Deyannaa Daniel

Engagement Manager

Deyan is an experienced Engagement Manager with over six years in the industry, specialising in beauty, lifestyle, and e-commerce marketing. Having worked with global brands like Sephora, Clinique, and Dr.Jart+, she excels in crafting strategic influencer campaigns, PR initiatives, and content-driven brand storytelling. Passionate about beauty and skincare, Deyan brings a deep understanding of market trends and audience engagement, ensuring impactful brand connections.

Influencer vs. UGC: What’s Driving Beauty Purchases in 2025?

1 minute

January 16, 2023

Deyannaa DanielIn 2025, beauty consumers are caught between influencer recommendations and unfiltered user-generated content (UGC). While influencers offer expertise and brand credibility, UGC feels more authentic and relatable. This article explores the strengths and challenges of both, revealing why a mix of influencer marketing and real-user reviews is the winning formula for beauty brands looking to drive sales and trust.