Influencer Advisory™For Marketing Leaders at Beauty and Skincare Brands
Turn Creators With Your Buyer’s Skin Into Repeat Beauty Sales
We find creators whose skin, hair and routine match your buyer, check every claim before it posts, and track each sale back to them.
Campaigns for 55+ brands · Nutrafol: 2.4x return on the spend
Most beauty creator deals buy a pretty video and no second order
A big name posts a glowing routine, the likes pour in, and the reorders never come. So creators get filed as a launch cost, not a sales line.
Ritual booked 1,379 YouTube reads from 642 creators over five years.
The brands that win with creators don’t buy one big post. They find the creators who sell and keep booking them.
Source: our own data on YouTube sponsorships
Why most beauty creator programs stall
“We sent product to hundreds of creators and almost nobody posted”
Why it happensMost of the list was picked by follower count, not by who already uses products like yours. They had no reason to post.
“The video looked great but the shade was wrong for her audience”
Why it happensThe creator’s skin tone and skin type did not match the people who watch her, so nobody saw themselves in it.
“Legal pulled the post after it went up”
Why it happensThe creator said the product cures or fixes something. Nobody checked the words before the post went live.
“Sales spiked for a week, then nothing”
Why it happensSkincare works over weeks. One post shows day one, and nobody comes back to show the result.
“We can’t tell which creators sold anything”
Why it happensCodes get shared on coupon sites and links get skipped, so sales show up as plain search traffic.
“Every launch we start again from zero”
Why it happensNobody keeps a list of who sold last time, so the creators who worked never get booked again.
Why we started
We realized this old system was not the way that the most successful companies were doing things. We learned this first hand.
We ran an influencer agency first, then a talent agency. Neither one worked for the brands we served, so we built something new.
First Didn’t work
We were an influencer agency
When we ran as an influencer agency, we would reach out to a thousand creators, hear back from about 50, and end up with three influencers who were actually good.
Then Didn’t work
We were a talent agency
When we ran as a talent agency, we managed our own roster, but every time a client handed us a really niche avatar, we were stuck choosing from the same 50 people.
Now What works
So we built our new method
The foundation of this boils down to building connections at scale with influencers and keeping them, and then scaling them without an operational nightmare.
How we run influencer marketing for beauty brands
Three steps, and every one of them ends in a number you can count.
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1
Find creators who look like your buyer
We pick creators by skin type, shade, hair and the products they already use on camera, then check who watches them, not how many follow.
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2
Check every claim before it posts
Each creator shows their own routine with your product, in their own words. We read every caption and script for claims before it goes live.
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3
Track every sale, then book the winners again
Every creator gets their own link and code. A follow-up post shows the result weeks later, and the creators who sell get booked again.
Examples
One beauty campaign we ran, one TikTok Shop seeding run, and one wellness brand we took apart from our data.
Is this you?
Who it’s not for
Who it’s for
Product
Not beauty, skincare, hair or grooming
Skincare, makeup, hair or grooming sold online or in stores
Size
Under $10M a year
Doing $10M+ a year
Creators
Never worked with a creator and no plans to
Already seed or pay creators, or ready to
What you count
Likes and reach
Orders and reorders you can count
If that isn’t you yet and you still like where this is going, message us and we’ll refer you to another agency or tool.
Who we are
We originally started in the media space helping YouTubers improve their content. We know firsthand exactly what it takes to make good content.
YouTubers we helped include Football Fundamental, Ground Glory and Kevin Aquatics, and we helped them implement systems that allow them to earn more.
We started Influencer Advisory around a pretty simple observation that influencer marketing is a fragmented industry.
After being in the influencer agency space, we noticed that it’s fragmented, unreliable and inconsistent, which is why it doesn’t actually become a staple marketing channel for most brands.
That’s what led us down the rabbit hole of looking through 6,200 plus interviews with CMOs, running campaigns for 55 plus brands, and learning what actually works in the influencer space.
Get a free audit of your beauty creator program
See which creators your buyers already trust, and what they would sell for you.