We analyzed 6.9k 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.
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.
Number of sponsored posts
OSEA Malibu's influencer output appears relatively consistent throughout the year, averaging about 565 sponsored posts per month. January recorded the highest volume at 800 posts (42% above average), while February was the quietest at 373 posts.
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:
Share of sponsored content by social network
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).
Influencer bio
˚⋆⟡˙ᵕ˙And it’s Gut Healthyyy˙ᵕ˙⟡⋆˚ NYC jesha@juggernautmp.com
Collaboration metrics
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Influencer bio
Lifestyle, pregnancy, & routines🤍 Baby boy on the way🧸 💌alalivia29@gmail.com
Collaboration metrics
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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
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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 OSEA Malibu 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 55.7% 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):
Influencer bio
✨Beauty Creator✨ 🇰🇷🇺🇸 Happy you're here! Ulta Beauties '24 & '25 & EM 💌 ivory@hivetalentgroup.com
Collaboration metrics
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And here is another example with a smaller creator on TikTok (9.4k avg views/post):
Influencer bio
Mom of 5 · Pharmacist ·🇬🇾 · Author · CEO Health | Beauty | Fashion 📍Texas 🌐 Partnered with GSK Meta L’Oréal ⭐️Seen on FOX Forbes Yahoo 📩 info@pharmasue.com
Collaboration metrics
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Out of 3.2k unique influencers in our dataset, 338 of them (10%) posted content for OSEA Malibu in 3 or more separate calendar months. The most consistent partner is @byalicesigh, who has collaborated across 12 months with 25 total posts.
Here are 3 examples of OSEA Malibu'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 OSEA Malibu had the most influencer activity. 74.7% 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 OSEA Malibu collaborating with an influencer in United States.
Summer Fridays and Glow Recipe are close peers to OSEA Malibu in the prestige, skincare-focused beauty space, competing for similar consumers seeking clean, ingredient-led routines. Both brands also lean heavily on influencer-driven product storytelling, making them realistic benchmarks for OSEA’s strategy.
Total sponsored posts tracked (last 12 months)
Glow Recipe leads with 23.5k sponsored posts, significantly outpacing Summer Fridays (16.7k posts) and OSEA Malibu (6.9k posts). Across all three brands, the average volume is 15.7k posts, indicating mature, scaled influencer programs. Glow Recipe has multiple times more total posts than OSEA Malibu.
Sponsored posts by 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 18.9k, Summer Fridays at 11.1k, OSEA Malibu at 4.6k posts. Glow Recipe's activity is particularly concentrated on TikTok. On TikTok, Glow Recipe has multiple times more posts than OSEA Malibu.
Estimated sponsored posts in OSEA Malibu's top markets
Glow Recipe has the highest estimated sponsored-post volume in United States (11k posts, 47.7%), United Kingdom (1.6k posts, 6.8%), Brazil (1.5k posts, 6.2%), while Summer Fridays leads in Canada with 1.1k posts (6.8%). Looking at United States specifically, the split is Glow Recipe at 11k posts (47.7%), Summer Fridays at 9.1k posts (54.8%), OSEA Malibu at 5.1k posts (74.7%).
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
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