Makeup brand Glam 21 has launched a nine-episode micro-drama series built around friendship, romance and the relatable experience of third-wheeling
Glam 21, a makeup brand focused on accessible and trend-led beauty products, has launched a nine-episode micro-drama series as part of its move towards entertainment-led digital content.
Built around the theme of “third-wheeling”, the series follows friendship, romance and everyday awkward moments through an episodic storyline. The campaign has been rolled out across social media, with Instagram Reels and YouTube serving as the primary platforms.
Beauty Meets Storytelling
The series integrates Glam 21’s makeup products into the characters’ everyday looks and on-screen interactions. Products featured include the Tint It Lip Balm and Double Drama Eyeliner plus Kajal, covering lip and eye makeup as part of the characters’ styling.
Featuring creators and performers, the nine-episode series uses an episodic format designed to build curiosity around the next development in the storyline.
According to Bikash Goyal, Co-founder, Glam 21, the campaign is aimed at exploring storytelling formats that connect beauty with everyday experiences.
“With this micro-drama series, we wanted to explore a more engaging way to bring beauty into everyday life. The ‘third-wheeling’ storyline adds humour, friendship, and relatable moments. The episodic format gives viewers a reason to follow the journey,” Goyal said.
Targeting Younger Digital Audiences
The campaign marks Glam 21’s move towards entertainment-led communication, a format increasingly used to engage younger digital audiences. Instead of relying solely on conventional product-led messaging, the brand has incorporated its beauty products into a narrative centred on relationships and everyday situations.
The approach also reflects the growing use of short-form digital content that combines entertainment with brand integration. By using character styling and episodic storytelling, Glam 21 aims to position its makeup products within the everyday viewing habits of younger beauty consumers.
The series is currently available across the brand’s social media channels, led by Instagram Reels and YouTube.
