Top 10 Influencer Makeup Brands: What's Worth it and What's Not 

One marketing approach for beauty brands involves the use of influencers on social media platforms.

Depending on the brand's scale and reputation, collaborations may span from partnering with micro-influencers to engaging with prominent figures in the beauty community.

Makeup brands use various strategies, from classic paid sponsorships to creative initiatives involving user-generated content.

Overall, numerous brands actively seek collaborations or extend beauty sponsorships to influencers who have the capability to enhance the visibility and promotion of their products.

However, the question arises: what's worth investing in, and what might not live up to the hype?

Authenticity

When you see a new product promoted by influencers on social media, it's important to check if it's authentic.

If influencers actually know about the product and have tried it themselves before promoting it, you can trust that their recommendation is based on real experience and not just advertising.

Quality Over Hype

While the allure of a popular influencer's name may be strong, it's crucial to prioritize quality over hype. Investigate the ingredients, manufacturing processes, and reviews.

A product that delivers on its promises is far more valuable than one riding solely on the influencer's fame.

Community Connection

A beauty brand backed by an influencer should be more than just a transaction; it should be a community.

Brands that actively engage with their audience, seek feedback, and foster a sense of community create a more meaningful experience for their customers.

As consumers, we hold the power to discern between influencer-backed beauty brands that stand out for their authenticity, quality, and innovation and those that may fall short.

Now Let's Dive into Beauty Brands That Use Influencers to Promote their Brand

Fenty Beauty: Fenty Beauty, which was started by Rihanna, has the main goal  to offer makeup options that enhance the beauty of people from all skin tones.

Fenty Beauty gained acclaim for its Pro Filt'r foundation, which comes in numerous shades, showcasing its commitment to representing a diverse range of individuals.

In addition to the foundation, the brand provides vibrant highlighters, richly pigmented lip products, and versatile eyeshadows. All these products are crafted to empower users to confidently express their individuality.

Rare Beauty: Rare Beauty, envisioned by singer and actress Selena Gomez, goes beyond being just a makeup brand – it's a movement that encourages self-expression and mental well-being.

Embracing the idea of accepting imperfections, Rare Beauty aims to boost confidence in people's unique beauty.

Offering a great selection of products such as their light Perfecting Liquid Foundation and versatile Soft Pinch Liquid Blush, Rare Beauty stands as a symbol of empowerment and authenticity in the beauty world.

Charlotte Tilbury Beauty: Charlotte Tilbury Beauty, a makeup brand curated by the celebrated makeup artist Charlotte Tilbury, is the epitome of timeless elegance.

Focused on the magical influence of makeup, the brand presents a diverse range of products and collections that aim to help you achieve sophisticated and iconic looks.

Notably, they've coined the term "Pillow Talk" for their lip products and blushes, introducing a blend of comfort and style to enhance your beauty routine.

Summer Fridays: Summer Fridays, by Marianna Hewitt and Lauren Ireland, shows it's a reliable and ethical brand by sharing helpful skincare tips, explaining beauty product ingredients, and talking about eco-friendly packaging.

They post blogs on their website about beauty topics and share behind-the-scenes videos on TikTok and Instagram, along with tips and product collaborations with influencers.

This influencer makeup brand is known for their lip butter balm which comes in many different shades. 

Rhode: Rhode, an influencer makeup brand by Hailey Bieber, sets trends effortlessly, from her "Glazed Donut" nail look to her "Sugar Plum Fairy" makeup style.

She enjoys sharing her beauty routines and skincare picks on YouTube and TikTok. Hailey's passion for skincare led her to launch her beauty brand, Rhode Beauty, in 2022, featuring products for radiant skin.

Rhode Beauty's original Lip Peptide Treatment became a social media sensation and best selling product. 

Huda Beauty: Huda Kattan started sharing beauty tips and makeup tutorials on her Huda Beauty blog in the 2010s, later expanding to YouTube and Instagram.

She gained popularity for her Arabic beauty series on YouTube, attracting a global audience. In 2013, Huda, along with her sisters Mona and Alya, launched Huda Beauty, an influencer makeup brand, after facing challenges finding false eyelashes suitable for diverse eye shapes.

Their initial product line focused on false eyelashes and has since grown to include foundation, lip kits, and eyeshadows.

Glossier: Glossier is an influencer makeup brand founded by Emily Weiss. Glossier is most known for their Balm Dotcom lip product which was awarded the best daytime lip balm by Business Insider.

What makes Glossier stand out from other beauty brands is its commitment to initiating genuine discussions on social media, influenced by the honest beauty insights shared on Into the Gloss.

Glossier's social media presence is reassuring, current, and fashionable, featuring extensive influencer partnerships and satisfying swatch videos.

Patrick Ta Beauty: Celebrity makeup artist Patrick Ta launched his own beauty brand in 2019, starting with a range of products including a body oil, lip gloss, and makeup fan.

Since then, Patrick Ta Beauty has gained recognition for its inclusivity, with honors from Tatler, CNN Underscored, and Billboard.

Ta's expertise has led to collaborations with influencers like Alix Earle and Bretman Rock, prompting him to amp up his social media presence.

ONE/SIZE by Patrick Starrr: Patrick has directed his creative energy towards building his beauty brand, One/Size. One/Size is committed to promoting kindness, uniqueness, and bold creative expression through makeup.

Patrick Starrr embraces beauty enthusiasts and creators from diverse backgrounds, identities, and skill levels, affirming that makeup is an experience that fits everyone.

Kylie Cosmetics: Kylie Cosmetics is an influencer makeup brand founded by Kylie Jenner. The company first sold lip kits which came with a liquid lipstick and lip liner set in 2015.

Kylie Cosmetics was established to offer fans the makeup products that Kylie cherishes and uses daily to craft her looks.

She adores how makeup can boost confidence and enhance beauty, and she aims to share that empowering feeling with everyone.

Conclusion

Numerous brands actively engage in collaborations and sponsorships with influencers, aiming to leverage their potential in promoting their products.

This compilation only scratches the surface of the extensive partnerships out there. We trust that this article has provided you with a deeper understanding of the close connection between the realms of beauty and influencer marketing.

✍️ Written by Isabella Melkonian