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Over the past few years, influencers have become an integral part of the beauty community. There is not doubt that the industry would not be where it is today without them. From sponsored vacations to collaborative makeup lines to influencer beauty brands, the influencer industry has had a profound impact on every aspect of the industry. In this blog, we will go over exactly how influencers have shaped the beauty community. Let’s dive in!
#Trending in the Beauty Community
The main reason the beauty industry has changed so much in the past few years is because of social media and a growing preference for online shopping. This has given smaller businesses the opportunity to grow and thrive in the online marketplace. But, as was mentioned earlier, nothing has shaped the beauty community more than influencers.
When social media platforms like YouTube and Instagram started to ramp up in the 2010s, popular creators began to develop dedicated fanbases – especially creators in the beauty community. This isn’t a surprise. Think about how many young teens look up things like “how to put on makeup” or “good beauty routine” on YouTube when they’re growing up. For anyone who is interested in beauty or makeup, these influencers offer the perfect range of content to keep them watching video after video.
As influencers began to hold more power and influence in the industry, brands began to capitalize on this by investing in influencer marketing. Influencer marketing has skyrocketed in many industries, including fashion, gaming, tech, etc. But, its impact on the beauty industry is one like no other. In the past five years, we have seen beauty brands both large and small partner with influencers to promote their products.
These are the most common influencer marketing trends we have seen in the beauty community over the past few years:
- Discount/Affiliate Links
- Beauty Line Collaborations
- Sponsored Influencer Trips
- Unboxing Videos, Product Reviews, and Tutorials
Speaking of influencer marketing trends, check out this blog for the trends from the top influencer campaigns.
Almost every beauty influencer has participated in one of the above through a brand partnership. And, through these trending marketing strategies, influencers have accumulated a lot of power in the industry. When someone thinks about buying a product, an influencer’s review could make or break their decision. In reality, a powerful enough influencer could make or break a brand.
Notable Beauty Brand Partnerships
Nearly all top beauty brands in the industry have partnered with an influencer at one point or another. At this point, influencers have shaped the beauty community so much that brands would be missing out if they have not taken advantage of influencer marketing. These are some notable beauty influencer collaborations that have taken place during the past few years:
| Beauty Brand | Campaign | Year | Influencer(s) |
|---|---|---|---|
| Olay | #FaceAnything | 2019 | Em Ford & more |
| e.l.f Cosmetics | elf xo Nabela | 2019 | Nabela Noor |
| Too Faced | Too Faced x Chrisspy / ILuvSarahii / MakeupShayla / ShaniGrimmond / Nahcardoso | 2021 | Chrisspy, ILuvSarahii, MakeupShayla, Shani Grimmond, Nah Cardoso |
| Morphe | MORPHE X MANNY MUA | 2019 | Manny Gutierrez |
| Covergirl | #IAmWhatIMakeUp | 2018 | Nura Afia & more |
| wet n wild | Bretman Rock x wet n wild: Jungle Rock | 2020 | Bretman Rock |
1. Olay #FaceAnything
In 2019, Olay UK launched a campaign with Young Women’s Trust, a feminist organization, titled #FaceAnything. The campaign is meant to promote female empowerment and being your unique self. Together with Young Women’s Trust, they are aiming to raise £100k worth of donations to the organization. The campaign is still active today as Olay continues to raise money and promote brand awareness. Among the ambassadors they chose for the campaign is a beauty influencer named Em Ford.
Em Ford Social Media Channels:
- YouTube: My Pale Skin
- Instagram: @mypaleskinblog
For this campaign, Olay chose “fearless” women from different life experiences that have faced struggles and criticism for being who they are. These labels include being too dedicated, too confident, too driven, etc. Em Ford’s label = Too Outspoken.
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These are the other Olay #FaceAnything Ambassadors:
- Jazmin Sawyers = Too Dedicated
- Lady Leshurr = Too Bold
- Louise Pentland = Too Mumsy
- Jamie Rose Dee = Too Feminine
- Hannah Witton = Too Open
- Suzi Grant = Too Strong
- Felicity Hayward = Too Confident
- Tanya Burr = Too Driven
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2. e.l.f. xo Nabela
In 2019, e.l.f. Cosmetics launched a makeup product capsule collection with influencer Nabela Noor. It includes highlighter, lip liner, lipstick, makeup brushes, and a gold bag with hand-drawn henna. The collection pays homage to Noor’s South Asian heritage, aiming to increase representation while honoring the culture.
Nabela Noor Social Media Channels:
- YouTube: Nabela Noor
- Instagram: @nabela
3. Too Faced x Chrisspy / ILuvSarahii / MakeupShayla / ShaniGrimmond / Nahcardoso
Earlier this year, Too Faced released five new versions of their Better Than Sex Mascara designed by five different beauty influencers. These influencers are Chrisspy, ILuvSarahii, MakeupShayla, Shani Grimmond, and Nah Cardoso. This was an attempt to drive each of these influencers’ loyal followers to purchase the limited edition version of the best-selling mascara.
Chrisspy Social Media Channels:
ILuvSarahii Social Media Channels:
- YouTube: iluvsarahii
- Instagram: @iluvsarahii
MakeupShayla Social Media Channels:
- YouTube: Makeupshayla
- Instagram: @makeupshayla
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Shani Grimmond Social Media Channels:
- YouTube: Shani Grimmond
- Instagram: @shanigrimmond
Nah Cardoso Social Media Channels:
- YouTube: Nah Cardoso
- Instagram: @nahcardoso
The beauty community isn’t the only industry constantly shaped by influencers. Read about how influencers have shaped the fitness industry here.
4. MORPHE X MANNY MUA
In 2019, Morphe launched a palette with influencer Manny Gutierrez, also known as Manny Mua. The palette is called MORPHE X MANNY MUA and includes colorful eyeshadows and two highlighters. As one of the most popular influencers in the beauty community, Gutierrez’s product was very successful initially and is still available for purchase today.
Manny Gutierrez Social Media Channels:
- YouTube: Manny Mua
- Instagram: @mannymua733
5. Covergirl #IAmWhatIMakeUp
In 2018, Covergirl completely rebranded through their #IAmWhatIMakeUp campaign. This campaign was intended to highlight self-expression and natural beauty. Their team of ambassadors for the campaign was very diverse, including athletes, celebrities, influencers, and more. One popular beauty influencer they recruited was Nura Afia.
Nura Afia Social Media Channels:
- YouTube: Nura Afia
- Instagram: @nuralailalov
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6. Bretman Rock x wet n wild: Jungle Rock
In 2020, beauty brand wet n wild launched a makeup collection with Hawaii-based influencer Bretman Rock. The collection is called “Jungle Rock” and consists of a range of products, including things for the lips, eyes, and face. When discussing the importance of this line, Bretman said “I’m gay, I’m an immigrant, I’m a POC and in 2020 I’m taking affordable beauty to the next level. A makeup line by a man will be in-store across the globe. That’s my power. That’s OUR power.”
Bretman Rock Social Media Channels:
- YouTube: Bretman Rock
- Instagram: @bretmanrock
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Influencer Beauty Brands
So, what happens when a beauty influencer becomes such a powerful force in the industry that they have their own fanbase and a large enough following to be considered a celebrity? A lot of times, beauty influencers will create their own beauty brands. These are some of the most popular influencer beauty brands:
- Huda Beauty – Huda Kattan
- Kylie Cosmetics – Kylie Jenner
- Zoella – Zoe Sugg
- Lunar Beauty – Manny MUA
- Jaclyn Cosmetics – Jaclyn Hill
This has become very common in the beauty community, especially as more and more influencers grow in popularity. This may be one of the largest ways that influencers have shaped the beauty community. Not only have they been trusty partners for brands over the years, but they have now become competitors of the same beauty brands they once worked with.
