Kylie Cosmetics Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 7.5k pieces of influencer content sponsored by Kylie Cosmetics over the last 12 months.
This report breaks down where & how Kylie 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 Kylie Cosmetics, see here: Kylie Cosmetics influencers.
Influencer activity throughout the year
Kylie Cosmetics'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.
Kylie Cosmetics's influencer activity by month
Number of sponsored posts
Kylie Cosmetics's influencer output appears relatively consistent throughout the year, averaging about 614 sponsored posts per month. February recorded the highest volume at 766 posts (25% above average), while September was the quietest at 328 posts.
Social platforms breakdown
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Kylie Cosmetics's sponsored influencer collaborations break down by social platform:
- TikTok: 5.4k posts (72.1%)
- Instagram: 2.0k posts (26.9%)
- YouTube: 74 posts (1%)
Kylie Cosmetics's influencer activity by platform
Share of sponsored content by social network
Content format by platform
Share of all sponsored posts.
TikTok influencer marketing is a clear focus for Kylie Cosmetics.
Here are 3 examples of Kylie Cosmetics's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
selina.dasilvaaa x Kylie Cosmetics
![Instagram post by @selina.dasilvaaa for Kylie Cosmetics. Caption reads: [...] jelly cream + pdrn toner pads....](https://images.od.modash.io/805b6e33e15d86ebb51ac2f92a61f3f31287de16)
Influencer bio
🧚♀️Hi Angels🧚♂️ it's your selfcare & beauty bestie ✨ 📧 selinadasilva@dulcedo.com TikTok: selina.dasilvaaa / YouTube: SelinaDasilvaaa
Collaboration metrics
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kateecass x Kylie Cosmetics
![TikTok post by @kateecass for Kylie Cosmetics. Caption reads: [...] 🔓 what’s your favorite 🤎?? #KylieCosmetics....](https://images.od.modash.io/58e4c0b14b98a073bf298ab8d291f6a5a25a27ec)
Influencer bio
be kind. live fully. insta/kateecass snap/katecassidy444 🩰
Collaboration metrics
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MakeupByCheryl x Kylie Cosmetics
![YouTube post by @MakeupByCheryl for Kylie Cosmetics. Caption reads: [...] Warm Makeup By Mario Original Matte Kylie....](https://images.od.modash.io/2daa75559e09cecf689f7bd7c641559c1061511a)
Influencer bio
Lover of all things beauty. IG @MakeupByCherylH
Collaboration metrics
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If you break this down further by content type on TikTok, this is what it looks like:
- Videos: 97%
- Carousels: 3%
💡 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 Kylie 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.
Kylie Cosmetics's influencers average views (TikTok)
Based on each influencer's average views per post
With 35.6% of partnerships featuring creators averaging 1K-5K views, Kylie 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 (17.1M avg views/post):
kyliejenner x Kylie Cosmetics
Influencer bio
Collaboration metrics
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And here is another example with a smaller creator on TikTok (9.7k avg views/post):
piasarpei x Kylie Cosmetics
Influencer bio
Mom | Schauspielerin | Sprecherin | Modelgedöns 📍Köln 💌 actors@uniquespace.de
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Kylie Cosmetics's repeat partnerships
Out of 4.9k unique influencers in our dataset, 161 of them (3%) posted content for Kylie Cosmetics in 3 or more separate calendar months. The most consistent partner is @esteela.campillo, who has collaborated across 8 months with 17 total posts.
Here are 3 examples of Kylie Cosmetics's repeat influencer partnerships, with links to the sponsored content.
riannapepe x Kylie Cosmetics
![TikTok post by @riannapepe for Kylie Cosmetics. Caption reads: [...] outside with this one💌💋 @Kylie Cosmetics....](https://images.od.modash.io/e1969c61aa8c2c4e6c2f75618fe930b68e115e0f)
![TikTok post by @riannapepe for Kylie Cosmetics. Caption reads: The @Kylie Cosmetics Hybrid Blush in shade [...].](https://images.od.modash.io/da90fa99b537ae08d6717e197fdf62bd80072b3f)
![TikTok post by @riannapepe for Kylie Cosmetics. Caption reads: [...] actually perfection 👑 @Kylie Cosmetics....](https://images.od.modash.io/178986db641118c844c1593180b145f9c456b463)
itsbabykelz x Kylie Cosmetics
![TikTok post by @itsbabykelz for Kylie Cosmetics. Caption reads: [...] guess my makeup brand is @Kylie Cosmetics....](https://images.od.modash.io/ac6a748bc977b3f97df23c73f23b6f9a4ba219d4)
![TikTok post by @itsbabykelz for Kylie Cosmetics. Caption reads: @Kylie Cosmetics you will always be famous [...].](https://images.od.modash.io/4f473610b34f8a1ae31bbb3050c21ff930296f22)
simmis_beauty x Kylie Cosmetics
![TikTok post by @simmis_beauty for Kylie Cosmetics. Caption reads: @Kylie Cosmetics Skin Tint 🤩 I’m swatching [...].](https://images.od.modash.io/bd0a8c8149dff90bef80017d4b39f3129b6616e9)
![TikTok post by @simmis_beauty for Kylie Cosmetics. Caption reads: [...] day gift for her 😍❤️ @Kylie Cosmetics....](https://images.od.modash.io/3056adff2c8029b315d9456cf897ad6861758ba2)
![TikTok post by @simmis_beauty for Kylie Cosmetics. Caption reads: [...] butter peach mango 🥭😍 @Kylie Cosmetics....](https://images.od.modash.io/e63606ed51017249f41db80ecf02862722cccc82)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, United States is where Kylie Cosmetics had the most influencer activity. 27.6% 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:
- United Kingdom (13.4%)
- Brazil (8.9%)
- India (5.4%)
Kylie Cosmetics's influencer activity by market
Here is another example of Kylie Cosmetics collaborating with an influencer in United States.
hhheathermichelle x Kylie Cosmetics
![TikTok post by @hhheathermichelle for Kylie Cosmetics. Caption reads: [...] or team 90's vampy🍫 ? either way @Kylie....](https://images.od.modash.io/807d68d0cef13503ced8d7a8ed35060cd352f04d)
Kylie Cosmetics's influencer activity vs. related brands
Kylie Cosmetics competes most directly with Huda Beauty and Fenty Beauty as high-visibility makeup brands built on social reach and creator-driven launches. All three fight for similar customers across lip, complexion, and seasonal limited-edition drops.
Total influencer content
Kylie Cosmetics vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Huda Beauty leads with 35.7k sponsored posts, significantly outpacing Fenty Beauty (22.2k posts) and Kylie Cosmetics (7.5k posts). Across all three brands, the average volume is 21.8k posts, indicating mature, scaled influencer programs. Huda Beauty has several times more total posts than Kylie Cosmetics.
By social platform
Kylie Cosmetics vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Among these brands, Huda Beauty leads on Instagram and TikTok and Fenty Beauty leads on YouTube. The gap is most notable on Instagram, with Huda Beauty at 12.4k, Kylie Cosmetics at 2k, Fenty Beauty at 0 posts. Kylie Cosmetics's activity is particularly concentrated on TikTok. On Instagram, Huda Beauty has several times more posts than Kylie Cosmetics, while Fenty Beauty has none.
By geographical market
Kylie Cosmetics vs. related brands influencer activity (by country)
Estimated sponsored posts in Kylie Cosmetics's top markets
Fenty Beauty has the highest estimated sponsored-post volume in United States (13k posts, 56.7%), France (2.4k posts, 10.8%), while Huda Beauty has the highest estimated sponsored-post volume in India (5.2k posts, 14.5%), Brazil (2.2k posts, 6.1%), while Kylie Cosmetics leads in United Kingdom with 1k posts (13.4%). Looking at United States specifically, the split is Fenty Beauty at 13k posts (56.7%), Huda Beauty at 8.1k posts (22.8%), Kylie Cosmetics at 2.1k posts (27.6%). Kylie Cosmetics's strength in United Kingdom may indicate a home-market focus, while Huda Beauty 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:
- Huda Beauty's Influencer Marketing Strategy
- Fenty Beauty's Influencer Marketing Strategy
- LSKD's Influencer Marketing Strategy
- 12th Tribe's Influencer Marketing Strategy
- Summer Fridays'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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