We analyzed 1.2k pieces of influencer content sponsored by Sunday Riley over the last 12 months.
This report breaks down where & how Sunday Riley 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 Sunday Riley, see here: Sunday Riley influencers.
Sunday Riley'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
Sunday Riley's influencer output appears relatively consistent throughout the year, averaging about 102 sponsored posts per month. April recorded the highest volume at 145 posts (42% above average), while September was the quietest at 76 posts.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Sunday Riley's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for Sunday Riley.
Here are 3 examples of Sunday Riley's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
Influencer bio
Co-Founder @saintspritz JoJo Fletcher x @abbyson Home
Collaboration metrics
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Influencer bio
beauty lifestyle fashion 💌: anika@idolsandicons.co insta 320k • youtube 262k 18
Collaboration metrics
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Influencer bio
Władek | BEAUTYBOY Pierwszy kanał beauty w historii PL prowadzony przez chłopaka!
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 Sunday Riley 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 34.7% of partnerships featuring creators averaging 1K-5K views, Sunday Riley's strategy suggests niche targeting and authenticity, likely leveraging collaboration models like gifting and affiliates to work with smaller creators. The <1K views segment is also prominent at 28.8%, indicating investment across adjacent tiers.
Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (74.0k avg views/post):
Influencer bio
hey bestie💋 💌sophie@jaidemgmt.com 📍West Midlands
Collaboration metrics
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And here is another example with a smaller creator on TikTok (3.1k avg views/post):
Influencer bio
Long form content girlie ✨beauty & lifestyle✨ Barnsley girl Elliecheesman@thisissummer.co
Collaboration metrics
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Out of 927 unique influencers in our dataset, 21 of them (2%) posted content for Sunday Riley in 3 or more separate calendar months. The most consistent partner is @tinasbestmidlife, who has collaborated across 8 months with 18 total posts.
Here are 3 examples of Sunday Riley'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 Sunday Riley had the most influencer activity. 52.4% 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 Sunday Riley collaborating with an influencer in United States.
Sunday Riley is a prestige skincare brand, and OLEHENRIKSEN plus Peter Thomas Roth compete in the same results-oriented skincare space with similar influencer review and routine content dynamics.
Total sponsored posts tracked (last 12 months)
Peter Thomas Roth leads with 14.2k sponsored posts, significantly outpacing OLEHENRIKSEN (8.8k posts) and Sunday Riley (1.2k posts). Across all three brands, the average volume is 8.1k posts, indicating mature, scaled influencer programs. OLEHENRIKSEN and Peter Thomas Roth have many more total posts than Sunday Riley.
Sponsored posts by platform
Sunday Riley leads on YouTube, while OLEHENRIKSEN has the most activity on Instagram and Peter Thomas Roth has the most activity on TikTok. The gap is most notable on TikTok, with Peter Thomas Roth at 13.3k, OLEHENRIKSEN at 6.9k, Sunday Riley at 722 posts. OLEHENRIKSEN's activity is particularly concentrated on TikTok. On TikTok, OLEHENRIKSEN and Peter Thomas Roth post many more than Sunday Riley.
Estimated sponsored posts in Sunday Riley's top markets
Peter Thomas Roth has the highest estimated sponsored-post volume in United States (9k posts, 63.4%), Brazil (752 posts, 5.3%), while OLEHENRIKSEN has the highest estimated sponsored-post volume in United Kingdom (1.1k posts, 12.3%), Canada (397 posts, 4.5%), while Sunday Riley leads in France with 57 posts (4.6%). Looking at United States specifically, the split is Peter Thomas Roth at 9k posts (63.4%), OLEHENRIKSEN at 4.6k posts (52.4%), Sunday Riley at 653 posts (52.4%). Sunday Riley's strength in France may indicate a home-market focus, while Peter Thomas Roth shows broader regional investment.
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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