Is your audience noticing your marketing but not actively engaging with it? If so, it might be time to elevate your strategy with Creator content.

At our 2025 LTK Beautiful beauty executive event in Miami, we explored insights from LTK’s and Northwestern University’s Retail Analytics Council brand study to show the value of content Creators for beauty brands. Packed with data, trends, and strategies, this session highlighted how Creator content builds loyalty, fosters community, and accelerates growth. Here’s everything you need to know:

Creator Marketing for Beauty Growth

“Does my brand really need to use Creators?” In a word: absolutely. Beauty brands everywhere are turning to Creators as an essential strategy for driving growth. LTK and Northwestern University’s Retail Analytics Council brand study highlights Creators as a top marketing investment for their ability to engage with audiences and drive brand performance.

Creators remain a top growth channel, delivering multi-departmental impact

While connected TV remains on the throne as the channel that brands are investing in most, Creator Marketing comes in at a close second—and it shows. Data shows an average of 3.4 departments actively collaborate with content Creators for beauty brands. From marketing and media to social and brand teams, Creator partnerships are becoming an integrated part of operations.

These collaborations are growing in impact and scope, showing tremendous value across all touchpoints.

Creators are a driving force across media, gaining multi-channel momentum

Creators are helping beauty brands leave their mark in more places than ever before. Similar to the number of departments investing in Creators, brands are leveraging Creator content across an average of four channels. A few examples:

• Content marketing
• Sponsorships
• Display ads
• TV ads

This multi-channel approach enhances audience growth, encourages repeat purchases, and increases average order value. By employing Creator partnerships across platforms, beauty brands can create a unified presence that connects deeply with their audience.

Social boosting is key to enhancing campaign performance

Boosting Creator content is a secret weapon for many beauty brands. Nearly 94 percent of brands use Creator content in their social ads, and many allocate 30 percent or more of their Creator budget to social boosting. Why? Because boosted content delivers 86 percent more campaign impressions. This targeted amplification pushes your message to the next level, reaching more consumers and strengthening your impact.

Storytelling That Engages and Inspires

Nothing brings people together quite like a good story. Storytelling is a proven way to build community, trust, and loyalty. LTK’s Beauty Consumer Study highlights the power of Creators in helping brands connect with consumers in authentic, relatable ways.

Beauty tops the charts

Beauty is the top-shopped Creator category, and it’s easy to see why. Consumers of all ages—from Gen Z to millennials and beyond—turn to Creators for advice. Whether it’s skincare, makeup, or haircare, they trust Creators to guide their decisions.

• 36 percent of millennials and Gen Z shop beauty online from Creators.
• Creator videos generate 66 percent higher views than static content.

Among LTK beauty users, videos are even more popular—an incredible 98 percent of our beauty community watches Creator videos. This preference for authentic, dynamic video storytelling is shaping the future of beauty marketing.

Gen Z prefers storytelling and demands authenticity

Gen Z consumers aren’t just looking for products; they’re looking for connections. They engage with storytelling beauty content twice as much as the general population because it offers something beyond traditional advertising.

Creators show them techniques, introduce them to brands, and demonstrate products on relatable individuals who mirror their own lives. This builds trust and empowers them to make informed product choices—not because they’re being sold to, but because they feel seen and understood.

Build Trust in Your Beauty Community

Creators aren’t just marketers—they’re connectors. They form emotional bonds with their followers, inspiring trust and authenticity that traditional advertising simply can’t replicate.

At LTK, our Creator-focused beauty community inspires just that with trends like:

• “Get ready with me” searches doubling year over year (YoY).
• Beauty routine searches increasing by 25 percent YoY.

Creators are a trusted source for inspiration and product discovery. Posts from top Creators drove over 400,000 impressions, and 90 percent of beauty category traffic on our app can be traced back to these Creator-follower connections.

Our data also shows that Creator communities are 87 percent more likely to try a new brand or product after seeing it featured in a Creator’s post. That’s real influence, backed up by trust and authentic relationships.

Unlock the Power of Creator Marketing with LTK

Content Creators for beauty brands do more than provide exposure; they deliver engagement, trust, and measurable results. Share stories, expand audiences, and build long-term loyalty in a highly competitive market by working with Creators.

Launch your Creator journey. Read up on the potential of Creator Marketing for your beauty brand in our new white paper.