COVERGIRL Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 13.4k 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 influencer activity by month
Number of sponsored posts
COVERGIRL's influencer output appears relatively consistent throughout the year, averaging about 1.1k sponsored posts per month. January recorded the highest volume at 1.7k posts (55% above average), while April was the quietest at 708 posts.
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: 12.0k posts (89.4%)
- Instagram: 1.2k posts (8.8%)
- YouTube: 231 posts (1.7%)
COVERGIRL's influencer activity by platform
Share of sponsored content by social network
Content format by platform
Share of all sponsored posts.
TikTok influencer marketing is a clear focus for COVERGIRL.
Here are 3 examples of COVERGIRL's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
alxandra x COVERGIRL
Influencer bio
your lil girly viet sister ✦ beauty ❀ los angeles // detroit ✰ sephora squad ‘26 ✎ alexandra@jadegroup.co
Collaboration metrics
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lydia.chae x COVERGIRL
Influencer bio
makeup, skincare, and random shet 💌 lydia@starlinemgmt.com
Collaboration metrics
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BrittanyWilson x COVERGIRL
Influencer bio
Hi friends! I’m Brittany Wilson Isenhour. I’m a 4 year professional soccer player for Angel City FC and the Orlando Pride and former D1 athlete for the University of Denver. My hope is to share all the tools I learned as an athlete going from club to D1 to professional soccer. My videos will share my day to day life, workout videos to help you level up your game, nutrition insights to feel and perform your best on and off the field, mental training tips, and SO MUCH MORE! If you’re an athlete that wants to go from good to great, subscribe now and become part of the team. ⚽️
Collaboration metrics
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If you break this down further by content type on TikTok, this is what it looks like:
- Videos: 97.5%
- Carousels: 2.5%
💡 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 COVERGIRL 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.
COVERGIRL's influencers average views (TikTok)
Based on each influencer's average views per post
With 51.9% 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
![TikTok post by @alexisbraunn for COVERGIRL. Caption reads: Covergirllllll this skin!! TOO GOOD😍 #ad [...].](https://images.od.modash.io/9e00dbd4451de6f188382ddd2233f747704d8859)
Influencer bio
collab: jules@newmarkmodels.com insta- alexisxbraun
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 (10.0k avg views/post):
caroesteph x COVERGIRL
![TikTok post by @caroesteph for COVERGIRL. Caption reads: [...] to come with me on the go, there’s....](https://images.od.modash.io/f72c72ba12a9e523ccf48415f670b3b80f43c1f0)
Influencer bio
✨idbgaf✨ carolynmooreteam@unitedtalent.com @lionandloki ⇩ shop my posts ⇩
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
COVERGIRL's repeat partnerships
Out of 7.5k unique influencers in our dataset, 486 of them (7%) posted content for COVERGIRL in 3 or more separate calendar months. The most consistent partner is @sabsaysalot, who has collaborated across 13 months with 30 total posts.
Here are 3 examples of COVERGIRL's repeat influencer partnerships, with links to the sponsored content.
shopswithsteph x COVERGIRL
![TikTok post by @shopswithsteph for COVERGIRL. Caption reads: GIANT BERRY OIL @COVERGIRL #summervibes [...].](https://images.od.modash.io/2e4e6bef161f748e7b6c903440047fb5157ab743)
![TikTok post by @shopswithsteph for COVERGIRL. Caption reads: [...] bc it really is THAT GOOD!! @COVERGIRL....](https://images.od.modash.io/f8c486a8fcc36cf473219afab028d2944942cc98)
![TikTok post by @shopswithsteph for COVERGIRL. Caption reads: IT IS GIANT!! @COVERGIRL #summervibes [...].](https://images.od.modash.io/3cf1ba1d7fe1d14ab54a153479d79219ba32e189)
chicwithkels x COVERGIRL
![TikTok post by @chicwithkels for COVERGIRL. Caption reads: [...] mattes eyeshadow palette, @COVERGIRL kohl....](https://images.od.modash.io/cd2910ed1c53bd492c3545f6ca6d66e28a33176c)
![TikTok post by @chicwithkels for COVERGIRL. Caption reads: [...] jelly blush in rose crush • @COVERGIRL skin....](https://images.od.modash.io/8d4fe3f815e216bb026af75c31fbef8250be07e9)
![TikTok post by @chicwithkels for COVERGIRL. Caption reads: [...] Beauty eye brightener, @COVERGIRL eye color....](https://images.od.modash.io/7abf81c08254795304dd8e0c1bf4754481f9c960)
alyssamhoward x COVERGIRL
![TikTok post by @alyssamhoward for COVERGIRL. Caption reads: @COVERGIRL outlast lip stain in the [...].](https://images.od.modash.io/8da11ecf999ca28f0bf04c616af260fcf0741703)
![TikTok post by @alyssamhoward for COVERGIRL. Caption reads: [...] combo until everyone has it! @COVERGIRL....](https://images.od.modash.io/7fac071eaa4233638271129e508057e13b163c2a)
![TikTok post by @alyssamhoward for COVERGIRL. Caption reads: @COVERGIRL outlast lipstain in the shade [...].](https://images.od.modash.io/2fdbb9c6f81f68fb961899f00414177055c39cf5)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, United States is where COVERGIRL had the most influencer activity. 65.2% 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:
- Canada (4.8%)
- United Kingdom (3.8%)
- Brazil (3.6%)
COVERGIRL's influencer activity by market
Here is another example of COVERGIRL collaborating with an influencer in United States.
kaylor.martin x COVERGIRL
COVERGIRL's influencer activity vs. related brands
COVERGIRL’s closest competitors here are Revlon and Milani Cosmetics—mass makeup brands competing for the same value-conscious consumer. Their influencer marketing overlaps around drugstore favorites, viral product tests, and trend-driven shade stories.
Total influencer content
COVERGIRL vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
COVERGIRL leads with 13.4k sponsored posts, significantly outpacing Revlon (7.2k posts) and Milani Cosmetics (6.7k posts). Across all three brands, the average volume is 9.1k posts, indicating mature, scaled influencer programs. COVERGIRL has nearly twice as many total posts as Revlon and Milani Cosmetics.
By social platform
COVERGIRL vs. related brands influencer activity (by social platform)
Sponsored posts by platform
COVERGIRL leads on TikTok and YouTube, while Milani Cosmetics leads on Instagram. The gap is most notable on TikTok, with COVERGIRL at 12k, Revlon at 5.8k, Milani Cosmetics at 4.9k posts. COVERGIRL's activity is particularly concentrated on TikTok. On TikTok, COVERGIRL has about twice as many posts as Revlon and more than twice as many as Milani Cosmetics.
By geographical market
COVERGIRL vs. related brands influencer activity (by country)
Estimated sponsored posts in COVERGIRL's top markets
COVERGIRL has the highest estimated sponsored-post volume in United States (8.7k posts, 65.2%), Canada (643 posts, 4.8%), United Kingdom (509 posts, 3.8%), suggesting a North America focus, while Revlon leads in Japan with 1.6k posts (22.7%), while Milani Cosmetics leads in India with 547 posts (8.2%). Looking at United States specifically, the split is COVERGIRL at 8.7k posts (65.2%), Milani Cosmetics at 4.3k posts (63.7%), Revlon at 1.7k posts (24.2%). COVERGIRL's strength in United States and United Kingdom may indicate a home-market focus, while Milani Cosmetics 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:
- Revlon's Influencer Marketing Strategy
- Milani Cosmetics's Influencer Marketing Strategy
- PLAUD's Influencer Marketing Strategy
- Epomaker's Influencer Marketing Strategy
- Cocokind'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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