Key Takeaways:
- Influencer content delivers up to 19x higher Earned Media Value (EMV) than brand-owned channels.
- Partnerships with creators boost impressions by 26x and engagement by 83x.
- Skincare and fragrance brands see major success through influencer collaborations.
- Authentic connections and trustworthy partnerships are key to brand growth.
If you’ve ever wondered why brands are obsessed with influencers, here’s the answer: they work! A new report called the “2025 State of Influence” by WeArisma reveals that influencer and creator content blows brand-owned content out of the water in the beauty industry. Let’s dive into the details.
Why Influencers Are a Game-Changer
Imagine this: when beauty brands work with influencers, their returns can go through the roof. The report shows that influencer content can generate 19 times more EMV than what brands achieve on their own. That’s like comparing a small sparkler to a fireworks explosion—there’s no contest!
But why does this happen? It’s simple: influencers have a super strong connection with their followers. Their audience trusts them, and when they recommend something, people listen. For example, skincare brands like CeraVe and Garnier have seen massive success because influencers rave about their products. It’s like getting a personal recommendation from a friend, but on a much bigger scale.
Here are some mind-blowing stats:
- Impressions jump by 26x when influencers are involved.
- Content creation gets a 73x boost.
- Engagement rates soar by 83x compared to brand-owned channels.
That’s what WeArisma calls the “Ripple Impact.” It’s like dropping a stone in water—the waves spread far and wide, reaching way more people than a brand could on its own. And the best part? This impact varies across different beauty categories and brands, so some companies are crushing it more than others.
Winners in the Beauty Industry
So, which brands are killing it right now? Let’s look at the leaders:
1. Skincare Giants
- Garnier, CeraVe, and La Roche-Posay are at the top. These brands focus on ingredients and real results, not just fancy packaging. For instance, Garnier’s skincare lines are praised for their effectiveness, and dermatologists on social media can’t stop raving about them.
- L’Oréal’s portfolio dominates this category, with Garnier leading in almost every metric. They’re like the superheroes of skincare!
2. Fragrance Frenzy
- Dior and Jo Malone are the big names here. Their strategy? Partnering with ambassadors like Rihanna and K-Pop star Jisoo. Luxury brands like Prada and Mugler are also top performers, proving that fragrance loves a star-studded campaign.
- Jo Malone stands out for its affordable prices and smart collaborations, like working with model Olivia Culpo. Talk about a winning combo!
3. Makeup Magic
- Sephora and L’Oréal Paris are the makeup queens. They’ve got massive communities of beauty lovers who can’t stop talking about their products. For example, Sephora’s “Hot on Social” feature keeps fans hooked by showcasing trending products.
- Brands like Fenty and Rare Beauty, founded by celebs, use their founders’ fame to reach more people. It’s like having a direct line to thousands of adoring fans!
4. NARS’ Huge Success
NARS is a standout in the makeup category. A whopping 89% of their EMV and 97% of their mentions come from influencers. How? They partnered with big names like Xiao Zhan, a Chinese actor, and Jools Lebron, the creator of the viral “very demure” movement. That’s some serious star power!
The Power of Partnerships
So, why are these brands winning? It all comes down to partnerships. When brands team up with influencers who have credibility and a strong connection with their audience, magic happens. For example, Sephora joined forces with the Paris Olympics, creating buzz through on-the-ground activations. It’s all about making authentic connections.
But here’s the thing: just throwing money at influencers doesn’t always work. The report suggests that brands need to focus on building real relationships. It’s like the difference between a quick shoutout and a long-term friendship. The latter builds trust and loyalty, which is gold for brands.
Changes in the Game
The beauty industry is evolving, and so are consumer preferences. These days, it’s not just about how much you spend on partnerships. It’s about how well you connect with your audience. Brands that focus on authenticity are the ones that succeed.
For instance, La Roche-Posay became the official sunscreen of the U.S. Open for the third year in a row. Their strategy? Sharing informative content rather than chasing trends. It’s like teaching your audience something valuable instead of just selling to them.
What Does This Mean for Brands?
The takeaway? Influencers are here to stay. But it’s not just about numbers; it’s about the right numbers. Brands need to find voices that truly resonate with their audience. It’s like finding a friend who gets you—when they recommend something, you listen.
The report also shows that categories like skincare and fragrance are booming, while makeup is struggling a bit. So, if you’re a makeup brand, it’s time to rethink your strategy. Maybe it’s time to find that next big influencer or create a campaign that really speaks to your audience.
The Future of Beauty Marketing
One thing is clear: the beauty industry is all about connections. Brands that build real, authentic relationships with their audience—and leverage influencers who do the same—will come out on top. It’s not just about the money you spend, but the trust you build.
So, if you’re a brand looking to grow, here’s your playbook:
- Focus on authenticity. Partner with influencers who truly believe in your products.
- Invest in long-term relationships. A one-off shoutout isn’t enough. Build a community.
- Leverage category strengths. Skincare and fragrance are hot right now—jump on those trends.
And if you’re a consumer, get ready to see more of your favorite influencers working with brands you love. It’s a win-win for everyone!
The bottom line? Influencers are the future of beauty marketing. And if brands play their cards right, the ripple impact could be huge.
 than brand-owned channels.){kind=link}