However crowded the skin care space may seem in terms of brand entrants, the category’s influencer realm is even more populous — especially as smaller creators gain relevance for brands seeking to broaden their reach.
This dynamic is evident, too, in CreatorIQ’s first half 2024 ranking of the top 10 influencers by earned media value driven for skin care brands. While mega-influencers like Olivia Yang (@olafflee) and Mariale Marrero (@mariale), who count a respective 4 million and 9 million-plus social media followers, dominate the ranking, influencers like Christi Rose (@_christi99) and Mary Chau (@milkydew), whose largest platforms count less than 250,000 followers, drove equally significant wins for their top brands.
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For instance, Chau drove $5.5 million EMV for Hailey Bieber’s Rhode — which in July ranked as the top skin care brand, nearly tripling the EMV of Sol de Janeiro, which ranked number two — across numerous unboxing and skin care routine videos on TikTok, plus an Instagram carousel in which she imagined a series of future Rhode launches, down to proposed packaging.
Rose, meanwhile, drove $8.4 million EMV for Sol de Janeiro during the period via frequent “first impression” videos sampling the brand’s newest launches and routinely integrating Sol de Janeiro products into her general beauty content.
Paris Hilton, too, crept into the ranking thanks to her blockbuster April collaboration with Tan-Luxe in April, in which she codeveloped a skin care-infused self-tanning spray that has since netted more than $9 million EMV. TikTok influencer Kriss Leos, on the other hand, has made a splash for brands like Glow Recipe and Byoma with her oft-viral “get ready with me” videos featuring her Gen Alpha daughter, Elsa.
The top 10 influencers by EMV driven for skin care brands in the first half, per CreatorIQ.
1. Olivia Yang (@olafflee): $18.3 million
Top brands:
- La Mer: $6.1 million
- Glossier: $5.1 million
- Fresh: $4.3 million
2. Mariale Marrero (@mariale): $18.2 million
Top brands:
- Murad: $7.4 million
- L’Occitane: $4.5 million
- Supergoop: $3.6 million
3. Nathalie Paris (@nathalieparis): $14.1 million
Top brands:
- L’Occitane: $6.4 million
- Tatcha: $3.3 million
- The Ordinary: $2.5 million
4. Mary Chau (@milkydew): $13.4 million
Top brands:
- Rhode: $5.5 million
- Laneige: $4 million
- Tatcha: $3.3 million
5. Leanne Page (@leanne_page_): $12.4 million
Top brands:
- The Ordinary: $2.5 million
- Drunk Elephant: $2.4 million
- Glow Recipe: $2.4 million
6. Christi Rose (@_christi99): $11 million
Top brands:
- Sol de Janeiro: $8.4 million
- Glow Recipe: $2.3 million
- Tatcha: $1.1 million
7. Elnaz Golrokh: $9.9 million
Top brands:
- Tatcha: $1.6 million
- Cetaphil: $1.2 million
- L’Occitane: $756,479
8. Paris Hilton (@parishilton): $9.7 million
Top brand:
9. Kriss Leos (@krissleos): $8.4 million
Top brands:
- Glow Recipe: $4.2 million
- Byoma: $2.7 million
- Laneige: $2.5 million
10. Katie Fang (@katiefangg): $8.4 million
Top brands:
- Glow Recipe: $2.4 million
- The Ordinary: $1.2 million
- Supergoop: $566,034
