MCoBeauty Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 3.5k pieces of influencer content sponsored by MCoBeauty over the last 12 months.
This report breaks down where & how MCoBeauty 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 MCoBeauty, see here: MCoBeauty influencers.
Influencer activity throughout the year
MCoBeauty'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
MCoBeauty's influencer activity by month
Number of sponsored posts
MCoBeauty's sponsored post volume appears to trend upward over the 12-month period, rising from 216 posts in January to 357 in December. The peak month, November, reached 604 posts, 109% higher than the monthly average of 289.
MCoBeauty's influencer activity by month (views)
Total views on sponsored video posts
February generated the most views at 75M, while January recorded the least at 13.6M. Across all tracked posts in the 12-month window, average views per post were 139.1k. Interestingly, the highest-view month (February) does not align with peak post volume (November), which could indicate performance differences across months. The top-performing tracked post, by @bethennyfrankel, generated 10.9M views.
Social platforms breakdown
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of MCoBeauty's sponsored influencer collaborations break down by social platform:
- TikTok: 2.8k posts (79.7%)
- Instagram: 716 posts (20.3%)
MCoBeauty's influencer activity by platform
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for MCoBeauty.
Here are 2 examples of MCoBeauty's recent sponsored collaborations (one each for Instagram, TikTok).
bethennyfrankel x MCoBeauty
![Instagram post by @bethennyfrankel for MCoBeauty. Caption reads: [...] everyone starts now. Run don’t walk,....](https://images.od.modash.io/9d316e1a109b49899b2c79808d41e3fef7b537c8)
Influencer bio
CEO & Founder @skinnygirlbrand — Inventor of the Skinny Margarita 🛍️ @thelist 🎙️ @justbwithbethenny ❤️ @thecorecom @minglemocktails #bstrong
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
embreighcourtlyn x MCoBeauty
Influencer bio
💌-Team@embreighcourtlyn.co Insta-embreighcourtlyn Parent managed
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: 99.2%
- Carousels: 0.8%
💡 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 MCoBeauty 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.
MCoBeauty's influencers average views (TikTok)
Based on each influencer's average views per post
With 60.4% of partnerships featuring creators averaging <1K views, MCoBeauty'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 (4.1M avg views/post):
jenniferaffleckk x MCoBeauty
![TikTok post by @jenniferaffleckk for MCoBeauty. Caption reads: [...] available to shop @target 🎯Thank you....](https://images.od.modash.io/bcdbfc35acca132ffaf9ed8d79ff95aa896c78c4)
Influencer bio
She's not a regular mom she's a ✨cool mom✨ 💌:JenniferAffleck@select.co
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 (9.5k avg views/post):
elizammcewen x MCoBeauty
![TikTok post by @elizammcewen for MCoBeauty. Caption reads: [...] that have everything! Using everything....](https://images.od.modash.io/4f7700853509af43bf27119492d0084cc75989c8)
Influencer bio
Just another girl & her outfits on tiktok management@elizamcewen.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
MCoBeauty's repeat partnerships
Out of 2.1k unique influencers in our dataset, 143 of them (7%) posted content for MCoBeauty in 3 or more separate calendar months. The most consistent partner is @emdavies___, who has collaborated across 8 months with 8 total posts.
Here are 3 examples of MCoBeauty's repeat influencer partnerships, with links to the sponsored content.
emdavies___ x MCoBeauty
![TikTok post by @emdavies___ for MCoBeauty. Caption reads: [...] WEDDING BELLS 💍💒 @MCoBeauty ad #2025bride....](https://images.od.modash.io/560c796a691a4a55b773b64aff2702f656d421b8)
![TikTok post by @emdavies___ for MCoBeauty. Caption reads: [...] 😂 just over whelmed fam 🤍 @MCoBeauty slay....](https://images.od.modash.io/919257cf0277aed741b9bc9b56bc4c61ee7aa790)
![TikTok post by @emdavies___ for MCoBeauty. Caption reads: [...] w this blush combo atm @MCoBeauty ad....](https://images.od.modash.io/6ddf4bbf88993feaf4d69df5033ded5833686629)
aestheticaleestyled x MCoBeauty
![TikTok post by @aestheticaleestyled for MCoBeauty. Caption reads: [...] Beauty @Sonia Roselli Beauty @MCoBeauty and....](https://images.od.modash.io/a98dbe61c8aef3875636eb8ae895a02d06713a7f)
![TikTok post by @aestheticaleestyled for MCoBeauty. Caption reads: [...] @Haus Labs @Too Faced @mcobeauty us ....](https://images.od.modash.io/f61fc90a69c4c071719fe1cdb6580cbdb0e96d4b)
![TikTok post by @aestheticaleestyled for MCoBeauty. Caption reads: @mcobeauty us Mystery Mini Bundles [...].](https://images.od.modash.io/8a420bc561d80a52145b5f237b3bc881dc44195b)
nikkiajoy x MCoBeauty
![TikTok post by @nikkiajoy for MCoBeauty. Caption reads: [...] makeup artist secrets!🤭 @MCoBeauty #makeup....](https://images.od.modash.io/609925bbe3eec2fb7fd58a127c920e07bfa9c5e4)
![TikTok post by @nikkiajoy for MCoBeauty. Caption reads: [...] so perfectly😭 You can shop @MCoBeauty at....](https://images.od.modash.io/25755519694bdb8201b5d99407ddaaacae3598ef)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, United States is where MCoBeauty had the most influencer activity. 45% 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:
- Australia (24.9%)
- United Kingdom (10.3%)
- New Zealand (3.3%)
MCoBeauty's influencer activity by market
Here is another example of MCoBeauty collaborating with an influencer in United States.
jessskinsey x MCoBeauty
![TikTok post by @jessskinsey for MCoBeauty. Caption reads: [...] & did somebody say dupe?? 🤭🤭🤭@mcobeauty....](https://images.od.modash.io/dcf3be005f0649b1e779f8a51a700ee2cbcaad3d)
MCoBeauty's influencer activity vs. related brands
MCoBeauty competes in affordable, trend-responsive beauty where dupes and quick-hit launches drive social conversation. e.l.f. Cosmetics and Milani are the most comparable mass beauty competitors with similar price points and creator-led product discovery.
Total influencer content
MCoBeauty vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
e.l.f. Cosmetics leads with 13.6k sponsored posts, significantly outpacing MCoBeauty (3.5k posts) and Milani Cosmetics (314 posts). Across all three brands, the average volume is 5.8k posts, indicating mature, scaled influencer programs. e.l.f. Cosmetics has several times more total posts than MCoBeauty and Milani Cosmetics.
By social platform
MCoBeauty vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Among these brands, e.l.f. Cosmetics leads on Instagram, TikTok, and YouTube. The gap is most notable on TikTok, with e.l.f. Cosmetics at 12.2k, MCoBeauty at 2.8k, Milani Cosmetics at 0 posts. MCoBeauty's activity is particularly concentrated on TikTok. On TikTok, e.l.f. Cosmetics has several times more posts than MCoBeauty, while Milani Cosmetics has none.
By geographical market
MCoBeauty vs. related brands influencer activity (by country)
Estimated sponsored posts in MCoBeauty's top markets
e.l.f. Cosmetics has the highest estimated sponsored-post volume in United States (7.7k posts, 56.5%), India (1.2k posts, 8.9%), United Kingdom (802 posts, 5.9%), while MCoBeauty leads in Australia with 876 posts (24.9%). Looking at United States specifically, the split is e.l.f. Cosmetics at 7.7k posts (56.5%), MCoBeauty at 1.6k posts (45%), Milani Cosmetics at 202 posts (64.2%).
Read more influencer strategy breakdowns
Looking for more like this? Here are 2 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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