What these 4 beauty brands know about influencer marketing that others don’t
We’ve all seen beauty brands throwing products at creators and hoping something sticks. But in a saturated market, that’s just noise. The brands actually winning at influencer marketing in 2025 are the ones that treat creators like collaborators, not channels.
Here are four beauty brands doing it differently – with campaigns that prove how strategy, community, and timing come together.
1. BYOMA – Making transparency trendy
Campaign: Barrier Breakdown
What they did: BYOMA launched its “Barrier Breakdown” as part of their “Skin Barrier Awareness Month,” in a month-long effort to educate consumers, particularly younger generations, about proper skincare and the importance of a healthy skin barrier. Collaborating with science-first creators like @beautybyadela to produce educational TikTok’s explaining why skin barrier health still matters – especially with seasonal changes.
Rather than handing out talking points, BYOMA gave creators behind-the-scenes access to research & development data and customer feedback. The result? A flood of genuinely informative content that outperformed sponsored ads in both views and saves.
3. Glossier – Tapping into K-culture power
Campaign: Lip Glaze launch with Katseye
What they did: Glossier teamed up with rising K-pop girl group Katseye to launch its new Lip Glaze line – a collection of tinted lip oils inspired by each of the six group members. But this wasn’t just another celeb collab. Glossier seeded the collection through a wave of beauty micro-influencers and K-pop fan accounts across TikTok and Instagram, many of whom created unboxings, swatch content, and fan-style edits that blurred the line between music fandom and beauty obsession.
Rather than controlling the narrative, Glossier let creators (and fans) shape it – resulting in high engagement and viral audio trends featuring Katseye’s music and Lip Glaze visuals.
2. Topicals – Micro creators, major impact
Campaign: Skin Realities
What they did: Topicals’ approach to influencer marketing in 2025 continues to centre around authenticity, inclusivity, and long-term community building. Rather than chasing mega influencers, the brand invests in micro and nano creators who have firsthand experience with skin concerns like hyperpigmentation, eczema, and acne – the exact issues Topicals products are formulated to treat.
This year, their strategy includes immersive creator experiences, like their Ghana-based influencer trip, Topicals and ongoing ambassador relationships that prioritise storytelling over aesthetics. By spotlighting underrepresented skin journeys through trusted voices, Topicals is proving that real influence comes from real people – not just follower counts.
4. Dieux skin – The year of creator loyalty
Campaign: Re-Up Club
What they did: In April 2025, Dieux launched its “Re-Up Club”, an internal influencer program that tracks creators who organically posted about the brand – and sends them personalised restocks with notes referencing their previous content. It’s low-key, high-touch, and remarkably effective.
Influencers like @glowwithava and @karlaaylim received surprise drops with custom bundles, handwritten notes, and early access to unreleased formulas. Several turned the unboxing into intimate “get ready with me” storytimes.
This not only strengthens brand affinity but also encourages authentic content creation, as influencers feel valued and recognised.
Final takeaway
Influencer marketing in beauty isn’t about shouting the loudest anymore – it’s about listening, learning, and showing up with intention. These four brands are proving that when you prioritise relationships over reach and value over volume, the results speak for themselves. Whether it’s re-engaging loyal creators, tapping into niche communities, or letting fans lead the story, the brands making waves in 2025 are the ones moving with the culture – not just marketing to it.
