10 of the Top Beauty Brands Using Influencer Marketing

One of the original players in the influencer marketing boom, the beauty industry has content creation down to a science. From classic brands redefining themselves for a fresh generation of buyers, to newer companies looking to make their mark, influencers are all over the social pages of notable beauty names. Below find ten of our favorite brands who banked on influencer marketing.



L’Oréal is one of those brands that, through quality products at affordable prices, has managed to become a household name. Founded way back in 1909, the brand is known as a drugstore staple. In terms of influencer marketing, Instagram in particular has been home to many successful campaigns for the brand, utilizing popular influencers like Victoria Magrath to showcase the benefits of their products.



A legend of industry standard, MAC is a professional brand turned beauty guru favorite. Known for their full coverage foundations and long-lasting lipsticks, MAC turns to influencer marketing to keep their brand fresh. A campaign of note saw select influencers creating their own unique lipstick shades.


Estée Lauder

A legacy brand like Estée Lauder could be forgiven for relying solely on their name and product quality to sell makeup, but the brand has fully embraced influencer marketing. Going for the all-encompassing approach of using both big names and internet favorites, Estée Lauder has tapped into both the allure of celebrity and the authenticity of straightforward social influencers.



This fast-growing company has since it’s founding in 1999 found new life in influencer marketing. Through concentrated micro-influencer campaigns, and the advent of the “NYX Face Awards” (a makeup competition that encourages entries from across the web), NYX has become top tier in it’s drugstore demographic.



One of the newer brands of the bunch, Glossier was founded in 2010. In recent years, the brand has become ubiquitous for its sleek ads and social media-heavy marketing. Loved for their minimalist products and aesthetically pleasing packaging, the brand saw a major boost in popularity after taking advantage of the micro influencer trend.



The self-care favorite that made the bath bomb a must have has one of the strongest social media teams in their corner of the market. Through user generated content the cult favorite has found sustainable success that requires hardly any gimmicks.



This high-end beauty brand hit the influencer ball so far out of the park, that they are perhaps best known for their campaigns themselves. Loved for their pigmented products, the brand saw a gigantic boom in sales after partnering with popular Youtubers on limited edition highlighters. From the following of one influencer alone, they were able to sell 25k units in under a half hour.


Milk Makeup

The newest of the group, cruelty-free brand Milk Makeup started making a name for itself after it’s 2016 inception. Known for the cool-kid vibes of their packaging and their on-trend shade offerings, the brand boasts 1.1 million followers on Instagram. The company uploads tutorials to their personal YouTube page, and reposts fan influencers to their Insta.


Kylie Cosmetics

Created by the famous Kardashian sibling, Kylie Cosmetics is unique in that the vast majority of its marketing campaign relied on Kylie’s celebrity, and the subsequent social media buzz. Now a standard for their long-lasting liquid lipstick formula, industry professionals will perhaps most remember the brand for the resounding success they had in their initial launch due to just that.


Melt Cosmetics

Perhaps the least known of the list, Melt Cosmetics is nonetheless influencer savvy. Founded in 2012, Melt taps into the oft underutilized world of YouTube for their marketing. By collaborating with beauty gurus, and sending product to be reviewed, the cult brand creates an air of authenticity.


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