Naturium Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 13.8k 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 activity by month
Number of sponsored posts
Naturium's influencer output appears relatively consistent throughout the year, averaging about 1.1k sponsored posts per month. April recorded the highest volume at 1.7k posts (46% above average), while August was the quietest at 758 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: 11.0k posts (79.5%)
- Instagram: 2.6k posts (18.7%)
- YouTube: 238 posts (1.7%)
Naturium's influencer activity by platform
Share of sponsored content by social network
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
![Instagram post by @iamcrystalnicolee for Naturium. Caption reads: [...] key to getting the skin you love! 😍....](https://images.od.modash.io/4925f189a03b332e2c84a6d4836f49faae799884)
Influencer bio
📍dallas/LA beauty | lifestyle | fashion intentionally selfish🤍 mgmt @therealdba youtuber🎥 tiktok: 750K+ 💌 curliecrys@gmail.com
Collaboration metrics
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mualesandro x Naturium
![TikTok post by @mualesandro for Naturium. Caption reads: [...] daily use then definitely check out....](https://images.od.modash.io/17991f6b889faa848268e7a8b2054aa0a9d59e76)
Influencer bio
🦀♋️ 💗 Beauty Lover Honesty over Hype contact@mualesandro.com
Collaboration metrics
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monica.raviii x Naturium
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
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If you break this down further by content type on TikTok, this is what it looks like:
- Videos: 95.8%
- Carousels: 4.2%
💡 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 Naturium 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.
Naturium's influencers average views (TikTok)
Based on each influencer's average views per post
With 36.3% of partnerships featuring creators averaging <1K views, Naturium's strategy suggests niche targeting and authenticity, likely leveraging collaboration models like gifting and affiliates to work with smaller creators. The 1K-5K views segment is also prominent at 34.2%, 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
![TikTok post by @.emilyng for Naturium. Caption reads: [...] GRWM’s | products used @The Ordinary....](https://images.od.modash.io/51c4af9f69b31fbd17f78a8e48e681cf516ba8f0)
Influencer bio
grwms are my fav 🎀 Beauty ~ fashion ~ lifestyle @xemilyng Email - 💌 - xemilyng@icloud.com 📍 Scotland
Collaboration metrics
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And here is another example with a smaller creator on TikTok (9.8k avg views/post):
juliaa.mills x Naturium
![TikTok post by @juliaa.mills for Naturium. Caption reads: [...] Body Works @Olaplex @Not Your Mother's....](https://images.od.modash.io/bf30eb6272565b6ef1c605a84d0f2c52c2fdceec)
Influencer bio
bama pi phi🪽 JULIAA.MILLS10 on edikted for $ off 💌juliamillscollabs@gmail.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Naturium's repeat partnerships
Out of 6.7k unique influencers in our dataset, 437 of them (7%) posted content for Naturium in 3 or more separate calendar months. The most consistent partner is @kristynhoffman96, who has collaborated across 12 months with 53 total posts.
Here are 3 examples of Naturium's repeat influencer partnerships, with links to the sponsored content.
kristynhoffman96 x Naturium
![TikTok post by @kristynhoffman96 for Naturium. Caption reads: [...] I love & trust Multi-Peptide....](https://images.od.modash.io/86d0da631ad74aa90e3d6ac10cf1935a37c73d89)
![TikTok post by @kristynhoffman96 for Naturium. Caption reads: [...] 30% off sale 11/24 - 12/1!) @Naturium multi....](https://images.od.modash.io/5a22ec4c247a9b9a7162d37ac474a88a202558df)
![TikTok post by @kristynhoffman96 for Naturium. Caption reads: #NaturiumPartner It’s easy to be [...].](https://images.od.modash.io/a25487985544ef4a4ddced1fc3944aebb9281080)
pharmaestheticsbyriya x Naturium
![TikTok post by @pharmaestheticsbyriya for Naturium. Caption reads: [...] MP and Crystal Retinal Eye, @Naturium....](https://images.od.modash.io/eecb73e4d347fe3183c04722664ddd86bab05762)
![TikTok post by @pharmaestheticsbyriya for Naturium. Caption reads: [...] next shop ✨ Product used: @Naturium....](https://images.od.modash.io/d1cd8e03fa1ed4c026e886f982015105393fb79c)
![TikTok post by @pharmaestheticsbyriya for Naturium. Caption reads: [...] @byoma barrier repair cream, @Naturium....](https://images.od.modash.io/f98048ab204d93572fbdd7f185f98d8020747d21)
skincarewithshelbs x Naturium
![TikTok post by @skincarewithshelbs for Naturium. Caption reads: [...] special thanks to @Saie @Naturium @Benefit....](https://images.od.modash.io/0de00faa0af966785e149ce1756c64b5bd5538e6)
![TikTok post by @skincarewithshelbs for Naturium. Caption reads: [...] tuesday - featuring the new @Naturium....](https://images.od.modash.io/a4a2dd4f7b3064b4836a165d9d969acafb7dde83)
![TikTok post by @skincarewithshelbs for Naturium. Caption reads: [...] my #1 body cleanser the @Naturium glow....](https://images.od.modash.io/57952476bf0c84e2f2b0bb356d9949203576f1d4)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, United States is where Naturium had the most influencer activity. 60.8% 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:
- United Kingdom (11.2%)
- Italy (5%)
- Canada (3.8%)
Naturium's influencer activity by market
Here is another example of Naturium collaborating with an influencer in United States.
angelaxbeauty x Naturium
![TikTok post by @angelaxbeauty for Naturium. Caption reads: [...] @Sol de Janeiro @Herbivore Botanicals....](https://images.od.modash.io/30b169a8fef97f5c3715a4cbcfa952ea437cbc1d)
Naturium's influencer activity vs. related brands
Naturium competes in ingredient-forward skincare at accessible price points, similar to The Inkey List and BYOMA. These brands target routine builders and are frequently compared through creator education, actives explainers, and regimen-based content.
Total influencer content
Naturium vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Naturium leads with 13.8k sponsored posts, significantly outpacing BYOMA (10.5k posts) and Theinkeylist (8.1k posts). Across all three brands, the average volume is 10.8k posts, indicating mature, scaled influencer programs.
By social platform
Naturium vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Naturium leads on Instagram, TikTok, and YouTube. The gap is most notable on TikTok, with Naturium at 11k, BYOMA at 8.5k, Theinkeylist at 7.1k posts. Naturium's activity is particularly concentrated on TikTok. On YouTube, Naturium has 238 posts, which is multiple times higher than Theinkeylist at 46 and BYOMA at 0.
By geographical market
Naturium vs. related brands influencer activity (by country)
Estimated sponsored posts in Naturium's top markets
Naturium has the highest estimated sponsored-post volume in United States (8.4k posts, 60.8%), Italy (689 posts, 5%), while Theinkeylist has the highest estimated sponsored-post volume in United Kingdom (1.6k posts, 19.6%), Canada (318 posts, 3.9%), while BYOMA leads in France with 780 posts (7.4%). Looking at United States specifically, the split is Naturium at 8.4k posts (60.8%), BYOMA at 4.9k posts (46.8%), Theinkeylist at 3.7k posts (45.2%). Naturium's strength in United States may indicate a home-market focus, while Theinkeylist shows broader regional investment.
Read more influencer strategy breakdowns
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
- Theinkeylist's Influencer Marketing Strategy
- BYOMA's Influencer Marketing Strategy
- In Print We Trust's Influencer Marketing Strategy
- PINK PALM PUFF's Influencer Marketing Strategy
- Lovevook'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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