Hook 01 · Talking to Camera
"Men don't talk about this but your skin is telling a story you don't know about yet"
Talking to CameraPattern: skin texture post — 2.5M views
Caption used
Let's normalise skin texture #filtervsreality #fyp
Talking points
Natural skin appearance, filter culture, real skin is normal
How Danny uses this
Open on face with no filter. Deliver the hook. Show natural skin texture. Don't over-explain. Cut at 10–12 seconds. Add #mensgrooming #skincare.
Hook 02 · Listicle
"I'm almost 40 and here are [N] things I wish I knew about skincare at 25"
ListiclePattern: "almost 40 treatments" — 11.4K, highest 2026 organic
Caption used
I'm almost 40 and these are the treatments I genuinely swear by
Talking points
Age-relevant wisdom, specific products, transformation over time
How Danny uses this
Make this a recurring series. One instalment per week. Each one covers a different category: skincare, haircare, treatments, grooming habits. Always save-optimised with a numbered list in the caption.
Hook 03 · Tutorial
"My number one essential for [specific result]"
TutorialPattern: Vichy AD — 3M views
Caption used
my number one essential for skin hydration — Vichy Mineral 89 AD
Talking points
Single hero product, clear benefit, superlative claim
How Danny uses this
Use for both organic and paid content. One product per video. State the result before showing the product. Works for serum, SPF, concealer, hair product — any category Danny covers.
Hook 04 · Normalisation
"Let's normalise men wearing [product]"
NormalisationPattern: filter vs reality — 2.5M views, 1,792 shares
Caption used
let's normalise skin texture #filtervsreality
Talking points
Masculine identity, breaking stigma, confidence through grooming
How Danny uses this
Apply to: concealer for men, SPF for men, retinol for men, LED masks for men. The "let's normalise" format is his highest-shares template and should be used monthly, not annually.
Hook 05 · ASMR / Silent
[No words — just an aesthetic morning bathroom routine laid out on a marble surface]
ASMR / SilentPattern: Marvin's wardrobe reset — 1.4M, 3.8K shares
Caption used
I recommend doing this before buying new clothes for spring — ASMR Wardrobe Reset
Talking points
Product aesthetics, tactile sounds, lifestyle aspiration
How Danny uses this
Film a flat-lay of Danny's 5 morning skincare products in sequence with ambient bathroom sound. No voiceover. Text overlays only. Caption: "my morning face in 45 seconds — ASMR skincare reset". Target 25–40 seconds.
Hook 06 · Tutorial
"How to conceal dark circles without looking like you're wearing makeup"
TutorialPattern: Rimmel concealer tutorial — 9.1M views
Caption used
how to conceal, contour & brighten using @rimmellondon Multi-Tasker Concealer AD
Talking points
Men's concealer technique, specific product, before/after result
How Danny uses this
This is his #1 proven format. Apply to any men's makeup product — tinted moisturiser, brow gel, lip balm with SPF. Always show the before skin, show the technique, show the result. Duration: 30–40 seconds.
Hook 07 · Talking to Camera
"Nobody told me this would happen to my skin in my 30s"
Talking to CameraPattern: ageing concern — strong save intent
Caption used
N/A — untested by Danny, high potential
Talking points
Skin changes with age, texture, pores, fine lines, what actually helps
How Danny uses this
Start talking to camera in close-up. Name 3 specific skin changes — texture, pores, dryness around eyes. Then pivot to the one product or treatment that actually made a difference. End with "save this for later". 45–60 seconds.
Hook 08 · Listicle
"3 products I use instead of foundation that actually work for men"
ListiclePattern: product alternatives — high save
Caption used
N/A — untested, saves-optimised format
Talking points
Tinted moisturiser, skin tint, SPF with colour — alternatives to full coverage
How Danny uses this
Quick-cut format — one product every 5 seconds. Show the texture on the finger. Apply. Show result. No tutorial depth — just the reveal. End with "comment which one surprised you". Save the full tutorial for a follow-up.
Hook 09 · ASMR / Silent
[Packing a grooming travel bag — each item placed in with satisfying sound]
ASMR / SilentPattern: Marvin's LA packing — 1.4M views
Caption used
Let's pack for LA
Talking points
Travel grooming kit, minimal luxury products, aspirational lifestyle
How Danny uses this
Film Danny packing his grooming bag for any upcoming trip or event. No talking. Just the products going in — cleanser, SPF, concealer, hair product, fragrance. 25–35 seconds. Caption: "how I pack grooming for 4 days away". Tag any brands naturally present.
Hook 10 · Normalisation
"The skincare routine I've been afraid to show because people will judge it"
NormalisationPattern: vulnerability hook — high shares
Caption used
N/A — untested, very high potential
Talking points
Men's beauty stigma, confidence, being honest about caring for yourself
How Danny uses this
Start with "I've never shown this on camera before." Then reveal a product that might be considered unexpected for a man — tinted brow gel, lip tint, highlighter — but show how subtle and effective it is. The contrast between fear and reality is the hook.
Hook 11 · Founder
"Why I started a candle brand when I had a successful beauty platform"
FounderPattern: founder storytelling — high saves from new audience
Caption used
N/A — untested, strong brand-building potential
Talking points
Why Defrei was born, the gap in the market, building something personal
How Danny uses this
Talking to camera, genuine and direct. Share the real reason — the scent gap in masculine luxury lifestyle. Keep it to 60 seconds. End with "the brand is live — link in bio". This content attracts a business and founder audience who become loyal long-term followers.
Hook 12 · Reaction
"I tried [trending product] so you don't have to — here is my honest take"
ReactionPattern: product reviews — strong comment driver
Caption used
N/A — adapt from ILIA concealer video
Talking points
Honest verdict, first impressions, specific pros and cons
How Danny uses this
Pick a product that is trending on TikTok beauty — Drunk Elephant, Rhode Skin, Ordinary new launch. Film the review without overthinking. Lead with the verdict first: "this is a yes / this is a no". Comments will flood in from both sides.
Hook 13 · Talking to Camera
"The one grooming product every man needs but nobody talks about"
Talking to Camera
Caption used
Untested — curiosity gap format
Talking points
Hidden gem product, men's grooming secret, specific result
How Danny uses this
Open with the hook. Pause for 2 seconds. Then reveal the product slowly. Could be retinal, brow gel, tinted SPF or eyelash serum. The pause before the reveal is the watch-time driver.
Hook 14 · Listicle
"5 signs your skincare routine is not working (and what to do instead)"
Listicle
Caption used
Untested — problem/solution saves-heavy format
Talking points
Dry patches, oiliness by midday, texture not improving, breakouts after routine
How Danny uses this
5 quick cuts — one sign per 4 seconds with the solution on screen. End with "comment your skin concern below". Save optimised, comment optimised. Works without any brand deal.
Hook 15 · Tutorial
"My exact 3-step routine for glowing skin in under 2 minutes"
Tutorial
Caption used
Untested — speed-promise format
Talking points
Cleanser, serum, SPF — minimal but effective
How Danny uses this
The "2 minutes" promise drives completions. Film in real time. Start the timer on screen. 3 products, applied fast. The time constraint creates urgency. End before 2 minutes exactly.
Hook 16 · Normalisation
"This is what men's skin actually looks like without a filter"
Normalisation
Caption used
Variation of the skin texture post — repeat this quarterly
Talking points
Real skin, pores, texture, redness — normal and human
How Danny uses this
Film in natural window light with no ring light and no filter. Extreme close-up on skin. This is uncomfortable to post — but that discomfort is exactly why it works. The vulnerability is the hook.
Hook 17 · Founder
"What I learnt from selling out my first candle drop (and what nearly went wrong)"
Founder
Caption used
Untested — founder vulnerability storytelling
Talking points
Product launch reality, logistics, what sold out, what didn't move
How Danny uses this
Honest post-launch breakdown. Founders and aspiring entrepreneurs will save this and share it. This attracts a business-minded audience that has money and loyalty. Does not need to be self-promotional — lead with the lesson.
Hook 18 · Reaction
"I tested every viral men's tinted moisturiser — here is the actual ranking"
Reaction
Caption used
Untested — comparison format, high comment driver
Talking points
4–5 products side by side, honest ranking, best for different skin types
How Danny uses this
Arm swatches of 5 products. Then apply each to a different section of face. Quick-cut between results. Announce the ranking at the end. People will argue in comments — that is the goal. High comment count triggers distribution.
Hook 19 · ASMR / Silent
[Defrei candle unboxing and scent moment — slow, aesthetic, tactile]
ASMR / Silent
Caption used
bathroom details — Simplehuman mirror, defrei OUD candle (442 views — can be improved)
Talking points
Candle wax, wick, packaging, flame, room atmosphere
How Danny uses this
Film a slow unboxing of the Defrei OUD candle. No caption hook. Just the sensory experience. The packaging, the wax, the match being struck, the first flicker. This is brand content that does not feel like brand content. Add to Defrei Instagram first, repurpose to TikTok.
Hook 20 · Talking to Camera
"The beauty brands I won't work with and why"
Talking to Camera
Caption used
Untested — values-based authority hook
Talking points
Ingredient standards, brand ethics, animal testing, sustainability
How Danny uses this
Talk about standards, not drama. "I won't work with brands that X" — replace X with a real standard he holds. This builds authority and trust, and makes brands that DO meet his standards want to work with him more. Positions him as selective, not desperate.
Hook 21 · Normalisation · Shakeel — 6.2M views
"Why are you always doing all this self-care and skincare as a guy?"
Talking to CameraShakeel: 6.2M views, CeraVe + Medicube tagged
Caption used
"Why are you always doing all this self-care and skincare as a guy?" #skincare #selfcare #glowup
Talking points
Answer the criticism directly. Normalise men caring for skin. Reference the products you use and why. End with a permission-giving statement for male viewers.
How Danny uses this
Danny has 14 years in the industry — Shakeel does not. Danny's version of this lands harder: "I've been a professional MUA for 14 years. Here's what I actually know about men's skin." The expertise angle Shakeel can't use.
Hook 22 · Tutorial · Shakeel — 24.4M views
"Hair hack — not too bad" [demonstrates trick on camera]
TutorialShakeel: 24.4M views, 1.5M likes, 82K shares
Caption used
Hair hack 👀 Not too bad #hairstyle #menshair #hairtutorial
Talking points
Open with self-deprecating confidence. Show the hack in the first 3 seconds. No preamble. Result before explanation. Under 25 seconds total.
How Danny uses this
Apply to grooming: "Beard hack — actually works." Danny's MUA background means he can do this for skin prep, colour correction, concealing dark circles — hacks that Shakeel can't credibly teach.
Hook 23 · Normalisation · Shakeel — 17.3M views
[Demonstrates grooming hack that men don't talk about, using indirect demonstration]
Tutorial / NormalisationShakeel: 17.3M views, Gillette tagged
Caption used
Pubic hair care using my leg as a reference (for obvious reasons) #mensgrooming #selfcare
Talking points
Pick a grooming topic men want to know about but never see discussed. Demonstrate it creatively if direct is awkward. Deadpan, matter-of-fact tone. High share rate comes from the "I'm sending this to someone" reaction.
How Danny uses this
Danny can do this for makeup topics men want to try but are embarrassed about — tinted moisturiser, concealing spots, brow grooming. The indirect demo + no-big-deal tone is the formula. 17.3M for Shakeel suggests Danny's version could outperform with his expertise behind it.
Hook 24 · Tutorial · Lena — 47.4M views
[Demonstrates simple product combination — no words, just the technique and result]
Tutorial / ASMRLena: 47.4M views, Maybelline + Lancôme tagged
Caption used
Mix your contour, concealer and clear lip gloss for the perfect brown lip #makeup #lipcombo #makeuphacks
Talking points
The hack is the hook. Caption explains what they're seeing. Under 20 seconds. Show three products, mix or layer them, reveal result. Tag brands used — they get discovered through brand search.
How Danny uses this
"Mix your SPF, moisturiser and tinted serum for a no-makeup skin base" — Danny's version for men who want coverage without looking like they're wearing anything. The combination hack format works in any niche. This is the format Danny should be posting twice a week.
Hook 25 · Tutorial · Lena — 94.7M views
[Transformation from plain face to full look in under 20 seconds — no words, just technique]
Tutorial / SilentLena: 94.7M views, 397K shares — highest performing format in the data
Caption used
Last minute halloween hack — with product tags and hashtags only
Talking points
No introduction. No talking. Start mid-application or at the blank face. Show the full transformation in under 20 seconds. Trending sound optional. Brands tagged for reach. Result is so visually striking that shares happen automatically.
How Danny uses this
Danny can do a "before and after skin" version — no words, just the prep and glow routine in under 20 seconds. His 10-second skin texture video (2.5M organic) already proved this works. The format is under-deployed. He should be posting one per week minimum.
Hook 26 · Reaction · Lena — 38.6M views
"The most [X] type of [person/sign/thing]" [uses trend or cultural moment as the hook]
Reaction / TrendLena: 38.6M views, 85.5K shares, 94K comments
Caption used
The most single zodiac sign — no further explanation, let the visual do the work
Talking points
Anchor a transformation or opinion to a trending cultural category — zodiac, personality type, decade, aesthetic. The categorisation creates instant shareability: "That's so me" or "sending this to X." Comments come from disagreement and recognition equally.
How Danny uses this
"The most high-maintenance skincare routine by zodiac sign" — or use personality types, eras, vibes. Danny can attach his expert knowledge to a trend vehicle that drives shares without needing to be talking to camera. Lena's 94K comments confirm this format generates conversation.