Traackr.(2025).

Traackr.

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This report analyzes 2025 influencermarketing trends in beauty and fashion, diagnosing an “attention recession”where audience engagement is declining despite rising creator output. Inbeauty, engagement dropped across makeup, skincare, and haircare content, withthe once-dominant “Get Ready With Me” (GRWM) format losing traction (down 19%engagements, 17% views). Paid partnerships surged (+41% creator volume), butattention only rose modestly (+18%), underscoring that investment alone cannotsolve relevance challenges.

Platform analysis reveals shiftingdynamics: YouTube outperformed TikTok and Instagram in H1 2025, with a 33%surge in video views, while Instagram suffered a 28% drop in total attentiondespite higher posting volume. In fashion, Instagram still commands the largestshare but faces content fatigue, while TikTok and YouTube gained double-digitincreases through bold, experimental content.

Creator tier performance highlights a pivotto smaller influencers. Nano creators in both beauty (+26% VIT) and fashion(+23% VIT) achieved the highest engagement, driven by relatability and trust,while macro and VIP influencers saw declines. Brand case studies, such asRhode’s organic-driven rise and Lululemon’s expansion beyond fitness throughTikTok, demonstrate the value of community advocacy and diversifiedpartnerships.

The report argues that brands mustrecalibrate strategies: invest in authentic, smaller creators, embrace freshformats, and prioritize organic community-driven content. Reliance on paidamplification without innovation risks diminishing returns. For beauty andfashion brands, success now depends less on scale and more on culturalresonance and trust.