We analyzed 10.7k 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.
MCoBeauty'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
MCoBeauty's sponsored post volume appears to trend upward over the 12-month period, rising from 692 posts in January to 954 in December. The peak month, November, reached 1.9k posts, 113% higher than the monthly average of 885.
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:
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for MCoBeauty.
Here are 3 examples of MCoBeauty's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
Influencer bio
CEO & Founder @skinnygirlbrand — Inventor of the Skinny Margarita 🛍️ @thelist 🎙️ @justbwithbethenny ❤️ @thecorecom @minglemocktails #bstrong
Collaboration metrics
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Influencer bio
pro makeup artist & beauty founder 💌 makeup, real life & trying new food spots owner of @CONLAN ✉️ Jemma@reformationmanagement.co.uk
Collaboration metrics
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Influencer bio
Welcome everybody! We are a young married couple of 5 years. We love playing with our puppy Koa, date nights, adventures, and all things travel. Subscribe to join our little family and get a behind-the-scenes look of our life!
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 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.
Based on each influencer's average views per post
With 48.7% 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 (5.0M avg views/post):
Influencer bio
She's not a regular mom she's a ✨cool mom✨ 💌:JenniferAffleck@select.co
Collaboration metrics
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And here is another example with a smaller creator on TikTok (10.0k avg views/post):
Influencer bio
GLP1 journey ❤️
Collaboration metrics
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Out of 5.2k unique influencers in our dataset, 484 of them (9%) posted content for MCoBeauty in 3 or more separate calendar months. The most consistent partner is @lilypachilly1, who has collaborated across 11 months with 20 total posts.
Here are 3 examples of MCoBeauty'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 MCoBeauty had the most influencer activity. 40.8% 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 MCoBeauty collaborating with an influencer in United States.
MCoBeauty competes with e.l.f. Cosmetics and Milani in affordable, trend-reactive makeup, with all three relying on influencer reviews, “dupe” conversations, and viral product moments.
Total sponsored posts tracked (last 12 months)
e.l.f. Cosmetics leads with 15.3k sponsored posts, significantly outpacing MCoBeauty (10.7k posts) and Milani Cosmetics (7.8k posts). Across all three brands, the average volume is 11.3k posts, indicating mature, scaled influencer programs.
Sponsored posts by platform
Among these brands, Milani Cosmetics leads on Instagram and e.l.f. Cosmetics leads on TikTok and YouTube. The gap is most notable on TikTok, with e.l.f. Cosmetics at 13.9k, MCoBeauty at 8.9k, Milani Cosmetics at 5.8k posts. MCoBeauty's activity is particularly concentrated on TikTok. TikTok accounts for far more posts than Instagram or YouTube for MCoBeauty, e.l.f. Cosmetics, and Milani Cosmetics.
Estimated sponsored posts in MCoBeauty'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%), while MCoBeauty has the highest estimated sponsored-post volume in Australia (3.1k posts, 28.6%), United Kingdom (1.1k posts, 10.2%). Looking at United States specifically, the split is e.l.f. Cosmetics at 8.4k posts (54.9%), Milani Cosmetics at 5.1k posts (65.4%), MCoBeauty at 4.4k posts (40.8%). MCoBeauty's strength in United Kingdom may indicate a home-market focus, while e.l.f. Cosmetics 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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