Beauty, the 10 most popular influencers in Italy

Belén Rodríguez, Alessia Marcuzzi and Giulia De Lellis are the three most popular beauty influencers in Italy, according to research by Kolsquare, a French company specialising in Influencer Marketing and B Corp certified, analysed the Italian beauty influencers and ranked the ten most popular. After Rodríguez (10.4 million followers on Instagram and an engagement rate of 0.463%), Marcuzzi (5.74 million on Instagram with an engagement rate of 0.371%) and De Lellis (5.58 million, 2.63%) come Sara Di Sturco, Chiara Biasi, Cecilia Cantarano, Samantha Frison, Rebecca Parziale, Giorgia Malerba and Arienne.

A phenomenon, that of 'influencer marketing', which is constantly growing. More and more companies, in fact, are relying on the authority and credibility of certain people - more or less well-known - in the eyes of their followers on platforms such as Instagram or Tik Tok, influencing purchase choices and trends in the world of beauty.

Beauty brands - among the most active Estée Lauder, Maybelline, Avon, Chanel, Bottega Verde, Shiseido, Dior and Abiby - collaborate with influencers to increase the visibility of their products, reach specific audiences and create a sense of authenticity and trust in their consumers.

And budgets can vary widely depending on the number of followers and the type of collaboration. In general, companies prefer to invest in micro and mid influencers, rather than macro influencers, because the latter are often more expensive and less profitable. The calculation is quickly made if we consider that so-called micro-influencers (10,000 to 50,000 followers) can earn around EUR 150 per post, with a maximum potential of EUR 500 for more complex posts; mid-influencers (50,000 to 100,000 followers) EUR 150 to 500 per post, with a maximum potential of EUR 750 for more complex posts; macro-influencers (100,000 to 1 million followers) EUR 750 to 1,500. Long-term collaborations or campaigns: may involve higher budgets, even in the thousands of euros.