Bridgerton to Euphoria: Why are TV collabs so successful for make-up brands?

By Sarah Parsons | Published: 15-Sep-2022

Smash hit shows can inspire generation-defining make-up trends. Now, beauty is creating a lead role for TV collabs

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This article was originally published in the September issue of Cosmetics Business Trend Report

From the school halls of Euphoria to the opulent ballrooms of Bridgerton, television has the power to transport consumers to lives beyond their reach – yet shape their shopping habits in real life.

Just last month Netflix’s blockbuster series The Sandman was heralded by The Guardian as “ingenious TV that will inspire an entire generation of goths”.

And, if previous streaming hits are anything to go by, it’s not an unreasonable claim, as TV shows are now responsible for some of the industry’s biggest make-up trends.

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