Long Term Influencers Strategies in Indian Beauty Industry
Introduction
The Indian beauty industry is shifting from one-off influencer campaigns to long-term partnerships with creators. Brands like Purplle, MyGlamm, and Myntra Beauty are leading this trend, focusing on loyalty, consistency, and audience trust over short-term promotions. This report explores the growing trend of long-term influencer-brand collaborations in India’s beauty sector. Analyzing data from a curated dataset of influencer activities, we highlight how brands are transitioning from one-time campaigns to sustained partnerships. These strategies reveal shifts in influencer marketing tactics, with a focus on loyalty, consistency, and audience trust.
Why Long Term Collaborations Work?
- Deeper Trust : Audiences engage more with familiar faces.
- Better Roi : Repeat collaborations reduce acquisition costs.
- Stronger Storytelling: Influencers become true brand advocates.
Example: MyGlamm works with select influencers for 6+ months, turning them into category experts for lipsticks and foundations.
Key Metrics for Measuring Success:
- Loyalty Index –Measures the intensity of an influencer’s partnership with a brand, calculated as the number of posts divided by the months spanned. A higher value indicates consistent monthly engagement..
- Stickiness Score –Gauges how well a brand retains influencer partnerships over time by averaging the collaboration durations across influencers.
- Consistency Check –Assesses whether influencers maintained a steady posting rhythm or fluctuated throughout the partnership
Example: Purplle partners with regional micro-influencers for 8-12 months, boosting Tier II & III market reach
These metrics offer a structured way for brands to move from vague concepts of loyalty to quantifiable performance indicators. For instance, an influencer with a Loyalty Index above 2.0 is likely functioning as a persistent brand ambassador, creating multiple pieces of content monthly.
This data-driven approach empowers brands to prioritize influencers who not only resonate with audiences but also demonstrate long-term commitment—a key ingredient in building trust and recognition in the beauty domain
How We Did the Analysis?
To understand how long-term partnerships work, we looked at real collaboration patterns between influencers and beauty brands. Our focus was on creators who had worked with a brand at least three times over a period longer than three months. This helped us filter out quick, one-time promotions and instead highlight consistent partnerships.
By studying these recurring collaborations, we could trace which influencer brands rely on the most and how that sustained presence affects the brand’s visibility, trust, and positioning in the market. We focused solely on the beauty and skincare space, using a mix of engagement timelines and frequency to surface the strongest brand-creator pairings.
Brand Specific Strategies
PURPLLE :
Purplle’s influencer strategy focuses on volume, inclusivity, and regional penetration. The data reveals that Purplle collaborates repeatedly with a wide spectrum of micro and mid-tier influencers, especially those based in Tier II and Tier III cities.These influencers are engaged over extended durations, some across 8 to 12 months, reflecting a deliberate push to maintain relevance in localized markets.Through consistent partnerships, Purplle has built an expansive network that resonates with vernacular-speaking audiences. The brand seems to prefer frequent, shorter collaborations with several influencers, ensuring they remain top-of-mind in regional conversations. This grassroots approach complements their larger media efforts and drives bottom-up brand awareness.
Example : good_vibes.in
This long-standing collaboration between a micro-influencer and Purplle demonstrates a textbook example of strategic alignment in influencer marketing.
The partnership spanned over 12 months, showing Purplle’s preference for long-term engagement. The creator focused on product reviews and tutorials, which matched Purplle’s grassroots strategy of building trust through consistent, educational content. Frequent posts helped maintain visibility and foster top-of-mind recall.
The influencer didn’t just promote products—they became a brand advocate. Through authentic reviews and practical tutorials, they helped demystify product usage and built credibility among their followers. This deep integration into their content, paired with consistent posting, reflected high loyalty and positioned them as an extension of the brand itself.
Overall, this case represents Purplle’s “volume + retention” model—partnering with micro-influencers over time to build strong, credible, and community-driven brand awareness.
MYGLAMMM :
MyGlamm’s influencer ecosystem is built on retention and brand ambassadorship. Unlike the breadth-focused approach of Purplle, MyGlamm zeroes in on select influencers and engages them in seasonal or category-specific campaigns repeatedly over time.
Several influencers have worked with MyGlamm for over 6–8 months, particularly around campaigns focused on lipsticks, foundations, and skincare hybrids. These partnerships often involve structured collaborations, such as festival-themed content, tutorials, and “Get Ready With Me” videos, reinforcing the brand’s diverse product range while maintaining message coherence.
The continuity in influencer messaging also allows MyGlamm to extract more value from each relationship—turning influencers into category advocates rather than mere content generators.
Example: serious.ha.ha.ha
MyGlamm’s partnership with this fashion and beauty creator illustrates how the brand effectively integrates beauty products into everyday lifestyle content. With around 2,000 Instagram followers, the influencer represents a mid-tier profile—precisely the kind MyGlamm leverages for retention and relatability.
What makes this collaboration stand out is the fashion-forward approach to beauty. The creator blends makeup tutorials with styling content, offering trendy yet approachable beauty looks that resonate strongly with Gen Z and millennials.
Their content style is consistent and cohesive—makeup seamlessly tied into outfits, festival looks, and seasonal trends. Instead of isolated beauty shots, MyGlamm products appear naturally in the influencer’s styling videos, making the integration feel authentic and aspirational.
This collaboration reflects MyGlamm’s strategy of working with creators who not only promote the product but also embody the brand’s aesthetic—chic, youthful, and accessible.
MYNTRA BEAUTY :
Myntra Beauty adopts a portfolio-based influencer strategy. Influencers associated with Myntra typically promote products from multiple brands available on the platform, but they do so under the consistent umbrella of Myntra Beauty.
This long-tail strategy allows the brand to cover a broader catalog without fragmenting its messaging. Influencers serve as Myntra’s voice across skincare, haircare, makeup, and wellness categories—each collaboration stitched together by a shared campaign theme or aesthetic.
Myntra’s influencer campaigns tend to be longer in duration and multi-product in nature. Influencers often share content over
6–10 months, frequently timed around shopping festivals or curated seasonal collections. This makes Myntra’s influencer strategy both dynamic and unifying, bringing coherence to an otherwise diverse product.
Example: Ankush bahuguna
This ongoing partnership since 2023 showcases how Myntra has embraced inclusive beauty and grooming through a bold, content-forward strategy. Collaborating with a creator known for blending men’s grooming and gender-neutral makeup, the partnership produced a range of engaging formats like the “Men’s Grooming Made Easy” series and festive makeup specials that struck a chord with modern, image-conscious audiences.
One of the standout campaigns—“Makeup Has No Gender”—was a 12-part Reel series promoting Myntra-exclusive brands, amassing over 2.1M views and 45K saves, proving the power of inclusive content. The influencer also fronted Myntra’s EORS Sale 2024, with a viral video—“5 Grooming Essentials Under ₹500”—which drove 12K+ direct app clicks. In another creative campaign, the “Shave vs. Beard” Challenge (with Beardo) led to a 300% spike in beard oil sales.
With a humorous yet informative tone and a steady stream of 2–3 posts per month, this collaboration shows how Myntra is not just selling grooming products—but reshaping how beauty and grooming are perceived across gender lines.
Conclusion
The Indian beauty industry is no longer driven by fleeting promotional spikes. As brands like Purplle, MyGlamm, and Myntra Beauty have demonstrated, long-term influencer partnerships are reshaping how beauty is marketed, trusted, and consumed. These sustained collaborations are not just about more content they’re about building deeper relationships with audiences, boosting brand authenticity, and generating measurable ROI.
With metrics like Loyalty Index, Stickiness Score, and Consistency Check, brands now have a framework to move beyond vanity metrics and evaluate influencer relationships based on true engagement and retention. Whether it’s Purplle’s grassroots push through regional micro-creators, MyGlamm’s curated advocacy model, or Myntra Beauty’s portfolio-driven, inclusive campaigns the direction is clear: influencers are evolving from promoters to partners.
As the market matures, the brands that invest in genuine, data-informed, and value-aligned partnerships will be the ones that not only capture consumer attention but sustain it. The future of influencer marketing in India’s beauty industry is not about who shouts the loudest, but who speaks most consistently and credibly over time.
