The beauty industry embraces influencer marketing
The beauty world is evolving at speed. In 2024, advertising investment in social media grew by 46.1% in Spain, cementing influencer marketing as an essential channel for beauty brands. At Keepers, we’ve analysed the key factors behind the year’s most powerful success stories and share what leading brands are doing to achieve relevance, virality and, of course, results.
1. Digital-native brands lead the way
Cocunat, Saigu, 3INA and Kream are just a few examples of brands born in the digital space that have successfully scaled through solid influencer marketing strategies. Their growth has been driven by large-scale Instagram and TikTok campaigns featuring carefully selected profiles that combine aspiration, authenticity and strong product knowledge.
2. TikTok: the epicentre of beauty virality
Phenomena such as #TikTokMadeMeBuyIt are no longer trends, but established patterns. Brands like Color WOW have seen products sell out within hours thanks to the power of viral creators and content that resonates with a highly active audience.
3. Dupes and the democratisation of luxury
Low-cost brands such as Catrice and Essence have disrupted the market with products that replicate luxury alternatives. The result is key benefits: greater accessibility, mass engagement and increased loyalty. Beauty consumers are no longer just looking for premium labels; they’re looking for value, results and experience.
4. Micro and nano-influencers: authenticity overreach
Micro-influencers, with engagement rates exceeding 6%, are establishing themselves as ideal partners for building trust and genuine conversation. At Keepers, this is clear: combining macro profiles for awareness with micro profiles for conversion is key.
5. New profiles and formats, new opportunities
The rise of expert communicators (dermatologists, pharmacists, journalists), influencers aged 40+, and even the ‘Sephora Kids’ phenomenon is forcing brands to rethink collaboration strategies. Each audience demands different content, but they all share one thing: a desire for authenticity.
6. Technology at the service of content
From augmented reality to virtual influencers such as Lil Miquela and Noonoouri, the most innovative brands are already exploring new ways to connect. These tools allow for greater narrative control, more precise measurement and stronger differentiation in an increasingly saturated market.
What have we achieved at Keepers?
- Campaigns with average engagement above 4.5%
- A 50% reduction in CPM compared to the market average
- EMV (Earned Media Value) growth across 100% of our clients
- Viral success stories such as Clarins’ Wonder Volume XXL Mascara
Influencer marketing continues to thrive in the beauty sector
2025 marks the year of responsible influence, educational content and the blend of reality and virtuality. At Keepers, we don’t just follow the trend — we analyse it, lead it and turn it into results.
