Beautyblender Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 1.3k pieces of influencer content sponsored by Beautyblender over the last 12 months.
This report breaks down where & how Beautyblender 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 Beautyblender, see here: Beautyblender influencers.
Influencer activity throughout the year
Beautyblender's influencer marketing output shows strong seasonal variation, with some months seeing 3x or more activity than others. The chart below shows month-by-month data for total sponsored posts tracked.
Beautyblender's influencer activity by month
Number of sponsored posts
Beautyblender's sponsored post volume appears to trend upward over the 12-month period, rising from 64 posts in January to 128 in December. The peak month, November, reached 269 posts, 151% higher than the monthly average of 107.
Social platforms breakdown
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Beautyblender's sponsored influencer collaborations break down by social platform:
- TikTok: 979 posts (76%)
- Instagram: 287 posts (22.3%)
- YouTube: 22 posts (1.7%)
Beautyblender's influencer activity by platform
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for Beautyblender.
Here are 3 examples of Beautyblender's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
coconutcathy x Beautyblender
![Instagram post by @coconutcathy for Beautyblender. Caption reads: [...] my favorites in one!!! @glowrecipe ×....](https://images.od.modash.io/f52eea9c653737a344161959a1125c3d19151dfe)
Influencer bio
LA 💋 ⋆ ♡ ˚. ⋆ ♱ nicole.herrera@thedigitalbrandarchitects.com
Collaboration metrics
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thefitnessmarshall x Beautyblender
![TikTok post by @thefitnessmarshall for Beautyblender. Caption reads: [...] @ONE SIZE BEAUTY #charlottetilbury....](https://images.od.modash.io/8bd5966d825c941c8811e3a38a66871cf12cee1f)
Influencer bio
Caleb Marshall Activewear and livestream workouts👇 ✉️: cmarshall@mattermediagroup.com
Collaboration metrics
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ninaubhibeautyandfashion x Beautyblender
![YouTube post by @ninaubhibeautyandfashion for Beautyblender. Caption reads: [...] F1 brush Makeup by mario concealer....](https://images.od.modash.io/5b6988d86f7dd4a73ee03f8aeea7e518319f2c55)
Influencer bio
Welcome to Nina Ubhi Beauty and Fashion Reviews…your go-to destination for honest beauty reviews, new product launches, must-have beauty finds, fashion hauls, and real talk about the latest in makeup, skincare, and fashion. I’m Nina Ubhi, a professional makeup artist with over 25 years in the industry. Here, I keep it real with weekly videos covering beauty unboxings, product reviews, top beauty recommendations, outfit ideas for everyday life (think lunch dates, events, and travel), and everything I’m currently loving in the world of beauty and fashion with a lot of real talk. If you’re into beauty product reviews, makeup recommendations, fashion hauls, style inspo, and beauty chats, hit subscribe and join the conversation. To contact me: Email: info@ninaubhi.com Instagram: https://www.instagram.com/ninaubhi/ TikTok: https://www.tiktok.com/discover/nina-ubhi Newsletters: https://thebeautybreakfastclub.com Beauty YouTube: https://www.youtube.com/ @NinaUbhi1 Ad Permit: 6852796
Collaboration metrics
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If you break this down further by content type on TikTok, this is what it looks like:
- Videos: 95.3%
- Carousels: 4.7%
💡 Related resource: How To Find TikTok Influencers.
Influencer audience size breakdown (by views)
For their top social platform (TikTok), here is a breakdown of the type of influencers Beautyblender 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.
Beautyblender's influencers average views (TikTok)
Based on each influencer's average views per post
With 63% of partnerships featuring creators averaging <1K views, Beautyblender'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 (18.6k avg views/post):
adaatude x Beautyblender
![TikTok post by @adaatude for Beautyblender. Caption reads: [...] #grwmmakeup @K18 Hair @Estée Lauder....](https://images.od.modash.io/b9e267fe95287b9e5215caeb4498c9b9f2ff1401)
Influencer bio
the index // ˚ ༘ ೀ⋆｡skincare crazed fashionista ♡ mom ≽ bosnian ༘ tucson, az
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
And here is another example with a smaller creator on TikTok (7.6k avg views/post):
herocosmetics x Beautyblender
![TikTok post by @herocosmetics for Beautyblender. Caption reads: [...] our @Ulta Beauty Masterclass with....](https://images.od.modash.io/0402bc1c51c6fc79514b0f537347e8f7d6325716)
Influencer bio
Embracing acne-prone skin. Available at @target @ultabeauty @walmart
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Beautyblender's repeat partnerships
Out of 1.1k unique influencers in our dataset, 7 of them (1%) posted content for Beautyblender in 3 or more separate calendar months. The most consistent partner is @cjaquino_xo, who has collaborated across 6 months with 8 total posts.
Here are 3 examples of Beautyblender's repeat influencer partnerships, with links to the sponsored content.
bilintinamakeup x Beautyblender
![TikTok post by @bilintinamakeup for Beautyblender. Caption reads: [...] | 🧼It's time to clean my Beautyblenders! I....](https://images.od.modash.io/10c22f4bc45af1079f72d7b545e8dd235ddd5789)
![TikTok post by @bilintinamakeup for Beautyblender. Caption reads: [...] look so good @Glow Recipe @Beautyblender....](https://images.od.modash.io/0b67d150f085e82164ddb1125ac817e75fb7b568)
honeygirlmua x Beautyblender
![TikTok post by @honeygirlmua for Beautyblender. Caption reads: [...] Denona @Tower 28 Beauty @Beautyblender....](https://images.od.modash.io/5b046875477d031365befe5524c53dee0bbb93ab)
![TikTok post by @honeygirlmua for Beautyblender. Caption reads: [...] 🤎🧸 full face using @Beautyblender 💕....](https://images.od.modash.io/ddd8d543b737878af9102054afd46c17ccbdce04)
![TikTok post by @honeygirlmua for Beautyblender. Caption reads: [...] BEAUTY @Natasha Denona @Beautyblender....](https://images.od.modash.io/1b0531a477f45adbd6b28a7ccfc4e1082f4667f1)
itsjessanotheruser x Beautyblender
![TikTok post by @itsjessanotheruser for Beautyblender. Caption reads: [...] Beauty @Wander Beauty @Beautyblender @Beauty....](https://images.od.modash.io/c4eb18b03f29e78efa89e7d0bfce53158ab14a09)
![TikTok post by @itsjessanotheruser for Beautyblender. Caption reads: [...] @Wander Beauty @Beautyblender @Jecca Blac....](https://images.od.modash.io/b616eac51b62dce1019c4170592255ab374f6810)
![TikTok post by @itsjessanotheruser for Beautyblender. Caption reads: [...] Beauty @wetnwildbeauty @Beautyblender....](https://images.od.modash.io/d8bbf6d2f42ccbf6cf1e8da583a0f2fa1981e6c0)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, United States is where Beautyblender had the most influencer activity. 54.8% 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:
- United Kingdom (5.3%)
- India (4.5%)
- Malaysia (3.7%)
Beautyblender's influencer activity by market
Here is another example of Beautyblender collaborating with an influencer in United States.
allierosss x Beautyblender
![TikTok post by @allierosss for Beautyblender. Caption reads: [...] YOU @milkmakeup @Sol de Janeiro....](https://images.od.modash.io/53a57e3f39e9c8fac75c612ccc3f1efd3fe0c59a)
Beautyblender's influencer activity vs. related brands
Fenty Beauty and Kylie Cosmetics are major color-cosmetics brands that compete for the same makeup consumers and influencer attention as Beautyblender. Both have strong social-first launches and product ecosystems where tools like Beautyblender are frequently compared or paired.
Total influencer content
Beautyblender vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Fenty Beauty leads with 23.1k sponsored posts, significantly outpacing Kylie Cosmetics (9.2k posts) and Beautyblender (1.3k posts). Across all three brands, the average volume is 11.2k posts, indicating mature, scaled influencer programs. Fenty Beauty has far more total posts than Beautyblender and Kylie Cosmetics.
By social platform
Beautyblender vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Among these brands, Kylie Cosmetics leads on Instagram and Fenty Beauty leads on TikTok and YouTube. The gap is most notable on TikTok, with Fenty Beauty at 22.9k, Kylie Cosmetics at 5k, Beautyblender at 979 posts. Beautyblender's activity is particularly concentrated on TikTok. Beautyblender has far fewer posts on TikTok than Fenty Beauty, and Fenty Beauty has no Instagram posts while Kylie Cosmetics has thousands.
By geographical market
Beautyblender vs. related brands influencer activity (by country)
Estimated sponsored posts in Beautyblender's top markets
Fenty Beauty has the highest estimated sponsored-post volume in United States (12k posts, 51%), Brazil (3.4k posts, 14.9%), India (3.3k posts, 14.3%), while Beautyblender leads in United Kingdom with 68 posts (5.3%). Looking at United States specifically, the split is Fenty Beauty at 12k posts (51%), Kylie Cosmetics at 2.8k posts (30%), Beautyblender at 706 posts (54.8%). Beautyblender's strength in United Kingdom may indicate a home-market focus, while Fenty Beauty shows broader regional investment.
Read more influencer strategy breakdowns
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
- Fenty Beauty's Influencer Marketing Strategy
- Kylie Cosmetics's Influencer Marketing Strategy
- Popilush's Influencer Marketing Strategy
- BondiBoost's Influencer Marketing Strategy
- Anua's Influencer Marketing Strategy
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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