The Best Performing Instagram Ads for Beauty and Fashion in 2025

Tal Yeger
April 1st, 2025
10 Minutes Read Time
The Best Performing Instagram Ads for Beauty and Fashion in 2025

Best Performing Instagram Ads of 2025: What Makes Them So Great?

Instagram is the place for brands to get creative and connect with their audience, but let’s face it, it’s also super easy to get lost in the feed. With so many ads out there, how do you make yours stand out? 

Well, in 2025, we’ve seen some brands absolutely nail it with campaigns that not only grabbed attention but also got people talking. If you’re wondering what makes these ads so effective, keep reading, we’re about to dive into the best performing Instagram ads of the year and see what made them so successful.

Olay Instagram Ads: Emojis for the Win

Olay kept things lighthearted and fun in 2025 with a clever use of emojis in their Instagram ads. They promoted their moisturizing cream, but instead of a straightforward caption, they added emojis to make the post feel more engaging and playful. It was a refreshing change from the usual ads we see on Instagram.

Why it works:

  • Fun and Relatable: Emojis are a huge part of Instagram’s culture, so using them made the ad feel more casual and relatable. It felt like a friend sharing a recommendation, not a brand pushing a product.
  • Strategic Emojis: Olay didn’t overload the post with emojis. Each one served a purpose, making the message clear while adding a little fun to the mix.
  • Engagement Boost: People love ads that are playful and easy to engage with. This ad made it feel less like an ad and more like part of the Instagram experience.

Takeaway

When done right, emojis can make your Instagram ads feel more personal and engaging. Just remember, don’t go overboard. Keep them relevant, and they’ll help bring your message to life in a fun way.


Dollar Shave Club: Simple, Informative, and Relatable

When it comes to good Instagram ads, Dollar Shave Club always does it right. Their ad strategy is straightforward but effective. In one of their 2025 ads, they feature a customer testimonial that simply says, “This Member loves it, and we think you will too.” It’s honest, relatable, and it gets straight to the point.


Why it works:

  • Straightforward Information: Dollar Shave Club’s ad is all about keeping it simple. They don’t overcomplicate things but give enough detail to help people understand why they should try the product.
  • Relatable Testimonial: Hearing from a real customer helps build trust and makes the ad feel authentic.
  • Conversion-Focused: The ad doesn’t overwhelm the viewer with too much information, it just explains the value and encourages action.

Takeaway

If you want your Instagram ads to perform well, keep them informative but concise. Focus on what makes your product stand out, and don’t overdo it with unnecessary details.


Puma Instagram Ads: Rihanna’s Celebrity Magic

When you have someone like Rihanna in your corner, you know you’re going to get attention. Puma’s collaboration with Fenty Beauty by Rihanna for the “FENTY x PUMA Creeper Phatty” collection was one of the best performing Instagram ads in 2025. The ad combined the worlds of sportswear and beauty, creating an exciting buzz around the product.


Why it works:

  • Celebrity Influence: Rihanna is an icon, and her involvement in the campaign gave Puma a massive visibility boost. Celebrity-driven marketing is a surefire way to grab attention.
  • Cross-Industry Appeal: By blending sportswear with beauty, Puma and Fenty created a unique product that appealed to a broad range of people, from fashion lovers to sports fans.
  • Anticipation Building: Puma used social media teasers and sneak peeks to generate excitement before the official launch.

Takeaway

Influencer partnerships can skyrocket your brand’s visibility. If you can partner with a celebrity or well-known influencer, you can reach a much broader audience and create excitement around your products.


Nike Instagram Ads: Celebrating Achievements

Nike is known for creating ads that inspire, and their 2025 Instagram campaign celebrating Aitana Bonmatí’s UEFA Women’s Player of the Year award is a perfect example. The ad didn’t just sell shoes; it celebrated talent and hard work, aligning with Nike’s brand values of excellence and determination.


Why it works:

  • Inspiration and Connection: By showcasing Aitana’s success, Nike connected with their audience on a deeper level, inspiring people to push for excellence in their own lives.
  • Promoting Women’s Sports: Highlighting a female athlete in a major sports award was a powerful way to promote inclusivity and bring attention to women’s sports.
  • Positive Brand Image: By celebrating an athlete’s success, Nike positioned itself as a brand that supports and honors exceptional talent.

Takeaway

Inspiration-driven campaigns are a great way to engage your audience emotionally. If you celebrate achievements and align your brand with excellence, it’ll resonate with your followers and build brand loyalty.


Glossier Instagram Ads: Organic and Relatable

When it comes to best-performing Instagram ads, Glossier always seems to nail it. Their ads don’t feel like ads at all, they feel like content you’d find on a friend’s feed. Their 2025 lip gloss ad, which features sparkles and clever copy, is a perfect example of how to seamlessly blend product promotion with organic Instagram content.


Why it works:

  • Organic Feel: Glossier’s ads don’t look like traditional ads. They blend in with regular Instagram posts, which makes them feel more natural and less “salesy.”
  • Clever Copywriting: The copy is witty and engaging, drawing you in with something like “My lip gloss is poppin’” and creating a playful vibe around the product.
  • Instant Gratification: Glossier’s easy-to-click call to action makes it super easy for users to order the lip gloss they just saw on their feed.

Takeaway

Make your Instagram ads feel organic. If you can create content that blends into users’ feeds without feeling like an ad, you’ll get more engagement and better results.


Wrapping It Up

So, what can we learn from these best performing Instagram ads of 2025? Firstly, People love making things their own. Moreover, memes and internet trends are a great way to stay relevant and create content that feels fresh. If it fits your brand, don’t be afraid to use trends in your ads.

At the end of the day, the best performing Instagram ads are the ones that feel authentic, creative, and relevant to your audience. 

So, whether you’re promoting a holiday drink, launching a new product, or just showing off your brand’s creativity, make sure your Instagram ads resonate with the people you’re trying to reach with AdGPT. AdGPT knows how to make your next campaign go viral!


Question & Answers

A: Influencer-backed video ads are highly effective, garnering more engagement. Videos tend to get 612% more likes and comments than images.

A: Paid promotions help boost your brand’s reach by targeting specific audiences. They use Instagram’s ad tools to expand content visibility and drive engagement.

A: Focus on posts that already have good engagement and organic reach. Wait until you see performance trends before deciding to promote.

A: Custom audiences are the most effective for high ROAS. Retarget past visitors and users who’ve engaged with your content for the best results.

A: Costs range from $0.50 to $1 per click on average. In competitive sectors, costs can rise to $3 per click.


Author Image

Tal Yeger

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Tal Yeger, a seasoned leader in advertising with over two decades of experience, has shaped creative strategies at the world's leading agencies. His expertise in brand storytelling and campaign development is reflected in his track record of award-winning work.

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