About-face Beauty Influencer Marketing Strategy
(2026 Data & Insights)

We analyzed 230 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.

Influencer activity throughout the year

About-face Beauty's influencer activity appears to have tapered over the year, from 27 posts in January down to 20 in December. February was the busiest month at 32 posts, 68% above the monthly average.

March generated the most views at 2.9M, while October recorded the least at 35.7k. Across all tracked posts in the 12-month window, average views per post were 20.7k. Interestingly, the highest-view month (March) does not align with peak post volume (February), which could indicate performance differences across months. At a quarterly level, performance is strongest in Q1 (Jan-Mar). The top-performing tracked post, by @chloeandcosmetics, generated 2.6M views.

Social platforms breakdown

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:

• TikTok: 135 posts (58.7%)
• Instagram: 93 posts (40.4%)
• YouTube: 2 posts (0.9%)

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).

chloeandcosmetics x About-face Beauty

chloeandcosmetics

@chloeandcosmetics

03 Mar, 25

2.6M

43.7k

[...] sickly sweet palette*giftad @aboutfacebeauty mascara*giftad #elfcosmetics [...]

Influencer bio

25 • Makeup Creator • England, Staffordshire Running as - @onthegochloo 🏃🏻‍♀️ Management @thebloggeragent Inquiries ~ info@chloeandcosmetics.com 🤍🪩

Collaboration metrics

Post views 2.6M

Post EMV $82.4k

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frederic.chen x About-face Beauty

frederic.chen

@frederic.chen

30 Apr, 25

209k

30.3k

[...] Inc. waterism lip tint gloss @about-face beauty matte lip fix pencil @ColourPop [...]

Influencer bio

₊✩‧₊˚ Chinese mother of four cats ˚₊✩‧₊ ୨୧ cohost of @T4T Podcast ୨୧ ✉️: freddie@dead.center ↓ links to everything I mention ↓

Collaboration metrics

Post views 209.0k

Post EMV $5.7k

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allieglines x About-face Beauty

allieglines

@allieglines

17 Jan, 26

17.8k

1.6k

Let’s all reuse our makeup together! 🤍 This video is less about the products and more about application and discovering new techniques with what we already own. I hope you find it fun and helpful! Thank you for watching! xoxo, Allie 💄 My Beauty Brand: https://ravie.com 💋 Products Mentioned: DIOR | Forever Glow Star Filter in 0: https://go.shopmy.us/p-38933051 ABOUT-FACE | The Performer Skin-Focused Foundation: https://go.shopmy.us/p-38933134 NYX PROFESSIONAL MAKEUP | Bare with Me Concealer Serum: https://go.shopmy.us/p-38933181 ANASTASIA BEVERLY HILLS | Smooth Blur Contour Stick : https://go.shopmy.us/p-38933363 RHODE SKIN | Pocket Blush in Piggy: https://go.shopmy.us/p-38933605 RHODE SKIN | Pocket Blush in Toasted Teddy: https://go.shopmy.us/p-38933769 Beaubble X Rudi Berry Freckled Pen: https://go.shopmy.us/p-38934379 LAURA MERCIER | Secret Brightening Under Eye Powder : https://go.shopmy.us/p-38933813 RAVIE BEAUTY | Soft Definition Longwear Eyeliner in Umber: https://go.shopmy.us/p-38934253 PRADA BEAUTY | Mascara Pradascope: https://go.shopmy.us/p-38934280 MAYBELLINE | Lash Sensational Full-Lash Fan Effect Mascara: https://go.shopmy.us/p-38934305 MAKEUP BY MARIO | SurrealSkin Soft Blur Setting Powder: https://go.shopmy.us/p-38934330 RAVIE BEAUTY | Easy Everyday Brow Pencil: https://go.shopmy.us/p-38935027 Rhode Lip Shape in Lift: https://go.shopmy.us/p-38934715 MORPHE | Signature Lip Pencil in Rock Steady: https://go.shopmy.us/p-38934795 RARE BEAUTY | True To Myself Tinted Pressed Finishing Powder: https://go.shopmy.us/p-38946463 DANESSA MYRICKS | Yummy Skin Liquid Blurring Balm Mattifying Setting Spray: https://go.shopmy.us/p-38934822 👚 What I’m Wearing: Pilcro Patchwork Turtleneck Sweater: https://go.shopmy.us/p-38946841 PISTOLA DENIM | Lana High Waist Wide Leg Jeans: https://go.shopmy.us/p-38933976 LUV AJ | Pave Baby Amalfi Hoops Earrings: https://go.shopmy.us/p-38934984 Marste Fragrances (I’m Wearing Essence Mandarin): https://go.shopmy.us/p-38946933 🖌️ Brushes & Tools: My current favorite brushes: https://go.shopmy.us/p-3080772 📱 My Social Media:   / allieglines     / allieglines     / allieglines     / alliegbeauty   https://allieglines.com 🎥 My Studio Equipment: https://www.amazon.com/shop/allieglines ℹ️ This video is not sponsored. Some links are affiliate links. If you shop through my links, it supports my channel at no extra cost to you. I’m so grateful for your support! 🥰 Allie Glines™ | Assess The Situation™ https://allieglines.com

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

Post views 17.8k

Post EMV $693

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💡 Related resource: How To Find TikTok Influencers.

Influencer audience size breakdown (by views)

With 52.9% of partnerships featuring creators averaging <1K views, About-face Beauty's strategy suggests niche targeting and authenticity, likely leveraging collaboration models like gifting and affiliates to work with smaller creators. Notably, there appears to be minimal activity in the 500K+ segment.

Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (272.3k avg views/post):

serenttaaa x About-face Beauty

serenttaaa

@serenttaaa

04 Feb, 26

4.9k

639

#ultabeautypartner
What better way to bring in Valentine’s Day than playing with a full face of products all from @Ulta Beauty 🤭💝 Whether you’re going soft & flirty or full glam, Ulta makes it so easy to create a complete v-day look with everything in one place ✨

All products used are shoppable online or in-store at Ulta Beauty 🛍️

• @Juvia’s Place Bronzed Liquid Bronzer (Warm Pecan)
• @Rare Beauty Soft Pinch Liquid Blush (Happy)
• @Charlotte Tilbury Airbrush Flawless Blur Concealer (12.5)
• @aboutface THE ILLUSIONIST Skin-Focused Concealer (MD2 Neutral)
• @Fenty Beauty Sun Stalk'r Instant Warmth Bronzer (Coco Naughty)
• @NYX Professional Makeup Buttermelt Pressed Powder Blush (Getting Butta)
• @tarte cosmetics Tartelette Tubing Mascara
• NYX Cosmetics Suede Matte Lip Liner (Cold Brew)
• @Olehenriksen Pout Preserve Hydrating Peptide Lip Treatment (Strawberry Sorbet)
• Ulta Beauty Collection Lip Quench Hydrating Balm (Vanilla Syrup)

#ultabeauty #ubcollective #valentinesdaymakeup #ultabeautyfinds

Influencer bio

your unfiltered full glam bestie ♒️ 📍sac • la 💌 contactserenanicole@gmail.com

Collaboration metrics

Post views 4.9k

Post EMV $129

More influencer data

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And here is another example with a smaller creator on TikTok (9.2k avg views/post):

nemrac_makeup x About-face Beauty

nemrac_makeup

@nemrac_makeup

10 Aug, 25

1.5k

117

[...] and it held up beautifully 🤭 @about-face beauty ✨ i am wearing shade LM2 Olive ✨ [...]

Influencer bio

✨GRWM ✨Makeup Reviews & Tutorials 🧚 💌nemracmakeup31@gmail.com💌

Collaboration metrics

Post views 1.5k

Post EMV $35

More influencer data

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About-face Beauty's repeat partnerships

heisjp143 x About-face Beauty

heisjp143

@heisjp143

25 Aug, 25

4.4k

230

@about-face beauty the performer foundation [...]

heisjp143

@heisjp143

22 Jan, 26

997

148

@🇬🇧MADEBYMITCHELL🇬🇧 @Haus Labs @aboutface @Saie @Makeup By Mario @L’Oréal Paris ❤️💕❤️💕❤️ #glowymakeup #blushblindness #madebymitchell #meninmakeup #lgbt

heisjp143

@heisjp143

08 May, 25

943

134

[...] tint @Saie dew bronze @about-face beauty blush rush [...]

chloeandcosmetics x About-face Beauty

chloeandcosmetics

@chloeandcosmetics

03 Mar, 25

2.6M

43.7k

[...] sweet palette*giftad @aboutfacebeauty mascara*giftad #elfcosmeti [...]

chloeandcosmetics

@chloeandcosmetics

16 Mar, 25

90.7k

1k

[...] divine palette*giftad @aboutfacebeauty mascara*giftad #patmcgrath [...]

chloeandcosmetics

@chloeandcosmetics

21 Nov, 25

62.6k

1.4k

[...] you love it 🥰 PRODUCTS @aboutfacebeauty Green [...]

chronicmakeupartist x About-face Beauty

chronicmakeupartist

@chronicmakeupartist

11 Oct, 25

3.7k

[...] Legs 🩻 Created using - @aboutfacebeauty Liner Artist Gel Eyeliner [...]

chronicmakeupartist

@chronicmakeupartist

19 Jul, 25

2.8k

[...] Bones 🩻 Created using - @aboutfacebeauty Liner Artist Gel Eyeliner [...]

💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.

Geographical breakdown

Based on the percentage of influencer content per market, other important markets include:

• United Kingdom (8.6%)
• Brazil (6.1%)
• Canada (4.3%)

Here is another example of About-face Beauty collaborating with an influencer in United States.

xoxoemira x About-face Beauty

xoxoemira

@xoxoemira

26 Mar, 25

88k

[...] the biggest trend this spring…🫦😤 @aboutfacebeauty I’m obsessed with the new Blurred [...]

About-face Beauty's influencer activity vs. related brands

About-face Beauty plays in bold, creator-driven color cosmetics with strong identity-led campaigns. ONE SIZE BEAUTY and Kylie Cosmetics compete for similar makeup audiences and often win through influencer tutorials, drops, and hero-product hype.

Total influencer content

ONE SIZE BEAUTY leads with 5.1k sponsored posts, significantly outpacing Kylie Cosmetics (1.7k posts) and About-face Beauty (230 posts). Across all three brands, the average volume is 2.3k posts, indicating mature, scaled influencer programs. ONE SIZE BEAUTY has substantially more total posts than About-face Beauty and Kylie Cosmetics.

By social platform

Among these brands, Kylie Cosmetics leads on Instagram and YouTube and ONE SIZE BEAUTY leads on TikTok. The gap is most notable on TikTok, with ONE SIZE BEAUTY at 5.1k, Kylie Cosmetics at 940, About-face Beauty at 135 posts. ONE SIZE BEAUTY's activity is particularly concentrated on TikTok. TikTok posting is much higher for ONE SIZE BEAUTY, while Instagram posting is much higher for Kylie Cosmetics compared with About-face Beauty.

By geographical market

ONE SIZE BEAUTY has the highest estimated sponsored-post volume in United States (4.2k posts, 82.5%), United Kingdom (234 posts, 4.6%), Brazil (168 posts, 3.3%). Looking at United States specifically, the split is ONE SIZE BEAUTY at 4.2k posts (82.5%), Kylie Cosmetics at 548 posts (32.2%), About-face Beauty at 155 posts (67.3%).