The beauty industry is constantly evolving, and the way brands connect with consumers is changing just as rapidly. For beauty brands, staying ahead means understanding where shoppers are turning for inspiration and advice. New insights from the 2025 Beauty Consumer Study reveal a clear trend: Creator Commerce™ is not just a marketing channel; it's a primary engine for growth and customer loyalty.
As products become more accessible, consumers are looking for more than just a sales pitch. They want connection, authenticity, and trust. This is where creators excel. This post explores the latest data, trends, and strategies shaping the future of influencer marketing for beauty brands. We'll cover why Creator content is dominating marketing budgets and how your brand can effectively partner with Creators to drive meaningful results. Read on – and watch the full on-demand webinar – to discover tactics to amplify your influencer marketing strategy.
Why Creator Commerce Is a Top Growth Channel for Beauty
Data from the LTK and Northwestern University 2025 Brand Decision Maker Study confirms that Creator Marketing is a top investment for growth in the beauty sector, second only to connected TV (CTV). A remarkable 78 percent of beauty brands plan to either increase or maintain their spending on Creator collaborations in the coming year.
This budget shift is happening for a reason. Creator content isn't confined to a single social media post. Beauty brands are repurposing Creator-generated content across an average of four different channels, including their websites, email marketing, and even digital ads. In fact, 94 percent of brands now use Creator content in their social media advertising, with many dedicating more than 30 percent of their Creator budget to boosting this content. This strategy amplifies reach and delivers authentic messaging at scale, proving that Creators are a powerful force across the entire marketing funnel.
Knowing this, beauty brands must maintain a presence where customers and prospects prefer to shop. Many are accomplishing this by collaborating with social media influencers, especially on Instagram and TikTok. Creators can help brands not only market their products but also anticipate and shape beauty trends.
Key Trends for Beauty Brands and Creators
Today's consumers don't want to be sold to; they want to be part of a community. They seek genuine engagement and relatable stories, giving rise to several powerful trends in beauty marketing.
The power of storytelling and community
Authentic connection is the new currency in beauty. The 2025 LTK Beauty Shopper Study found Gen Zers prefer beauty content that feels personal, like "FaceTime with a friend." They seek relatable Creators who are sharing real stories, tutorials, and showcasing diverse looks.
This connection drives engagement; searches for "beauty routine" on LTK grew 25 percent year over year, and followers are 1.3 times more likely to try new products after seeing Creators recommend them. Trust is now key to brand advocacy.
Short-form video content
Short-form channels, such as TikTok, Instagram Reels, and YouTube short clips, are leading the way in marketing beauty products. Customers across social media platforms respond better to video content, so platforms such as Instagram have begun prioritizing video content in their algorithms to compete with TikTok.
More authenticity
Beauty Creators are moving away from the traditional “selling” approach to branding and letting audiences in on their lifestyle. Influencer marketing in the beauty industry means being real and authentic, where Creators share snippets of their daily lives and the products that enrich them. They invite consumers into their homes and share their dietary habits, bedtime routines, and the books they’re reading.
Increased diversity
Arguably, the most crucial trend in influencer marketing for beauty brands is the devotion to representing everyone. Today’s campaigns show different skin tones, hair textures, sizes, races, cultures, and lifestyles in both models and products.
Personalized beauty products
Personalization is the key to effective marketing, and more Creators are showcasing products that cater to customer needs. By personalizing beauty products – such as by adding the customer's name to the product packaging, using engaging brand language, or even catering to their beauty regimen – brands can tap into the buyer's unique identity.
Best Practices for Beauty Brands Looking for Creators
Understanding trends is the first step. To execute a successful Creator campaign, brands must be strategic in how they select and collaborate with Creators.
Prioritize more than follower count
A massive follower count may catch your attention, but it only goes so far. High engagement rates – likes, comments, shares, and saves – are a much better indicator of a Creator’s ability to connect with their audience. Ensure that any given Creator aligns with your brand values and see if their engagement rates are just as impressive.
Use audience insights and historical performance data
Knowing about prior success can help your brand understand what’s possible for its beauty influencer campaigns. Use an influencer marketing platform that provides information to target the best influencers based on audience insights and past performance data.
Collaborate with Creators who can connect with Gen Z
Young consumers can provide the longest-term revenue if you can effectively market to them. Your Creator partners should understand Gen Z's shopping habits, content consumption patterns, and expectations from a brand.
Partner with Creators from diverse backgrounds
Because diversity is so important today, taking it into account when choosing Creator partners can provide value. Creators from various backgrounds can help your brand connect with diverse audiences from every walk of life.
Collaborate with Creators who are up to date with social media platforms
Remember what we noted about video content? Its popularity continues to grow. With this surge and new social media platforms constantly emerging, collaborating with the most adaptable and on-trend Creators can be beneficial.
Discover the Power of Creator Commerce™ with LTK
Looking to shake up your beauty influencer campaigns? Choosing the right partner and tactics goes beyond follower count. Take the time to understand influencer audiences, historical performance, and expertise. Influencer marketing for beauty brands is most successful with diverse Creators who understand Gen Z and the content that resonates across social media platforms, driving substantial growth for your brand.
Find top-performing Creators, manage end-to-end campaigns, boost your reach, and monitor influencer marketing campaigns with the right platform. LTK Creator Commerce™ is an all-in-one influencer marketing platform and five-star shopping app. It’s revolutionizing e-commerce, allowing content Creators to share, promote, and sell their favorite products with tried-and-tested strategies and giving 5,000+ brands access to millions of shoppers to boost influence and sales.
Interested in learning more about current trends and how to respond to them effectively? Check out our on-demand webinar. And if you’re ready to take the next step, turn to LTK to find top-performing Creators, manage campaigns, reach new audiences, and track your success. Get started with LTK today!
This post was originally published in November 2022 and updated in September 2025.
