Q1 2025 State of Influencer Marketing | Beauty & Wellness
The influencer marketing landscape continues its dynamic evolution, presenting both exciting opportunities and nuanced challenges for brands across diverse sectors. Our quarterly report, "Q1 2025 State of Influencer Marketing," offers a comprehensive analysis of the key trends, performance metrics, and emerging strategies that defined the first quarter of 2025. Focusing on the vibrant verticals of K-beauty, Clean Beauty, Supplement, Hospitality, and Airline, this report provides valuable insights into how influencer collaborations are shaping consumer engagement, driving brand awareness, and impacting purchasing decisions within these distinct industries.
K-Beauty
K-Beauty's Next Chapter: The Rise of Innovative Brands In Q1 2025, brands like TirTir, ANUA, Skin1004 (all founded in 2019), and Medicube (founded in 2009) have demonstrated explosive growth in EMV, highlighting a shift towards younger, agile brands that resonate strongly with contemporary consumer preferences.
Fastest Growing K-Beauty Brands
TirTir
The top fastest-growing brand in Q1 2025, increasing $7.2M with a 315% growth rate. Founded in South Korea in 2016, TirTir emphasizes a healthy, radiant glow and its "Mask Fit Red Cushion" foundation became the #1 beauty bestseller on Amazon.
+0%
EMV Growth Rate: Q1 2025 vs Q1 2024ANUA
Anua is the #2 fastest growing brand in Q1 2025, increasing $3.1M with 622% growth rate. Anua is a Korean skincare brand that focuses on simplicity and the power of natural ingredients for healthy skin, particularly known for its "Heartleaf 77% Soothing Toner"
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EMV Growth Rate: Q1 2025 vs Q1 2024Top 10 K-Beauty Brands
| Brand | LANEIGE |
| EMV | $9.8M |
| Posts | 869 |
| AVG eng. rate INSTA | 2.1% |
| YoY Evolution | 61% |
| Brand | Glow Recipe |
| EMV | $9.6M |
| Posts | 957 |
| AVG eng. rate INSTA | 2.2% |
| YoY Evolution | 62% |
| Brand | TirTir |
| EMV | $9.4M |
| Posts | 668 |
| AVG eng. rate INSTA | 2.3% |
| YoY Evolution | 315% |
| Brand | Medicube |
| EMV | $8.4M |
| Posts | 718 |
| AVG eng. rate INSTA | 1.9% |
| YoY Evolution | 29% |
| Brand | Erborian |
| EMV | $6.6M |
| Posts | 355 |
| AVG eng. rate INSTA | 1.8% |
| YoY Evolution | 18% |
| Brand | Beauty of Joseon |
| EMV | $4.4M |
| Posts | 548 |
| AVG eng. rate INSTA | 2.9% |
| YoY Evolution | 33% |
| Brand | ANUA |
| EMV | $3.6M |
| Posts | 431 |
| AVG eng. rate INSTA | 1.7% |
| YoY Evolution | 622% |
| Brand | Skin1004 |
| EMV | $3.6M |
| Posts | 510 |
| AVG eng. rate INSTA | 1.6% |
| YoY Evolution | 46% |
| Brand | COSRX |
| EMV | $2.9M |
| Posts | 443 |
| AVG eng. rate INSTA | 1.2% |
| YoY Evolution | 34% |
| Brand | Etude House |
| EMV | $2.7M |
| Posts | 283 |
| AVG eng. rate INSTA | 1.7% |
| YoY Evolution | N/A |
Top 10 K-Beauty Influencers
herosheemaz
EMV$2.9M
ER7.2%
Followers2.7M
Influencer
Iran
elainamich
EMV$2.8M
ER1.8%
Followers1.6M
Influencer
USA
mariale
EMV$2.3M
ER2.4%
Followers6M
Influencer
Venezuela
plastiquetiara
EMV$1.3M
ER2%
Followers4M
Drag Queen
VN/USA
missynjohnson
EMV$1.2M
ER1.9%
Followers1.5M
Influencer
USA
elnaz_golrokh
EMV$1.2M
ER1.6%
Followers8.5M
Influencer
Iran
yyye__vely
EMV$1.2M
ER5.6%
Followers110K
Influencer
S. Korea
elysian__living
EMV$1M
ER12%
Followers902K
Influencer
USA
evange
EMV$950K
ER4.2%
Followers1.1M
Influencer
USA
mattrandon
EMV$900K
ER0.3%
Followers1.3M
Influencer
USA
Clean Beauty
In Q1 2025, the Clean Beauty industry saw overall growth in EMV, Profiles, and Posts generated by creators on Instagram. This surge underscores the industry's continued momentum and evolving consumer preferences.
Kosas
Founded by Sheena Zadeh-Daly in 2015, Kosas focuses on clean, skincare-infused cosmetics, bridging the gap between effective makeup and beneficial skincare. Driving growth through innovative brand activations, notably cross-promotional campaigns with hotels and beverage brands, Kosas achieved $8.2M in EMV growth with a 31% growth rate in Q1 2025. These strategies demonstrate successful expansion and new audience cultivation.
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EMV Growth: Q1 2025 vs Q1 2024PÜR Cosmetics
Founded in 2002, PÜR Cosmetics focuses on mineral-based makeup and skincare, offering "makeup with a purpose" by combining effective coverage with skin-loving ingredients. In Q1, PÜR Cosmetics experienced a significant surge in EMV, reaching $3M with a +7759% growth rate.
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EMV Growth Rate: Q1 2025 vs Q1 2024Top 10 Clean Beauty Brands
| Brand | Kosas |
| EMV 2025 | $35M |
| Posts | 2877 |
| EN.G | 2.5% |
| YOY EVOLUTION | 31% |
| Brand | Merit |
| EMV 2025 | $20.5M |
| Posts | 2061 |
| EN.G | 2.2% |
| YOY EVOLUTION | 167% |
| Brand | Westman Atelier |
| EMV 2025 | $13.4M |
| Posts | 1156 |
| EN.G | 2.3% |
| YOY EVOLUTION | 40% |
| Brand | IT Cosmetics |
| EMV 2025 | $8.2M |
| Posts | 1070 |
| EN.G | 2.7% |
| YOY EVOLUTION | 17% |
| Brand | Ilia Beauty |
| EMV 2025 | $8.1M |
| Posts | 1187 |
| EN.G | 2.6% |
| YOY EVOLUTION | 43% |
| Brand | Necessaire |
| EMV 2025 | $4.2M |
| Posts | 371 |
| EN.G | 2.9% |
| YOY EVOLUTION | 31% |
| Brand | Typology |
| EMV 2025 | $3.9M |
| Posts | 473 |
| EN.G | 5.4% |
| YOY EVOLUTION | 19% |
| Brand | Pur Cosmetics |
| EMV 2025 | $3.1M |
| Posts | 48 |
| EN.G | 1% |
| YOY EVOLUTION | 7759% |
| Brand | Jones Road Beauty |
| EMV 2025 | $2.8M |
| Posts | 472 |
| EN.G | 1.5% |
| YOY EVOLUTION | 52% |
| Brand | Rms Beauty |
| EMV 2025 | $2.1M |
| Posts | 419 |
| EN.G | 2.7% |
| YOY EVOLUTION | 26% |
Top 10 Clean Beauty Influencers
herosheemaz
EMV$23.6M
ER7%
Followers2.7M
Influencer
Iran
kayla.ryan1
EMV$6.8M
ER32%
Followers257K
Influencer
USA
minazibayibeauty
EMV$2.9M
ER8.6%
Followers1M
Influencer
USA
hazelgraye
EMV$2.9M
ER7%
Followers97.8K
Influencer
USA
linsmakeuplooks
EMV$2M
ER4.5%
Followers1.1M
Influencer
USA
abbieherbert_
EMV$1.9M
ER2.1%
Followers2.4M
Influencer
USA
garbo.zhu
EMV$1.8M
ER4.4%
Followers1.1M
Influencer
China
elainamich
EMV$1.7M
ER1.7%
Followers1.6M
Influencer
USA
coral_pearl_
EMV$1.7M
ER14%
Followers340K
Influencer
UK
milandthefam
EMV$1.6M
ER1.2%
Followers310K
Influencer
USA
Supplements
In Q1 2025, the supplement industry stayed on a strong growth track, driven by rising demand for personalized wellness and effective influencer marketing despite a brief dip in social media visibility.
1st Phorm
1st Phorm amped up its fitness-fueled momentum this quarter, growing EMV by $4M (+137%) through expanded partnerships with macro and mega influencers. Known for its no-nonsense approach to health and performance, the supplement brand continues to build loyalty through high-quality products and a deeply engaged community.
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EMV Growth Rate: Q1 2025 vs Q1 2024MyProtein
MyProtein – A UK-based sports nutrition brand known for its supplements, snacks, and fitness products designed to support performance and wellness goals. In Q1 2025, MyProtein saw a $2.8M boost in EMV—up 33%—driven primarily by a 223% surge in visibility from micro-influencers.
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EMV Growth Rate: Q1 2025 vs Q1 2024Top 10 Supplement Brands
| Brand | MyProtein |
| EMV Q1 2025 | $11.3M |
| Posts | 286 |
| Avg. Eng Rate | 2.5% |
| Quarterly Evolution | 33% |
| Brand | Prozis |
| EMV Q1 2025 | $7M |
| Posts | 1689 |
| Avg. Eng Rate | 4.5% |
| Quarterly Evolution | 66% |
| Brand | 1st Phorm |
| EMV Q1 2025 | $6.9M |
| Posts | 378 |
| Avg. Eng Rate | 3.5% |
| Quarterly Evolution | 137% |
| Brand | Lemme |
| EMV Q1 2025 | $5.8M |
| Posts | 232 |
| Avg. Eng Rate | 2.8% |
| Quarterly Evolution | 67% |
| Brand | ARMRA |
| EMV Q1 2025 | $2.1M |
| Posts | 234 |
| Avg. Eng Rate | 2% |
| Quarterly Evolution | 43% |
| Brand | Nutrafol |
| EMV Q1 2025 | $1.6M |
| Posts | 98 |
| Avg. Eng Rate | 4.9% |
| Quarterly Evolution | 7% |
| Brand | Olly |
| EMV Q1 2025 | $1.5M |
| Posts | 90 |
| Avg. Eng Rate | 1% |
| Quarterly Evolution | 49% |
| Brand | BioTech USA |
| EMV Q1 2025 | $1.2M |
| Posts | 87 |
| Avg. Eng Rate | 2% |
| Quarterly Evolution | 68% |
| Brand | Optimum Nutrition |
| EMV Q1 2025 | $1.1M |
| Posts | 182 |
| Avg. Eng Rate | 3.1% |
| Quarterly Evolution | 53% |
| Brand | Nature Made |
| EMV Q1 2025 | $913K |
| Posts | 23 |
| Avg. Eng Rate | 2% |
| Quarterly Evolution | 1379% |
Top 10 Supplement Influencers
mrmukeshgahlot
EMV$6.7M
ER2.2%
Followers2.3M
Fitness Coach
India
kourtneykardash
EMV$4.5M
ER0.4%
Followers219M
Influencer
USA
rohitkhatrifitness
EMV$1.5M
ER2.6%
Followers1.7M
Influencer
India
darylanndenner
EMV$568K
ER81%
Followers2.1M
Influencer
USA
danielle.eilers
EMV$462K
ER72%
Followers846K
Influencer
USA
petit_fit
EMV$458K
ER1.6%
Followers1.1M
Influencer
Spain
meetthechows
EMV$434K
ER57%
Followers190K
Influencer
USA
itsonyambu
EMV$403K
ER2.9%
Followers1.1M
Influencer
USA
csapunch
EMV$348K
ER0.6%
Followers2.3M
Influencer
USA
pitufollow
EMV$277K
ER5.4%
Followers500K
Influencer
Spain
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