Collection Cosmetics Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 2.2k pieces of influencer content sponsored by Collection Cosmetics over the last 12 months.
This report breaks down where & how Collection Cosmetics 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 Collection Cosmetics, see here: Collection Cosmetics influencers.
Influencer activity throughout the year
Collection Cosmetics'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.
Collection Cosmetics's influencer activity by month
Number of sponsored posts
Collection Cosmetics's influencer output appears relatively consistent throughout the year, averaging about 179 sponsored posts per month. March recorded the highest volume at 268 posts (50% above average), while April was the quietest at 113 posts.
Social platforms breakdown
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Collection Cosmetics's sponsored influencer collaborations break down by social platform:
- TikTok: 1.3k posts (61.1%)
- Instagram: 838 posts (38.9%)
Collection Cosmetics's influencer activity by platform
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for Collection Cosmetics.
Here are 2 examples of Collection Cosmetics's recent sponsored collaborations (one each for Instagram, TikTok).
colleen.makeupp x Collection Cosmetics
![Instagram post by @colleen.makeupp for Collection Cosmetics. Caption reads: [...] Ultra Cover Concealer from....](https://images.od.modash.io/81f65085076e5dac19a9a7f5fc913572c8d453aa)
Influencer bio
london/just a gal who loves make-up : p 1 of @beatsixofficial tiktok @colleen.makeupp(1.7m) colleen@itsinform.com
Collaboration metrics
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meganwmua x Collection Cosmetics
![TikTok post by @meganwmua for Collection Cosmetics. Caption reads: [...] UK Liquid Eyeliner Precision Pen....](https://images.od.modash.io/77ab71f2aa921b8fba98e4b92acb82d061ea2a0e)
Influencer bio
UK Insta: meganwmua 🦋🦋 megdoesmakeup@outlook.com💌
Collaboration metrics
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If you break this down further by content type on TikTok, this is what it looks like:
- Videos: 97.6%
- Carousels: 2.4%
💡 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 Collection Cosmetics 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.
Collection Cosmetics's influencers average views (TikTok)
Based on each influencer's average views per post
With 35.7% of partnerships featuring creators averaging <1K views, Collection Cosmetics's strategy suggests niche targeting and authenticity, likely leveraging collaboration models like gifting and affiliates to work with smaller creators. The 1K-5K views segment is also prominent at 33.4%, indicating investment across adjacent tiers.
Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (563.2k avg views/post):
emilytembymakeup x Collection Cosmetics
![TikTok post by @emilytembymakeup for Collection Cosmetics. Caption reads: [...] formula, upgraded packaging👀....](https://images.od.modash.io/7bb85d5099b5f0ce4ccd597368b706c1530f5e10)
Influencer bio
24 | UK hmarks@thebloggeragent.co.uk💌 IG: @emilytembymakeup
Collaboration metrics
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And here is another example with a smaller creator on TikTok (9.8k avg views/post):
ellieloveux x Collection Cosmetics
![TikTok post by @ellieloveux for Collection Cosmetics. Caption reads: [...] Spray @NYX Professional Makeup....](https://images.od.modash.io/da26b522916760457b2b78ba52af3430344be279)
Influencer bio
Makeup & andere onzin 🇳🇱 25 ✉ collabs@ellieloveux.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Collection Cosmetics's repeat partnerships
Out of 1.2k unique influencers in our dataset, 87 of them (7%) posted content for Collection Cosmetics in 3 or more separate calendar months. The most consistent partner is @sophiemiles91, who has collaborated across 9 months with 26 total posts.
Here are 3 examples of Collection Cosmetics's repeat influencer partnerships, with links to the sponsored content.
sophiemiles91 x Collection Cosmetics
![TikTok post by @sophiemiles91 for Collection Cosmetics. Caption reads: [...] ❤️ @MaybellineUK @collectioncosmetics....](https://images.od.modash.io/66ca73fadb38ddb567bd642a0eaf437f34849585)
![TikTok post by @sophiemiles91 for Collection Cosmetics. Caption reads: [...] @L'Oréal Paris UK @collectioncosmetics....](https://images.od.modash.io/156358f6ca19aac914e1d3c466e3cd1f8fe63fee)
![TikTok post by @sophiemiles91 for Collection Cosmetics. Caption reads: [...] UK @BPerfect Cosmetics @collectioncosmetics....](https://images.od.modash.io/3812ae6b760033b098e8e93be6b3e7342a51bbfc)
itsheatherbell x Collection Cosmetics
![Instagram post by @itsheatherbell for Collection Cosmetics. Caption reads: [...] cherry 🍒✨ from @collectioncosmetics_uk *pr....](https://images.od.modash.io/08be10f501721eee8879b846a4c959a56d436b95)
![Instagram post by @itsheatherbell for Collection Cosmetics. Caption reads: [...] sparkles 🤭✨ from @collectioncosmetics_uk....](https://images.od.modash.io/e7f33792a7af29118b5cb166ef8d100b20e5f511)
![Instagram post by @itsheatherbell for Collection Cosmetics. Caption reads: [...] pigmented 🤤🥀✨ from @collectioncosmetics_uk....](https://images.od.modash.io/de5831e15244368c8975fd985a67b3733e96de97)
klb.cosmetics x Collection Cosmetics
![TikTok post by @klb.cosmetics for Collection Cosmetics. Caption reads: @collectioncosmetics is such a good brand!! [...].](https://images.od.modash.io/4c3c2d14886367291efb7a14d4d0191d6467248a)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, United Kingdom is where Collection Cosmetics had the most influencer activity. 60.6% of their live influencer content in the last 12 months was posted by British influencers.
Based on the percentage of influencer content per market, other important markets include:
- United States (21.5%)
- Brazil (2.5%)
- India (1.8%)
Collection Cosmetics's influencer activity by market
Here is another example of Collection Cosmetics collaborating with an influencer in United Kingdom.
danigmakeup1 x Collection Cosmetics
![TikTok post by @danigmakeup1 for Collection Cosmetics. Caption reads: [...] on the go!!!👄 grabbed my....](https://images.od.modash.io/637f51ed86429830c74c773d07ea8880e43c3b3b)
Collection Cosmetics's influencer activity vs. related brands
Collection Cosmetics, Milani Cosmetics, and COVERGIRL all play in affordable color cosmetics, making them close competitors for influencer-led try-ons, dupes content, and mass-market beauty recommendations.
Total influencer content
Collection Cosmetics vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
COVERGIRL leads with 13.5k sponsored posts, significantly outpacing Milani Cosmetics (6.4k posts) and Collection Cosmetics (2.2k posts). Across all three brands, the average volume is 7.3k posts, indicating mature, scaled influencer programs. COVERGIRL has multiple times more total posts than Collection Cosmetics and Milani Cosmetics.
By social platform
Collection Cosmetics vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Among these brands, COVERGIRL leads on Instagram and TikTok and Milani Cosmetics leads on YouTube. The gap is most notable on TikTok, with COVERGIRL at 10.5k, Milani Cosmetics at 4.7k, Collection Cosmetics at 1.3k posts. Milani Cosmetics's activity is particularly concentrated on TikTok. On TikTok, COVERGIRL has multiple times more posts than Collection Cosmetics and Milani Cosmetics.
By geographical market
Collection Cosmetics vs. related brands influencer activity (by country)
Estimated sponsored posts in Collection Cosmetics's top markets
COVERGIRL has the highest estimated sponsored-post volume in United States (8.6k posts, 63.9%), Brazil (471 posts, 3.5%), Canada (471 posts, 3.5%), suggesting a North America focus, while Collection Cosmetics leads in United Kingdom with 1.3k posts (60.6%), while Milani Cosmetics leads in India with 389 posts (6.1%). Looking at United States specifically, the split is COVERGIRL at 8.6k posts (63.9%), Milani Cosmetics at 4.2k posts (65.9%), Collection Cosmetics at 463 posts (21.5%). Collection Cosmetics's strength in United Kingdom may indicate a home-market focus, while COVERGIRL 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:
- Milani Cosmetics's Influencer Marketing Strategy
- COVERGIRL's Influencer Marketing Strategy
- Eva NYC's Influencer Marketing Strategy
- Rose Forever's Influencer Marketing Strategy
- Pavoi'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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