Lefty releases Q1 2025 State of Influencer Marketing, Beauty & Wellness report
Date Posted: Monday 12th May 2025
Influencer marketing platform Lefty has released a Q1 2025 State of Influencer Marketing, Beauty & Wellness report. In Q1 2025, influencer marketing for K-beauty, clean beauty, and supplements saw major shifts, with TikTok emerging as a key platform for engagement and growth.
1. K-beauty Innovation:
In the competitive K- beauty space, strategic influencer partnerships are proving to be a critical differentiator. Brands like TirTir, ANUA, and Medicube are transforming the market. Using TikTok’s viral reach and influencer partnerships, they are outpacing traditional leaders, reshaping strategies, and growing rapidly.
Top K-Beauty Brands
| Brand | EMV (Earned Media Value) | Posts | Engagement Rate (ER) | QoQ (Quarter over Quarter) Evolution |
|---|---|---|---|---|
| Laneige | 9.8M | 869 | 2.1% | -61% |
| Glow Recipe | 9.6M | 957 | 2.2% | -62% |
| TirTir | 9.4M | 668 | 2.3% | +315% |
| Medicube | 8.4M | 718 | 1.9% | +29% |
| Erborian | 6.6M | 355 | 1.8% | +18% |
| Beauty of Joseon | 4.4M | 548 | 2.9% | +33% |
| Anua | 3.6M | 431 | 1.7% | +622% |
| Skin1004 | 3.6M | 510 | 1.6% | +46% |
| COSRX | 2.9M | 443 | 1.2% | -34% |
| Etude House | 2.7M | 283 | 1.7% | N/A |
Top Influencers for K-Beauty Brands
| Influencer | Category | Nationality | EMV | Engagement Rate (ER) | Followers |
|---|---|---|---|---|---|
| @herosheemaz | Influencer | Iran | 2.9M | 7.2% | 2.7M |
| @elainamich | Influencer | USA | 2.8M | 1.8% | 1.6M |
| @mariale | Influencer | Venezuela | 2.3M | 2.4% | 6M |
| @plastiquetiara | Drag Queen | VN/USA | 1.3M | 1.6% | 1.3M |
| @missynjohnson | Influencer | USA | 1.2M | 2% | 4M |
| @elnaz_golrokh | Influencer | Iran | 1.2M | 1.9% | 1.5M |
| @yyye__vely | Influencer | S. Korea | 1.2M | 5.6% | 8.5M |
| @elysian__living | Influencer | USA | 110K | 1M | 1M |
| @evange | Influencer | USA | 947K | 12% | 902K |
| @mattrandon | Influencer | USA | 1.1M | 4.2% | 419K |
Fastest Growing K-Beauty Brands
- TirTir
- Anua
- Medicube
2. Clean Beauty Success:
The Clean Beauty sector is undergoing a dynamic transformation, with TikTok acting as a powerful catalyst. Brands like Kosas, Merit, and Westman Atelier thrive through creative influencer partnerships, affiliate campaigns, and collaborations with mid-tier and micro-influencers. This approach drives growth in an increasingly competitive market.
Top Clean Beauty Brands
| Brand | EMV | Posts | Engagement Rate (ER) | QoQ Evolution |
|---|---|---|---|---|
| Kosas | 34.7M | 2877 | 2.5% | +31% |
| Merit | 20.4M | 2061 | 2.2% | +167% |
| Westman Atelier | 13.4M | 1156 | 2.3% | +40% |
| IT Cosmetics | 8.2M | 1070 | 2.7% | -17% |
| Ilia Beauty | 8.1M | 1187 | 2.6% | -43% |
| Necessaire | 4.2M | 371 | 2.9% | +31% |
| Typology | 3.9M | 473 | 5.4% | +19% |
| Pur Cosmetics | 3.1M | 48 | 1% | +7759% |
| Jones Road Beauty | 2.8M | 472 | 1.5% | -52% |
| Rms Beauty | 2.1M | 419 | 2.7% | -26% |
Top Influencers for Clean Beauty Brands
| Influencer | Category | EMV | Engagement Rate (ER) | Followers | Nationality |
|---|---|---|---|---|---|
| @herosheemaz | Influencer | 23.6M | 7% | 2.7M | Iran |
| @kayla.ryan1 | Influencer | 6.7M | 32.2% | 257K | USA |
| @minazibayibeauty | Influencer | 2.9M | 8.6% | 1M | USA |
| @hazelgraye | Influencer | 2.9M | 7% | 97.8K | USA |
| @linsmakeuplooks | Influencer | 2M | 4.5% | 1.1M | USA |
| @abbieherbert_ | Influencer | 1.9M | 2.1% | 2.4M | USA |
| @garbo.zhu | Influencer | 1.8M | 4.4% | 1.1M | China |
| @elainamich | Influencer | 1.7M | 1.7% | 1.6M | USA |
| @coral_pearl_ | Influencer | 1.7M | 14% | 340K | UK |
| @milandthefam | Influencer | 1.6M | 1.2% | 310K | USA |
Fastest Growing Clean Beauty Brands
- Merit
- Kosas
- Westman Atelier
- PÜR Cosmetics
- Inika Organic
- Tata Harper
3. Supplement Industry Trends:
The supplement industry experienced a slight decline in Earned Media Value (EMV), but areas such as “beauty from within,” mental wellness, and women’s health saw notable growth. Top fitness influencers drove especially strong engagement for brands like 1st Phorm, Prozis, and MyProtein.
Top Supplement Brands
| Brand | EMV | Posts | Engagement Rate (ER) | QoQ Evolution |
|---|---|---|---|---|
| MyProtein | 11.3M | 286 | 2.5% | +33% |
| Lemme | 7M | 1689 | 4.5% | +66% |
| ARMRA | 6.9M | 378 | 3.5% | +137% |
| Nutrafol | 5.8M | 232 | 2.8% | -67% |
| Olly | 2.1M | 234 | 2% | +43% |
| Prozis | 1.6M | 98 | 4.9% | -7% |
| Huel | 1.5M | 90 | 1% | +49% |
| 1st Phorm | 1.2M | 87 | 2% | +68% |
| Bio Tech USA | 1.1M | 182 | 3.1% | -53% |
| Optimum Nutrition | 913M | 23 | 2% | 1379% |
Top Influencers for Supplement Brands
| Handle | Category | EMV | Engagement Rate (ER) | Followers | Nationality |
|---|---|---|---|---|---|
| @mrmukeshgahlot | Fitness Coach | 6.7M | 2.2% | 2.3M | India |
| @kourtneykardash | Influencer | 4.5M | 0.4% | 219M | USA |
| @rohitkhatrifitness | Influencer | 1.6M | 2.6% | 1.7M | India |
| @darylanndenner | Influencer | 568.3K | 81% | 2.1M | USA |
| @danielle.eilers | Influencer | 462.3K | 72% | 846K | USA |
| @petit_fit | Influencer | 457.7K | 1.6% | 1.1M | Spain |
| @meetthechows | Influencer | 433.6K | 57% | 190K | USA |
| @itsonyambu | Influencer | 402.8K | 2.9% | 1.1M | USA |
| @csapunch | Influencer | 347.8K | 0.6% | 2.3M | USA |
| @pitufollow | Influencer | 277.4K | 5.4% | 500K | Spain |
Fastest Growing Supplement Brands
- 1st Phorm
- MyProtein
- Prozis
- Nordic Naturals
- Cirkul
- Nature Made
For the full report, visit lefty.io.