Dear all,
Mid-October is the week when luxury marketing changes costume and the beauty feed is already dressed for Halloween.
Close to 1,000 Halloween posts were posted by luxury & beauty brands this week and they collected more than 78M views:
- NYX turned its butter gloss into a costume and got 21M views on a single video.
- Sephora threw a Halloween ball in Brazil.
- Even Rivian, the electric car maker, filmed a Ghostbusters briefing.
Meanwhile, Victoria's Secret put its show back in Los Angeles, Barbara Palvin returning to the runway did 7.9M views on TikTok, the teaser for the Fantasy Bra did 5.1M on YouTube and Jacob & Co, the jeweller who made the bra, had its best week in months.
I hope you'll enjoy this week's edition and that it will make you think ...
What The Luxe?!
Cheers,
PS: feel free to hit reply to leave a comment, I read and answer every message
Data provided by Submarine.ai the Frontier Insights Lab that boost your business and make your content irresistible.
Top Brands this week
This week vs last 8-week average
 | 1. Jacob & Co 路 3.9x its usual week |
The New York jeweller had the boxer Canelo Alvarez walk through its showroom and try on watches. That video did 14.6M views on Instagram, and a second one about the Opera Godfather watch he wore, with a miniature Don Vito Corleone inside the case, added 2.3M. The same week the brand announced that it made the Fantasy Bra for the Victoria's Secret Fashion Show, 1.9M views. The brand generated 26.4M views this week against an average week of 6.7M.
 | 2. Jacquemus 路 3.2x its usual week |
Jacquemus launched La Bateau, a boat shoe made with Timberland, and asked its followers to choose between the blue and the brown version. The Instagram post did 2.7M views, and the TikTok cut added 910K. The brand published 5 posts in the week for 4.0M views (while its average week is 1.2M views.)
 | 3. Lamborghini 路 4.0x its usual week |
Lamborghini revealed the V12 Vision Gran Turismo, a car designed for the Gran Turismo video game that will never be built. The reveal film did 2.4M views on Instagram and 1.6M more on TikTok. The brand's average week is 1.2M views. This week it did 4.7M.
Top Videos
The most viewed Luxury & Beauty videos of the week
 | TikTok |
Gucci 路 9.1M views
A film from the Gucci Primavera campaign, captioned "Under the spell". The house has 52M followers on TikTok.
Victoria's Secret 路 7.9M views
The model Barbara Palvin walks the runway again after becoming a mother. The show took place in Los Angeles on October 15th.
Chanel 路 6.0M views
Behind the scenes of the Paris Opera opening gala, from rehearsal to opening night. Chanel is the main patron of the Paris Opera.
 |
Jacob & Co 路 14.6M views
The boxer Canelo Alvarez in the Jacob & Co showroom with the brand's founder Jacob Arabov.
Louis Vuitton 路 10.3M views
The Real Madrid players in the new formalwear and travel wardrobe made by Louis Vuitton for the second season of the partnership.
Sephora 路 8.4M views
A guest reveals her costume for the Sephora Halloween ball in Brazil. The retailer posted 37 times about Halloween this week.
 | YouTube |
Victoria's Secret 路 5.1M views
A teaser that promises something big and sparkly. The answer came the next day: the Fantasy Bra is back on the runway.
Rolex 路 2.7M views
Episode 1 of Arts in Motion, a documentary series made with the BBC. It follows the Polish countertenor Jakub J贸zef Orli艅ski.
ghd 路 1.0M views
The French launch film for the ghd Cashmere collection, a limited edition of the brand's styling tools in a beige cashmere colour.
Top Trends
Zoom: Halloween has started
Halloween is on October 31st, but the posts started weeks ago. There were 209 halloween posts from Luxury & Beauty brands in the week of August 17th and this week there are 998, and they did more than 78M views.
- NYX is winning the season with a lip gloss. A creator dressed as a tube of butter gloss in a costume video that did 20.8M views on Instagram, the most watched post of the week in all of Luxury and Beauty. The TikTok version added 3.0M. The brand published 54 Halloween posts in the week, from zombie makeup to a fake blood recipe made with kitchen ingredients.
- Sephora held a Halloween ball in Brazil and published 37 posts about it. The best one, a forest creature costume, did 1.1M views. Sol de Janeiro sold a boo basket, a gift basket of its products presented as the alternative to candy, 333K. Breuninger, the German department store, filmed the Jellycat Halloween plush toys, 639K.
- The holiday is not only for beauty. Rivian, the electric car maker, published a Ghostbusters safety briefing from its Paranormal Technology Department, 507K views. And creators do the heavy lifting: the makeup artist Hrush Achemyan did 1.4M views with a single Halloween look, and Kaylee Marina did 1.1M with a vampire makeup tutorial.
Also on the radar
Callum Turner
40 posts name the British actor Callum Turner this week, against 4 to 6 per week in October so far. All of them come from Louis Vuitton. He is the face of the Trunk Edition, a men's collection by Pharrell Williams. The first film did 2.7M views on Instagram, the second did 1.9M, and the house cut the same campaign into 9 shorts for TikTok and YouTube.
Vogue Wellness
34 posts this week, 4 the week before, none earlier. Vogue Germany held the first German edition of Vogue Wellness, a 3-day retreat at the Brenners Park-Hotel in Baden-Baden, and covered it day by day. A dermatologist presenting her beauty pyramid did 130K views, the sound bath that closed day 1 did 39K. A magazine is now running a spa retreat the way a brand runs a product launch.
El Gouna Film Festival
32 posts, all from the 9th edition of the festival on the Egyptian Red Sea coast, which opened on October 15th. Vogue Arabia covered the red carpet dress by dress: the actress Haya Maraachli in Georges Hobeika did 4.0M views, Yasmina El Abd, Dior's regional ambassador, did 570K, and the Egyptian star Yousra in Balenciaga did 262K. Miu Miu, Bvlgari, Elie Saab and Zuhair Murad also dressed guests.
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Data provided by Submarine.ai. Numbers cover October 12th to 18th, 2026, from 25,979 posts published by Luxury & Beauty brands and creators on Instagram, TikTok and YouTube. Each brand is compared to its own average week over the previous 8 weeks. The Halloween chart counts posts tagged Halloween, Halloween costume or Halloween makeup as one group. View counts were collected on October 18th and 19th, so the most recent posts are still gaining views.
