"The beauty industry has hit an attention recession. Paid creator collaborations have increased more than 41% since last year, yet engagement has fallen nearly 20%. The beauty giants are working harder, not smarter while indie brands are building stronger, longer-lasting attention. To understand why, Traackr, the global creator intelligence platform, analyzed millions of posts from 256 beauty companies across TikTok, YouTube, and Instagram between 2023 and 2025, spanning the U.S., U.K., and France."
"Hailey Bieber's beauty brand, Rhode, was acquired by e.l.f. Beauty in 2025 for $1 billion, a valuation that reflected far more than celebrity appeal. When Rhode launched in 2022, Bieber's star power drove 73% of the brand's visibility. One post to her millions of followers could instantly sell out products. By 2025, that reliance had dropped to 14% as Rhode expanded its creator community from 2,000 to 8,000 active partners, extending visibility across new audiences while driving more consistent performance."
Beauty industry attention has declined even as paid creator collaborations rose over 41% and engagement fell nearly 20%. Traackr analyzed millions of posts from 256 beauty companies across TikTok, YouTube, and Instagram between 2023 and 2025 in the U.S., U.K., and France. Independent brands such as Rhode, Rare Beauty, Huda Beauty, e.l.f., and Merit increased their share of influence at 14 times the rate of global portfolio companies including Estée Lauder, L'Oréal, and Coty. Smaller brands built diverse creator communities and secured repeat collaborations that distributed visibility, reduced celebrity reliance, and produced more consistent performance. Major portfolios increased paid activity without matching long-term attention gains.
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