The age of the influencer could also be shapeshifting, but it surely has yet to achieve its peak.

In accordance with Launchmetrics, influencer voices generated essentially the most value for brands throughout the first quarter, with “micro influencers, or the smaller influencer, driving this value,” said chief marketing officer Alison Bringé.

In the course of the first quarter, makeup brands generated $1.2 billion in Media Impact Value, or 60 percent of the sweetness sphere’s total MIV for the period; skincare brands got here in second, garnering $400 million, while fragrance and hair care trailed behind at $132 million and $127.5 million, respectively. MIV is Launchmetrics’ proprietary metric tallying the impact of a brand’s media placements across online, social and print channels.

On the subject of skincare, which is inherently less visual than makeup, Bringé said “leveraging the proper voices to achieve today’s consumer” has been key to the social media success of brands like CeraVe, for instance, which has partnered with TikTok-loved dermatologists like Dr. Muneeb Shah and Dr. Michelle Henry to amplify its message.

The highest makeup brands by MIV in Q1:

The highest skincare brands by MIV in Q1: