Saturation, declining trust and trend fatigue have struck beauty influencers in 2025, but what is the lasting impact?
Although not as over as this article’s headline may suggest – with the global influencer marketing category valued at more than US$33bn in 2025, according to analyst Statista – beauty influencers roles are certainly undergoing a significant upheaval.
At the same time, a shift in beauty marketing is seeing tried-and-true trends falling out of favour, with micro-influencers and smaller celebrities being increasingly tapped for brand campaigns and promotions.
The face of beauty marketing is changing. Does this shift have the potential to dethrone the once mighty influence of content creators?
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