January 2024

Skincare is having a social media moment. Due namely to an overall increase in activated influencers throughout the category, skincare content has grown 16 percent year-over-year in volume, while views and engagement have grown 82 percent and 26 percent, respectively, per Traackr. “Without delay, mega-influencers are the highest performers across rising indie skincare brands,” said Therese Little, head of sales, Americas, at Traackr, noting this trend isn’t necessarily consistent across beauty. For prime-performing indie hair care brands, for instance, mid-tier influencers are driving probably the most impact. “A typical theme amongst top-performing skincare brands is that they've built strong relationships with high-performing influencers,” said Little, noting Gen Z creator Katie Fang has been a sustained key voice for Glow Recipe, which tops...