We analyzed 7.9k 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.
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.
Number of sponsored posts
Milani Cosmetics's influencer output appears relatively consistent throughout the year, averaging about 660 sponsored posts per month. January recorded the highest volume at 899 posts (36% above average), while February was the quietest at 463 posts.
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:
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).
Influencer bio
📍Los Angeles 🇺🇸 Makeup Story Girls’ Girl (who travels a lot) ✉️ shimazworld@gmail.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Influencer bio
🦢🎀🐈⬛🪽🩰⚖️ bookings: tabitha@minellimanagement.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
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:
💡 Related resource: How To Find TikTok Influencers.
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.
Based on each influencer's average views per post
With 43.8% 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):
Influencer bio
beauty, fragrance & fun ✨ 📍NYC 💌 collabs: contact@shadesofpri.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):
Influencer bio
diariez of a princess IRL 🇦🇲📍LA [pink🩷] curls • fairy glitter makeup • shop recs 💌 tamarahsimonian@gmail.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Out of 4.5k unique influencers in our dataset, 258 of them (6%) 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 38 total posts.
Here are 3 examples of Milani Cosmetics'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 Milani Cosmetics had the most influencer activity. 60.2% 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:
Here is another example of Milani Cosmetics collaborating with an influencer in United States.
Milani competes in mass-market color cosmetics with Revlon and COVERGIRL, both well-known drugstore makeup brands targeting similar beauty consumers and creator review channels.
Total sponsored posts tracked (last 12 months)
COVERGIRL leads with 8.7k sponsored posts, marginally ahead of Milani Cosmetics (7.9k posts) and Revlon (5.9k posts). Across all three brands, the average volume is 7.5k posts, indicating mature, scaled influencer programs.
Sponsored posts by platform
Milani Cosmetics leads on TikTok, while Revlon has the most activity on Instagram and COVERGIRL has the most activity on YouTube. The gap is most notable on Instagram, with Revlon at 3.5k, COVERGIRL at 3.1k, Milani Cosmetics at 2.1k posts. Milani Cosmetics's activity is particularly concentrated on TikTok.
Estimated sponsored posts in Milani Cosmetics's top markets
COVERGIRL has the highest estimated sponsored-post volume in United States (5.8k posts, 65.9%), Canada (367 posts, 4.2%), suggesting a North America focus, while Milani Cosmetics has the highest estimated sponsored-post volume in India (739 posts, 9.3%), United Kingdom (461 posts, 5.8%), while Revlon leads in Mexico with 376 posts (6.4%). Looking at United States specifically, the split is COVERGIRL at 5.8k posts (65.9%), Milani Cosmetics at 4.8k posts (60.2%), Revlon at 1.9k posts (32.1%). Milani Cosmetics's strength in United Kingdom may indicate a home-market focus, while Revlon 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:
When you outgrow your mishmash of spreadsheets & free tools, try Modash. Find & email influencers, track campaigns, ship products & more - all in one place.