We analyzed 1.7k 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.
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.
Number of sponsored posts
Physicians Formula's influencer output appears relatively consistent throughout the year, averaging about 143 sponsored posts per month. March recorded the highest volume at 204 posts (43% above average), while February was the quietest at 61 posts.
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:
Share of sponsored content by social network
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).
Influencer bio
Her şeyden biraz✨ ozgeaslan@luredigital.co
Collaboration metrics
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Influencer bio
22 pr/business inquiries: autumnmarys111@gmail.com
Collaboration metrics
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Influencer bio
Я показываю, как бьюти меняет женщину и её выбор. Через бьюти —к новой версии себя. t.me/angermolaeva По вопросам рекламы: 1.Telegram: @JuliaOrekhova (Юлия) 2. https://www.instagram.com/pr.angermolaeva?igsh=M2hwODV2NTh1M29x&utm_source=qr https://gosuslugi.ru/snet/67aba354962afd032d8abd55 #парфюмерия #ароматы #духи #обзор
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 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.
Based on each influencer's average views per post
With 37% 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. The 1K-5K views segment is also prominent at 30.3%, indicating investment across adjacent tiers.
Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (145.4k avg views/post):
Influencer bio
beauty & yapping ✨ 23 | TX ✨ 💌: kaylee@idolsandicons.co
Collaboration metrics
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And here is another example with a smaller creator on TikTok (8.0k avg views/post):
Influencer bio
IG: @Elkismakeup PR/Business Elkismakeup@gmail.com
Collaboration metrics
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Out of 1.2k unique influencers in our dataset, 46 of them (4%) posted content for Physicians Formula in 3 or more separate calendar months. The most consistent partner is @makeupbyjessbrown, who has collaborated across 10 months with 25 total posts.
Here are 3 examples of Physicians Formula'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 Physicians Formula had the most influencer activity. 48.3% 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 Physicians Formula collaborating with an influencer in United States.
Physicians Formula competes with COVERGIRL and Milani Cosmetics in mass cosmetics where value, accessibility, and hero products drive share. All three are frequently featured in drugstore makeup routines, reviews, and comparison content.
Total sponsored posts tracked (last 12 months)
COVERGIRL leads with 8.7k sponsored posts, marginally ahead of Milani Cosmetics (7.9k posts) and Physicians Formula (1.7k posts). Across all three brands, the average volume is 6.1k posts, indicating mature, scaled influencer programs. COVERGIRL and Milani Cosmetics each have several times more total posts than Physicians Formula.
Sponsored posts by platform
Among these brands, COVERGIRL leads on Instagram and YouTube and Milani Cosmetics leads on TikTok. The gap is most notable on Instagram, with COVERGIRL at 3.1k, Milani Cosmetics at 2.1k, Physicians Formula at 730 posts. Milani Cosmetics's activity is particularly concentrated on TikTok. On Instagram and TikTok, COVERGIRL and Milani Cosmetics each have several times more posts than Physicians Formula.
Estimated sponsored posts in Physicians Formula's top markets
COVERGIRL has the highest estimated sponsored-post volume in United States (5.8k posts, 65.9%), Canada (367 posts, 4.2%), suggesting a North America focus, while Milani Cosmetics has the highest estimated sponsored-post volume in India (739 posts, 9.3%), United Kingdom (461 posts, 5.8%). Looking at United States specifically, the split is COVERGIRL at 5.8k posts (65.9%), Milani Cosmetics at 4.8k posts (60.2%), Physicians Formula at 830 posts (48.3%).
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
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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