Abstract:

This study examines influencer marketing practices in the social media communication of selected beauty brands and considers their potential relevance in the context of attitudinal loyalty. A comparative case study was conducted using content analysis of 111 Instagram posts published by Huda Beauty, Kylie Cosmetics, and Fenty Beauty in November 2025. Of these, 46 posts were classified as influencer-related and subjected to detailed coding. The findings reveal substantial differences across the three brands. Huda Beauty showed a strong presence of both its founder and other influencers or creators, Kylie Cosmetics combined founder presence with recommendation, purchase encouragement, and lifestyle-oriented content, while Fenty Beauty relied more strongly on other creators and product-focused communication. The results show that influencer marketing is not a uniform form of brand communication, even within the same industry. However, consumer responses and attitudinal loyalty were not directly measured.