Milani Cosmetics Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 6.8k pieces of influencer content sponsored by Milani Cosmetics over the last 12 months.
This report breaks down where & how Milani 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 Milani Cosmetics, see here: Milani Cosmetics influencers.
Influencer activity throughout the year
Milani 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.
Milani Cosmetics's influencer activity by month
Number of sponsored posts
Milani Cosmetics's influencer output appears relatively consistent throughout the year, averaging about 561 sponsored posts per month. August recorded the highest volume at 879 posts (57% above average), while September was the quietest at 396 posts.
Social platforms breakdown
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Milani Cosmetics's sponsored influencer collaborations break down by social platform:
- TikTok: 5.0k posts (73.8%)
- Instagram: 1.7k posts (25.1%)
- YouTube: 79 posts (1.2%)
Milani 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 Milani Cosmetics.
Here are 3 examples of Milani Cosmetics's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
virtualkayla x Milani Cosmetics
![Instagram post by @virtualkayla for Milani Cosmetics. Caption reads: [...] no going back after trying this....](https://images.od.modash.io/75bc145bbd511a8bc3e181f51396fc749995819e)
Influencer bio
but my friends call me kayla NYC 🍎 @canyouturntheflashon info@kaylawegner.com
Collaboration metrics
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shadesofpri x Milani Cosmetics
![TikTok post by @shadesofpri for Milani Cosmetics. Caption reads: [...] my lashes so much volume!! 👀 The @Milani....](https://images.od.modash.io/7f8ca52af7f84f8c2ff5ef88589c997bb4855e01)
Influencer bio
makeup, skincare, fragrance & fun ✨ 📍NYC 💌 collabs: shadesofpricollabs@gmail.com
Collaboration metrics
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eyesofathena.makeup x Milani Cosmetics
![YouTube post by @eyesofathena.makeup for Milani Cosmetics. Caption reads: [...] 🥹🦋 💜 PRODUCTS USED (*Gifted/PR)....](https://images.od.modash.io/d8ef77bb09d6734ce741859536778693c6eb2f99)
Influencer bio
makeup creator | spain 🌿 sparkly lids • dreamy hues • eye makeup tutorials 💌 ad/pr: eyesofathena.contact@gmail.com
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: 98.4%
- Carousels: 1.6%
💡 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 Milani 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.
Milani Cosmetics's influencers average views (TikTok)
Based on each influencer's average views per post
With 48.5% of partnerships featuring creators averaging <1K views, Milani 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 (2.4M avg views/post):
emxclark x Milani Cosmetics
Influencer bio
♡ makeup, motherhood(ivf), mental health sharing my grief journey + real life ✉️ emilyclark@thesociablesociety.com
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 (10.0k avg views/post):
kinggnaj x Milani Cosmetics
Influencer bio
east coast princess 📧: najpartnerships@gmail.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Milani Cosmetics's repeat partnerships
Out of 4.3k unique influencers in our dataset, 166 of them (4%) posted content for Milani Cosmetics in 3 or more separate calendar months. The most consistent partner is @madisonmkrohn, who has collaborated across 11 months with 17 total posts.
Here are 3 examples of Milani Cosmetics's repeat influencer partnerships, with links to the sponsored content.
madisonmkrohn x Milani Cosmetics
![TikTok post by @madisonmkrohn for Milani Cosmetics. Caption reads: [...] hours & easy removal 👀 @Milani Cosmetics....](https://images.od.modash.io/9448b82837c147197d76e88ac98a0c8eb73c08ab)
![TikTok post by @madisonmkrohn for Milani Cosmetics. Caption reads: [...] enough to wear all day! @Milani Cosmetics....](https://images.od.modash.io/4e1ea5161c4415477e066ba2b2ec82b708fa4d68)
![TikTok post by @madisonmkrohn for Milani Cosmetics. Caption reads: [...] what else do you need?! @Milani Cosmetics....](https://images.od.modash.io/83dce373bf479ffc653ac9246fc1491f255b5703)
itsmandymorrell x Milani Cosmetics
![TikTok post by @itsmandymorrell for Milani Cosmetics. Caption reads: [...] @Lancôme mascara primer @Milani Cosmetics....](https://images.od.modash.io/1d6f95546a603e2a4c02b248a9089407b327b905)
![TikTok post by @itsmandymorrell for Milani Cosmetics. Caption reads: [...] @makeupbymario lip liner @Milani Cosmetics....](https://images.od.modash.io/b3ce5e2a90f11573e9220ed2b704045d716936d2)
![TikTok post by @itsmandymorrell for Milani Cosmetics. Caption reads: [...] @IT Cosmetics @Milani Cosmetics @Lancôme.](https://images.od.modash.io/9442e1cfb106e2376008fa520cfc492452aaa088)
brittbratstyles x Milani Cosmetics
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, United States is where Milani Cosmetics had the most influencer activity. 58.2% 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:
- India (8.5%)
- United Kingdom (6.5%)
- Canada (5%)
Milani Cosmetics's influencer activity by market
Here is another example of Milani Cosmetics collaborating with an influencer in United States.
jadenfamilo x Milani Cosmetics
Milani Cosmetics's influencer activity vs. related brands
Milani competes in mass beauty with viral, value-driven makeup favorites; e.l.f. Cosmetics and COVERGIRL target the same drugstore shopper and are frequent peers in creator review and “dupe” content.
Total influencer content
Milani Cosmetics vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
e.l.f. Cosmetics leads with 44.6k sponsored posts, significantly outpacing COVERGIRL (13.4k posts) and Milani Cosmetics (6.8k posts). Across all three brands, the average volume is 21.6k posts, indicating mature, scaled influencer programs. e.l.f. Cosmetics has far more total posts than Milani Cosmetics and COVERGIRL.
By social platform
Milani Cosmetics vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Among these brands, e.l.f. Cosmetics leads on Instagram and TikTok and COVERGIRL leads on YouTube. The gap is most notable on TikTok, with e.l.f. Cosmetics at 37.1k, COVERGIRL at 12k, Milani Cosmetics at 5k posts. Milani Cosmetics's activity is particularly concentrated on TikTok. On TikTok, e.l.f. Cosmetics has far more posts than Milani Cosmetics and COVERGIRL.
By geographical market
Milani Cosmetics vs. related brands influencer activity (by country)
Estimated sponsored posts in Milani Cosmetics's top markets
e.l.f. Cosmetics has the highest estimated sponsored-post volume in United States (21k posts, 47.9%), India (5k posts, 11.3%), United Kingdom (4.8k posts, 10.8%), while COVERGIRL leads in Canada with 643 posts (4.8%). Looking at United States specifically, the split is e.l.f. Cosmetics at 21k posts (47.9%), COVERGIRL at 8.7k posts (65.2%), Milani Cosmetics at 3.9k posts (58.2%).
Read more influencer strategy breakdowns
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
- e.l.f. Cosmetics's Influencer Marketing Strategy
- COVERGIRL's Influencer Marketing Strategy
- Sacheu's Influencer Marketing Strategy
- Kith's Influencer Marketing Strategy
- Ekster'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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