Influencer marketing for beauty and personal care brands
In beauty and personal care, people buy what they have seen work on someone they trust. Roundabout selects beauty, skincare and wellness creators on verified insight data, builds the quote on real benchmarks by tier and market, and runs the campaign: product shipping, brief, content approval, licences and a content-by-content report.
Updated on
Brands we work with
Three things that change in this industry
Trust is built over time.
In beauty the best results come from ambassador programmes, not one-off posts: creators who use the product, talk about it more than once and take their community from awareness to purchase.
Claims have to be checked.
For supplements and over-the-counter products, what can be said is regulated. The brief sets the allowed claims and every piece of content is approved before publishing.
Super niches exist.
Some communities form around a specific need or personal experience, where a few credible creators are worth more than many generic profiles.
In the beauty segment, engagement does not drop with tier: between 100k and 300k followers the median ER (3.02%) is in line with that of profiles between 10k and 40k (2.92%).
| Follower tier | Median Instagram ER | Profiles |
|---|---|---|
| 10–40k | 2.92% | 66 |
| 40–100k | 1.63% | 49 |
| 100–300k | 3.02% | 67 |
| 300k–1M | 2.31% | 22 |
Source: Roundabout creator database, Italian creators in beauty, skincare, makeup, hair, perfume, cosmetology, nails, mature skin, yoga and face yoga niches; profiles scraped 28 August – 7 October 2026. ER = average likes + comments on the last 12 non-pinned posts / followers; measured likes only. The 6–10k tier (10 profiles) and the over-1M tier (2 profiles) are not published: below the threshold of 20 profiles.
Three campaigns in this industry
x8ROAS
Skinlabo · skincare
Italy
- Creators
- 214
- Pieces of content
- over 1,500
- Impressions
- over 6M
Micro influencer ambassador programme.
217KImpressions
FILD Pharma · supplements
Italy
- Creators
- 4
- Pieces of content
- 64
- ROAS
- x3
Niche creators to build trust and authority.
+30%Website traffic
Fit For Me · bariatric supplements
United Kingdom
- Creators
- 5
- Pieces of content
- 32
- ROAS
- x3
The super niche of people who have had bariatric surgery.
Influencer marketing in the United Kingdom
Also worked with us in this industry: Ofmom.
The method is the same in every industry.
In beauty, the story is told by the people who try the product on their own skin, and say so.
Frequently asked questions
How do you choose creators for a beauty brand?
On verified insight data, not public follower counts: audience location, engagement on recent posts, growth and past collaborations with brands in the category. You see the rationale for every creator and approve the shortlist before anything is signed.
Do you work with supplements and regulated products?
Yes, with brands such as FILD Pharma, Fit For Me and Ofmom. Allowed claims go into the brief and every piece of content is approved before publishing.
Campaign or ambassador programme?
It depends on the objective. To build trust and repeat purchases, an ongoing programme works better: that is the model behind the Skinlabo case.
Can we use the content in our ads?
Yes. A 12-month organic licence and 14 days of paid ads use are included. Longer advertising rights are added per content, with a flexible start date, and priced in the quote.
What does a beauty campaign cost?
It depends on creator tier, market and usage rights. The quote you build on the platform is itemised and final.