LUX My Algorithm

On social media, similar beauty content keeps getting recommended over and over, making it easy for users to get trapped in a narrow set of images rather than seeing beauty in its full diversity. LUX's 'My Algorithm' used ad content itself as a kind of 'algorithm cleanser,' designed to send new signals into a user's feed and shift what gets recommended next. Rolled out across 8 markets and 6 languages, it led 9 in 10 women to notice a real change in their feed, showing that an ad itself can be a tool for making algorithms more diverse.

Social feeds quietly narrow to a single obsession: one accidental rewatch and beauty content is suddenly all you see. LUX found that the only content able to break that loop is the thing everyone skips — the paid ad. Working with TikTok and Meta, the brand engineered ads as "signal stacks" tuned to exactly what the algorithm rewards, turning the ad itself into a cleanser for your feed. Women started saying they had "luxed" their algorithm.

LUX is a soap and beauty brand, so "cleansing your feed" and "algorithm soap" are puns on its washing-away imagery. "I luxed my algorithm" turns the brand name into a verb meaning "cleaned up my feed." TikTok's "For You page" is its personalized recommendation feed, where a single signal — a pause or a rewatch — can lock you into seeing the same kind of video on repeat.