Dossier Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 21.5k pieces of influencer content sponsored by Dossier over the last 12 months.
This report breaks down where & how Dossier 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 Dossier, see here: Dossier influencers.
Influencer activity throughout the year
Dossier'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.
Dossier's influencer activity by month
Number of sponsored posts
Dossier's sponsored post volume appears to trend upward over the 12-month period, rising from 1.4k posts in January to 2.4k in December. The peak month, November, reached 3.4k posts, 89% higher than the monthly average of 1.8k.
Social platforms breakdown
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Dossier's sponsored influencer collaborations break down by social platform:
- TikTok: 11.6k posts (54%)
- Instagram: 7.8k posts (36.5%)
- YouTube: 2.1k posts (9.5%)
Dossier's influencer activity by platform
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for Dossier.
Here are 3 examples of Dossier's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
jenniferlaffleck x Dossier
Influencer bio
@secretlivesonhulu Jenniferaffleck@select.co
Collaboration metrics
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yeslydimate x Dossier
Influencer bio
hii inquiries: yesly@rangemp.com
Collaboration metrics
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KarlaBustillos x Dossier
![YouTube post by @KarlaBustillos for Dossier. Caption reads: #dossier #dossierperfumes @dossierperfumes [...].](https://images.od.modash.io/e87fbf53f6e92e2be406712489444ca351859c87)
Influencer bio
Hola soy Karla 💜 📩 karlabustillos43@gmail.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: 94.8%
- Carousels: 5.2%
💡 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 Dossier 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.
Dossier's influencers average views (TikTok)
Based on each influencer's average views per post
With 62.4% of partnerships featuring creators averaging <1K views, Dossier'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 (245.9k avg views/post):
cammyreviews x Dossier
Influencer bio
Maven of Sensory Delights 📧 cammyreviews@solylunamgmt.com
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 (9.8k avg views/post):
plsmells x Dossier
Influencer bio
fragrance menace ⋆｡° ☆ ° ｡⋆ 😎 💌 pl@plsmells.com📍 LA
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Dossier's repeat partnerships
Out of 8.3k unique influencers in our dataset, 1.1k of them (13%) posted content for Dossier in 3 or more separate calendar months. The most consistent partner is @MrOrchardBeach, who has collaborated across 12 months with 89 total posts.
Here are 3 examples of Dossier's repeat influencer partnerships, with links to the sponsored content.
akasharach x Dossier
![Instagram post by @akasharach for Dossier. Caption reads: [...] luxury-inspired perfume from....](https://images.od.modash.io/eebea928117119a8218631918fc4e4fe6df6c530)
![Instagram post by @akasharach for Dossier. Caption reads: [...] 🎃 I’ve teamed up with @dossierperfumes to....](https://images.od.modash.io/ec21ccc21ee2db6eb39001aea37a92674e946e40)
![Instagram post by @akasharach for Dossier. Caption reads: [...] air and I’ve teamed up with @dossierperfumes....](https://images.od.modash.io/aae8d546efd33fefdedc645390ab77ab39db5aab)
erikanbrn x Dossier
![TikTok post by @erikanbrn for Dossier. Caption reads: [...] Suede, Vanilla, Chocolate @Dossier Perfume....](https://images.od.modash.io/50914b926b410e4d9a14acf23067f6db7aa74e77)
![TikTok post by @erikanbrn for Dossier. Caption reads: [...] #tiktokshopcreatorpicks....](https://images.od.modash.io/86c1e0434a278d7af8f070b2bc6a72502c658dc8)
MaryG_Lotus x Dossier
![YouTube post by @MaryG_Lotus for Dossier. Caption reads: [...] from May 26th to June 3rd. @dossierperfumes....](https://images.od.modash.io/fbf8e84231e6f548c73ecd756262a05bf469157c)
![YouTube post by @MaryG_Lotus for Dossier. Caption reads: @dossierperfumes #dossier [...].](https://images.od.modash.io/24258fefb4c1e64c986a3ce2354c205c5bfc146d)
![YouTube post by @MaryG_Lotus for Dossier. Caption reads: [...] from May 26th to June 3rd. @dossierperfumes....](https://images.od.modash.io/2967242cf53808e5bd093fee4ce297a8bcbd731a)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, United States is where Dossier had the most influencer activity. 40.7% 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:
- Mexico (13.2%)
- United Kingdom (8.5%)
- Italy (6.6%)
Dossier's influencer activity by market
Here is another example of Dossier collaborating with an influencer in United States.
donttakeittooseriouslyy x Dossier
![TikTok post by @donttakeittooseriouslyy for Dossier. Caption reads: [...] mas fan aun de el Ambery Saffron de @Dossier....](https://images.od.modash.io/d19a97f6a936a461afb344a7b09ca620258016e8)
Dossier's influencer activity vs. related brands
Dossier, Snif, and Oakcha all play in DTC fragrance with discovery-driven positioning and creator sampling, competing for the same value-conscious fragrance audience and social proof-led conversion.
Total influencer content
Dossier vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Dossier leads with 21.5k sponsored posts, significantly outpacing Snif (5.4k posts) and Oakcha (5k posts). Across all three brands, the average volume is 10.6k posts, indicating mature, scaled influencer programs. Dossier has about four times as many total posts as Snif and Oakcha.
By social platform
Dossier vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Dossier leads on Instagram, TikTok, and YouTube. The gap is most notable on Instagram, with Dossier at 7.8k, Snif at 0, Oakcha at 0 posts. Snif's activity is particularly concentrated on TikTok. Dossier has thousands of Instagram posts while Snif and Oakcha have none listed.
By geographical market
Dossier vs. related brands influencer activity (by country)
Estimated sponsored posts in Dossier's top markets
Dossier has the highest estimated sponsored-post volume in United States (8.7k posts, 40.7%), Mexico (2.8k posts, 13.2%), United Kingdom (1.8k posts, 8.5%), suggesting a North America focus, while Snif leads in Canada with 325 posts (6%). Looking at United States specifically, the split is Dossier at 8.7k posts (40.7%), Snif at 4.2k posts (78%), Oakcha at 3.6k posts (72.4%). Dossier's strength in United States and United Kingdom may indicate a home-market focus, while Snif 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:
- Snif's Influencer Marketing Strategy
- Oakcha's Influencer Marketing Strategy
- e.l.f. Cosmetics's Influencer Marketing Strategy
- Beyond The Vines's Influencer Marketing Strategy
- Ekouaer'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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