Influencer marketing
beauty brands
Cultural relevance meets creator authenticity.
Always-on influencer content for L’Oréal Groupe’s top beauty brands.
The Ask
For beauty brands, timing and tone are everything. And in today’s scroll culture, only content that feels native and now breaks through.
Together with L’Oréal Groupe, we’ve built a long-term influencer strategy for their makeup brands in the Benelux, including:
Maybelline, NYX Professional Makeup, L’Oréal Paris, YSL Beauty, and Armani Beauty.
The mission?
– Create content that feels natural in a creator’s feed
– Stay hyper-relevant on TikTok and Instagram
– Balance brand goals with the influencer’s own voice and audience
Our Approach
We don’t just hand influencers a product and a brief. We co-create with them, based on their lives, their timelines, and what’s trending right now. We monitor TikTok culture, local trends, and real-life moments that matter to their audiences. At the same time, we stay in constant conversation with creators:
What do they want to share?
What’s authentic to them, and exciting for their followers?
By blending platform insight + creator relevance + brand strategy, we build campaigns that feel native but drive serious impact.
Examples
that hit home
Here are just a few cultural moments turned content success:
– Bowl method hair – A hyper-specific trend turned into beautiful, educational content with a creator who brought real routine value and community engagement.
– 90s lip combo – A simple yet polished lip routine that hit the sweet spot between nostalgia, beauty, and TikTok aesthetic.
– Twist & clip hair trend – A transformation format that gave real styling inspiration, while keeping things fast, punchy, and incredibly shareable.
– “The uglier you go to bed…” – A scroll-stopping nighttime routine that played into a viral voiceover, making skincare both funny and educational.
These moments weren’t just “on trend”, they were authentic, creator-led, and perfectly timed. With our trend-tracking approach, we help brands like L’Oréal not just show up, but stand out.
Cultural timing,
creator freedom,
and platform insight.
The Results
– Higher-than-average engagement rates across TikTok & Instagram
– Strong community response: “Where’s your lip combo from?”, “Buying this now!”
– Native content that gets rewatched, shared, and saved
– Stronger influencer-brand relationships with creators proud to represent the products
More cases
We work for the world’s most influential brands to create, design and execute innovative social and influencer strategies that deliver next level results.
