The holiday season is being blitzed by news of beauty collaborations. Influencer Nicole Guerriero, who has 1.8 million followers on Instagram and almost 2.8 million subscribers on YouTube, and makeup brand Anastasia Beverly Hills revealed they are teaming up on products launching in the spring; ColourPop and social-media sensation Amanda Steele have linked on a collection due out Dec. 26; virtual beauty bulletin Trendmood and Ciate are working together on a crowd-sourced eye-shadow palette; and namesake brand founder and digital personality Jeffree Star and makeup brush purveyor Morphe are expanding their makeup brush partnership.
Given the winning record of beauty influencer tie-ins in 2016, it’s no surprise that the year is ending with a collaboration bang. Conor Begley, cofounder of marketing technology firm Tribe Dynamics, pointed to Tarte’s hook up with Bunny Meyer, aka grav3yardgirl, and Too Faced’s association with Nikkie De Jager, better known as NikkieTutorials, as recent hits in the partnership parade. For the upcoming dual launches to be fruitful, he said the influencers must genuinely demonstrate their passion for the brands they are joining forces with. “It needs to be a brand that the influencer is a proactive fan [of]. If they haven’t talked about the brand previously, it is unlikely to be as successful,” Begley asserted, adding, “Brands are increasingly aware of the value of influencer relationships, and how those relationships can drive sales.” It’s no doubt beauty brands will couple up with even more social-media stars next year.