Physicians Formula Influencer Marketing Strategy
(2026 Data & Insights)

We analyzed 550 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 output appears relatively consistent throughout the year, averaging about 45 sponsored posts per month. March recorded the highest volume at 65 posts (44% above average), while October was the quietest at 24 posts.

March generated the most views at 2.3M, while October recorded the least at 195k. Across all tracked posts in the 12-month window, average views per post were 18.7k. Views appear to be largely volume-driven, tracking closely with post output across the year. The top-performing tracked post, by @leslovesbeauty, generated 1.8M views.

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: 311 posts (56.5%)
• Instagram: 238 posts (43.3%)
• YouTube: 1 posts (0.2%)

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).

leslovesbeauty x Physicians Formula

leslovesbeauty

@leslovesbeauty

06 Mar, 25

1.8M

24.3k

[...] intrusive thoughts win with this @physiciansformula Mineral Wear Diamond Perfector [...]

Influencer bio

♡ UGC | Beauty Enthusiast | 45 ♏️ |📍CT + CA 💙 ♡ Reviews | Textures | #over40beauty ♡ Contact: leslovesbeauty@gmail.com

Collaboration metrics

Post views 1.8M

Post EMV $57.6k

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alizaaramirezz x Physicians Formula

alizaaramirezz

@alizaaramirezz

27 Feb, 25

285.5k

35.7k

[...] @sephora microsmooth powder @Physicians Formula Butter Bronzer @Fenty Beauty Sun [...]

Influencer bio

Dallas, TX 💌alizaacramirez@gmail.com

Collaboration metrics

Post views 285.5k

Post EMV $7.5k

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x Physicians Formula

Physicians Formula

18 Feb, 25

5.7k

271

* Physicians Formula Diamond Filler Lip & Cheek Color / [...]

Influencer bio

Hello, welcome. In this channel, I regularly share videos on various topics such as makeup, skin care, cosmetics, shopping, fashion, travel and culture and art. If you are interested in such topics, you can subscribe to my channel. If you press the ringer, you will be notified of my videos that I publish every Wednesday and Friday. Don't forget to follow me on my social media accounts like Instagram, Twitter and Pinterest below.

Collaboration metrics

Post views 5.7k

Post EMV $199

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💡 Related resource: How To Find TikTok Influencers.

Influencer audience size breakdown (by views)

With 61.7% 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 (138.9k avg views/post):

kaylee.marina x Physicians Formula

kaylee.marina

@kaylee.marina

22 Nov, 25

27.3k

922

[...] - @Maybelline NY loose powder - @Physicians Formula bronzer - @Kaja Beauty eyeshadow - [...]

Influencer bio

beauty & yapping ✨ 23 | TX ✨ 💌: kaylee@idolsandicons.co

Collaboration metrics

Post views 27.3k

Post EMV $592

More influencer data

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And here is another example with a smaller creator on TikTok (8.3k avg views/post):

latinabaddie101 x Physicians Formula

latinabaddie101

@latinabaddie101

11 Jan, 26

3.4k

539

[...] 115 @Morphe Cosmetics brow pencil @Physicians Formula butter bronzer @Kosas hype blush [...]

Influencer bio

Latina Baddies Only 🙂‍↔️😘 IG: alexisss03 💌 alexis.business.rivera@gmail.com

Collaboration metrics

Post views 3.4k

Post EMV $95

More influencer data

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Physicians Formula's repeat partnerships

ellasolves x Physicians Formula

ellasolves

@ellasolves

06 Feb, 26

84

[...] too long". . . Thanks @physiciansformula for gifting me your [...]

drshoskin x Physicians Formula

drshoskin

@drshoskin

12 Apr, 25

11.6k

[...] which is why I love @physiciansformula 3-in-1 Hydrating [...]

drshoskin

@drshoskin

26 Nov, 25

5.7k

[...] or irritates my skin. #PhysiciansFormulaPartner But [...]

drshoskin

@drshoskin

23 Dec, 25

5.5k

[...] science-backed beauty. #PhysiciansFormulaPartner As part of [...]

yari_29 x Physicians Formula

yari_29

@yari_29

27 Dec, 25

1.5k

25

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

yari_29

@yari_29

07 Dec, 25

1.5k

18

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

yari_29

@yari_29

20 Jan, 26

693

24

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

💡 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 (5.8%)
• Spain (4.9%)
• Canada (4.6%)

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 Cosmetics and COVERGIRL in mass-market makeup where creators influence purchase through drugstore hauls and best-of lists. All three target a broad audience looking for affordable, reliable performance.

Total influencer content

COVERGIRL leads with 3.6k sponsored posts, significantly outpacing Physicians Formula (550 posts) and Milani Cosmetics (314 posts). Across all three brands, the average volume is 1.5k posts, suggesting established influencer marketing investments. 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 2.6k, Physicians Formula at 311, Milani Cosmetics at 0 posts. Milani Cosmetics's activity is particularly concentrated on Instagram. On TikTok, COVERGIRL has several times more posts than Physicians Formula, while Milani Cosmetics has none.

By geographical market

COVERGIRL has the highest estimated sponsored-post volume in United States (2.5k posts, 69.6%), Canada (127 posts, 3.5%), United Kingdom (112 posts, 3.1%), suggesting a North America focus, while Physicians Formula leads in Spain with 27 posts (4.9%), while Milani Cosmetics leads in India with 21 posts (6.7%). Looking at United States specifically, the split is COVERGIRL at 2.5k posts (69.6%), Physicians Formula at 275 posts (50%), Milani Cosmetics at 202 posts (64.2%).