Beauty/Skincare Brands with Great Influencer Marketing Strategies

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The beauty industry – like many other industries – comes with its own challenges. There’s tremendous competition. That means that beauty and skincare brands need extra leverage to capture the attention of their audience. The savvy brands have leveraged the power of influencer marketing. Let’s take a look at some of the notable influencer marketing strategies.

Estée Lauder

Estée Lauder is a big player in the beauty industry, and they can afford big name influencers. They partnered with Kendall Jenner for an Instagram collaboration of their spin-off brand, The Estée Edit. Kendall has 75.1 million followers and the majority of them are younger and in the market for beauty products. If Kendall says it’s good, they’re going to listen. Kendall, along with model and blogger Irene Kim, created content featuring the makeup and skincare products and shared them on their personal Instagram pages.


Unlike Estee Lauder, Glossier has more recent beginnings and a smaller market share. They instead embraced micro-influencers and users to create content for their products. While they offer a referral program and have a horde of superfans who are thrilled to authentically promote their products, Glossier also takes a rather original approach to their social media content. It’s highly interactive and requires engagement. The posts ask questions, ask users to share their feedback and even more often to share images of themselves. It’s now, thanks to creative influencer marketing, a thriving beauty and makeup brand.


Becca partnered with YouTube Jaclyn Hill. She was prolific in sharing her love for Becca products on her channel and helped reach record single day sales for their Champagne Pop collection.


Lancôme, another established beauty company, chose a slightly different path for their 40 shades campaign. 40 shades refers to their 40 shades of foundation, to match skin color. They called it their 40 shades, 40 powers campaign and highlighted 40 inspirational women including director Gurinder Chadha and Olympic cyclist Laura Kenny.

As you can see from the examples, to create a great influencer marketing strategy for any industry, but especially for the beauty industry, you must not only think creatively – you also have to know your audience well. Know who they’ll respond to and give them content and value from influencers they know and trust.