Milani Cosmetics Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 314 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 two charts below show month-by-month data for:
- Total sponsored posts tracked
- Total views those posts generated
Milani Cosmetics's influencer activity by month
Number of sponsored posts
Milani Cosmetics's influencer activity appears to have tapered over the year, from 14 posts in January down to 19 in December. March was the busiest month at 46 posts, 77% above the monthly average.
Milani Cosmetics's influencer activity by month (views)
Total views on sponsored video posts
May generated the most views at 5M, while October recorded the least at 105.9k. Across all tracked posts in the 12-month window, average views per post were 65.8k. Interestingly, the highest-view month (May) does not align with peak post volume (March), which could indicate performance differences across months. The top-performing tracked post, by @kripapateljoshi_official, generated 2.3M views.
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:
- Instagram: 314 posts (100%)
Milani Cosmetics's influencer activity by platform
Share of sponsored content by social network
Instagram influencer marketing is a clear focus for Milani Cosmetics.
Here are 1 examples of Milani Cosmetics's recent sponsored collaborations (one each for Instagram).
kripapateljoshi_official x Milani Cosmetics
Influencer bio
📍NEW YORK | NEW JERSEY 💌: teamkripapateljoshi@gmail.com business@kripapateljoshi.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 Instagram, this is what it looks like:
- Reels: 90.1%
- Posts: 9.9%
💡 Related resource: How To Find Instagram Influencers.
Influencer audience size breakdown (by views)
For their top social platform (Instagram), 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 (Instagram)
Based on each influencer's average views per post
Milani Cosmetics's creator selection appears relatively diversified across size tiers, with no single segment dominating. This suggests a balanced approach to influencer partnerships, spreading investment across different audience sizes.
Here is an example of a sponsored collaboration with a larger-audience creator on Instagram (295.0k avg views/post, 583.1k followers):
hallesimons_ x Milani Cosmetics
Influencer bio
21 | UT 🍒 Lifestyle, fashion, beauty, home 💌sophie.fox@thedigitalbrandarchitects.com all my links & codes ↓
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 Instagram (9.5k avg views/post, 51.7k followers):
pearlaivee x Milani Cosmetics
Influencer bio
Motherhood & beauty: radiant routines, simple makeup✨💫 Canada 🇨🇦 PR/Collab: phurlaivee@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 187 unique influencers in our dataset, 20 of them (11%) posted content for Milani Cosmetics in 3 or more separate calendar months. The most consistent partner is @amberdowty_, who has collaborated across 7 months with 8 total posts.
Here are 3 examples of Milani Cosmetics's repeat influencer partnerships, with links to the sponsored content.
amberdowty_ x Milani Cosmetics
![Instagram post by @amberdowty_ for Milani Cosmetics. Caption reads: [...] makeup routine with @milanicosmetics....](https://images.od.modash.io/f1b743d9c8c3f0a8213df2eb1a1fde33ecd4ddd1)
![Instagram post by @amberdowty_ for Milani Cosmetics. Caption reads: [...] full coverage look is the @milanicosmetics....](https://images.od.modash.io/315d493f885633744650d87d67012c73d1fcea69)
realangelapark x Milani Cosmetics
janjan.maria x Milani Cosmetics
![Instagram post by @janjan.maria for Milani Cosmetics. Caption reads: [...] all day thanks to the @milanicosmetics....](https://images.od.modash.io/2696165bb1f9c73f0cbf7697c0de96bdff41a729)
![Instagram post by @janjan.maria for Milani Cosmetics. Caption reads: [...] every shade of the new @milanicosmetics....](https://images.od.modash.io/4ca91de5a70191acd13d99ab2e4f288f1e7f8022)
![Instagram post by @janjan.maria for Milani Cosmetics. Caption reads: [...] my new fall shades of the @milanicosmetics....](https://images.od.modash.io/f8888499b7694953ae17eae612ef8044fdb4e29a)
💡 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. 64.2% 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 (6.7%)
- United Kingdom (5.9%)
- Brazil (3.9%)
Milani Cosmetics's influencer activity by market
Here is another example of Milani Cosmetics collaborating with an influencer in United States.
herosheemaz x Milani Cosmetics
![Instagram post by @herosheemaz for Milani Cosmetics. Caption reads: [...] @cocoandeve
Foundation stick by....](https://images.od.modash.io/2bae98b17bbc142ed4e166e675582f24c3c71c4e)
Milani Cosmetics's influencer activity vs. related brands
Milani Cosmetics competes in mass/affordable beauty with viral hero products and frequent creator reviews. e.l.f. Cosmetics and COVERGIRL target similar price-sensitive makeup shoppers, making them strong comparators for high-volume influencer and UGC strategies.
Total influencer content
Milani Cosmetics vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
e.l.f. Cosmetics leads with 13.6k sponsored posts, significantly outpacing COVERGIRL (3.6k 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 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, TikTok, and YouTube. The gap is most notable on TikTok, with e.l.f. Cosmetics at 12.2k, COVERGIRL at 2.6k, Milani Cosmetics at 0 posts. Milani Cosmetics's activity is particularly concentrated on Instagram. 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 (7.7k posts, 56.5%), India (1.2k posts, 8.9%), United Kingdom (802 posts, 5.9%), while COVERGIRL leads in Canada with 127 posts (3.5%). Looking at United States specifically, the split is e.l.f. Cosmetics at 7.7k posts (56.5%), COVERGIRL at 2.5k posts (69.6%), Milani Cosmetics at 202 posts (64.2%).
Read more influencer strategy breakdowns
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