We analyzed 27.8k pieces of influencer content sponsored by Fenty Beauty over the last 12 months.
This report breaks down where & how Fenty 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 Fenty Beauty, see here: Fenty Beauty influencers.
Fenty 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
Fenty Beauty's sponsored post volume appears to trend upward over the 12-month period, rising from 2.2k posts in January to 2.8k in December. The peak month, September, reached 4.5k posts, 98% higher than the monthly average of 2.3k.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Fenty 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 Fenty Beauty.
Here are 2 examples of Fenty Beauty's recent sponsored collaborations (one each for TikTok, YouTube).
Influencer bio
Dark skin appreciation zone 💌 linasha@pavecreators.co.uk
Collaboration metrics
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Influencer bio
"I used to dream about escaping my ordinary life, but my life was never ordinary. I had simply failed to notice how extraordinary it was."
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 Fenty 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 40.2% of partnerships featuring creators averaging <1K views, Fenty 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 (2.0M avg views/post):
Influencer bio
Try a new look!💄Makeup teacher🎨❤️ NYC trevor@thelilacagency.com
Collaboration metrics
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And here is another example with a smaller creator on TikTok (9.8k avg views/post):
Influencer bio
✨ ♡ makeup & chill ♡ ✨ 🌙 ig: belengarciamua belenizquierdoyt@gmail.com
Collaboration metrics
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Out of 11.6k unique influencers in our dataset, 1.2k of them (10%) posted content for Fenty Beauty in 3 or more separate calendar months. The most consistent partner is @logantheempress, who has collaborated across 13 months with 89 total posts.
Here are 3 examples of Fenty 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 Fenty Beauty had the most influencer activity. 59.7% 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:
Here is another example of Fenty Beauty collaborating with an influencer in United States.
Like Fenty Beauty, both Huda Beauty and Haus Labs are celeb/artist-led, social-first makeup brands that compete for the same prestige beauty audience and creator attention across TikTok and Instagram.
Total sponsored posts tracked (last 12 months)
Huda Beauty leads with 46.5k sponsored posts, significantly outpacing Fenty Beauty (27.8k posts) and Haus Labs (20.2k posts). Across all three brands, the average volume is 31.5k posts, indicating mature, scaled influencer programs.
Sponsored posts by platform
Fenty Beauty leads on TikTok and YouTube, while Huda Beauty leads on Instagram. The gap is most notable on Instagram, with Huda Beauty at 28.2k, Haus Labs at 4.3k, Fenty Beauty at 0 posts. Fenty Beauty's activity is particularly concentrated on TikTok. On Instagram, Fenty Beauty has 0 posts while Huda Beauty has 28219 and Haus Labs has 4325.
Estimated sponsored posts in Fenty Beauty's top markets
Fenty Beauty has the highest estimated sponsored-post volume in United States (17k posts, 59.7%), South Korea (1.6k posts, 5.8%), while Huda Beauty has the highest estimated sponsored-post volume in India (5.7k posts, 12.3%), United Kingdom (3.4k posts, 7.2%), while Haus Labs leads in Brazil with 1.2k posts (5.9%). Looking at United States specifically, the split is Fenty Beauty at 17k posts (59.7%), Huda Beauty at 13k posts (28.6%), Haus Labs at 9.8k posts (48.5%). Fenty Beauty's strength in United States may indicate a home-market focus, while Huda Beauty shows broader regional investment.
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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