e.l.f. Cosmetics Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 15.3k pieces of influencer content sponsored by e.l.f. Cosmetics over the last 12 months.
This report breaks down where & how e.l.f. Cosmetics 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 e.l.f. Cosmetics, see here: e.l.f. Cosmetics influencers.
Influencer activity throughout the year
e.l.f. Cosmetics's influencer campaigns are active year-round with notable month-to-month fluctuation. The two charts below show month-by-month data for:
- Total sponsored posts tracked
- Total views those posts generated
e.l.f. Cosmetics's influencer activity by month
Number of sponsored posts
e.l.f. Cosmetics's sponsored post volume peaks in December with 2.9k posts, 124% higher than the monthly average of 1.3k. September recorded the lowest activity at 755 posts, 41% below average.
e.l.f. Cosmetics's influencer activity by month (views)
Total views on sponsored video posts
December generated the most views at 233M, while February recorded the least at 10.1M. Across all tracked posts in the 12-month window, average views per post were 46.2k. The peak month for views aligns with peak post volume, suggesting views may be partly volume-driven. At a quarterly level, performance is strongest in Q4 (Oct-Dec). The top-performing tracked post, by @alicekingmakeup, generated 14.3M views.
Social platforms breakdown
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of e.l.f. Cosmetics's sponsored influencer collaborations break down by social platform:
- TikTok: 13.9k posts (90.7%)
- Instagram: 1.4k posts (8.8%)
- YouTube: 72 posts (0.5%)
e.l.f. Cosmetics's influencer activity by platform
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for e.l.f. Cosmetics.
Here are 3 examples of e.l.f. Cosmetics's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
liquiddeath x e.l.f. Cosmetics
Influencer bio
Don’t be scared. It's just a better-for-you beverage company. #MurderYourThirst #DeathToPlasticBottles
Collaboration metrics
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alicekingmakeup x e.l.f. Cosmetics
![TikTok post by @alicekingmakeup for e.l.f. Cosmetics. Caption reads: [...] Place egypt flare lashes - @e.l.f. Cosmetics....](https://images.od.modash.io/ca793bf75f2d3663a878acb524ec5de7a76ae168)
Influencer bio
cruelty free🐰 she/her alice@glistenmgmt.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
liquiddeath2793 x e.l.f. Cosmetics
![YouTube post by @liquiddeath2793 for e.l.f. Cosmetics. Caption reads: [...] the torment of dry lips with new e.l.f.....](https://images.od.modash.io/b2e1d81f51bf72dc49dff247be2591487f7c3b02)
Influencer bio
Natural mountain water served in ice-cold infinitely recyclable cans. #MurderYourThirst #DeathToPlastic
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
If you break this down further by content type on TikTok, this is what it looks like:
- Videos: 99%
- Carousels: 1%
💡 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 e.l.f. Cosmetics 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.
e.l.f. Cosmetics's influencers average views (TikTok)
Based on each influencer's average views per post
With 59.7% of partnerships featuring creators averaging <1K views, e.l.f. Cosmetics'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):
jenna..kollmann x e.l.f. Cosmetics
![TikTok post by @jenna..kollmann for e.l.f. Cosmetics. Caption reads: [...] my most viral video from 2025! @e.l.f.....](https://images.od.modash.io/326f4c78340a39862725f0fe868789cc0570f29a)
Influencer bio
💖✨🎀🫧🛍️💒💫👱🏼♀️🌷☀️💝 📩 jennakollmannbusiness@gmail.com @Stëvo🌟
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 (9.9k avg views/post):
logantheempress x e.l.f. Cosmetics
Influencer bio
CEO of NWGS LA🌴/San Diego RN/Beauty/Skincare/Health logantheempress@gmail.com fce1fa
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
e.l.f. Cosmetics's repeat partnerships
Out of 9.5k unique influencers in our dataset, 465 of them (5%) posted content for e.l.f. Cosmetics in 3 or more separate calendar months. The most consistent partner is @glambervcruz, who has collaborated across 10 months with 46 total posts.
Here are 3 examples of e.l.f. Cosmetics's repeat influencer partnerships, with links to the sponsored content.
glambervcruz x e.l.f. Cosmetics
![TikTok post by @glambervcruz for e.l.f. Cosmetics. Caption reads: [...] shade of these to cart 😍 @elfcosmetics....](https://images.od.modash.io/8a52ed1a9ecea70fb922e5a47a5d6fb352de8a1d)
gardenofarden x e.l.f. Cosmetics
![TikTok post by @gardenofarden for e.l.f. Cosmetics. Caption reads: [...] set is everything!!😍😍😍#elfCosmetics....](https://images.od.modash.io/e544aadb4e3672f0a43652d9d7acbb1e15ea22f2)
![TikTok post by @gardenofarden for e.l.f. Cosmetics. Caption reads: [...] is such a good price😳😂 @e.l.f. Cosmetics....](https://images.od.modash.io/86b367dd8163a16a1db1a574b5336113217adebf)
![TikTok post by @gardenofarden for e.l.f. Cosmetics. Caption reads: [...] all of the colors!😱😱😱 @e.l.f. Cosmetics....](https://images.od.modash.io/4a336667d237d249c50752968647875b4d2a5bfc)
strictlyfreebies x e.l.f. Cosmetics
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, United States is where e.l.f. Cosmetics had the most influencer activity. 54.9% 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:
- India (11.3%)
- United Kingdom (6.4%)
- Mexico (4.1%)
e.l.f. Cosmetics's influencer activity by market
Here is another example of e.l.f. Cosmetics collaborating with an influencer in United States.
anniefernn x e.l.f. Cosmetics
![TikTok post by @anniefernn for e.l.f. Cosmetics. Caption reads: [...] Amazon! 🔗 linked on my sf in bio 💗....](https://images.od.modash.io/c6185052e474f58678a1a308f7564a5c6a177e88)
e.l.f. Cosmetics's influencer activity vs. related brands
e.l.f. Cosmetics competes with Milani Cosmetics and COVERGIRL in accessible, mass-market makeup with strong TikTok/UGC velocity. All three rely on trend-driven launches, dupes discourse, and creator tutorials to drive rapid adoption.
Total influencer content
e.l.f. Cosmetics vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
e.l.f. Cosmetics leads with 15.3k sponsored posts, significantly outpacing COVERGIRL (4.4k posts) and Milani Cosmetics (314 posts). Across all three brands, the average volume is 6.7k posts, indicating mature, scaled influencer programs. e.l.f. Cosmetics has far more total posts than Milani Cosmetics and COVERGIRL.
By social platform
e.l.f. Cosmetics vs. related brands influencer activity (by social platform)
Sponsored posts by platform
e.l.f. Cosmetics leads on Instagram, TikTok, and YouTube. The gap is most notable on TikTok, with e.l.f. Cosmetics at 13.9k, COVERGIRL at 3.3k, Milani Cosmetics at 0 posts. e.l.f. Cosmetics's activity is particularly concentrated on TikTok. On TikTok, e.l.f. Cosmetics has far more posts than COVERGIRL, while Milani Cosmetics has none.
By geographical market
e.l.f. Cosmetics vs. related brands influencer activity (by country)
Estimated sponsored posts in e.l.f. Cosmetics's top markets
e.l.f. Cosmetics has the highest estimated sponsored-post volume in United States (8.4k posts, 54.9%), India (1.7k posts, 11.3%), United Kingdom (981 posts, 6.4%), while COVERGIRL leads in Canada with 185 posts (4.2%). Looking at United States specifically, the split is e.l.f. Cosmetics at 8.4k posts (54.9%), COVERGIRL at 3k posts (68.2%), Milani Cosmetics at 202 posts (64.2%). e.l.f. Cosmetics's strength in United States and United Kingdom may indicate a home-market focus, while COVERGIRL shows broader regional investment.
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