OSEA Malibu Influencer Marketing Strategy
(2026 Data & Insights)

We analyzed 6.3k pieces of influencer content sponsored by OSEA Malibu over the last 12 months.

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

Influencer activity throughout the year

OSEA Malibu'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.

OSEA Malibu's influencer output appears relatively consistent throughout the year, averaging about 522 sponsored posts per month. January recorded the highest volume at 738 posts (41% above average), while August was the quietest at 298 posts.

Social platforms breakdown

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

• TikTok: 4.8k posts (75.8%)
• Instagram: 1.3k posts (21.1%)
• YouTube: 190 posts (3%)

TikTok influencer marketing is a clear focus for OSEA Malibu.

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

sav.aesthetics_ x OSEA Malibu

sav.aesthetics_

@sav.aesthetics_

28 Mar, 26

1.7M

39.8k

[...] ☺️💜 this is the new very dreamy @oseamalibu lip mask and you can see by the [...]

Influencer bio

chicago | content creator | inspo ✉️✨ | savtoddaesthetic@gmail.com #beauty #lifestyleinspo

Collaboration metrics

Post views1.7M

Post EMV $53.8k

More influencer data

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jennelle.eliana x OSEA Malibu

jennelle.eliana

@jennelle.eliana

30 Jun, 26

2.2M

253.1k

[...] a chair?🦭and make sure you have some @OSEA Malibu Marine Screen on your face while [...]

Influencer bio

🚎🐍 team@jennelleeliana.com

Collaboration metrics

Post views2.2M

Post EMV $56.7k

More influencer data

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

ACharmingAbode x OSEA Malibu

ACharmingAbode

@ACharmingAbode

05 Oct, 25

163.4k

5.4k

[...] meaningful Christmas. #oseapartner @oseamalibu MY AMAZON STORE: Sign up for our [...]

Influencer bio

Hi, I'm Leslie! I love helping women create a beautiful, meaningful home and life—by decorating with intention, letting go of emotional clutter, and making space for joy. Here, you’ll find seasonal decorating inspiration, real-life decluttering (with heart), and simple ways to bring more charm and joy into your everyday. Whether you’re a grandma, an empty nester, or simply craving more peace and purpose in your home—we’re in this together. New video every Sunday! 💛

Collaboration metrics

Post views163.4k

Post EMV $5.4k

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 56.7% of partnerships featuring creators averaging <1K views, OSEA Malibu'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 (7.2M avg views/post):

ivorylovesya x OSEA Malibu

ivorylovesya

@ivorylovesya

19 Feb, 26

10k

660

[...] ritual is an absolute dream now that @OSEA Malibu came out with the Dream Lip Mask. [...]

Influencer bio

✨43yo Beauty Creator✨ 🇰🇷🇺🇸 📍Destin, Florida Ulta Beauties '24-'26 💌 ivory@hivetalentgroup.com

Collaboration metrics

Post views10.0k

Post EMV $233

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 (9.5k avg views/post):

shalynnday x OSEA Malibu

shalynnday

@shalynnday

17 Sep, 25

1.2k

98

[...] than getting the perfect Body Wash by @OSEA Malibu ?!?! Getting it on sale! This Body [...]

Influencer bio

📍DC/ NYC Email: shalynndaypr@gmail.com

Collaboration metrics

Post views1.2k

Post EMV $28

More influencer data

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

OSEA Malibu's repeat partnerships

healthywithlexie x OSEA Malibu

healthywithlexie

@healthywithlexie

09 Dec, 25

600.2k

3.2k

[...] stunning gold keychain from @OSEA Malibu holds your favorite lip [...]

healthywithlexie

@healthywithlexie

02 Nov, 25

220.9k

499

[...] INSANE!! 🌊🐚 4 full-size @OSEA Malibu products + a mini oil + FREE [...]

healthywithlexie

@healthywithlexie

31 Aug, 25

123.6k

240

[...] INSANE!! 🌊🐚 5 full-size @OSEA Malibu products for $132 🤌🏽🙌🏽 [...]

beachbumwisdom x OSEA Malibu

beachbumwisdom

@beachbumwisdom

21 May, 26

33.2k

84

@OSEA Malibu Memorial Day sale is on NOW [...]

beachbumwisdom

@beachbumwisdom

11 Jan, 26

22.6k

54

@OSEA Malibu Dream Bio-Retinol Body Serum [...]

beachbumwisdom

@beachbumwisdom

12 Feb, 26

11.1k

45

Summer skin in the winter 🌞 @OSEA Malibu Dreamy Winter Skin Offer is [...]

shellkastle x OSEA Malibu

shellkastle

@shellkastle

18 Dec, 25

66.5k

114

50% off today!! @OSEA Malibu lip oil + key chain. I [...]

shellkastle

@shellkastle

29 Aug, 25

38k

38

[...] to lock in that moisture @OSEA Malibu #oseamalibu #oseapartner [...]

shellkastle

@shellkastle

17 Dec, 25

6.6k

19

[...] effects - win win. I use @OSEA Malibu dream night serum + a [...]

💡 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 (5.5%)
• Canada (4.8%)
• India (3.4%)

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

alli.aliviaaa x OSEA Malibu

alli.aliviaaa

@alli.aliviaaa

15 Sep, 25

1.9M

22.1k

[...] Molecules @byoma @Skylar Clean Beauty @OSEA Malibu

OSEA Malibu's influencer activity vs. related brands

Summer Fridays and Glow Recipe are close competitors to OSEA Malibu in the prestige, skincare-first beauty space, with strong DTC and retailer presence and similar influencer-led, ingredient/benefit-driven positioning.

Total influencer content

Glow Recipe leads with 23.1k sponsored posts, significantly outpacing Summer Fridays (15.8k posts) and OSEA Malibu (6.3k posts). Across all three brands, the average volume is 15.1k posts, indicating mature, scaled influencer programs. Glow Recipe has several times more total posts than OSEA Malibu.

By social platform

OSEA Malibu leads on YouTube, while Summer Fridays has the most activity on Instagram and Glow Recipe has the most activity on TikTok. The gap is most notable on TikTok, with Glow Recipe at 19.5k, Summer Fridays at 10.1k, OSEA Malibu at 4.8k posts. OSEA Malibu's activity is particularly concentrated on TikTok. On TikTok, Glow Recipe has several times more posts than OSEA Malibu and Summer Fridays.

By geographical market

Glow Recipe has the highest estimated sponsored-post volume in United States (11k posts, 49.7%), Brazil (2k posts, 8.6%), United Kingdom (1.7k posts, 7.2%), while Summer Fridays leads in Canada with 774 posts (4.9%). Looking at United States specifically, the split is Glow Recipe at 11k posts (49.7%), Summer Fridays at 8.3k posts (52.7%), OSEA Malibu at 4.7k posts (74.7%).