Beauty marketers are under pressure to cut through the noise in an oversaturated creator landscape while proving measurable business results.
And new data from influencer marketing platform Traackr’s 2025 Beauty & Fashion Insights report reveals a new reality – beauty brands cannot rely on the old creator playbook anymore.
Oversaturated content, diminishing returns on boosted posts and shifting platform popularity are stalling growth.
At the same time, smaller creators are proving that trust and resonance drive the biggest results.
The good news? The beauty brands willing to adapt by embracing new formats, focusing on long-term relationships and optimising for impact can build a creator strategy that delivers real business growth.
Let’s explore what has changed in creator marketing and what beauty brands must do differently to win in this new era.
GRWM fatigue signals it is time to reinvent beauty storytelling
Despite more creators posting about beauty brands than ever before, engagement is slipping.
In H1 2025, Traackr found that make-up, skin care and hair care creator content all saw drops in engagements and video views.
‘Get ready with me’ (GRWM) content, once a cultural pillar, lost 19% engagement and 17% video views, the report found.
Audiences are no longer excited by the same formula they have seen for years.
Instead, they are gravitating toward richer storytelling and longer-form content that offers more depth.
One of the most notable shifts is the surge in creator performance on video sharing website YouTube, which saw the biggest lift in total attention compared to Instagram and TikTok.
Creator volume on YouTube increased 30%, which drove 33% more video views, found the report, while Instagram lost 22% of views and 31% of engagements.
For beauty brands, this means it is time to reassess creative strategy.
Rather than chasing trends or producing more content, focus on fewer strategic narratives that audiences can remember and feel.
Meet creators in the moments and places that they are already planning content around and integrate your brand into those stories in a way that adds value.
Build a portfolio of creator partnerships that can adapt to shifting audience
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.