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Beauty & Skincare
Beauty is one of the most creator-driven industries in the world. Shoppers no longer discover products through ads alone. They find them through tutorials, reviews, and recommendations from creators they trust. Social platforms now drive the majority of beauty product discovery, and the brands that win are the ones that show up authentically through the right creators. This page breaks down where beauty creator marketing is headed, how spend is growing worldwide and in the US, which platforms matter most, and how Mozie helps beauty brands run creator programs that move revenue.
$32.55B
Global influencer marketing market in 2025
Influencer Marketing Hub87%
of beauty product discovery is driven by social platforms
Influencer Marketing Hub+35%
year over year growth in influencer marketing, 2024 to 2025
Influencer Marketing Hub44%
of brands now run campaigns with nano-influencers
Influencer Marketing HubBeauty has shifted from a paid-media business to a creator-led one. Consumers trust people over brands, and they discover, evaluate, and buy beauty products through creators across TikTok, Instagram, and YouTube. McKinsey and Business of Fashion note the category is still growing at roughly 5 percent a year, and creator content is now central to how that growth is captured.
For marketers, the opportunity is to move from one-off sponsored posts to always-on creator programs: a steady mix of nano, micro, and mid-tier creators, supported by user-generated content and affiliate links, measured against the same revenue goals as paid social. The sections below show how spend is compounding, where audiences are most engaged, and how Mozie helps you run the whole program.
Global influencer marketing market value
Beauty is consistently one of the top two verticals for influencer marketing spend. Source: Influencer Marketing Hub
Typical engagement-rate range for beauty content
TikTok drives the highest engagement for beauty, while Instagram and YouTube anchor storytelling and in-depth reviews. Source: Socially Powerful
2014-2017
The beauty guru era
YouTube tutorials and macro-influencers defined how shoppers discovered new products.
2018-2020
Instagram and micro-creators
Brands shifted budget to relatable micro and mid-tier creators for authentic, aspirational content.
2021-2023
TikTok and viral discovery
Short-form video and BeautyTok turned creators into the primary discovery engine for beauty.
2024-2025
Always-on, affiliate-led programs
Brands moved from one-off posts to ongoing partnerships, UGC, and social commerce, with nano-influencer adoption rising to 44 percent.
From discovery to measurement, Mozie runs your beauty creator program in one place.
Surface beauty and skincare creators by niche, audience, and engagement in real time, so every partnership fits your brand.
Manage outreach, proposals, contracts, and content review in one workflow, from first message to live post.
Track go-live, tracking links, and performance so you can compare creator results against paid social.
Discover the right creators, run campaigns end to end, and prove ROI.