Influencer Marketing for Beauty Brands

Sep 15, 2022

Social Commerce

Influencer Marketing for Beauty Brands

The beauty industry is perhaps the most perfectly poised to take advantage of the benefits of influencer marketing. Tutorials, unboxings, hauls, first impressions etc. are all opportunities for brands to promote their products. So with 74% of Gen Z and 66% of millennials driven to make purchases based on beauty influencer posts, implementing influencer marketing is a no brainer for brands within the beauty industry. 

In this blog we will reveal the secret to successful beauty influencer campaigns, the industry’s future and how platforms such as TikTok and Instagram have been integral to its projected $100 billion growth. 

Campaign Examples

With the sheer size of the beauty industry comes a whole host of successful campaign examples. Before delving into the details, let’s take a look at some essential statistics responsible for their success. 

Beauty companies are expected to spend $7.7 billion on advertising in 2022. 

Though the top advertising channel is still television, digital advertising is quickly gaining traction. In an industry that generates so much revenue, it is only right that companies spend billions of dollars on advertising its products. However, let’s not mistake the amount of money spent for the success of the campaign. 

Digital advertising makes up 34.1% of the total ad spend in the beauty industry.

One third of beauty product buyers interact with brands on social media. This ensures that as the target audience moves online, so do the marketing efforts of brands. 

Influencer marketing for beauty brands is heavily leaned on by a select few. Here are some notable examples.


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A post shared by Glossier (@glossier)


Glossier quickly became a household name within the beauty sphere, standing tall as a $1.8 billion company. The key to their success? “Regular women who promote the brand so devoutly” – according to CEO Emily Weiss. While working with influencers has always been at the core of Glossier’s marketing strategy, it is the shoutout to and feature of the brand’s regular customers on their page that entices new consumers to want to get to know what Glossier has to offer. This highlights the importance of customer appreciation within influencer marketing for beauty brands.


Colourpop is unique in its approach to influencer marketing, as it relies solely on the recommendations of social media influencers to promote their products. By incorporating ColourPop’s products into their YouTube videos, influencers have managed to achieve the following:

  1. Encourage followers to buy the brand’s products
  2. Generate interest among fellow makeup artists to pursue their own collaborations with the brand

Just like other brands who work with micro influencers, ColourPop relies on the re-purposing of user generated content to fill up their social media platforms. 

Social media platforms X beauty brands

The beauty industry is set to exceed $100 billion by the end of 2022 and platforms such as TikTok and Instagram are integral to that growth. The success of influencer marketing for beauty brands greatly depends on the social media platform they are run on. 

According to a Think with Google study, YouTube is the number one source for beauty content among women aged between 18-54. This is because, unlike other industries, 46% of consumers of beauty products still prefer to see beauty products in person, meaning they are seeking influencers purely for information and knowledge on certain products as opposed to using their recommendation to purchase products online. YouTube is the perfect platform for this as its long-form video format allows for lengthy product reviews. 

TikTok is also growing as an influencer hub as its short-form video concept allows influencer marketing for beauty brands to reach a wider audience than platforms such as YouTube and Instagram can due to over 1 billion users on the app. 

influencer marketing for beauty brands

The future of influencer marketing for beauty brands 

It is no secret that things are looking bright for the future of the beauty industry, with it projected to sit at $758.4 billion by 2025, however, beauty influencer marketing itself could take an unexpected turn. 

Consumer complaints regarding influencers are often targeted at questioning the validity of what they have to say, given that the majority of them aren’t actually qualified MUAs or skincare experts. A surfeit in sponsored posts on an influencer’s profile also reinforces this scepticism and pushes consumers to question whether their recommendations are truly authentic. 

To combat this, some brands are hoping to re-instill consumer trust by upskilling their influencer partners to ensure that they are more informed and, therefore, better ambassadors for their brand. 

In January 2022, the No7 Beauty Company partnered with the British Beauty Council on a skincare education program designed to upskill social media content creators. The UK-based, invitation-only program consists of six modules both online and in-person with the aim of it being the start to a solution for the changing industry. Educating those with a voice in the beauty industry will mean that influencer marketing for beauty brands will appear more authentic and trustworthy. 

Influencer marketing for beauty brands: round up 

As influencer marketing for beauty brands continues to grow, companies that want to stand out and thrive need to recognise the importance of getting content and social proof from creators; whether these be customers or established influencers. It’s true that beauty is in the eye of the beholder, but in this case it is also in the hands of the consumer.


Who is the most popular beauty influencer?

Huda Kattan, better known as @hudabeauty, continues to sit at the top with over 50million Instagram followers. 

Who is the best beauty blogger?

Wendy Rowe ( is a beauty and skincare expert with over a decade of experience in the industry. 

Who are the top three TikTok beauty&skincare influencers?

  1. Mikayla Nogueira – @mikaylanoguiera – 2.4M followers 
  2. Christina “Tinx” Najjar – @tinx – 1.2M followers 
  3. Hyram Yarbro – @hyram – 6.2M followers 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blog.

@ Socially Powerful



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James Hacking


Socially Powerful, founded in 2017, stood as pioneers of the influencer marketing industry. Today we are a global social marketing agency and technology company.

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