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 output appears relatively consistent throughout the year, averaging about 110 sponsored posts per month. April recorded the highest volume at 148 posts (35% above average), while July was the quietest at 87 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: 727 posts (54.7%)
• Instagram: 595 posts (44.8%)
• YouTube: 6 posts (0.5%)

TikTok influencer marketing is a clear focus for Physicians Formula.

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

mannymua733 x Physicians Formula

mannymua733

@mannymua733

07 Jul, 26

675k

10.1k

Can y’all believe the ICONIC @physiciansformula Butter Bronzer is turning 10?! 🌴✨ [...]

Influencer bio

a daddy body with a mommy face 💄💪🏻 work- Mannymua733@gmail.com founder of @lunarbeauty ✨ ⬇️YOUTUBE⬇️

Collaboration metrics

Post views675.0k

Post EMV $21.3k

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jacattack x Physicians Formula

jacattack

@jacattack

07 Jul, 26

1.1M

19k

Butter Bronzer is turning 10! #PhysiciansFormulaPartner who remembers how obsessed [...]

Influencer bio

I’m Jaclyn 🤪

Collaboration metrics

Post views1.1M

Post EMV $22.9k

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GlamourbyLexi x Physicians Formula

GlamourbyLexi

@GlamourbyLexi

22 Jun, 26

599

65

Reviews of some of the latest makeup launches both drugstore and high end. I hope you find this video helpful. Thanks for watching. PRODUCTS MENTIONED ↓ Estée Lauder Reformulated Double Wear Essence Silky Blur Concealer Maybelline Brow Inserts PF Sun Tint Stain PF Bronzing Balm e.l.f. Set it Bright Loose Powder Morphe Loose Powder Natasha Denona Hy Glam Setting Powder Fenty Shake N Play Blush Maybelline Lifter Gel Gloss Morphe Cheek Thrills (After Party) Shop My Favorites ↓ My Amazon Storefront ↓ Follow me on LTK ↓ Instagram ♡ @glamourbylexi TikTok Not sponsored. I paid for every product used/shown unless otherwise stated in the video and/or noted in the description box. Links above are affiliate, meaning I make a commission from each sale. If you use my links, thank you for your support.

Influencer bio

Welcome! My name is Lexi and I'm a stay at home mom of 4 that loves all things makeup! Here on my beauty channel I share lots of easy to follow tutorials, makeup hauls, makeup favorites and all the beauty tips I've learned along this journey of makeup application. I love creating videos that share my passion for makeup with you all! Please subscribe and join my amazing YouTube family. I appreciate your time, love and support....it's the reason why I do what I do! Other ways to connect with me~ Instagram: @glamourbylexi

Collaboration metrics

Post views599

Post EMV $24

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💡 Related resource: How To Find TikTok Influencers.

Influencer audience size breakdown (by views)

With 42.5% 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 (125.1k avg views/post):

macymelzer x Physicians Formula

macymelzer

@macymelzer

30 Jan, 26

4k

83

[...] @Rare Beauty @e.l.f. Cosmetics @Physicians Formula @tarte cosmetics

Influencer bio

💖🪩😇💞✨ 💌Macylmelzer@gmail.com

Collaboration metrics

Post views4.0k

Post EMV $84

More influencer data

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And here is another example with a smaller creator on TikTok (2.3k avg views/post):

kiwikween5 x Physicians Formula

kiwikween5

@kiwikween5

13 Aug, 25

2.5k

69

[...] Revolution @Milani Cosmetics @Physicians Formula @ecostyle_us @David Yurman [...]

Influencer bio

TX ⮕ AL ⮕ FL 22 wanderer anthropologist asmr lover

Collaboration metrics

Post views2.5k

Post EMV $53

More influencer data

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Physicians Formula's repeat partnerships

makeupbyjessbrown x Physicians Formula

makeupbyjessbrown

@makeupbyjessbrown

27 Feb, 26

2.2k

148

[...] brow freeze • Bronzer - @physiciansformula_canada butter bronzer in [...]

makeupbyjessbrown

@makeupbyjessbrown

30 Jan, 26

171

[...] silk” * • Brontour - @physiciansformula_canada butter glow [...]

makeupbyjessbrown

@makeupbyjessbrown

01 Aug, 26

43

[...] palette * • Primer - @physiciansformula_canada butter glow [...]

yari_29 x Physicians Formula

yari_29

@yari_29

07 Dec, 25

1.6k

18

[...] @loréal paris usa @Physicians Formula @LYS Beauty @Doll 10 [...]

yari_29

@yari_29

27 Dec, 25

1.5k

25

[...] @loréal paris usa @Physicians Formula @Juvia’s Place @ONE SIZE [...]

yari_29

@yari_29

20 Jan, 26

693

24

[...] paris usa @livetinted @Physicians Formula @Rhodeskin @ONE SIZE [...]

lollie50158 x Physicians Formula

lollie50158

@lollie50158

19 May, 26

227

41

[...] @COVERGIRL @Ulta Beauty @Physicians Formula @LYS Beauty [...]

lollie50158

@lollie50158

27 Mar, 26

223

28

[...] Beauty @ONE SIZE BEAUTY @Physicians Formula @Flex Beauty Cosmetics [...]

lollie50158

@lollie50158

30 Dec, 25

207

23

[...] Allure/ Slayyed/DSM @Physicians Formula @Flex Beauty Cosmetics [...]

💡 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 (5.7%)
• Spain (5.5%)
• Canada (4.8%)

Here is another example of Physicians Formula collaborating with an influencer in United States.

makeitraeneee x Physicians Formula

makeitraeneee

@makeitraeneee

12 Apr, 26

515.1k

50.8k

[...] @tarte cosmetics @ONE SIZE BEAUTY @Physicians Formula #makeuptutorial #secmakeup @NYX [...]

Physicians Formula's influencer activity vs. related brands

Physicians Formula overlaps with COVERGIRL and Milani in mass-market cosmetics focused on accessible price points and broad retail-style appeal. They compete for similar makeup consumers through viral product picks, GRWM content, and shade/finish comparisons.

Total influencer content

COVERGIRL leads with 15.2k sponsored posts, significantly outpacing Milani Cosmetics (6.5k posts) and Physicians Formula (1.3k posts). Across all three brands, the average volume is 7.7k posts, indicating mature, scaled influencer programs. COVERGIRL has several times more total posts than Physicians Formula and Milani Cosmetics.

By social platform

Among these brands, COVERGIRL leads on Instagram, TikTok, and YouTube. The gap is most notable on TikTok, with COVERGIRL at 12k, Milani Cosmetics at 4.8k, Physicians Formula at 727 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

COVERGIRL has the highest estimated sponsored-post volume in United States (10k posts, 68.3%), Canada (546 posts, 3.6%), suggesting a North America focus, while Milani Cosmetics has the highest estimated sponsored-post volume in India (511 posts, 7.9%), United Kingdom (337 posts, 5.2%), while Physicians Formula leads in Spain with 73 posts (5.5%). Looking at United States specifically, the split is COVERGIRL at 10k posts (68.3%), Milani Cosmetics at 4.1k posts (63.8%), Physicians Formula at 635 posts (47.8%).