The growing impact of microinfluencers on beauty brands’ earned media value is disrupting the beauty influencer landscape.
, Morphe and “Euphoria” makeup artist Donni Davy’s own makeup line, Half Magic, even inking contracts — which she says the average length of is one year — with a number of them. While stories like Islam’s are growing increasingly relevant, this is not to say that brands are not still reaping the benefits of tapping large creators: they are.
The highest EMV a single influencer drove for a beauty brand from August 2020 through July 2022 was $18.
Brands today have more than a few reasons to think twice about latching onto mega-influencers, though.
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