What you need to know

Beauty influencers and the power of social media continue to shape the beauty industry. While influencer collaborations with brands continue to resonate with consumers, issues surrounding trust and credibility could signal future challenges. To alleviate these concerns, brands and influencers must adopt a more realistic and relatable approach to the category or risk losing favor among consumers.


The term “influencer” can encompass many different personalities and accounts on social media. For the purposes of this Report, a beauty influencer is defined as a person or social media account consisting of beauty-related content that has a following beyond their personal network. A follower is a social media user who follows influencer accounts.

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