There are hordes of lipstick-slinging influencers in the beauty space, highly courted by all of the top beauty brands. While they’re no doubt on everyone’s radar, mom influencers are another segment with major beauty pull — and tapping into their networks is a smart strategy. CEW Beauty Insider has identified 10 mom influencers who aren’t exclusively beauty focused, but who have a foothold in the category. Here, their followers by the numbers and why they’re attractive potential partners for brands.
With 1.1 million Instagram followers (@chrisellelim) and 761K followers on YouTube, this mom of one girl with another baby on the way is known for her passion for fashion. The Los Angeles-based founder of blog, The Chriselle Factor, has partnered with beauty brands such as Estée Lauder and features gorgeous, well-lit photos of herself and daughter Chloe on her site. She also runs a content studio called Cinc. Studios, which develops and creates digital content that connects brands with their target consumer. Chriselle’s elevated aesthetic and sense of what’s fresh resonates with her audience of 1 million and counting, making her an attractive brand partner for prestige beauty brands.
Barefoot Blonde blogger Amber Fillerup Clark is (sort of) in the beauty space, thanks to her model good looks and covetable lengthy mane she puts into various braids and styles. She has 1.3 Instagram followers (@amberfillerup) and her own brand of hair extensions, also called Barefoot Blonde. The Hawaii-based influencer has a young son and daughter and posts wholesome, outdoorsy pictures of the clan. While she covers all manner of fitness, nutrition, lifestyle, fashion, and beauty, she focuses especially on hair, which makes her a covetable collaborator for all things mane-related. She’d be a good partner for any and all hair brands from mass to prestige, plus athleisure beauty brands that suit her fitness-focused lifestyle.
This model, cook, author and social media superstar boasts many talents — not least of which is her witty musings she shares with 10.7 million Twitter followers (@chrissyteigen) and18.8 million Instagram followers (@chrissyteigen). Chrissy has partnered with Becca Cosmetics on two recent collaborations — a palette (which sold out) and a upcoming body oil, in addition to working on a campaign with Venus for Women in the past. With a highly engaged audience and sharing her love of beauty, fashion, pop culture happenings, her family of four (which includes her husband, singer John Legend), and her cooking pursuits, this hilarious firecracker is dream target for manytypes of beauty brands.
A blogger since 2008, social media influencer Mattie James (@themattiejames) has an Insta audience of 44.5K and discusses everything from healthy eating tips to balancing her parental responsibilities with her work life. Her blog, Mattie James, focuses on fashion and beauty while delving into motherhood and marriage experiences. A full-time blogger since 2015, Mattie is committed to partnering only with the brands she truly believes in, and her authenticity is apparent on her blog and her social media feeds.
The Because I’m Addicted blogger boasts 91.7K Instagram followers (@gerihirsch) and focuses on wellness, beauty and fashion, recipes and motherhood. Clean beauty brands would do well to partner with this influencer with a bent for natural ingredients. Geri has also been in the blogging space since 2005 and has an engaged following of 16.8K on Twitter (@gerihirsch). Geri’s rare long digital history make her a trusted resource in the lifestyle space.
The Something Navy blogger has 1.1 Instagram followers (@somethingnavy) and focuses mostly on fashion, with some lifestyle, mom and beauty content woven in. Hailed a “superinfluencer,” the New York City-based blogger also created a brand featuring “elevated basics” in partnership with Nordstrom. Arielle just had her second child last month and is an avid Instagram Stories content producer. She has a proven history of conversion. Two years ago, Arielle posted Peter Thomas Roth’s Rose Stem Cell Bio-Repair Gel Mask on her Snapchat story. Within 24 hours, the post was responsible for the sale of 502 masks, or $17,565 worth of product.
The Los Angeles-based Cupcakes and Cashmere blogger has 431K Instagram followers and her own line of clothing. Covering fashion, beauty, fitness, decor and motherhood,Emily, like Arielle, also created her own fashion brand after collaborating with existing ranges like B.B. Dakota. She has also collaborated with beauty brands like Estée Lauder, where she was a guest blogger, and Sephora’s Formula X nail polish to create capsule collections. The latter was a wild success, selling out at Sephora.
Everyone’s favorite low-key actress has amassed a gigantic following on Instagram (@busyphilipps), thanks to her relatable tales and conversational tone — she typically begins her tales with “You guys!” With a million followers, the actress discusses motherhood, her two daughters, music picks, her latest hair-color woes and triumphs, her brows, fashion and jewelry wares, and her go-to lipsticks. A Lekfit workout enthusiast, she also films her grueling classes. The “Freaks and Geeks” star will host her own show on E! called “Busy Tonight” next year. With her clear devotion to all things beauty (brow dyeing was a recent feature) in addition to her modelesque looks, Busy’s highly engaged audience would no doubt respond to a beauty ambassadorship not unlike that of her famous BFF Michelle Williams’ campaigns for Louis Vuitton.
Rumor has it Los Angeles-based Italian influencer powerhouse, Chiara Ferragni, won’t be featured in the press unless she’s the sole blogger covered in the piece. With a staggering 13.4 million Instagram followers (@chiaraferragni), the fashion-focused new mom of baby boy Leo splits her time between the U.S. and her native Milan. She also has her own fashion range in addition to her blog, The Blonde Salad. She’s collaborated with brands like Tod’s, in addition to beauty brands such as Redken and Pantene. The former law student has created a mega successful business, has been listed among Forbes’ 30 Under 30 List, and has been the subject of a Harvard Business School Study. Her stunning looks, Instagram likes in the 80K+ range, and business acumen make her a sought-after beauty partnership collaborator — if you can afford her.
Cup of Jo
Former Glamour.com blogger Joanna Goddard spun out on her own several years ago with her successful site, A Cup of Jo. She has 141K Instagram followers (@cupofjo) and discusses parenting (she’s a mom of two boys), style, food, travel, decor and beauty. Her hit series, “Beauty Uniform,” features original photography and a walk-through of all the beauty items a subject wears day to day. She’s worked with beauty brands like Dove on sponsored content and is unique in that her readers are readily engaged in the comment sections of her post, a mode of communication that’s become less frequent since the advent of Instagram and even Twitter. With her down to earth style and tone, Joanna’s weekly newsletters feel like a catch-up talk with a good friend. Joanna’s aesthetic and brand would be great for a partnership with a natural brand that’s also great for kids.