Skinmumma

Skinmuma is a skincare and haircare brand focused on reaching consumers beyond metro cities and building stronger awareness among emerging beauty audiences. To achieve this, we identified creators from Tier 2 and Tier 3 markets who had highly engaged communities and a strong influence on beauty and self-care purchase decisions.

Fashion CreatorsLifestyle creatorsSkincare creators

40+

Micro & Nano Influencers

2.5%

Average Engagement

1.2M+

Reach

The Brief

What Skinmumma Needed to Solve

Increase brand awareness across Tier 2 and Tier 3 markets. Build trust among audiences that rely heavily on creator recommendations. Improve visibility in a highly competitive skincare and haircare category. Drive conversations around the brand's products and benefits through relatable content.

Brand AwarenessOrganic Reach

Target Audience:

Style-conscious youth aged 18–28
Tier 2 & 3 cities
Instagram-first audience

The Strategy

How We Made Skinmumma Impossible to Ignore

We partnered with micro and nano influencers across skincare and lifestyle niches to drive authentic, relatable conversations around the brand. The creator mix was intentionally chosen to go beyond Tier 1 metros — tapping into audiences across Tier 2 and Tier 3 cities

Hyperlocal Creator Selection

We partnered with creators who had strong regional influence and deep audience trust, enabling Skinmuma to connect with consumers in a more authentic way.

Relatable Beauty Storytelling

Creators showcased products through everyday skincare and haircare routines, making the brand feel approachable and relevant.

Community-Led Awareness

Instead of polished advertisements, we focused on creator-first content that sparked genuine engagement and word-of-mouth conversations.

Expanding Reach Beyond Metros

By activating influencers across multiple Tier 2 and Tier 3 markets, we helped Skinmuma increase visibility among high-potential consumer segments often overlooked by larger beauty campaigns.