Search by the demonstration your product needs
| Product | Creator who can show it | What to check |
|---|---|---|
| Complexion and shade ranges | Creators across the shades you sell, filming in natural light | Whether undertone and finish read accurately on camera |
| Skincare | Creators who post routines over weeks, not one-off hauls | Whether they show texture and wear without a filter |
| Hair care and tools | Creators with the hair type the product is made for | Before and after framing that matches typical results |
| Fragrance and body care | Creators whose audience asks what they are wearing | Comment questions about where to buy |
Where to look
Start with creators who already post about your category without being paid, then search your competitors' product names on the platform your customer uses and sort by recent. Creators who have reviewed a competing launch know the format and have an audience that buys in it. The general influencer search guide covers declared-promotion filters and other free sources.
Check each creator before you cast
- Skin type, hair type, or shade stated on camera, so the product will be shown on someone like your customer
- Recent views or reach across several posts, with dates
- Comments that ask what product they used or where to buy it
- Past sponsored posts with clear disclosure placed where viewers see it
- An audience in the markets where the launch will be stocked
No filters on the result the product promises
On February 11, 2021, the UK Advertising Standards Authority published rulings against Skinny Tan Ltd and We Are Luxe Ltd over influencer Instagram stories for tanning products where beauty filters had altered the influencers' skin. Its advice: influencers and advertisers "are advised to avoid applying filters to photos or videos which are directly relevant to the product being advertised and which are likely to exaggerate the effect the product is capable of achieving." The same logic applies anywhere a filter changes the result a shopper is buying. Put a no filter rule for the product area in the brief.
Claims that can turn a cosmetic into a drug
The FDA decides whether a product is a cosmetic or a drug by its intended use, and it says intended use can be established by "claims stated on the product labeling, in advertising, on the Internet, or in other promotional materials." Its examples of claims that make a product a drug include restoring hair growth, reducing cellulite, and increasing or decreasing melanin production. A creator saying your cream erased their acne scars can create a drug claim your product was never cleared for, so give creators the approved claims in writing.
Launch obligations under MoCRA
The Modernization of Cosmetics Regulation Act of 2022 requires facility registration, product listing with ingredients, and records supporting the safety of each cosmetic. Certain small businesses are exempt from registration and listing, so confirm your status with the FDA's MoCRA guidance. The FDA also says a responsible person must report serious adverse events associated with a cosmetic used in the United States to the FDA within 15 business days. Creator comments and DMs are one place a reaction can surface during a launch, so tell whoever monitors the campaign where to send those reports.
PR packages still need disclosure
The FTC's endorsement FAQ treats free product sent in the hope of a post as a connection viewers should be told about. Its Disclosures 101 guide says a video disclosure belongs in the video itself and should be easy to notice. Tell creators this in the PR mailer note, not only in the contract.
Have OVO run the beauty launch
OVO is a creator marketing company that runs managed influencer campaigns for consumer brands, from strategy and casting through review and reporting. Fitness, activewear, wellness, and beauty are among the categories it focuses on. Send the product, the launch or campaign dates, the markets you sell in, and any claims your team has already approved, and OVO's team reviews it for fit and follows up by email if it can help.
Frequently asked questions
Should we send PR packages or pay beauty influencers for a launch?
PR packages build awareness with creators but give you no control over whether or when they post. Paid posts let you set deliverables, dates, and review. Many launches use both: paid creators for launch week and a wider PR send for longer tail posts. Both need disclosure.
Can beauty influencers use filters in sponsored posts?
Not on the part of the image the product is supposed to change. The UK ASA's 2021 rulings against two tanning brands turned on filters that exaggerated the product's effect. Lighting filters elsewhere in a frame are a smaller risk, but a no filter rule on the product area is simpler to enforce.
What if a creator reacts badly to our product on camera?
Do not ask them to remove an honest post. Collect the details, route a serious reaction to whoever handles adverse event reporting, since MoCRA requires serious adverse events in the United States to be reported to the FDA within 15 business days, and reply to the creator directly.
Do we need creators with our customer's skin type or shade?
For complexion, skincare, and hair products, yes. Viewers judge whether a product will work for them by whether it worked on someone like them, and a creator who states their skin type or shade gives them that answer.
Can a beauty influencer say our serum clears acne?
Under the FD&C Act definition the FDA cites, a product intended to treat or prevent disease, or to affect the structure or function of the body, is a drug. The FDA lists acne medications among nonprescription drug categories, so a claim to treat acne makes the serum a drug. Keep creators to the cosmetic claims your team approved.
- FDA, Is It a Cosmetic, a Drug, or Both? (Or Is It Soap?) (2024)
- FDA, Modernization of Cosmetics Regulation Act of 2022 (MoCRA) (2026)
- ASA, The (mis)use of social media beauty filters when advertising cosmetic products (2021)
- FTC, The FTC's Endorsement Guides: What People Are Asking (2023)
- FTC, Disclosures 101 for Social Media Influencers (2019)
Explore managed influencer campaigns and creator content for your brand.
Plan a campaign with OVOReady now? Start a campaign inquiry
Our team reviews each inquiry for fit. If we can help, we will use the email you provide to discuss next steps.