Kylie Cosmetics Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 9.5k 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 792 sponsored posts per month. October recorded the highest volume at 1.3k posts (70% above average), while June was the quietest at 405 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: 5.3k posts (55.5%)
- Instagram: 4.2k posts (43.7%)
- YouTube: 76 posts (0.8%)
Kylie Cosmetics's influencer activity by platform
Share of sponsored content by social network
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 36.1% 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 (2.8M avg views/post):
majno x Kylie Cosmetics
![TikTok post by @majno for Kylie Cosmetics. Caption reads: [...] di Cosmic Kylie Jenner Intense @Kylie....](https://images.od.modash.io/4feba2950a17039b0d04eb540c9b71dbd5adc605)
Influencer bio
🇮🇹 IG @la_mainoo In elenco AGCOM
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):
daryann_paris x Kylie Cosmetics
Influencer bio
🩷 Beauty girl 🩷 👇🏻 For Collabs/PR 👇🏻 daryann1999@icloud.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Kylie Cosmetics's repeat partnerships
Out of 5.9k unique influencers in our dataset, 197 of them (3%) posted content for Kylie Cosmetics in 3 or more separate calendar months. The most consistent partner is @macaylarowe, who has collaborated across 8 months with 26 total posts.
Here are 3 examples of Kylie Cosmetics's repeat influencer partnerships, with links to the sponsored content.
aeymsz x Kylie Cosmetics
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. 32% 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 (10.1%)
- India (9.1%)
- Brazil (7.4%)
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, Fenty Beauty, and Haus Labs are celebrity-founded makeup brands that compete for the same mainstream beauty consumer through strong brand storytelling and creator-led launches. All three rely on influencer-driven product demos and hype cycles, making their campaigns highly comparable.
Total influencer content
Kylie Cosmetics vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Fenty Beauty leads with 22.9k sponsored posts, notably outpacing Haus Labs (18.8k posts) and Kylie Cosmetics (9.5k posts). Across all three brands, the average volume is 17.1k posts, indicating mature, scaled influencer programs. Fenty Beauty has more than twice as many total posts as Kylie Cosmetics.
By social platform
Kylie Cosmetics vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Kylie Cosmetics leads on Instagram, while Fenty Beauty has the most activity on TikTok and YouTube. The gap is most notable on TikTok, with Fenty Beauty at 22.4k, Haus Labs at 14.7k, Kylie Cosmetics at 5.3k posts. Fenty Beauty's activity is particularly concentrated on TikTok. On TikTok, Fenty Beauty has more than four times as many posts as Kylie Cosmetics.
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 (14k posts, 62.8%), India (1.7k posts, 7.4%), while Haus Labs has the highest estimated sponsored-post volume in United Kingdom (1.4k posts, 7.7%), France (847 posts, 4.5%), suggesting a Europe focus. Looking at United States specifically, the split is Fenty Beauty at 14k posts (62.8%), Haus Labs at 8.5k posts (44.9%), Kylie Cosmetics at 3k posts (32%).
Read more influencer strategy breakdowns
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
- Fenty Beauty's Influencer Marketing Strategy
- Haus Labs's Influencer Marketing Strategy
- LSKD's Influencer Marketing Strategy
- 12th Tribe's Influencer Marketing Strategy
- TYMO Beauty'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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