Micro-influencers—typically defined as influencers with between 10,000 and 100,000 followers—have become a key resource for beauty brands looking to create authentic and engaging content. These influencers have more niche audiences, higher engagement rates, and can connect with followers on a personal level, which makes them especially effective for beauty marketing campaigns. Below, we will explore 10 beauty brands that actively collaborate with micro-influencers, providing comprehensive details about their influencer marketing approach, unique features, pricing structures (where applicable), and pros and cons.
Why Micro-Influencers Matter in the Beauty Industry
Before diving into the specific brands, it’s important to understand why beauty companies are so eager to work with micro-influencers. While celebrity endorsements might provide massive reach, micro-influencers offer brands authenticity and a direct connection to engaged audiences. A survey by Experticity found that 82% of consumers are more likely to follow a recommendation from a micro-influencer compared to a celebrity. Micro-influencers are also cost-effective, making them accessible for smaller beauty brands or targeted campaigns.
Things to Consider When Choosing Micro-Influencers
When beauty brands choose to work with micro-influencers, they need to consider several factors:
- Audience Relevance: It’s crucial to ensure the influencer’s audience aligns with the brand’s target market, whether it’s focused on skincare, makeup, or hair care.
- Engagement Rate: Micro-influencers tend to have higher engagement rates, which means their followers are more likely to interact with their posts.
- Content Quality: Authenticity is key, but the influencer’s content must still meet a certain aesthetic standard that matches the brand’s image.
10 Beauty Brands That Collaborate with Micro-Influencers
1. Glossier
Founded by Emily Weiss, Glossier is a minimalist beauty brand that has transformed the landscape of the beauty industry by prioritizing skincare over heavy makeup. What began as a blog, Into The Gloss, soon evolved into a beauty empire built on direct feedback from real consumers. Glossier has always leaned heavily on its loyal fanbase for marketing, integrating micro-influencers as brand ambassadors who share personal experiences with the products.
Glossier’s approach to authentic marketing allows influencers to naturally incorporate the products into their daily routines, with the brand’s hero products like the Milky Jelly Cleanser and Boy Brow consistently appearing in influencer content. The brand’s emphasis on simple, effective skincare resonates well with micro-influencers, who appreciate Glossier’s clean and modern aesthetic.
With a focus on user-generated content, Glossier allows influencers to shape the brand narrative, making the partnership feel organic rather than commercial. Their sustainability efforts and commitment to cruelty-free practices add another layer of appeal to influencers with conscious audiences.
2. ColourPop Cosmetics
ColourPop Cosmetics, founded by Laura and John Nelson, made waves in the beauty industry with its affordable yet high-quality makeup products. Based in Los Angeles, the brand is a favorite among micro-influencers for its accessible price point, vibrant color range, and trend-driven product launches.
ColourPop often collaborates with influencers to create limited-edition collections, making their partnerships feel exclusive and community-driven. Their fast product cycle allows influencers to constantly feature fresh content, keeping their audiences engaged and eager for new releases. The brand’s flexibility in allowing influencers creative freedom in their content also makes these collaborations feel authentic.
ColourPop’s vegan and cruelty-free stance aligns with influencers who advocate for ethical beauty products, helping the brand maintain its inclusive and accessible image. Despite being one of the most budget-friendly beauty brands, ColourPop maintains a reputation for quality, making it a staple in many micro-influencers’ makeup routines.
3. Tarte Cosmetics
Tarte Cosmetics was founded by Maureen Kelly with the mission to create eco-friendly, high-performance makeup products. The brand’s philosophy of being vegan and cruelty-free makes it a popular choice among micro-influencers focused on sustainable beauty. Tarte’s collaborations with influencers are built on long-term relationships, rewarding loyalty and passion for the brand over time.
One of the most notable aspects of Tarte’s influencer strategy is their Tarte Trips, where they invite influencers to exotic locations to try out new products and create immersive content. While these trips usually feature bigger influencers, micro-influencers are also invited, showcasing the brand’s commitment to diverse partnerships.
Tarte’s best-selling product, Shape Tape Concealer, is a regular feature in beauty influencer content. The brand’s combination of luxury and natural ingredients has helped it stand out in the crowded beauty market.
4. Elf Cosmetics
Elf, short for “Eyes Lips Face,” was launched by Joseph Shamah and Scott Vincent Borba in 2004 with a simple concept: offering high-quality cosmetics at affordable prices. Elf’s innovative approach to influencer marketing includes campaigns like #eyeslipsface, which invited both influencers and everyday consumers to create content showcasing their looks using Elf products. This campaign went viral, illustrating the power of community-driven marketing.
Elf consistently works with micro-influencers who showcase their budget-friendly, vegan, and cruelty-free products, like the Poreless Putty Primer and 16HR Camo Concealer. The brand’s strategy revolves around allowing influencers to demonstrate how affordable beauty doesn’t have to compromise on quality.
By providing influencers with early access to products and creative control over their content, Elf has positioned itself as a go-to brand for influencers with audiences that appreciate affordable beauty with high performance.
5. Milk Makeup
Founded in 2016 by Mazdack Rassi, Zanna Roberts Rassi, Georgie Greville, and Dianna Ruth, Milk Makeup quickly gained a reputation for its cool, innovative, and clean beauty products. The brand’s ethos of minimalist beauty is reflected in its packaging and product formulation, focusing on easy-to-use, multipurpose products that appeal to busy, on-the-go consumers.
Milk Makeup’s micro-influencer strategy emphasizes diversity, inclusivity, and authenticity. They often partner with influencers who align with their sustainable and cruelty-free values. Products like the Hydro Grip Primer and KUSH Mascara have become staples in influencer routines, with Milk Makeup encouraging influencers to showcase their creativity in product use.
The brand’s dedication to clean ingredients and bold marketing campaigns has made it a favorite among younger, conscious consumers who value aesthetics and ethics equally.
6. Fenty Beauty
Rihanna’s Fenty Beauty launched in 2017 with a mission to be inclusive, offering 50 shades of foundation to ensure that all skin tones could find a match. Fenty’s emphasis on inclusivity doesn’t stop at product formulation; the brand frequently collaborates with micro-influencers of all races, skin types, and backgrounds to ensure its products are showcased authentically.
Fenty’s Pro Filt’r Foundation and Gloss Bomb are two of its most featured products by influencers. By collaborating with micro-influencers who represent a wide range of beauty standards, Fenty remains true to its mission of redefining beauty for everyone.
The brand’s influencer strategy includes not only Instagram and YouTube collaborations but also in-store events and pop-up shops, ensuring influencers have unique opportunities to connect with their followers.
7. The Ordinary
The Ordinary, part of the Deciem family, was founded by Brandon Truaxe with the goal of creating affordable, science-backed skincare. The brand’s focus on transparency, both in terms of ingredients and pricing, has made it incredibly popular among skincare influencers who focus on educating their audience about skincare.
Micro-influencers often feature The Ordinary’s products like Niacinamide 10% + Zinc 1% and Hyaluronic Acid 2% + B5, creating content that highlights how the products work at an ingredient level. The brand’s accessibility and no-frills approach to skincare make it a perfect fit for influencers who prioritize education over aesthetics.
The Ordinary’s influencer partnerships are driven by its transparent marketing strategy, allowing influencers to showcase both the pros and cons of the products, which fosters authenticity and trust.
8. Charlotte Tilbury
Founded by the celebrity makeup artist herself, Charlotte Tilbury is known for its luxurious, high-end makeup products. With a focus on creating timeless beauty looks, the brand often partners with influencers who can showcase the artistry behind the products, such as the Magic Cream Moisturizer and Pillow Talk Lipstick.
Charlotte Tilbury’s influencer strategy extends to micro-influencers who have a luxury beauty focus, often inviting them to exclusive product launches or offering them early access to new collections. This helps the brand maintain its premium image while ensuring it stays relevant in the influencer space.
Micro-influencers who partner with Charlotte Tilbury often focus on creating glamorous, high-quality content that reflects the luxury of the products, making the brand aspirational but still approachable.
9. Anastasia Beverly Hills
Founded by Anastasia Soare, Anastasia Beverly Hills started as a brow-focused brand but quickly expanded into a full-range cosmetics company. Known for its Brow Wiz and Modern Renaissance Eyeshadow Palette, ABH has built a loyal following among makeup lovers, including micro-influencers who specialize in creating bold, artistic looks.
ABH frequently collaborates with influencers to create how-to videos, product tutorials, and step-by-step brow guides, empowering them to educate their audience on using the products. The brand’s commitment to helping influencers grow their personal brands has fostered long-term partnerships.
Anastasia Beverly Hills is particularly popular among micro-influencers who are makeup artists, as it allows them to create highly detailed and technical content that resonates with both beginner and advanced beauty enthusiasts.
10. Glow Recipe
Founded by Sarah Lee and Christine Chang, Glow Recipe brings the best of K-beauty to the global stage with its fruit-forward, clean skincare products. The brand is particularly loved by micro-influencers who focus on natural beauty and self-care routines, as Glow Recipe emphasizes skin health and hydration.
Micro-influencers often showcase Glow Recipe’s Watermelon Glow Sleeping Mask and Plum Plump Hyaluronic Serum in their skincare routines, highlighting the clean, vegan ingredients and the brand’s playful packaging.
Glow Recipe’s influencer partnerships are focused on authenticity, often featuring micro-influencers who genuinely incorporate the products into their daily routines, rather than one-off sponsorships. The brand’s commitment to clean beauty and sustainability also aligns with influencers who promote eco-friendly products.
Wrap Up
Micro-influencers offer beauty brands an authentic connection to their target audience. As more beauty brands recognize the value of working with smaller, highly engaged communities, we can expect to see continued growth in micro-influencer collaborations. Whether it’s creating genuine product reviews or launching viral campaigns, these partnerships will continue to be a key driver in the beauty industry’s evolving marketing strategies.
By working with micro-influencers, beauty brands are able to reach audiences in a more authentic and targeted way, often leading to higher engagement and stronger customer loyalty.
