We analyzed 10.8k 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.
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.
Number of sponsored posts
Naturium's sponsored post volume appears to trend upward over the 12-month period, rising from 1.3k posts in January to 1.1k in December. The peak month, October, reached 1.4k posts, 61% higher than the monthly average of 889.
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:
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).
Influencer bio
📍Toronto, On 100k @tiktok @osob.mohamud 💌 contact@osobbeauty.com ☆ Shop my brand @alenecollection
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Influencer bio
All things skin & mama to be🤰👼 haven@pagermgmt.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Influencer bio
No B.S. beauty for Brown Skin. Here you'll ONLY find HONEST reviews, smart makeup tips, and color theory breakdowns—because we deserve better 🤎 ✨ #browngirlmakeup BUSINESS CONTACT EMAIL‼️: info@glowbymonica.com Instagram & Tik Tok: @monica.raviii Find all my MAKEUP SHADES, Favorite brown girl friendly products, and LINKS below ⬇️
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 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.
Based on each influencer's average views per post
With 35% 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 31%, indicating investment across adjacent tiers.
Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (2.4M avg views/post):
Influencer bio
mua x cosmetics product photographer LA 👁️ 👁️ 💋
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
your modern beauty girl product edits • tutorials • real reviews ✉️ victoriaengasser@zink-talent.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Out of 5.1k unique influencers in our dataset, 350 of them (7%) posted content for Naturium in 3 or more separate calendar months. The most consistent partner is @kristynhoffman96, who has collaborated across 13 months with 59 total posts.
Here are 3 examples of Naturium'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 Naturium had the most influencer activity. 61.9% 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:
Here is another example of Naturium collaborating with an influencer in United States.
Naturium’s ingredient-led skincare competes directly with The Inkey List and BYOMA, which similarly focus on actives, accessible routines, and education-first influencer content.
Total sponsored posts tracked (last 12 months)
BYOMA leads with 12.3k sponsored posts, marginally ahead of Naturium (10.8k posts) and Theinkeylist (6.4k posts). Across all three brands, the average volume is 9.8k posts, indicating mature, scaled influencer programs.
Sponsored posts by platform
Naturium leads on YouTube, while BYOMA has the most activity on Instagram and TikTok. The gap is most notable on TikTok, with BYOMA at 10.5k, Naturium at 9k, Theinkeylist at 5.2k posts. Naturium's activity is particularly concentrated on TikTok. On YouTube, Naturium has 237 posts while Theinkeylist has 62 and BYOMA has 0.
Estimated sponsored posts in Naturium's top markets
Naturium has the highest estimated sponsored-post volume in United States (6.7k posts, 61.9%), Canada (411 posts, 3.8%), suggesting a North America focus, while BYOMA has the highest estimated sponsored-post volume in United Kingdom (2k posts, 16%), France (653 posts, 5.3%), suggesting a Europe focus, while Theinkeylist leads in India with 313 posts (4.9%). Looking at United States specifically, the split is Naturium at 6.7k posts (61.9%), BYOMA at 6k posts (48.7%), Theinkeylist at 2.8k posts (43.7%). Naturium's strength in United States may indicate a home-market focus, while Theinkeylist 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.