December 21, 2021

Influencer marketing in the beauty industry - Germany

Lefty realized this Q1 2019 report on Germany by studying nearly 3 000 active influencers in the German beauty industry. A thorough overview of brand performance including the most successful companies in the country. Find out the strategy adopted by top brands and discover top German influencers' behaviour.

As an influencer marketing platform, Lefty gathered exclusive results from an exhaustivestudy of influencer marketing as applied to the beauty industry.

Who are the brands in this growing market? What are their strategies? What are thespecifics of the German market? How do influencers and audiences behave? Here is areview of a thriving industry on Instagram.

Study methodology

The study was realized over the first quarter of 2019 (01/01/19-03/31/19) using ourAI-based indexing technology that captures all European influencers (<3.5k followers)active in the beauty sector.


  • Active influencer: has mentioned a brand or product within the period of the study.
  • Beauty influencer: has mentioned a beauty brand or product and/or published at leasttwo beauty brand-related posts during the time of the study.
  • EMV (Earned Media Value): estimates the media value of all beauty-related publicationsby influencers. Determined by cataloging beauty content through Lefty proprietary indextechnology, this figure leads to an estimate of each post’s impression and a CPMassociation of 15€.
  • Engagement rate: 3 months average ratio of likes over followers.

Note: influencers who didn’t post any beauty related content during 2019 Q1 do notappear in this study.

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