Milani Cosmetics Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 6.4k 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 531 sponsored posts per month. January recorded the highest volume at 721 posts (36% above average), while April was the quietest at 295 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: 4.7k posts (74.5%)
- Instagram: 1.6k posts (24.4%)
- YouTube: 73 posts (1.1%)
Milani Cosmetics's influencer activity by platform
Share of sponsored content by social network
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).
herosheemaz x Milani Cosmetics
![Instagram post by @herosheemaz for Milani Cosmetics. Caption reads: [...] by @cocoandeve Foundation stick by....](https://images.od.modash.io/2bae98b17bbc142ed4e166e675582f24c3c71c4e)
Influencer bio
📍Los Angeles 🇺🇸 Makeup Story Girls’ Girl (who travels a lot) ✉️ shimazworld@gmail.com
Collaboration metrics
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cakedbybabyk x Milani Cosmetics
Influencer bio
beauty & mental health with a side of unhinged-ness motha to be 🤍 💌 cakedbybabyk@gmail.com
Collaboration metrics
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vpofglow x Milani Cosmetics
![YouTube post by @vpofglow for Milani Cosmetics. Caption reads: [...] stain in Mauve Mentality: #milani....](https://images.od.modash.io/697024863a6368594ff758591489ef398a53f9dd)
Influencer bio
Hi glowfriends! It’s Victoria P. and I’m here to help you glow through easy beauty (skincare, makeup, haircare)! Think: minimal effort, maximum glow ✨ Here you can find all things easy beauty, from skincare and makeup reviews, trendy products, my hormonal chin acne, and sometimes even a bit of life 🫶🏼 ✨ Stay for the glow! IG: instagram.com/vpofglow/ TikTok: tiktok.com/@vpofglow ✨ Shop my fave products: linktr.ee/vpofglow ✨ Business Inquiries: vpofglow@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: 95.9%
- Carousels: 4.1%
💡 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 42.9% 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 (5.2M avg views/post):
shadesofpri x Milani Cosmetics
Influencer bio
beauty, fragrance & fun ✨ 📍NYC 💌 collabs: shadesofpricollabs@gmail.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
nyc beauty + fashion + everything in between 📧: 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 3.7k unique influencers in our dataset, 194 of them (5%) posted content for Milani Cosmetics in 3 or more separate calendar months. The most consistent partner is @thenotarichgirl, who has collaborated across 11 months with 41 total posts.
Here are 3 examples of Milani Cosmetics's repeat influencer partnerships, with links to the sponsored content.
thenotarichgirl x Milani Cosmetics
![TikTok post by @thenotarichgirl for Milani Cosmetics. Caption reads: [...] Blush in Sparkling Rose @Milani Cosmetics....](https://images.od.modash.io/33422a0d9bea364d0f212d7124d6d1bed9dd45f0)
![TikTok post by @thenotarichgirl for Milani Cosmetics. Caption reads: [...] Blush in Ciao Bella @Milani Cosmetics....](https://images.od.modash.io/b1dba9b06fdbe17160dcdff8d104a3d7296268a3)
brittbratstyles x Milani Cosmetics
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: [...] @ONE SIZE BEAUTY @Milani Cosmetics #grwm....](https://images.od.modash.io/782d9764da04f72aceaff45d4944b66e116a93ae)
![TikTok post by @itsmandymorrell for Milani Cosmetics. Caption reads: [...] @tarte cosmetics @Milani Cosmetics #grwm....](https://images.od.modash.io/4d73e71f8950f03021db85efabbde29f0c310d19)
💡 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. 65.9% 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 (6.1%)
- United Kingdom (5.9%)
- Canada (3.4%)
Milani Cosmetics's influencer activity by market
Here is another example of Milani Cosmetics collaborating with an influencer in United States.
alexandraafrench x Milani Cosmetics
Milani Cosmetics's influencer activity vs. related brands
Milani, COVERGIRL, and e.l.f. Cosmetics compete in mass/affordable beauty with strong TikTok and YouTube creator ecosystems. They target similar makeup consumers looking for value, trend shades, and viral product launches.
Total influencer content
Milani Cosmetics vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
e.l.f. Cosmetics leads with 57.1k sponsored posts, significantly outpacing COVERGIRL (13.5k posts) and Milani Cosmetics (6.4k posts). Across all three brands, the average volume is 25.6k posts, indicating mature, scaled influencer programs. e.l.f. Cosmetics has multiple times 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
Milani Cosmetics leads on YouTube, while e.l.f. Cosmetics has the most activity on Instagram and TikTok. The gap is most notable on TikTok, with e.l.f. Cosmetics at 46.5k, COVERGIRL at 10.5k, Milani Cosmetics at 4.7k posts. Milani Cosmetics's activity is particularly concentrated on TikTok. On TikTok, e.l.f. Cosmetics has multiple times 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 (29k posts, 51.1%), India (5.1k posts, 8.9%), United Kingdom (4.7k posts, 8.2%), while COVERGIRL has the highest estimated sponsored-post volume in Canada (471 posts, 3.5%), Brazil (471 posts, 3.5%). Looking at United States specifically, the split is e.l.f. Cosmetics at 29k posts (51.1%), COVERGIRL at 8.6k posts (63.9%), Milani Cosmetics at 4.2k posts (65.9%).
Read more influencer strategy breakdowns
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
- COVERGIRL's Influencer Marketing Strategy
- e.l.f. Cosmetics's Influencer Marketing Strategy
- POPFLEX Active's Influencer Marketing Strategy
- OLEHENRIKSEN's Influencer Marketing Strategy
- Barenbliss'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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