Influencer marketing has become a key pillar in the beauty industry. According to influencer marketing platform Traackr, over 50% of consumers state they are likely to be swayed to purchase a product because it was recommended by an influencer/creator they follow. This growing consumer interest has sparked a response from brands, with eMarketer reporting that advertisers increased spend on influencer marketing by 14.7% in 2024—amounting to roughly $5.89 billion.Traackr believes the uptick in investment for influencer marketing indicates a shift in attitude towards the marketing method, which it predicts will begin to unfold in early 2025. “Despite being compared as a discipline that is outpacing social ad spend, influencer marketing as a ‘standalone channel’ will soon be a thing of the past,” reads the 2025 Influencer Marketing IMPACT Report. “In fact, many brands are now integrating their influencer marketing programs further into the marketing mix.”The report highlights that creators and their content have the ability to be at the center of brand marketing, impacting paid media, but also advocacy, owned content, and e-commerce channels. Additionally, Traackr explains that investments in influencer programs are only likely to increase, stating that beauty brands have been seeing a good return on investment (ROI) from their influencer marketing, with beauty creators' audience engagement significantly increasing year over year. “As creators step up into their power as key partners in the full marketing mix, it's more important now than ever for marketers to nail their investment,” Traackr writes.