Naturium Influencer Marketing Strategy
(2026 Data & Insights)

We analyzed 12.0k pieces of influencer content sponsored by Naturium over the last 12 months.

This report breaks down where & how Naturium 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 Naturium, see here: Naturium influencers.

Influencer activity throughout the year

Naturium'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.

Naturium's influencer output appears relatively consistent throughout the year, averaging about 1k sponsored posts per month. October recorded the highest volume at 1.4k posts (36% above average), while May was the quietest at 549 posts.

Social platforms breakdown

In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Naturium's sponsored influencer collaborations break down by social platform:

• TikTok: 9.6k posts (80.3%)
• Instagram: 2.2k posts (18.1%)
• YouTube: 185 posts (1.5%)

TikTok influencer marketing is a clear focus for Naturium.

Here are 3 examples of Naturium's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).

iamcrystalnicolee x Naturium

iamcrystalnicolee

@iamcrystalnicolee

23 Aug, 25

1.2M

17.3k

[...] key to getting the skin you love! 😍 #NaturiumPartner [SAVE FOR LATER] Comment SKIN [...]

Influencer bio

📍dallas/LA beauty | lifestyle | fashion mgmt @therealdba youtuber🎥 tiktok: beingcrystalnicolee 680K+ 💌 curliecrys@gmail.com

Collaboration metrics

Post views1.2M

Post EMV $37.5k

More influencer data

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mualesandro x Naturium

mualesandro

@mualesandro

29 Aug, 25

5.9M

29.1k

[...] daily use then definitely check out @Naturium!! I’ve listed my routine with them down [...]

Influencer bio

🦀♋️ 💗 Beauty Lover Honesty over Hype contact@mualesandro.com

Collaboration metrics

Post views5.9M

Post EMV $119.5k

More influencer data

Get a free trial to find more data on influencer audiences, performance, and collaborations.

monica.raviii x Naturium

monica.raviii

@monica.raviii

24 Aug, 25

91.4k

4.3k

AD #NaturiumPartner I Built the BEST beginner makeup [...]

Influencer bio

Helping you understand beauty for brown & olive skin (without the B.S.) 🧚🏽‍♂️ Here you'll ONLY find HONEST reviews, smart makeup tips, and color theory breakdowns—because we deserve better 🤎 ✨ BUSINESS CONTACT EMAIL‼️: info@glowbymonica.com Instagram/Facebook/Tik Tok: @monica.raviii Find all my MAKEUP SHADES, Favorite brown girl/olive skin friendly products, and LINKS below ⬇️ https://shopmy.us/monicaravichandran

Collaboration metrics

Post views91.4k

Post EMV $3.2k

More influencer data

Get a free trial to find more data on influencer audiences, performance, and collaborations.

💡 Related resource: How To Find TikTok Influencers.

Influencer audience size breakdown (by views)

With 35.4% of partnerships featuring creators averaging 1K-5K views, Naturium's strategy suggests niche targeting and authenticity, likely leveraging collaboration models like gifting and affiliates to work with smaller creators. The <1K views segment is also prominent at 32.4%, indicating investment across adjacent tiers.

Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (1.7M avg views/post):

.emilyng x Naturium

.emilyng

@.emilyng

31 Jul, 25

2.6M

220k

[...] GRWM’s | products used @The Ordinary @Naturium @Estée Lauder @Saie @tarte cosmetics [...]

Influencer bio

grwms are my fav 🎀 Beauty ~ fashion ~ lifestyle @xemilyng Email - 💌 - xemilyng@icloud.com 📍 Scotland

Collaboration metrics

Post views2.6M

Post EMV $63.0k

More influencer data

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 (9.9k avg views/post):

kylahamlin0 x Naturium

kylahamlin0

@kylahamlin0

07 Nov, 25

9.6k

375

[...] #glowingskin #glowing @CYKLAR @Naturium

Influencer bio

welcome to skintok 📧: kyla@serellmedia.com

Collaboration metrics

Post views9.6k

Post EMV $212

More influencer data

Get a free trial to find more data on influencer audiences, performance, and collaborations.

Naturium's repeat partnerships

kristynhoffman96 x Naturium

kristynhoffman96

@kristynhoffman96

18 Aug, 25

3M

8.3k

[...] I love & trust Multi-Peptide #naturiumpartner Having consistent [...]

kristynhoffman96

@kristynhoffman96

14 Nov, 25

656.7k

15.8k

[...] 30% off sale 11/24 - 12/1!) @Naturium multi bright milky toner [...]

kristynhoffman96

@kristynhoffman96

25 Oct, 25

350.5k

1.8k

#NaturiumPartner It’s easy to be [...]

pharmaestheticsbyriya x Naturium

pharmaestheticsbyriya

@pharmaestheticsbyriya

25 Sep, 25

62.2k

1.8k

[...] MP and Crystal Retinal Eye, @Naturium retinaldehyde serum, @VT [...]

pharmaestheticsbyriya

@pharmaestheticsbyriya

03 Sep, 25

33.5k

294

[...] next shop ✨ Product used: @Naturium multi-peptide eye cream. [...]

pharmaestheticsbyriya

@pharmaestheticsbyriya

19 Oct, 25

19.1k

642

[...] @byoma barrier repair cream, @Naturium vitamin c complex serum and [...]

skincarewithshelbs x Naturium

skincarewithshelbs

@skincarewithshelbs

08 Jan, 26

32.5k

4.2k

[...] special thanks to @Saie @Naturium @Benefit Cosmetics @Bubble [...]

skincarewithshelbs

@skincarewithshelbs

10 Feb, 26

10.8k

598

[...] tuesday - featuring the new @Naturium barrier bounce face mist!!! [...]

skincarewithshelbs

@skincarewithshelbs

06 Jan, 26

10.8k

453

[...] my #1 body cleanser the @Naturium glow getter!! #tiktokshop [...]

💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.

Geographical breakdown

Based on the percentage of influencer content per market, other important markets include:

• United Kingdom (10.9%)
• Italy (7.8%)
• Nigeria (4.4%)

Here is another example of Naturium collaborating with an influencer in United States.

beingcrystalnicolee x Naturium

beingcrystalnicolee

@beingcrystalnicolee

23 Aug, 25

3.2M

23k

[...] key to getting the skin you love! 😍 #NaturiumPartner [SAVE FOR LATER] Products all [...]

Naturium's influencer activity vs. related brands

Naturium, The Inkey List, and BYOMA all compete in ingredient-forward skincare with accessible pricing and education-led content. They target similar routine builders who discover products through TikTok reviews and dermatologist/creator explainers.

Total influencer content

Naturium leads with 12k sponsored posts, notably outpacing BYOMA (9.8k posts) and Theinkeylist (6.8k posts). Across all three brands, the average volume is 9.6k posts, indicating mature, scaled influencer programs.

By social platform

Naturium leads on Instagram, TikTok, and YouTube. The gap is most notable on TikTok, with Naturium at 9.6k, BYOMA at 8.1k, Theinkeylist at 5.8k posts. Naturium's activity is particularly concentrated on TikTok. Naturium is the only brand with notable YouTube posting activity here, while BYOMA has none and Theinkeylist has far fewer.

By geographical market

Naturium has the highest estimated sponsored-post volume in United States (6.8k posts, 56.7%), Italy (937 posts, 7.8%), while BYOMA has the highest estimated sponsored-post volume in United Kingdom (1.4k posts, 14.1%), France (916 posts, 9.3%), suggesting a Europe focus, while Theinkeylist leads in Canada with 320 posts (4.7%). Looking at United States specifically, the split is Naturium at 6.8k posts (56.7%), BYOMA at 4.7k posts (47.5%), Theinkeylist at 2.9k posts (42.6%). Naturium's strength in United States may indicate a home-market focus, while Theinkeylist shows broader regional investment.