Reenacting a classic rite of passage, being introduced to the contents of “mum’s” make up bag. This campaign is pure entertainment, so natural you almost forget it’s an ad.
Australian comedian and writer Melinda Buttle, best known for her viral online mum character “Lyn,” her stand-up career, and co-hosting The Great Australian Bake Off, has teamed up with leading “luxe-for-less” beauty brand MCoBeauty in a new paid partnership campaign.
The collaboration sees Buttle inject her signature humor and relatability into MCoBeauty’s social content. In a recent campaign clip, she playfully embodied the role of a mum doubling as a makeup artist and “hype-woman”, capturing the brand’s fun, down-to-earth spirit. The blend of humor and authenticity both Buttle and MCoBeauty are known for.
Why This Partnership Works
MCoBeauty has built its reputation on creating affordable, high-performance beauty products that mirror the quality of high-end brands, without the hefty price tag. With its bold pink branding, viral dupes, and “#LuxeForLess” mantra, the brand speaks to everyday consumers who want glam without compromise.
Buttle’s comedic lens on everyday life, particularly her satirical takes on parenting, Aussie culture, and relatable moments aligns perfectly with MCoBeauty’s accessible, fun-first ethos.
By featuring Buttle in campaign content, MCoBeauty extends its reach beyond traditional beauty enthusiasts, tapping into her large and diverse social following of over 200,000 fans.
The campaign highlights a growing trend in the beauty industry: the blending of entertainment and product marketing. By partnering with comedians and cultural figures, brands like MCoBeauty are broadening the conversation about beauty, making it less about unattainable perfection and more about fun, self-expression, and relatability.
Buttle’s involvement also playfully underscores the rise of “mumfluencers” and comedy-driven creators in brand storytelling. Her character “Lyn,” already beloved online for her no-nonsense commentary and deadpan wit, brings a fresh, humorous perspective to the often overly-polished world of beauty advertising.
The Melinda Buttle x MCoBeauty partnership exemplifies how comedy and cosmetics can combine to produce campaigns that are not only eye-catching but also genuinely engaging. By leaning into authenticity and humor, MCoBeauty continues to disrupt the beauty industry, proving that glamour doesn’t need to be serious to be effective.