We analyzed 4.3k pieces of influencer content sponsored by DIME Beauty over the last 12 months.
This report breaks down where & how DIME Beauty 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 DIME Beauty, see here: DIME Beauty influencers.
DIME Beauty'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.
Number of sponsored posts
DIME Beauty's sponsored post volume appears to trend upward over the 12-month period, rising from 361 posts in January to 552 in December. The peak month, November, reached 595 posts, 71% higher than the monthly average of 348.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of DIME Beauty's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for DIME Beauty.
Here are 3 examples of DIME Beauty's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
Influencer bio
🌞Holistic Health Coach 🦋Helping you heal anxiety naturally 🌿Simple swaps + tools for a healthier life Start here👇🏼| 📧Carli@TheArteAgency.com
Collaboration metrics
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Influencer bio
Cherisa.bell@gmail.com There is room for everyone to succeed! Boise & Salt Lake City @Stealsinstyle
Collaboration metrics
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Influencer bio
✨New video every week! Hopefully✨ TikTok: 11M friends IG: 6M friends We post our daily life on IG! 😁
Collaboration metrics
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If you break this down further by content type on TikTok, this is what it looks like:
💡 Related resource: How To Find TikTok Influencers.
For their top social platform (TikTok), here is a breakdown of the type of influencers DIME Beauty 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.
Based on each influencer's average views per post
With 58.1% of partnerships featuring creators averaging <1K views, DIME Beauty'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 (521.1k avg views/post):
Influencer bio
@Carebycara does ASMR! Lifestyle, food reviews, and more!
Collaboration metrics
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And here is another example with a smaller creator on TikTok (9.9k avg views/post):
Influencer bio
low toxic swaps + wellness tips 💌 celina.rhea23@gmail.com MORE ON IG + YT 👇🏼
Collaboration metrics
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Out of 2k unique influencers in our dataset, 202 of them (10%) posted content for DIME Beauty in 3 or more separate calendar months. The most consistent partner is @beautybybev101, who has collaborated across 12 months with 25 total posts.
Here are 3 examples of DIME Beauty's repeat influencer partnerships, with links to the sponsored content.
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
In our dataset, United States is where DIME Beauty had the most influencer activity. 71.3% 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:
Here is another example of DIME Beauty collaborating with an influencer in United States.
DIME Beauty overlaps with Typology and Naturium in skincare positioned around clean-leaning formulas and routine-based education. They compete for the same self-care audience and use creators to build trust through ingredient explainers and before/after results.
Total sponsored posts tracked (last 12 months)
Naturium leads with 10.8k sponsored posts, significantly outpacing DIME Beauty (4.3k posts) and Typology (2.7k posts). Across all three brands, the average volume is 5.9k posts, indicating mature, scaled influencer programs. Naturium has more than double the total posts of DIME Beauty and Typology.
Sponsored posts by platform
Among these brands, Naturium leads on Instagram and TikTok and Typology leads on YouTube. The gap is most notable on TikTok, with Naturium at 9k, DIME Beauty at 2.9k, Typology at 841 posts. Naturium's activity is particularly concentrated on TikTok. On TikTok, Naturium has more than triple the posts of DIME Beauty and more than ten times the posts of Typology.
Estimated sponsored posts in DIME Beauty's top markets
Naturium has the highest estimated sponsored-post volume in United States (6.7k posts, 61.9%), United Kingdom (1.1k posts, 9.9%), Canada (411 posts, 3.8%), suggesting a North America focus, while Typology has the highest estimated sponsored-post volume in France (654 posts, 24.5%), Japan (443 posts, 16.6%). Looking at United States specifically, the split is Naturium at 6.7k posts (61.9%), DIME Beauty at 3k posts (71.3%), Typology at 807 posts (30.2%).
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
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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