COVERGIRL Influencer Marketing Strategy
(2026 Data & Insights)

We analyzed 13.5k pieces of influencer content sponsored by COVERGIRL over the last 12 months.

This report breaks down where & how COVERGIRL 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 COVERGIRL, see here: COVERGIRL influencers.

Influencer activity throughout the year

COVERGIRL'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.

COVERGIRL's sponsored post volume peaks in January with 1.9k posts, 75% higher than the monthly average of 1.1k. May recorded the lowest activity at 655 posts, 41% below average.

Social platforms breakdown

In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of COVERGIRL's sponsored influencer collaborations break down by social platform:

• TikTok: 10.5k posts (77.7%)
• Instagram: 3.0k posts (22.3%)

TikTok influencer marketing is a clear focus for COVERGIRL.

Here are 2 examples of COVERGIRL's recent sponsored collaborations (one each for Instagram, TikTok).

alexisxbraun x COVERGIRL

alexisxbraun

@alexisxbraun

28 Oct, 25

20.2M

55.8k

Covergirllllll this skin!!!! TOO GOOD 😍 #ad [...]

Influencer bio

LA @newmarkmodels collab: jules@newmarkmodels.com ♡ ♡ ♡

Collaboration metrics

Post views20.2M

Post EMV $612.8k

More influencer data

Get a free trial to find more data on influencer audiences, performance, and collaborations.

kyliekelce x COVERGIRL

kyliekelce

@kyliekelce

18 Apr, 25

58.5M

327k

[...] Lie podcast with my tried and true @COVERGIRL Lash Blast Volume Mascara [...]

Influencer bio

You can be kind. I believe in you.

Collaboration metrics

Post views58.5M

Post EMV $1.2M

More influencer data

Get a free trial to find more data on influencer audiences, performance, and collaborations.

💡 Related resource: How To Find TikTok Influencers.

Influencer audience size breakdown (by views)

With 45.3% of partnerships featuring creators averaging <1K views, COVERGIRL'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 (15.6M avg views/post):

alexisbraunn x COVERGIRL

alexisbraunn

@alexisbraunn

28 Oct, 25

31.1M

78.5k

Covergirllllll this skin!! TOO GOOD😍 #ad [...]

Influencer bio

collab: jules@newmarkmodels.com insta- alexisxbraun

Collaboration metrics

Post views31.1M

Post EMV $625.9k

More influencer data

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 (10.0k avg views/post):

caroesteph x COVERGIRL

caroesteph

@caroesteph

29 Oct, 25

12.4k

179

[...] to come with me on the go, there’s @COVERGIRL Simply Ageless Skin Perfector Essence [...]

Influencer bio

✨idbgaf✨ carolynmooreteam@unitedtalent.com @lionandloki ⇩ shop my posts ⇩

Collaboration metrics

Post views12.4k

Post EMV $257

More influencer data

Get a free trial to find more data on influencer audiences, performance, and collaborations.

COVERGIRL's repeat partnerships

chicwithkels x COVERGIRL

chicwithkels

@chicwithkels

10 Dec, 25

292k

31.3k

[...] mattes eyeshadow palette, @COVERGIRL kohl eyeliner, @Club Clio [...]

chicwithkels

@chicwithkels

31 Dec, 25

47.2k

6.4k

[...] jelly blush in rose crush • @COVERGIRL skin enhancer balm in [...]

chicwithkels

@chicwithkels

10 Nov, 25

40.7k

3k

[...] Beauty eye brightener, @COVERGIRL eye color in icy frost

honeygirlmua x COVERGIRL

honeygirlmua

@honeygirlmua

07 Nov, 25

1.1k

11

warm fall makeup 🤎 @COVERGIRL @ONE SIZE BEAUTY @Natasha [...]

honeygirlmua

@honeygirlmua

18 Oct, 25

962

5

fall makeup 🤎 @COVERGIRL @Glo Skin Beauty @ONE SIZE [...]

honeygirlmua

@honeygirlmua

05 Apr, 25

794

7

[...] brows but better tutorial ✨ @COVERGIRL nano brow pencil in dark [...]

thenotarichgirl x COVERGIRL

thenotarichgirl

@thenotarichgirl

04 Jul, 25

6.8k

34

CoverGirl Lipstain in Canyon @COVERGIRL [...]

thenotarichgirl

@thenotarichgirl

24 Dec, 25

6.6k

57

CoverGirl Blush Balm in Toasted Chai [...]

thenotarichgirl

@thenotarichgirl

20 Jan, 26

6.4k

6

CoverGirl Wrap Tubing Mascara [...]

💡 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:

• Canada (3.5%)
• Brazil (3.5%)
• United Kingdom (3.4%)

Here is another example of COVERGIRL collaborating with an influencer in United States.

zoekimkenealy x COVERGIRL

zoekimkenealy

@zoekimkenealy

07 Nov, 25

46.6M

67.4k

[...] transfer resistant wear. I’m using @COVERGIRL eye enhancer wrap tubing mascara here. [...]

COVERGIRL's influencer activity vs. related brands

COVERGIRL competes with Revlon and Milani Cosmetics in mass-market makeup sold broadly through drugstore channels and driven by viral product moments. All three use high-volume creator reviews and affordable “dupe” conversations to win share of voice.

Total influencer content

COVERGIRL leads with 13.5k sponsored posts, significantly outpacing Revlon (10k posts) and Milani Cosmetics (7.9k posts). Across all three brands, the average volume is 10.5k posts, indicating mature, scaled influencer programs.

By social platform

COVERGIRL leads on TikTok, while Revlon has the most activity on Instagram and Milani Cosmetics has the most activity on YouTube. The gap is most notable on TikTok, with COVERGIRL at 10.5k, Milani Cosmetics at 5.8k, Revlon at 5.2k posts. COVERGIRL's activity is particularly concentrated on TikTok. On TikTok, COVERGIRL has nearly twice as many posts as Revlon.

By geographical market

COVERGIRL has the highest estimated sponsored-post volume in United States (8.6k posts, 63.9%), Canada (471 posts, 3.5%), Brazil (471 posts, 3.5%), suggesting a North America focus, while Revlon has the highest estimated sponsored-post volume in Japan (1.3k posts, 13.1%), India (1.2k posts, 12.2%), suggesting a Asia focus, while Milani Cosmetics leads in United Kingdom with 461 posts (5.8%). Looking at United States specifically, the split is COVERGIRL at 8.6k posts (63.9%), Milani Cosmetics at 4.8k posts (60.2%), Revlon at 2.4k posts (23.8%). COVERGIRL's strength in United States may indicate a home-market focus, while Revlon shows broader regional investment.