The role of influencer marketing in the beauty industry


One of the industries that has embraced influencer marketing the most is the beauty industry. One of the key reasons for this is that influencer marketing (and, in fact, social selling) performs best in a visual medium, and beauty is extremely visual. It shouldn’t come as a surprise that Instagram is the social media site where you can find the majority of beauty influencers. The number of beauty influencers who enjoy sharing videos on YouTube and, to a lesser extent, TikTok will also surprise you. In addition to being an early adopter of social media marketing, the beauty and cosmetics sector also utilized social influencers. Let’s look at some reasons why influencer marketing is so effective for this product category. Beauty firms were among the first to recognize the value of social influence and made it a key component of their marketing strategy. One of the most widely used social media sites is TikTok. The most important factor for any influencer on TikTok is the views on a profile. There is tiktokstorm for this. Below you can buy a tiktok viewer services from tiktokstorm. It is the most trustworthy site to buy genuine views for TikTok. The most reliable place to purchase real views for TikTok is  tiktokstorm.

What Caused Social Media Marketing To Take Off In The Beauty Industry?

Consumer Perspective

Social media users are increasingly looking to their friends, influencers, and favorite companies for inspiration. According to a recent research (download required), 42% of 18 to 24-year-olds get beauty ideas from social media. And all of the big social media platforms do really have a ton of content related to beauty. For better or worse, social media has increased the value of outward appearance, particularly with the rise of the selfie trend on Instagram during the past ten years. As a result, countless numbers of people flaunt their most recent hairdos, beard styles, and beautification regimens. In fact, the #beauty hashtag has more than 490 million submissions, dominating Instagram. Additionally, people produced 86% of the top 200 beauty videos on YouTube.

Brand Perspective

For the first time ever, younger consumers have discovered more companies through social app advertising than through any other form of marketing, according to a GWI report (download required). It therefore comes as no surprise that beauty firms, one of the most popular product categories on social media, are progressively moving their advertising there. In fact, 85% of marketing professionals cited Instagram as one of their best-performing channels in a Launch Metrics research (download required). Beauty firms are increasingly hiring beauty influencers to interact with their target audiences as consumers spend more time on social media with their favorite content providers. For instance, the global beauty powerhouse Estée Lauder already devotes 75% of its marketing budget to working with social influencers.

Influencer Perspective

Over the years, certain social media influencers have built incredibly strong groups that give them the ability to have a significant impact on the beauty sector. Consider Bianca Classen of BibisBeautyPalace as an illustration. She is one of the most well-known influencers in Germany, with 7.8 million Instagram followers, and her beauty advice and videos have the power to start widespread fashion trends.

The most influential people have advanced from supporting cosmetic brands to starting their own limited-edition cosmetics lines or working as entrepreneurs in the cosmetics industry. For instance, Emily Weiss started her beauty blog “Into The Gloss” as a side project in 2010 before turning it into a full-time career as an influencer in 2013 when it reached a million readers each month. In October 2014, she finally launched her own direct-to-consumer beauty platform,

Platform Perspective

90% of all beauty-related posts in 2020 will be published on Instagram, making it the most valuable social media channel for cosmetics companies. It is a fantastic area to introduce beauty items to younger target audiences because there are alternatives to connect links to brand websites or e-commerce stores. Additionally, Instagram is the most popular medium for influencers to share their content and interact with their audiences through freebies, tutorial videos, and beauty looks.

Beauty Micro-Influencers Have the Best Engagement Rates on Instagram

Another instance where the outcomes for beauty influencers are similar to those for the general public (just slightly higher at most levels). The engagement rate on Instagram tends to decrease as the influencer’s following grows. The pattern isn’t as clear among beauty influencers as it is among the general public, and confusingly, Upfluence use terminology that is distinct from what we typically see. For instance, it has a category it calls Regular influencers and classifies Micro-influencers as having fewer than 15K followers (they are frequently referred to as Nano-influencers elsewhere) (15K-50K). Additionally, Upfluence classifies influencers with 50–100K followers as Rising, 100–500K followers as Mid-Size, 500–1 million followers as Macro, and 1–10K followers as Mega.

Ages 25 to 34 Make Up Nearly Half of Instagram Beauty Influencer Followers

The average Facebook user has become older as the popularity of the site has increased, as has been noted for some time. People who created Facebook accounts in the early days of the social network still have them, even if their children are more likely to share their parents’ preferences than not. It seems that Instagram is starting to see a similar trend.

The Power of Influencers

Influencer marketing has undoubtedly seen its share of obstacles over the past year or two, but there is no disputing the enormous promise that this tactic still holds for beauty firms that want to forge close links with their audience. Working with influencers can help you access a range of potent benefits, including the level of credibility your products can gain when they are endorsed by someone who commands a large following online.

98% of survey participants in the beauty business think influencer marketing is successful, according to the Celebrity Intelligence report Influencing Beauty. In 2017, brands received an average return on investment of £8.81 for every £1 invested on this strategy.

The Impact of Influencers on the Industry

  • The most influential people have changed from being brand supporters to being brands in and of themselves.
  • One of the best illustrations of this is Kylie Jenner, who in November 2015 started her Kylie Cosmetics line and is among the top ten Instagram users in terms of followers. Forbes estimates that the company’s income climbed by 9% last year to roughly $360 million (£274.6 million), making Jenner the youngest self-made billionaire in history. Forbes also estimates that the company is now valued at least $900 million.
  • According to data given by French beauty behemoth LVMH, Rihanna has also been successful in transitioning from the realm of celebrity to the world of commerce with her Fenty Beauty line, which produced €500 million (£431.8 million) in sales during her first full year in operation. This sparked rumors that Kylie Cosmetics and Fenty Beauty were competing to establish the first billion-dollar company.


Finally, it is no secret that influencer marketing has evolved into a crucial component of success for cosmetic and beauty firms throughout their whole marketing funnel. The prospects seem endless, ranging from enhancing brand awareness and fan communities to driving e-commerce traffic and boosting traditional retail sales. Social media influencers contribute to the growth and variety of the beauty industry by promoting cultural acceptance and diversity, opening up about their personal lives on social media, and increasing accessibility. Known as “beauty gurus,” these influencers collaborate with cosmetics businesses and use their makeup expertise to promote the brands’ visibility among social media users.


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