Physicians Formula Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 1.3k pieces of influencer content sponsored by Physicians Formula over the last 12 months.
This report breaks down where & how Physicians Formula 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 Physicians Formula, see here: Physicians Formula influencers.
Influencer activity throughout the year
Physicians Formula'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.
Physicians Formula's influencer activity by month
Number of sponsored posts
Physicians Formula's influencer output appears relatively consistent throughout the year, averaging about 105 sponsored posts per month. August recorded the highest volume at 136 posts (30% above average), while April was the quietest at 64 posts.
Social platforms breakdown
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Physicians Formula's sponsored influencer collaborations break down by social platform:
- TikTok: 700 posts (55.7%)
- Instagram: 550 posts (43.8%)
- YouTube: 6 posts (0.5%)
Physicians Formula's influencer activity by platform
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for Physicians Formula.
Here are 2 examples of Physicians Formula's recent sponsored collaborations (one each for Instagram, TikTok).
ozgee.aaslann x Physicians Formula
![Instagram post by @ozgee.aaslann for Physicians Formula. Caption reads: [...] maskara Allık NYX 02 Aydınlatıcı....](https://images.od.modash.io/80d5bbf2c57a20b114ae746facd605d09e63af06)
Influencer bio
Her şeyden biraz✨ ozgeaslan@luredigital.co 🍏 Diyet ve kalori takibi için 👇🏻
Collaboration metrics
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autumnmarys x Physicians Formula
![TikTok post by @autumnmarys for Physicians Formula. Caption reads: [...] by Lady Gaga moonstone highlight @Physicians....](https://images.od.modash.io/c16d0fcd9c3505f32f2a91186f6ea655469a8da9)
Influencer bio
22 pr/business inquiries: autumnmarys111@gmail.com
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%
- Carousels: 3%
💡 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 Physicians Formula 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.
Physicians Formula's influencers average views (TikTok)
Based on each influencer's average views per post
With 46.6% of partnerships featuring creators averaging <1K views, Physicians Formula'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 (124.8k avg views/post):
macymelzer x Physicians Formula
![TikTok post by @macymelzer for Physicians Formula. Caption reads: [...] @Rare Beauty @e.l.f. Cosmetics @Physicians....](https://images.od.modash.io/9e2fd4900f6e6dbeca06ce807b41e6cfe489e7c3)
Influencer bio
hii welcome to my world 🍒 Bay Area 🌟 collabs/pr: Ledezmakenia@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 (2.1k avg views/post):
cherryflavouredd444 x Physicians Formula
![TikTok post by @cherryflavouredd444 for Physicians Formula. Caption reads: [...] pressed powder @Charlotte Tilbury physicians....](https://images.od.modash.io/07fdc7b33d02767ff7bde8b62edd1f999a0d0a88)
Influencer bio
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Physicians Formula's repeat partnerships
Out of 915 unique influencers in our dataset, 25 of them (3%) posted content for Physicians Formula in 3 or more separate calendar months. The most consistent partner is @makeupbyjessbrown, who has collaborated across 11 months with 26 total posts.
Here are 3 examples of Physicians Formula's repeat influencer partnerships, with links to the sponsored content.
yari_29 x Physicians Formula
![TikTok post by @yari_29 for Physicians Formula. Caption reads: [...] @loréal paris usa @Physicians Formula @LYS....](https://images.od.modash.io/32d0d35d2bfc01d796afa8566ee38a78689a8b45)
![TikTok post by @yari_29 for Physicians Formula. Caption reads: [...] @loréal paris usa @Physicians Formula....](https://images.od.modash.io/edc0435bf6a0dcb0cb8ff3a8fa741b21f7a849cb)
![TikTok post by @yari_29 for Physicians Formula. Caption reads: [...] paris usa @livetinted @Physicians Formula....](https://images.od.modash.io/cca3f94b9aebf6da4e1685a488b5d92d53c8c6c1)
torrilayne x Physicians Formula
![TikTok post by @torrilayne for Physicians Formula. Caption reads: [...] Beauty @ONE SIZE BEAUTY @Physicians Formula....](https://images.od.modash.io/9f5caf9beabd2cf1ffc14f4172a0d78eb2765393)
![TikTok post by @torrilayne for Physicians Formula. Caption reads: [...] @Milani Cosmetics @Physicians Formula....](https://images.od.modash.io/c794b621e6986f8d190e876cc06a218801eee3ce)
![TikTok post by @torrilayne for Physicians Formula. Caption reads: [...] usa @Maybelline NY @Physicians Formula @ONE....](https://images.od.modash.io/04d1359d27cd0bf412077da96de9af064c6f4610)
itsshellyjee x Physicians Formula
![TikTok post by @itsshellyjee for Physicians Formula. Caption reads: [...] @urban decay Contour @Physicians Formula....](https://images.od.modash.io/a306c9283b2b4948b2648c31a4ba57fc117c81c6)
![TikTok post by @itsshellyjee for Physicians Formula. Caption reads: [...] eyeliner / kajal by @Physicians Formula....](https://images.od.modash.io/9476755bddbcbe8464933ba89a741db1e53d210d)
![TikTok post by @itsshellyjee for Physicians Formula. Caption reads: [...] 1 golden glow stick by @Physicians Formula....](https://images.od.modash.io/af1f41b005bc4f7d05c6c3cff2f131948e4e4af8)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, United States is where Physicians Formula had the most influencer activity. 46.8% 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 (5.7%)
- Spain (5.6%)
- Canada (4.7%)
Physicians Formula's influencer activity by market
Here is another example of Physicians Formula collaborating with an influencer in United States.
badbittyzz x Physicians Formula
![TikTok post by @badbittyzz for Physicians Formula. Caption reads: [...] @Painted @essence.cosmetics @Physicians....](https://images.od.modash.io/4f9c627f79016a0a9bb36cf5115d97010bea8f04)
Physicians Formula's influencer activity vs. related brands
Physicians Formula competes with COVERGIRL and Milani Cosmetics in mass-market makeup, where creator reviews, drugstore hauls, and complexion product comparisons shape buying decisions.
Total influencer content
Physicians Formula vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
COVERGIRL leads with 13.5k sponsored posts, significantly outpacing Milani Cosmetics (6.4k posts) and Physicians Formula (1.3k posts). Across all three brands, the average volume is 7k posts, indicating mature, scaled influencer programs. COVERGIRL has several times more total posts than Physicians Formula and Milani Cosmetics.
By social platform
Physicians Formula vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Among these brands, COVERGIRL leads on Instagram and TikTok and Milani Cosmetics leads on YouTube. The gap is most notable on TikTok, with COVERGIRL at 10.5k, Milani Cosmetics at 4.7k, Physicians Formula at 700 posts. COVERGIRL's activity is particularly concentrated on TikTok. On TikTok, COVERGIRL has several times more posts than Physicians Formula and Milani Cosmetics.
By geographical market
Physicians Formula vs. related brands influencer activity (by country)
Estimated sponsored posts in Physicians Formula's top markets
COVERGIRL has the highest estimated sponsored-post volume in United States (8.6k posts, 63.9%), Canada (471 posts, 3.5%), Brazil (471 posts, 3.5%), suggesting a North America focus, while Milani Cosmetics has the highest estimated sponsored-post volume in India (389 posts, 6.1%), United Kingdom (376 posts, 5.9%), while Physicians Formula leads in Spain with 70 posts (5.6%). Looking at United States specifically, the split is COVERGIRL at 8.6k posts (63.9%), Milani Cosmetics at 4.2k posts (65.9%), Physicians Formula at 588 posts (46.8%).
Read more influencer strategy breakdowns
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
- COVERGIRL's Influencer Marketing Strategy
- Milani Cosmetics's Influencer Marketing Strategy
- Patrick Ta's Influencer Marketing Strategy
- Lovevery's Influencer Marketing Strategy
- Sol de Janeiro'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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