Beauty brand Glam 21 has launched a new nine-episode micro-drama series that blends beauty, friendship, romance and everyday relationship situations, with the storyline built around the familiar experience of third-wheeling.

According to a  Glam 21 press release, the latest campaign brings friendship, romance and everyday social situations into an episodic storyline, while integrating Glam 21’s makeup products into the characters’ looks and on-screen moments.

Each episode is designed to keep viewers curious about what happens next, combining humour, romance and relatable situations.

The series features creators and performers who bring its characters and relationships to life. Rather than presenting the products as standalone promotional elements, Glam 21 has incorporated its beauty range into the characters’ everyday routines and styling.

The campaign features products including the Tint It Lip Balm and Double Drama Eyeliner plus Kajal.

The nine-part series has been rolled out across social media, with Instagram Reels and YouTube serving as the primary platforms.

Glam 21 co-founder Bikash Goyal said the brand wanted to explore a more engaging way of bringing beauty into everyday conversations through formats that feel relevant to younger audiences.

“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,” he said.

Goyal added that the campaign reflects Glam 21’s efforts to find fresh ways of connecting beauty with the culture and conversations that matter to younger consumers.

The launch marks the brand’s move towards entertainment-led content, tapping into the growing popularity of micro-dramas and short-form storytelling among digital audiences.