By Evangeline Sarney
In beauty, trust sells faster than trends. For small and niche brands, working with influencers is one of the most effective ways to build that trust early.
I’ve worked on go-to-market strategies for everything from indie launches to household names like Estée Lauder, L’Oréal, and Revlon. But my career actually started as a beauty blogger back in 2010. So, I’ve sat on both sides of the table, and I know how powerful (and fragile) the relationship between a brand and an influencer can be.
Here’s my take on how emerging beauty brands can foster meaningful, authentic partnerships from the start.
Go Where the Real Connection Is
When you’re building a beauty brand, you don’t necessarily need to chase celebrity energy. Instead, find the people your customers already trust. Often, they’re creators with a few thousand followers who speak with honesty and ease.
Micro influencers are an incredible resource. They talk about products the same way they’d share a new recipe or playlist. It’s not overly polished, and that’s the magic of it. Their recommendations feel real. With that smaller audience comes a tighter bond, more like a friend’s suggestion than a sales pitch. That kind of authenticity is nearly impossible to fake.
Build Relationships, Not Transactions
Most startups don’t have huge budgets for big-name influencers. But as a brand founder or part of a founding team, you do have time, attention, and a story to tell. Use those.
Creators respond when they know you’ve taken the time to understand who they are and the kind of content they create. Make it clear why you like their voice, why your product fits their lifestyle, and why you’re reaching out to them specifically.
Speaking from my own experience as an influencer, nothing turns me off faster than a copy-paste pitch saying “we love your content” with no real context. If you want someone to care about your brand, care about theirs first.
Create Value Without Over-Reliance on Budget
You don’t need a big spend to create impact. In fact, some of the strongest partnerships I’ve seen were based on thoughtful non-monetary value: gifting, early access to launches, invites to brand events, or even offering a chance to do a social media takeover.
If you’re based in a city with a strong creator scene, lean into that. A quick coffee meeting with an influencer can go a long way. Yes, I’ve seen creators post about those casual meetups (and when I’ve had one it always makes me feel extra special) it’s a far cheaper and often more effective tactic than putting thousands into ads. The more involved they are in the experience, the more authentic their content will feel. And audiences can always tell when something’s been done with intention.
A Influencer Playbook for Beauty Brands
- Look for creators with consistent engagement
Small follower counts can still lead to big influence when the audience is loyal and responsive.
- Keep outreach personal
No templates. Know who you’re talking to, what they care about, and why they’re a fit.
- Offer experiences, not just products
Behind-the-scenes access, thoughtful gifts, or personalized moments can feel incredibly special, especially to creators who aren’t used to VIP treatment.
- Let creators shape the content
Give them space to speak in their own voice. That’s where the trust lives.
- Stay visible and supportive
Share their posts. Engage with their content. Follow up. Don’t only show up when you want something.
I’ve been lucky to work within various angles of the beauty industry. From blogging and brand consulting to producing photoshoots and launching my own agencies, I always say I live and breathe beauty. Today, I run Create and Make Up, a consultancy helping emerging beauty brands grow with strategy and heart, and The Beauty Copywriters, a boutique agency that helps beauty businesses connect through clear, compelling content.
Whether you’re just starting out or scaling fast, remember this. Real influence is built, not bought. Start small, stay intentional, and never underestimate the power of a well-placed DM.
https://beautycontentcreation.com
https://thebeautycopywriters.com
https://linkedin.com/in/evangeline-sarney
Published by Art B.
