Beauty brand Maybelline New York is riding the microdrama wave, launching a five-part festive series designed for short-form platforms and mobile viewing. The move is a strong indicator that brands will have a key role to play in the burgeoning sector.
The series, Maybe This Christmas, reunites holiday-movie favourites Lacey Chabert and Dustin Milligan (pictured), capitalising on the high engagement typically seen around seasonal storytelling while spotlighting the brand’s Instant Eraser Concealer.
Produced with Ryan Reynolds’ Maximum Effort, the series combines product placement with narrative drama, an approach increasingly being explored by brands seeking to reach younger viewers via ultra-short, episodic entertainment formats.
The storyline follows two New Yorkers flirting through their apartment windows before a twist turns a cosy rom-com into a light mystery about what people hide – cosmetically and emotionally. The brand’s Instant Eraser becomes part of the plot…
“By naturally incorporating Instant Eraser into the microdrama, we’re able to elevate a product that’s been a true staple for our consumers in a way that feels playful and creatively driven,” said Yasmin Dastmalchi, president of Maybelline US. “This project reflects how we continue to evolve as a brand—showing up in cultural moments and deepening connection with our community.”
Chabert added: “Maybe This Christmas is the perfect bite-size escape for the season. I’m excited Maybelline approached this campaign with so much creativity.”
The launch points to a broader shift in brand storytelling as marketers explore formats such as microdrama and vertical dramas. Beauty brands in particular are leaning into new formats to merge product discovery with bingeable narrative content.
Maybe This Christmas is running across Maybelline’s YouTube and TikTok channels, and launched on ReelShort on 2 December.
