COVERGIRL Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 13.2k 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 November was the quietest at 765 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: 11.8k posts (89.6%)
- Instagram: 1.2k posts (8.7%)
- YouTube: 218 posts (1.6%)
COVERGIRL's influencer activity by platform
Share of sponsored content by social network
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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WifedUpMicdUp x COVERGIRL
Influencer bio
Come spend the 2025 football season with us Claire Kittle and Kristin Juszczyk 🏈 Follow us on... Instagram: @wifedupmicdup TikTok: @wifedupmicdup
Collaboration metrics
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If you break this down further by content type on TikTok, this is what it looks like:
- Videos: 96.5%
- Carousels: 3.5%
💡 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 50.1% 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 (10.3M avg views/post):
kaylakosuga x COVERGIRL
Influencer bio
25 🌺hi | fl ig & yt @kaylakosuga ✞ 📧Sophie.Fox@thedigitalbrandarchitects.com
Collaboration metrics
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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 7.3k unique influencers in our dataset, 491 of them (7%) posted content for COVERGIRL in 3 or more separate calendar months. The most consistent partner is @chicwithkels, who has collaborated across 10 months with 28 total posts.
Here are 3 examples of COVERGIRL's repeat influencer partnerships, with links to the sponsored content.
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)
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)
💡 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. 64.4% 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 (5.8%)
- United Kingdom (4.2%)
- Mexico (2.7%)
COVERGIRL's influencer activity by market
Here is another example of COVERGIRL collaborating with an influencer in United States.
zoekimkenealy x COVERGIRL
![TikTok post by @zoekimkenealy for COVERGIRL. Caption reads: [...] transfer resistant wear. I’m using....](https://images.od.modash.io/0575a6c0453f7cb8e03e3dc09381b54bafd2827c)
COVERGIRL's influencer activity vs. related brands
COVERGIRL competes with Revlon and Milani Cosmetics for drugstore makeup shoppers, with similar influencer strategies centered on tutorials, trend-led launches, and value-focused product comparisons.
Total influencer content
COVERGIRL vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
COVERGIRL leads with 13.2k sponsored posts, significantly outpacing Revlon (7.3k posts) and Milani Cosmetics (6.5k posts). Across all three brands, the average volume is 9k 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 11.8k, Revlon at 5.7k, Milani Cosmetics at 4.8k posts. COVERGIRL's activity is particularly concentrated on TikTok. On TikTok, COVERGIRL has more than twice as many posts as Revlon and 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 (8.5k posts, 64.4%), Canada (767 posts, 5.8%), United Kingdom (555 posts, 4.2%), suggesting a North America focus, while Revlon has the highest estimated sponsored-post volume in Japan (1.7k posts, 23.5%), Brazil (510 posts, 7%), while Milani Cosmetics leads in India with 511 posts (7.9%). Looking at United States specifically, the split is COVERGIRL at 8.5k posts (64.4%), Milani Cosmetics at 4.1k posts (63.8%), Revlon at 1.9k posts (25.6%). 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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