How To Get Influencers To Promote Your Beauty Brand

Meaningful brand collaborations with beauty influencers are among the most popular campaigns on Instagram, YouTube and TikTok. These creators offer consumers impeccable style, trustworthy recommendations, and product tutorials that help to shape purchase decisions. This guide discusses why influencers are so effective in promoting your products, how best to work with influencer networks, and how to measure return on investment (ROI) when creating an influencer campaign.

What is a beauty influencer program?

Beauty influencer programs are a strategy to increase your reach and sales by partnering with people who already have built-in audiences to engage with your brand. Beauty influencers can range from micro-influencers (who have audiences between 1,000 and 50,000) to macro-influencers (who have audiences between 500,000 and 5 million).

 Level of influencers:

Nano influencers: Fewer than 10,000 followers

Micro-influencers: 10,000-100,000 followers

Macro influencers: 100,000-1 million followers

Mega influencers(celebrities): More than 1 million followers

Beauty influencers have a strong following and passionate fanbase. These followers are loyal, and beauty brands can use this influence to grow their audience. Influencer marketing is a vast industry, with many talented creators who offer free tips and advice on a wide range of styles. Beauty companies can partner with these influencers to gain exposure, grow their brand reach, and even sell products on their blog or YouTube channel.

Here are different types of collaborations between brands and influencers

Brand collaborations

Beauty influencer programs are a natural fit for brands looking to build buzz and drive sales. By working with an influencer who has a large, engaged audience, you can unlock the withf their social media following and amplify your brand’s reach across their followers.

As you reach out to influencers to promote your beauty brand, there are a few key things to remember: Make sure their followers match your target customer base. Reach out early with a customized campaign offering that they can elevate through their social media channels. And always make sure your influencer contract includes data privacy protections.

Sponsored tutorials or reviews

Sponsored tutorials or reviews are a great way to get influencers’ attention. These become an opportunity for them to share their favorite products, while also ensuring that they have a voice in something that genuinely interests them. They are also able to demonstrate their expertise as beauty experts and create content using the products you provide.

Influencers can be paid to create a tutorial on your brand‘s product, or simply post a review on their personal social media accounts. In both cases, the influencer will talk about how they use the product and what they like most about it. However, remember these sponsored tutorials or reviews need to be organic rather than forced! While many beauty consumers know that influencers are being paid for their content and time, it is the ad’s natural quality that draws customers in and continues to build trust for their favorite influencers.

Giveaways and discounts

Giveaways and discounts are great ways to get influencers to promote your brand. It’s important to give them something in return for promoting your product or service, but you don’t want them to feel like they’re being paid to endorse it. If possible, give a discount or gift in exchange for a positive review or mention of your product.

Always having a giveaway or discount to promote your brand is a nice little touch, and also encourages people to come back to your page. Giving away something as simple as a sheet mask or cleanser can be much more successful than a traditional contest that asks users to share and tag their friends. The reason behind this is that it’s more personal than anything else: it shows the influencer cares about what they’re promoting, so users are more apt to engage with this method of promotion.

How to partner with beauty influencers?

Research on social media

Search for potential influencers that align with your brand’s values and vision. Search for similar profiles on platforms like Instagram, Facebook, TikTok and across social media channels to find the perfect influencer for your product. When you find an influencer in the same category as your target customer, reach out!

In the beginning stages of your influencer marketing campaign, search for other brands that are aligned with your target audience. When searching for beauty bloggers to promote your product, be sure to analyze their follower demographic and engagement level. For example, if you were looking to hire a full-time blogger who focuses on natural beauty products, you wouldn’t want to approach someone whose main audience is preteens. Search for bloggers who have at least 10k followers that match your specific target audience.

To get influencers to share your product, first ensure that it’s something that their audience wants and would likely use. After that, find out specifics about the influencer’s needs and try to understand what they’re looking for in terms of sponsorships or partnerships. Contact them directly using a cold email approach, or via an exclusive event that could appeal to multiple people at once. The key is making your offer as convincing as possible!

Send a direct message

Send a direct message to the influencer with a summary of your product, preferably with a photo or PDF in hopes that they will include your product in their routine or mention it in an Instagram post, so future customers can be informed about it.

When you send a DM, make sure that you direct the conversation towards the value that your brand or product brings to their audience. If you’re not sure what to say, try asking about their needs/goals (e.g. how do they attract new customers/users), then suggest ideas that align with those goals.

Try DM Micro-influencers first, who can often be reached over social media easier, instead of a superstar influencer who may be receiving thousands of DMs a day. In this case, see if you can find their agent or the equivalent.

Use an influencer marketplace

In order to find the right influencer for your business, try using a social media marketplace like Fourstarzz Media, Influencity, or Intellifluence. You can use these comprehensive marketplaces to find an influencer that matches what you are looking for.

Top 7 TikTok beauty influencers 2022

1. @ashleyquiroz_

Ashley Quiroz initially made a huge splash on YouTube with her AshGhotCakessTV brand. And even though she’s still popular on YouTube, she’s more recently gained a massive following on TikTok.

2. @dajjrambo

Dasia Janae is a makeup tutorialist and artist who has dubbed herself “The Makeup and Hair girl.” She is a mom of two and engages fans on TikTok and Instagram. Dasia is also an active member of the #SephoraSquad.

3. @ellieaddis

Ellie Addis doesn’t just “do makeup”; she paints pictures of flowers and paw prints on her face. She’s not afraid to use sparkly lime green colors against mesmerizing pink hair. According to Cosmopolitan, “It’s impossible to watch one of Ellie’s videos and not want to wear all the colourful makeup at once.” 

4. @daniellemarcan

Danielle Marcan is a marketing student, but perhaps she could teach her professors a thing or two about social media engagement. With nearly 2 million followers on TikTok and a million fans on Instagram, Danielle delights audiences with a wide variety of makeup styles.

Marcan is exceptionally skilled at comparing whole glam looks with a natural glow. She loves to collaborate with other influencers on new beauty experiments.

5. @abbyroberts

Abby Roberts is both a makeup artist and shrewd investor. She quickly surged to 17 million followers on TikTok and currently dabbles in real estate and bitcoin. Business Insider recently dubbed her a genius marketing strategist with a “global beauty empire.”

6. @marimariamakeup

Mari Maria is an outgoing Brazilian beauty influencer who initially launched her career on Instagram and YouTube. Last year, she became a mother and delighted TikTok fans with regular videos tracking her pregnancy journey.

7. @dermdoctor

Dr. Muneeb Shah is the “Derm Doctor” and educates his audience on proper skin care. Though he sometimes recommends products, he is most famous for his “cringe-worthy” videos of TikTokers using improper methods for applying/removing make-up and popping pimples.

Top 7 beauty influencers on Instagram 2022

1. @cutcreaser

Vanessa says of her hobby-turned-career, “Makeup means an escape. An outlet. My own personal art form.” Her message of makeup as therapy resonates with thousands on TikTok, Instagram, and YouTube.

2. @christendominique

Christen Dominique is three parts cosmetics influencer, one part fashion influencer, and one part cosmetic product creator. She is also a full-time mom and founder of Dominique Cosmetics. 

Christen began providing makeup tutorials for her high school classmates. Later in life, she returned to college and began her beauty influencer career. Today, she touts over 4 million YouTube subscribers, plus a handsome following on Twitter and Instagram.

3. @miszfiorella

Fiorella Zrt is a makeup artist and business owner based in Florida. She uses her Facebook and Instagram to promote her business while providing one-of-a-kind tutorias.

4. @sincerelyoghosa

Oghosa Ovienrioba leads a creator presence focused on “Beauty, Style, and Straight Talkin’.” An outspoken Christian, she loves to discuss all things lifestyle related to fashion, travel, makeup, and spirituality. 

5. @enhance03

Chandni is an Indian beauty influencer who’s passionate about clothes, home decor, and travel. Her most popular posts focus on skin care and henna art.

6. @lisa.scharff

German influencer Lisa Scharff is the “Mindful Beauty Coach” and one of the creators responsible for popularizing the #beautyinsideout hashtag on Instagram. She loves testing new cosmetics while reminding women that they are beautiful regardless of color, age, or size.

7. @vanessa.andrea.beauty

Despite being a prolific online creator, Vanessa Andrea has multiple sclerosis (MS). She is a skin care guru and lingerie influencer who loves to create giveaway contests for her fans and brand partners.

Top 7 YouTube beauty influencers 2022

1. Shaaanxo

Eye shadow and nail artist Shannon Harris is among the most versatile beauty influencers. From blow-dry hair brushes to butt implant underwear, Shannon is delighted to test any product and offer straightforward advice to viewers.

2. NikkieTutorials

Nikkie de Jager is a Dutch beauty influencer famous for her informal makeup tutorials. Fans especially love when Nikkie teams up with her fiance for shared makeup experiences.

As a teenager, Nikkie struggled with gender identity and suffered ridicule from peers. Today, she is an advocate for the LGBTQ community and has used her business success to touch the lives of many. 

3. Kianna Naomi

Kianna Naomi is an actress and YouTuber who focuses on fashion, lifestyle, and makeup tutorials. She started her channel in 2013 and has since accumulated more than 900,000 subscribers. Kianna has partnered with numerous major brands like Sephora, Pandora, Best Buy, and more.  

4. Huda Beauty

Huda Kattan left the finance industry to create her own makeup product line. After partnering with family members, Huda Beauty products now line the shelves of mainstream cosmetics retail stores worldwide. 

Throughout her entrepreneurial journey, Huda also flourished as an influencer. As arguably the leading beauty celebrity influencer today, she provides tutorials and product reviews on Instagram and YouTube.

5. Wayne Goss

Wayne Goss is a makeup artist and beauty product tester who offers helpful tutorials for men and women alike. Also a brand ambassador for Brandylish, he designs his own exclusive line of makeup brushes.

6. Michelle Phan

Michelle Phan is a cofounder of Ipsy and the current owner of Em Cosmetics. Michelle maintains her brand with surprising authenticity on YouTube and Instagram despite her corporate success.

7. Alissa Ashley

Alissa Ashley gained her more than 2 million YouTube subscribers by posting beauty product reviews, makeup tutorials, and tips for how to live a healthier life. The Oakland, California, native is also a self-taught photographer who focuses on portrait and product photography.