Top Influencer Marketing Trends in Beauty & Wellness for Q1 2025

A data-driven look at how K-Beauty, Clean Beauty, and Supplements evolved across TikTok and Instagram in early 2025

In Q1 2025, influencer marketing in the beauty and wellness sectors underwent a visible transformation. From K-Beauty’s viral rise on TikTok to Clean Beauty’s strategic use of affiliate creators, and the supplement industry’s shift toward niche wellness categories, brands adapted their influencer strategies to meet changing consumer behavior and platform dynamics.

Based on an analysis of over 23,000 influencers with more than 10K followers, this article breaks down the latest trends, highest-performing brands, and most effective creator strategies across TikTok and Instagram. Whether you're a marketer in skincare, supplements, or cosmetics, this benchmark offers key takeaways to shape your Q2 planning.

Methodology

• This quarterly report is powered by Lefty’s proprietary platform and data tools. We identified relevant content using hashtags and @mentions and analyzed Earned Media Value (EMV) based on a $100 CPM (Cost per Mille) for both TikTok and Instagram.
• Platforms Analyzed: TikTok and Instagram (excluding Stories)
• Date Range: January 1 – March 31, 2025
• Influencer Sample: 23,000 creators with 10K+ followers
• Metrics: EMV, engagement rate, follower tier, and growth comparison to Q1 2024

K-Beauty: TikTok’s Viral Engine Redefines the Market

The K-Beauty category is experiencing a generational shift. Once dominated by legacy brands like Laneige and Sulwhasoo, the space is now led by younger, digital-first labels that excel in viral marketing.

Market Overview

• EMV dropped –32% YoY, while creator and post volume rose slightly (+3%)
• TikTok’s Share of Voice jumped from 18% to 34%, confirming its growing dominance

This shift indicates that while Instagram continues to support consistent creator output, TikTok is where explosive visibility and brand discovery are now taking place.

Clean Beauty: Affiliate Strategies and Mid-Tier Momentum

Amid a crowded and maturing category, Clean Beauty brands maintained EMV growth (+1%) by turning to affiliate campaigns and collaborations with micro and mid-tier creators.

Key Insights

• TikTok's Share of Voice reached 49% (up from 36%), reflecting a growing shift away from Instagram dominance
• Mid-tier creators helped increase trust and conversion, particularly for DTC brands

Supplements: Performance by Personalization and Fitness Influence

While the supplements vertical saw a –3% YoY dip in EMV, growth opportunities emerged in areas tied to mental wellness, sleep, and women’s health. Micro and mid-tier influencers played an essential role in capturing these niche audiences.

Trends to Watch

• Fitness creators made a significant impact: though only six appeared in the top 20, they accounted for 20% of total EMV
• Growth in "beauty from within," immune support, and gut health categories was driven by product-specific storytelling

What to Watch in 2025

As we move into Q2, brands that balance community-led storytelling with data-driven casting will continue to lead the market. Four key strategies emerged from Q1 data:

1. Expand Affiliate & Always-On Campaigns

Long-term creator partnerships are more effective than seasonal spikes, especially when built on conversion-based goals.

2. Use TikTok + Instagram Strategically

Leverage TikTok for top-of-funnel buzz and Instagram for depth, reviews, and swipeable product storytelling.

3. Localize and Specialize

From hormonal health to sensitive skin, verticalized influencer campaigns continue to outperform generic mass messaging.

4. Prioritize Mid-Tier Creators

Mid-sized creators offer a balance of reach and trust, making them ideal for brands seeking performance without overinflated spend.

Bonus: Leverage Cross-Vertical Campaigns

Brands like Kosas showed the power of collaborations across categories—such as skincare x hospitality or beauty x food and beverage—to unlock fresh audiences and new EMV sources.