Beauty influencer trends

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Nutella regularly collaborates with food influencers and creators to showcase how people enjoy the hazelnut spread. For example, for Nutella’s brand collaboration with Krusteaz, the Dashleys shared a recipe jamaica b2b leads for Mother’s Day pancakes:

A sponsored post from the Dashleys for Nutella’s brand collaboration with Krusteaz. The family shares a recipe for Mother's Day pancakes using both products.

Key takeaway: Food is a universal language. Industry brands benefit from engaging and activating influencers with food-forward content that can showcase their food or beverages in a new way by connection to familial experiences.

Beauty is the second most popular topic category across all consumers. It’s also a top category for women across generations. The beauty industry has been at the forefront of social media for decades and consumers remain hungry for tutorials, new aesthetics and hauls. In 2023, there were 25.8 million beauty influencers posts that had an average engagement rate of 1.95%. TikTok and Instagram were the most popular networks.

Fenty Beauty was one of the most popular beauty brands mentioned by influencers in 2023. The beauty brand features content from influencers that feels genuine to their style and personality. For instance, to promote a new foundation the brand showed influencer Monet McMichael with the product at the Soft Lit Luminous Foundation launch party. McMichael is known for her unique editing style and flawless skin so showing her using it at a brand event resonates.

A TikTok video featuring influencer Monet McMichael at the Soft Lit Luminous Foundation launch party.