Eyebrow Queen is a beauty brand founded by Nilam Holmes, with an established following and strong recognition among professional makeup artists. The challenge was reaching everyday makeup users beyond that professional community — so we built a phased micro-influencer gifting campaign to amplify an already engaged audience.
We launched with the brand’s most popular products across a select group of micro-influencers and smaller makeup artists, monitored engagement and content quality, then opened the entire product range to the top performers for both video and photo content. The campaign completed 323 gifting collaborations and reached a total potential audience of over 9 million people.
By concentrating budget on proven performers, the campaign delivered scale without sacrificing the authenticity beauty audiences expect.
Demonstrating a Beauty Product Through Creator Content
Beauty campaigns built around demonstration depend on the creator actually being able to show the product working, so vetting goes beyond follower count to application skill and content quality. The phased structure here — testing performance on the most popular products first, then handing the wider range to whoever proved strongest — is Terrier’s standard way of protecting spend: budget only scales up once a creator has shown they can produce content that holds attention.
What 323 Collaborations Show About Proven Performers
323 gifting collaborations and a potential audience above 9 million measure exposure to Eyebrow Queen’s product range, not units sold. What the phased approach shows in that number is discipline — the campaign didn’t spread thin across every applicant, it concentrated reach behind the creators who had already proven they could demonstrate the product convincingly to everyday makeup users, the audience beyond the professional community the brand already had.
