Naturium Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 2.1k 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 two charts below show month-by-month data for:
- Total sponsored posts tracked
- Total views those posts generated
Naturium's influencer activity by month
Number of sponsored posts
Naturium's sponsored post volume appears to trend upward over the 12-month period, rising from 268 posts in January to 223 in December. The peak month, January, reached 268 posts, 64% higher than the monthly average of 163.
Naturium's influencer activity by month (views)
Total views on sponsored video posts
April generated the most views at 21.1M, while June recorded the least at 867.6k. Across all tracked posts in the 12-month window, average views per post were 42.3k. Interestingly, the highest-view month (April) does not align with peak post volume (January), which could indicate performance differences across months. The top-performing tracked post, by @dr.fab, generated 9.7M views.
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: 1.8k posts (87.7%)
- Instagram: 237 posts (11.4%)
- YouTube: 17 posts (0.8%)
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 mgmt @therealdba youtuber🎥 tiktok: beingcrystalnicolee 660K+ 💌 curliecrys@gmail.com
Collaboration metrics
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dr.fab x Naturium
Influencer bio
✨ helping you glow past your awkward phase ✉️ allegra@thebookingproject.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
monica.raviii x Naturium
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
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If you break this down further by content type on TikTok, this is what it looks like:
- Videos: 98.3%
- Carousels: 1.7%
💡 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 57.1% 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 (1.2M avg views/post):
hydrationceo x Naturium
Influencer bio
rachel@hydrationceo.com 💅 your unfiltered skincare & beauty bestie Products👇
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 (9.8k avg views/post):
lifeasnylla x Naturium
![TikTok post by @lifeasnylla for Naturium. Caption reads: [...] with me 🎀 @Saltair Body @The Ordinary....](https://images.od.modash.io/3899256cdcee65f0a55fd68326b11291e0f5aacb)
Influencer bio
miami📍 luxury | lifestyle | nurse 📧 PR/Collabs: Nyllaanthony0405@outlook.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Naturium's repeat partnerships
Out of 1.4k unique influencers in our dataset, 66 of them (5%) posted content for Naturium in 3 or more separate calendar months. The most consistent partner is @psychictexas, who has collaborated across 7 months with 60 total posts.
Here are 3 examples of Naturium's repeat influencer partnerships, with links to the sponsored content.
psychictexas x Naturium
![TikTok post by @psychictexas for Naturium. Caption reads: [...] into my skin care routine @Naturium #fyp....](https://images.od.modash.io/fd18cabc8b594ab06bb0d7b9256c3e2f574a8d4a)
![TikTok post by @psychictexas for Naturium. Caption reads: [...] glow getter collection from @Naturium it’s....](https://images.od.modash.io/2b2a7d570152781f851833947a1828422a3de3d5)
poshlife40 x Naturium
![TikTok post by @poshlife40 for Naturium. Caption reads: [...] pilaris on my arms. @Naturium Smoother....](https://images.od.modash.io/ef4419a0d4f50510f4f4fcbf5d6d0d3d048aafaa)
![TikTok post by @poshlife40 for Naturium. Caption reads: [...] moisturizer + SFP50 from @Naturium . My dry....](https://images.od.modash.io/74d00644b708058919a48870ad6da189a3a8fc63)
emilyeriv x Naturium
![TikTok post by @emilyeriv for Naturium. Caption reads: [...] been one of my favorites! @Naturium....](https://images.od.modash.io/f6ecb1d53a61220e9e31030fc5424d8a2ba04a6d)
![TikTok post by @emilyeriv for Naturium. Caption reads: 20% off @Naturium serum sale starting today [...].](https://images.od.modash.io/ec62e1b3ee1320ff1d1fd66665b21c2ffa3c8830)
![TikTok post by @emilyeriv for Naturium. Caption reads: [...] Skin Care @AveneUSA @Naturium .](https://images.od.modash.io/e1212134dda9df14b38abdc6f68655e35f1bdcb0)
💡 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. 63.5% 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 (10.1%)
- Italy (4.2%)
- Canada (3.8%)
Naturium's influencer activity by market
Here is another example of Naturium collaborating with an influencer in United States.
mualesandro x Naturium
![TikTok post by @mualesandro for Naturium. Caption reads: [...] daily use then definitely check out....](https://images.od.modash.io/17991f6b889faa848268e7a8b2054aa0a9d59e76)
Naturium's influencer activity vs. related brands
Naturium’s ingredient-forward skincare competes with The INKEY List and BYOMA, which target similar skincare-educated consumers and use science-backed influencer education to drive trial.
Total influencer content
Naturium vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Naturium leads with 2.1k sponsored posts, notably outpacing Theinkeylist (1.7k posts) and BYOMA (1.4k posts). Across all three brands, the average volume is 1.7k posts, suggesting established influencer marketing investments.
By social platform
Naturium vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Naturium leads on TikTok and YouTube, while Theinkeylist leads on Instagram. The gap is most notable on TikTok, with Naturium at 1.8k, Theinkeylist at 1.4k, BYOMA at 1.2k posts. Naturium's activity is particularly concentrated on TikTok. On YouTube, Naturium has 17 posts while Theinkeylist and BYOMA have 1 each.
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 (1.3k posts, 63.5%), Italy (87 posts, 4.2%), while Theinkeylist has the highest estimated sponsored-post volume in United Kingdom (347 posts, 20.1%), Canada (67 posts, 3.9%), while BYOMA leads in France with 108 posts (7.5%). Looking at United States specifically, the split is Naturium at 1.3k posts (63.5%), Theinkeylist at 772 posts (44.7%), BYOMA at 695 posts (48.3%). Naturium's strength in United States may indicate a home-market focus, while Theinkeylist shows broader regional investment.
Read more influencer strategy breakdowns
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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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