Creator shows off Sephora haul from @paulinashelkova

The creator presents a 'haul' of beauty products she recently purchased from Sephora. She goes through each item one by one, including foundation, powders, blush, skincare cream, eyeshadows, a lip balm, and an eyeliner. For each product, she explains why she bought it, shares her initial impressions or previous experiences with the brand, and sometimes provides a quick swatch on her hand before concluding.

Creator: @paulinashelkova on TikTok

Video format

Yap

Video outline

  1. Announce curated collection
  2. Justify each item's inclusion
  3. Share personal endorsement
  4. Reinforce credibility with repeats
  5. End with relatable punchline

Hook overview

A relatable statement that frames the video as a 'treat' or special occasion, immediately connecting with the audience's own experiences with indulgence.

Verbal hook

I treated myself to Sephora ones, so let's do a little haul.

Visual hook

The creator holds up an iconic black and white striped Sephora shopping bag, which immediately signals the topic of the video.

Hook strategies

  1. relatability-contrast

Payoff

A humorous and self-aware concluding statement that acknowledges the indulgent nature of the activity, making the creator more relatable and ending the video on a memorable, high-engagement note.

Narrative framework

The Justified Haul

Narrative framework logic

Systematically revealing a curated collection of items, where each item's inclusion is justified with a specific rationale (e.g., new discovery, trusted restock, problem-solver) to build credibility and viewer trust.

Narrative framework breakdown

  • frameworkName: The Justified Haul
  • frameworkType: List-Style Narrative
  • coreLogic: Systematically revealing a curated collection of items, where each item's inclusion is justified with a specific rationale (e.g., new discovery, trusted restock, problem-solver) to build credibility and viewer trust.
  • confidence: 95
  • pendingStatus: created

Topics: Cosmetics / Skincare, Beauty, Makeup

Concepts: Show and Tell, Product Showcase

Formats: Yap

Elements: Jump Cut

Account types: Personal Brand

Transcript excerpt

I treated myself to Sephora ones, so let's do a little haul. This is what tipped me over the edge to make a purchase. This is the new Natasha Denona high glam foundation. I have not bought a foundation in ages, but I don't think I've seen one have as much hype as this, so I had to try it. I referenced one of my shade twins on here, and she had the shade n eight. So let's see how this one works out. It's also a newer launch. This is the say slip tint powder. Based on the reviews I was seeing, it reminds me a lot of the Mac mineralized skin finish powder. So I'm really excited to try this. If you know me, you know how obsessed with the Kosas Blush is Life blushes I am. I've been eyeing this shade for the longest tier. This is Blissed. It's in between like a poppy pink and a coral. I think this is such a pretty color. They are pretty sheer swatch better they're so beautiful and radiant on the skin. This is my favorite formula ever. I probably will end up having all of them eventually. And I have a little restock of my beloved Mario powder. Recently lost mine. It's somewhere in my apartment, but I actually cannot find it. So I just got a new one. I better this in the shade two neutral

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