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 111 sponsored posts per month. April recorded the highest volume at 147 posts (32% above average), while June was the quietest at 83 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: 729 posts (54.8%)
• Instagram: 595 posts (44.7%)
• YouTube: 6 posts (0.5%)

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).

zeynepberdibekk x Physicians Formula

zeynepberdibekk

@zeynepberdibekk

10 Jul, 25

675.7k

11.5k

[...] @maybelline_tr fit me concealer 15 @physiciansformula butter bronzer @cliniqueturkiye [...]

Influencer bio

✨makyaj, ben ve yine makyaj✨🤭👼🏽🌻🤍🐰 İletişim🌈 zeynepberdibek@morethansocial.com.tr youtube👇🏽🦋

Collaboration metrics

Post views675.7k

Post EMV $21.4k

More influencer data

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makeitraeneee x Physicians Formula

makeitraeneee

@makeitraeneee

12 Apr, 26

515.1k

50.8k

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

Influencer bio

💌dfw & austin @Alani Nutrition 🤍 kynnadeasloan14@gmail.com

Collaboration metrics

Post views515.1k

Post EMV $12.8k

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 43.7% 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 (125.0k 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

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 (2.3k 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

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

Physicians Formula's repeat partnerships

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 [...]

torrilayne x Physicians Formula

torrilayne

@torrilayne

17 May, 26

1.1k

60

[...] @Milani Cosmetics @Physicians Formula @ONE SIZE BEAUTY

torrilayne

@torrilayne

16 Jan, 26

807

40

[...] Beauty @ONE SIZE BEAUTY @Physicians Formula @maccosmetics @M.A.C [...]

torrilayne

@torrilayne

14 Jul, 25

351

19

[...] @Milani Cosmetics @Physicians Formula @Morphe Cosmetics [...]

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 (5.6%)
• India (4.8%)
• Spain (4.5%)

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

autumnmarys x Physicians Formula

autumnmarys

@autumnmarys

05 Jul, 25

229.9k

21.6k

[...] by Lady Gaga moonstone highlight @Physicians Formula butter bronzer @Tower 28 Beauty [...]

Physicians Formula's influencer activity vs. related brands

Physicians Formula competes with Milani and COVERGIRL in accessible mass cosmetics where influencer reviews drive product discovery and shade selection. All three target value-conscious shoppers looking for reliable everyday makeup.

Total influencer content

COVERGIRL leads with 14.8k sponsored posts, significantly outpacing Milani Cosmetics (6.4k posts) and Physicians Formula (1.3k posts). Across all three brands, the average volume is 7.5k posts, indicating mature, scaled influencer programs. COVERGIRL has more than twice as many total posts as Milani Cosmetics, and Milani Cosmetics has nearly five times as many total posts as Physicians Formula.

By social platform

Among these brands, COVERGIRL leads on Instagram, TikTok, and YouTube. The gap is most notable on TikTok, with COVERGIRL at 11.7k, Milani Cosmetics at 4.8k, Physicians Formula at 729 posts. Milani Cosmetics's activity is particularly concentrated on TikTok. On TikTok and YouTube, COVERGIRL has more than twice as many posts as Milani Cosmetics, and Milani Cosmetics has more than five times as many TikTok posts and more than ten times as many YouTube posts as Physicians Formula.

By geographical market

COVERGIRL has the highest estimated sponsored-post volume in United States (9.9k posts, 66.7%), Canada (798 posts, 5.4%), United Kingdom (650 posts, 4.4%), suggesting a North America focus, while Milani Cosmetics leads in India with 473 posts (7.4%). Looking at United States specifically, the split is COVERGIRL at 9.9k posts (66.7%), Milani Cosmetics at 4.1k posts (64%), Physicians Formula at 634 posts (47.7%).