Naturium Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 13.5k 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 activity appears to have tapered over the year, from 1.1k posts in January down to 835 in December. April was the busiest month at 1.7k posts, 55% above the monthly average.
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: 11.2k posts (83.2%)
- Instagram: 2.0k posts (15.1%)
- YouTube: 229 posts (1.7%)
Naturium's influencer activity by platform
Share of sponsored content by social network
Content format by platform
Share of all sponsored posts.
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).
tatlafata x Naturium
![Instagram post by @tatlafata for Naturium. Caption reads: [...] are so key in my routine right now 💫....](https://images.od.modash.io/3d6a29161a0758973d8d875a70480908162850e5)
Influencer bio
🤍🇧🇷🌟🧿 I just love everything beauty tatyanalafata@rangemp.com
Collaboration metrics
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salneliaa x Naturium
Influencer bio
☁️ my digital diary 📍lithuanian gal in ldn 💌 ugcbysalne@gmail.com ugc portfolio 👇🏼
Collaboration metrics
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annieelise x Naturium
![YouTube post by @annieelise for Naturium. Caption reads: [...] affordable care that gets you. Naturium: Go....](https://images.od.modash.io/395f7246bbb283e1f2847f0da86f2341b3ccd94c)
Influencer bio
My goal is to bring awareness, support their families, and shine a light on the injustice and legal failures that too often follow. These stories aren’t about giving killers a platform; they’re about honoring lives lost and pushing for change. It can be heavy, but through awareness comes accountability.
Collaboration metrics
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If you break this down further by content type on TikTok, this is what it looks like:
- Videos: 97.3%
- Carousels: 2.7%
💡 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 42% 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.
Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (629.0k avg views/post):
cozywith.lili x Naturium
Influencer bio
Cozy vlogs | Beauty | Creator tips ⭐️ NJ/NYC 📍 📩 aelisephotos@gmail.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 (9.9k avg views/post):
theasiahrenee x Naturium
![TikTok post by @theasiahrenee for Naturium. Caption reads: [...] come spend the morning with me💐 @Naturium....](https://images.od.modash.io/25ee09c94d3bd40ff2b35f34f3e7cec29a3b8534)
Influencer bio
lifestyle|beauty|hair influencer🎀🍁 just a girl navigating life in her 20's BUSINESS INQUIRES⬇️ 💌:theasiahrenee@yahoo.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Naturium's repeat partnerships
Out of 7k unique influencers in our dataset, 424 of them (6%) posted content for Naturium in 3 or more separate calendar months. The most consistent partner is @Mixedmakeup, who has collaborated across 11 months with 39 total posts.
Here are 3 examples of Naturium's repeat influencer partnerships, with links to the sponsored content.
Mixedmakeup x Naturium
![YouTube post by @Mixedmakeup for Naturium. Caption reads: [...] through PR. PLAYA and NATURIUM are Susan....](https://images.od.modash.io/29167666f79827d922cbae66bb27061f0cc54000)
![YouTube post by @Mixedmakeup for Naturium. Caption reads: [...] been received through PR. NATURIUM is Susan....](https://images.od.modash.io/bfd1786d9e17f42b94067be0221d7b2441986983)
![YouTube post by @Mixedmakeup for Naturium. Caption reads: [...] through PR. PLAYA and NATURIUM are Susan....](https://images.od.modash.io/e534c319bfb0a7177d0c595dfdde596f85cc7873)
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)
itsabbyak x Naturium
![TikTok post by @itsabbyak for Naturium. Caption reads: [...] girlies, this one’s for you! @Naturium....](https://images.od.modash.io/da98d6486301b31a5133616cf2c99a3706fa1784)
![TikTok post by @itsabbyak for Naturium. Caption reads: [...] Just placed a restock order. @Naturium....](https://images.od.modash.io/2def158591b3af7849a0f981d29478e240a37434)
💡 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. 63% 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 (8.6%)
- Canada (4.6%)
- Nigeria (3.4%)
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 with accessible price points; The INKEY List and BYOMA attract similar routine-builders and are natural benchmarks for educational, dermatologist- and creator-led content.
Total influencer content
Naturium vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Naturium leads with 13.5k sponsored posts, significantly outpacing BYOMA (10.2k posts) and Theinkeylist (9.2k posts). Across all three brands, the average volume is 10.9k 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 TikTok and YouTube, while BYOMA leads on Instagram. The gap is most notable on TikTok, with Naturium at 11.2k, Theinkeylist at 7.9k, BYOMA at 7.8k posts. Naturium's activity is particularly concentrated on TikTok. YouTube activity differs substantially, with Naturium posting far more than The Inkey List and BYOMA having no posts.
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 (8.5k posts, 63%), Canada (619 posts, 4.6%), suggesting a North America focus, while Theinkeylist has the highest estimated sponsored-post volume in United Kingdom (1.9k posts, 21.2%), India (377 posts, 4.1%), while BYOMA leads in France with 793 posts (7.8%). Looking at United States specifically, the split is Naturium at 8.5k posts (63%), BYOMA at 4.4k posts (43.1%), Theinkeylist at 3.9k posts (42.7%). 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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