Ayu Cosmetics is a contemporary makeup brand built on inclusive shades, performance formulas, and unapologetic self-expression. Terrier Agency partnered with Ayu to launch an influencer marketing campaign that put real product in the hands of real creators across the UK and Ireland.
The campaign activated 212 creators spanning beauty, lifestyle, and content categories — from precision makeup artists to everyday creators experimenting with colour. Through a mix of Instagram Reels, Stories, and feed posts, the campaign delivered 6.6 million impressions and 51,000 engagements at a 4.1% engagement rate, well above the beauty category benchmark.
With 649 pieces of content shared across a combined creator following of over 3.5 million, the campaign positioned Ayu Cosmetics in front of a highly engaged, beauty-conscious audience and built a library of authentic creator content the brand can repurpose across its own channels.
Casting Beyond the Usual Beauty Shortlist
An inclusive-shades brand needs a creator list that reflects that positioning, not a narrow beauty-influencer roster. Ayu Cosmetics’ campaign activated 212 creators spanning beauty, lifestyle and general content — from precision makeup artists to everyday creators experimenting with colour — across the UK and Ireland, with product sent out so every piece of content came from genuine, hands-on use rather than a studio shoot.
What the Impression and Engagement Numbers Mean
6.6 million impressions and 51,000 engagements at a 4.1% engagement rate — above the stated beauty category benchmark — is a reach-and-reaction figure, not a sales number. The 649 pieces of content shared across a combined creator following of over 3.5 million is the more durable outcome for the brand: a library of authentic product content built once and usable again across Ayu’s own channels.
