We analyzed 2.3k pieces of influencer content sponsored by About-face Beauty over the last 12 months.
This report breaks down where & how About-face Beauty invests in influencer marketing, which social platforms they prioritize, top geographical markets, and more.
The data in this report comes from Modash's Brand Collaborations API.
P.S. for a simple list of influencers who have collaborated with About-face Beauty, see here: About-face Beauty influencers.
About-face Beauty's influencer campaigns are active year-round with notable month-to-month fluctuation. The chart below shows month-by-month data for total sponsored posts tracked.
Number of sponsored posts
About-face Beauty's influencer output appears relatively consistent throughout the year, averaging about 185 sponsored posts per month. January recorded the highest volume at 235 posts (27% above average), while February was the quietest at 110 posts.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of About-face Beauty's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for About-face Beauty.
Here are 3 examples of About-face Beauty's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
Influencer bio
25 • Makeup Creator • England, Staffordshire Running as - @onthegochloo 🏃🏻♀️ Management @thebloggeragent Inquiries ~ info@chloeandcosmetics.com 🤍🪩
Collaboration metrics
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Influencer bio
₊✩‧₊˚ Chinese mother of four cats ˚₊✩‧₊ ୨୧ cohost of @T4T Podcast ୨୧ ✉️: freddie@dead.center ↓ links to everything I mention ↓
Collaboration metrics
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Influencer bio
Hi friends! My name is Allie, and I’m so glad you’re here. I’m the founder of Ravie Beauty and a professional makeup artist, and for over a decade I’ve been sharing honest beauty guidance online. I’ve tested thousands of products, tried just about every technique, and spent years learning what truly works in real life, not just on camera. If makeup or skincare has ever felt overwhelming, confusing, or like it never turns out the way you hoped, you’re in the right place. My goal is to guide you through elevated beauty for real life. The kind that feels approachable, intentional, and doable, even on your busiest days. 🤍 Here you’ll find refined everyday routines, in-depth tutorials, and thoughtful product recommendations to help you feel confident in your choices and comfortable in your own skin. No pressure, no perfection, just guidance you can trust. Thank you for being here and for letting me be part of your routine. I hope you’ll subscribe! xoxo, Allie
Collaboration metrics
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If you break this down further by content type on TikTok, this is what it looks like:
💡 Related resource: How To Find TikTok Influencers.
For their top social platform (TikTok), here is a breakdown of the type of influencers About-face Beauty are collaborating with, by audience size.
Note: this breakdown is based on each influencer's average views (not follower/subscriber count), because views typically correlate more closely with influencer pricing and impact.
Based on each influencer's average views per post
With 36% of partnerships featuring creators averaging 1K-5K views, About-face Beauty's strategy suggests niche targeting and authenticity, likely leveraging collaboration models like gifting and affiliates to work with smaller creators.
Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (272.3k avg views/post):
Influencer bio
your unfiltered full glam bestie ♒️ 📍sac • la 💌 contactserenanicole@gmail.com
Collaboration metrics
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And here is another example with a smaller creator on TikTok (5.1k avg views/post):
Influencer bio
Esthetician Ulta affiliate🧡 891 us route 1 York ME 03909📦 Makeupmaddie99@gmail
Collaboration metrics
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Out of 1.2k unique influencers in our dataset, 52 of them (4%) posted content for About-face Beauty in 3 or more separate calendar months. The most consistent partner is @camhmakeup, who has collaborated across 10 months with 27 total posts.
Here are 3 examples of About-face Beauty's repeat influencer partnerships, with links to the sponsored content.
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
In our dataset, United States is where About-face Beauty had the most influencer activity. 68% of their live influencer content in the last 12 months was posted by American influencers.
Based on the percentage of influencer content per market, other important markets include:
Here is another example of About-face Beauty collaborating with an influencer in United States.
About-face Beauty sits in bold, artistry-led makeup; ONE/SIZE and Haus Labs compete in the same creator-driven, performance glam space with strong tutorial and launch-cycle influencer momentum.
Total sponsored posts tracked (last 12 months)
Haus Labs leads with 20.2k sponsored posts, significantly outpacing ONE SIZE BEAUTY (9k posts) and About-face Beauty (2.3k posts). Across all three brands, the average volume is 10.5k posts, indicating mature, scaled influencer programs. Haus Labs has far more total posts than About-face Beauty and ONE SIZE BEAUTY.
Sponsored posts by platform
Among these brands, Haus Labs leads on Instagram, TikTok, and YouTube. The gap is most notable on TikTok, with Haus Labs at 15.6k, ONE SIZE BEAUTY at 8.9k, About-face Beauty at 1.3k posts. ONE SIZE BEAUTY's activity is particularly concentrated on TikTok. On TikTok, Haus Labs and ONE SIZE BEAUTY have far more posts than About-face Beauty.
Estimated sponsored posts in About-face Beauty's top markets
Haus Labs has the highest estimated sponsored-post volume in United States (9.8k posts, 48.5%), United Kingdom (1.4k posts, 6.9%), Brazil (1.2k posts, 5.9%), while ONE SIZE BEAUTY leads in Mexico with 385 posts (4.3%). Looking at United States specifically, the split is Haus Labs at 9.8k posts (48.5%), ONE SIZE BEAUTY at 7.4k posts (82.6%), About-face Beauty at 1.5k posts (68%).
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
Or, if you want to access data like this for your own software or processes, take a look at Modash's API products:
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