A new Q2 2025 report from sales intelligence platform Winmo reveals distinct patterns in how brands are selecting influencers based on their expertise and audience composition rather than pursuing broad reach alone. Companies are increasingly prioritizing category authority and authentic alignment with brand values when forming creator partnerships.
“This first-of-its-kind database of brand-influencer relationships is paving a straighter line to engage marketing and agency decision-makers responsible for influencer budgets,” notes Winmo in the report introduction.
The intelligence firm’s database has expanded to include influencer partnerships alongside traditional agency and spending data, reflecting the growing importance of creator relationships in marketing strategy.
The report, which maps over 40 brand-influencer relationships across parenting, beauty, and health and wellness categories, highlights growing sophistication in how brands are activating these partnerships to reach targeted audiences. This comes as U.S. influencer marketing spending is projected to surpass $10 billion in 2025.
Parenting Influencers and Family Decision-Makers
In the parenting category, the report identifies several noteworthy partnerships that demonstrate how brands are leveraging family-focused content creators:
Amazon has established a “mega” level partnership with Scary Mommy that began in 2024, featuring monthly editorial content where the site’s team personally recommends Amazon products. These curated shopping lists serve as trusted product recommendations for the parenting platform’s audience.
Disney continues its long-standing collaboration with The Bucket List Family at the “mega” level, promoting family-friendly travel experiences. The partnership includes the release of their USA Today bestseller “Bucket List Family Travel: Share the World with Your Kids on 50 Adventures of a Lifetime” and participation in expeditions, including an Antarctica journey.
Ms. Rachel (Rachel Accurso), known for her educational YouTube content, secured a “mega” partnership with Netflix in 2025 to bring her learning videos to a broader audience. The show premiered on January 27, 2025, with four episodes available in English with subtitles in 33 languages. Ms. Rachel also partnered with Spin Master in 2024 to create developmental and early childhood learning toys.
Beauty Influencers and Product Innovation & Inclusivity
The beauty sector shows particularly strong adoption of influencer marketing strategies, with brands frequently moving beyond promotion to collaborative product development:
Nyma Tang, known for advocating for deeper skin tone representation in beauty, maintains multiple “mega” level partnerships with brands including CVS, Fenty Beauty, and Anastasia Beverly Hills. CVS named Tang their first-ever Beauty Inclusivity Consultant, a role that continues to the present day with the launch of a masterclass series spotlighting Black industry talent.
Chiara Ferragni continues multi-year partnerships with both Lancôme and Nespresso at the “mega” level in 2024. Her Lancôme collaboration includes co-branded makeup and skincare collections distributed through luxury retailers and e-commerce channels, while her Nespresso partnership features limited-edition coffee accessories and custom machines.
James Charles partnered with Chipotle at the “mega” level in 2024 for a social media campaign promoting his personalized “James Charles Bowl” available through the Chipotle app and website. The activation focused primarily on TikTok and Instagram, with Charles sharing videos and posts featuring his custom order to his massive online following.
Health & Wellness Influencers and Lifestyle Integration
In the health and wellness category, brands are selecting influencers who can authentically integrate products into holistic lifestyle content:
Melissa Wood-Tepperberg collaborated with Allbirds at the “mega” level in 2024 to support their “Allbirds by Nature” platform, promoting the brand’s Tree Glider shoe within her wellness routines. She also partnered with Cotton Incorporated to promote intentional living during the holiday season, hosting a live guided meditation session on Instagram in November 2024.
Massy Arias serves as a brand ambassador for Fabletics at the “mega” level, showcasing the company’s activewear in workout videos and social media posts. The partnership highlights the versatility and quality of the clothing while offering followers practical insights for their fitness routines.
Kourtney Kardashian, with 224 million Instagram followers and 7.3 million TikTok followers, promotes her Lemme products at the “mega” level through social media campaigns and launch events. She also participated in the Dolce & Gabbana x Skims limited-edition collaboration, which launched in November 2024.
Partnership Activation Strategies
The report details specific activation approaches brands are employing across partnerships:
Digital-first strategies prevail, with most activations centered on content for Instagram, TikTok, and YouTube. Fenty Skin’s campaign with Nyma Tang employed a “digital-first strategy, including branded content across Instagram, YouTube, and TikTok. It featured collaborative videos, skincare routines, and personal storytelling.”
Experiential elements appear frequently in luxury partnerships. Nespresso’s 2024 activations with Chiara Ferragni included “influencer events” alongside “digital storytelling, social media videos… and curated content spotlighting Ferragni’s daily coffee rituals and personal style.”
Product collaboration remains a significant activation tool. Jackie Aina’s FORVR Mood brand partnered with Crown Royal to create “Berry On Top,” a limited-edition candle inspired by Crown Royal Blackberry Flavored Whisky, showcased at an event in Los Angeles.
Investment Intensity
Winmo categorizes brand-influencer relationships by investment level, with distinct patterns emerging:
“Mega” partnerships represent the highest level of brand investment and commitment, often including product development, exclusive content, and multi-platform activation. These constitute the majority of partnerships documented in the report.
“Macro” partnerships appear less frequently and typically involve more focused promotional activities, such as Nyma Tang’s role in the Sephora x TikTok Incubator Program in 2024.
“Micro” partnerships, such as The Bucket List Family’s collaboration with Bombas in 2024, often focus on specific promotional activities, including sharing discount codes and affiliate links.
Value Beyond Immediate Sales
The report indicates brands are increasingly seeking strategic value from influencer relationships beyond direct conversion metrics:
Inclusivity advancement emerges as a key theme, particularly in beauty partnerships. CVS’s collaboration with Nyma Tang “reflects CVS’s commitment to creating a more inclusive beauty shopping experience for all customers.”
Category expansion is facilitated through influencer expertise. Spin Master’s partnership with Ms. Rachel “marks Spin Master’s expansion into early childhood developmental play while leveraging Ms. Rachel’s trusted educational brand.”
Audience diversification objectives appear frequently. Massy Arias’s collaboration with CoverGirl helped make the brand “more accessible and appealing to a broader audience,” including “non-English-speaking consumers outside the U.S.”
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
A new Q2 2025 report from sales intelligence platform Winmo reveals distinct patterns in how brands are selecting influencers based on their expertise and audience composition rather than pursuing broad reach alone. Companies are increasingly prioritizing category authority and authentic alignment with brand values when forming creator partnerships.
“This first-of-its-kind database of brand-influencer relationships is paving a straighter line to engage marketing and agency decision-makers responsible for influencer budgets,” notes Winmo in the report introduction.
The intelligence firm’s database has expanded to include influencer partnerships alongside traditional agency and spending data, reflecting the growing importance of creator relationships in marketing strategy.
The report, which maps over 40 brand-influencer relationships across parenting, beauty, and health and wellness categories, highlights growing sophistication in how brands are activating these partnerships to reach targeted audiences. This comes as U.S. influencer marketing spending is projected to surpass $10 billion in 2025.
Parenting Influencers and Family Decision-Makers
In the parenting category, the report identifies several noteworthy partnerships that demonstrate how brands are leveraging family-focused content creators:
Amazon has established a “mega” level partnership with Scary Mommy that began in 2024, featuring monthly editorial content where the site’s team personally recommends Amazon products. These curated shopping lists serve as trusted product recommendations for the parenting platform’s audience.
Disney continues its long-standing collaboration with The Bucket List Family at the “mega” level, promoting family-friendly travel experiences. The partnership includes the release of their USA Today bestseller “Bucket List Family Travel: Share the World with Your Kids on 50 Adventures of a Lifetime” and participation in expeditions, including an Antarctica journey.
Ms. Rachel (Rachel Accurso), known for her educational YouTube content, secured a “mega” partnership with Netflix in 2025 to bring her learning videos to a broader audience. The show premiered on January 27, 2025, with four episodes available in English with subtitles in 33 languages. Ms. Rachel also partnered with Spin Master in 2024 to create developmental and early childhood learning toys.
Beauty Influencers and Product Innovation & Inclusivity
The beauty sector shows particularly strong adoption of influencer marketing strategies, with brands frequently moving beyond promotion to collaborative product development:
Nyma Tang, known for advocating for deeper skin tone representation in beauty, maintains multiple “mega” level partnerships with brands including CVS, Fenty Beauty, and Anastasia Beverly Hills. CVS named Tang their first-ever Beauty Inclusivity Consultant, a role that continues to the present day with the launch of a masterclass series spotlighting Black industry talent.
Chiara Ferragni continues multi-year partnerships with both Lancôme and Nespresso at the “mega” level in 2024. Her Lancôme collaboration includes co-branded makeup and skincare collections distributed through luxury retailers and e-commerce channels, while her Nespresso partnership features limited-edition coffee accessories and custom machines.
James Charles partnered with Chipotle at the “mega” level in 2024 for a social media campaign promoting his personalized “James Charles Bowl” available through the Chipotle app and website. The activation focused primarily on TikTok and Instagram, with Charles sharing videos and posts featuring his custom order to his massive online following.
Health & Wellness Influencers and Lifestyle Integration
In the health and wellness category, brands are selecting influencers who can authentically integrate products into holistic lifestyle content:
Melissa Wood-Tepperberg collaborated with Allbirds at the “mega” level in 2024 to support their “Allbirds by Nature” platform, promoting the brand’s Tree Glider shoe within her wellness routines. She also partnered with Cotton Incorporated to promote intentional living during the holiday season, hosting a live guided meditation session on Instagram in November 2024.
Massy Arias serves as a brand ambassador for Fabletics at the “mega” level, showcasing the company’s activewear in workout videos and social media posts. The partnership highlights the versatility and quality of the clothing while offering followers practical insights for their fitness routines.
Kourtney Kardashian, with 224 million Instagram followers and 7.3 million TikTok followers, promotes her Lemme products at the “mega” level through social media campaigns and launch events. She also participated in the Dolce & Gabbana x Skims limited-edition collaboration, which launched in November 2024.
Partnership Activation Strategies
The report details specific activation approaches brands are employing across partnerships:
Digital-first strategies prevail, with most activations centered on content for Instagram, TikTok, and YouTube. Fenty Skin’s campaign with Nyma Tang employed a “digital-first strategy, including branded content across Instagram, YouTube, and TikTok. It featured collaborative videos, skincare routines, and personal storytelling.”
Experiential elements appear frequently in luxury partnerships. Nespresso’s 2024 activations with Chiara Ferragni included “influencer events” alongside “digital storytelling, social media videos… and curated content spotlighting Ferragni’s daily coffee rituals and personal style.”
Product collaboration remains a significant activation tool. Jackie Aina’s FORVR Mood brand partnered with Crown Royal to create “Berry On Top,” a limited-edition candle inspired by Crown Royal Blackberry Flavored Whisky, showcased at an event in Los Angeles.
Investment Intensity
Winmo categorizes brand-influencer relationships by investment level, with distinct patterns emerging:
“Mega” partnerships represent the highest level of brand investment and commitment, often including product development, exclusive content, and multi-platform activation. These constitute the majority of partnerships documented in the report.
“Macro” partnerships appear less frequently and typically involve more focused promotional activities, such as Nyma Tang’s role in the Sephora x TikTok Incubator Program in 2024.
“Micro” partnerships, such as The Bucket List Family’s collaboration with Bombas in 2024, often focus on specific promotional activities, including sharing discount codes and affiliate links.
Value Beyond Immediate Sales
The report indicates brands are increasingly seeking strategic value from influencer relationships beyond direct conversion metrics:
Inclusivity advancement emerges as a key theme, particularly in beauty partnerships. CVS’s collaboration with Nyma Tang “reflects CVS’s commitment to creating a more inclusive beauty shopping experience for all customers.”
Category expansion is facilitated through influencer expertise. Spin Master’s partnership with Ms. Rachel “marks Spin Master’s expansion into early childhood developmental play while leveraging Ms. Rachel’s trusted educational brand.”
Audience diversification objectives appear frequently. Massy Arias’s collaboration with CoverGirl helped make the brand “more accessible and appealing to a broader audience,” including “non-English-speaking consumers outside the U.S.”
The full report is available here.
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