge G, Hourglass releases its palettes in collections and editions. Each new edition gives creators and consumers something fresh and creative to film, keeping the iconic product relevant and collectible rather than static.

This palette mirrors Hourglass’s core values: innovative formulas, cutting-edge performance, and covetable packaging. Ally’s ability to create an entire look from a single palette while showcasing its design makes it the visual embodiment of what Hourglass represents and creates a uniquely postable product.

“Customization” & The Quiet Superpower

As Rouge G demonstrated, customization drives shareability. But Hourglass takes a different approach. Instead of personalized engravings, they offer a diverse palette of unique product combinations. The fox palette, for example, contains a lighting powder, highlighter, three blushes, and a bronzer. By varying the contents in each edition, everyone can find a product that suits them.

Beyond diffusing, enhancing, and adding glow in one compact, Hourglass products are designed to respond to light. They make skin look flawless under any lighting, especially on camera.

In today’s beauty routines, if it shines under a ring light, it’s destined to be filmed.

Hourglass builds products and packaging to behave like the main character on camera. Its own secret to a postable product

What this means for marketers

Both brands reveal the secret: make the product do the marketing for you.

Yes, engineering a genuinely postable product is harder than paying for reach. But the payoff is monstrous. Once the product sells itself on camera, consumers become your distribution layer, and your growth isn’t dependent on negotiating rates, chasing approvals, or gambling on paid posts.

So why pay influencers with no guarantee of virality when you can win far more consistently by building something people can’t help but share?