Key Takeaways:Despite double-digit growth in creator output across beauty and fashion, most categories (except fragrance) saw declines in engagement, video views, and Visibility Impact Trust (VIT).Smaller influencers drove double-digit growth in engagement and VIT, outperforming mid-tier and even VIP creators.YouTube and TikTok are gaining traction, while Instagram continues to decline sharply in views and attention value.The first half of 2025 has made one thing clear for beauty brands. While creator activity is booming, consumer attention is slipping away. Traditional formats like GRWM (Get Ready With Me) videos, once reliable traffic drivers, are showing signs of fatigue, while investments in paid partnerships are not delivering expected returns. According to Traackr’s mid-year analysis, the landscape demands a new playbook; one that prioritizes authenticity, cultural relevance, and smaller creators over sheer output and paid spend.The report utilizes VIT, Traackr’s proprietary metric that evaluates not only reach and engagement but also the extent to which content builds trust and credibility with audiences. In other words, VIT measures the quality and effectiveness of creator content, not just its volume. Beauty brands are no longer grappling with a reach problem, but a “relevance” one. Platforms like YouTube are stealing share of attention, nano creators are outperforming, and brands that rely on recycled formulas are struggling to connect.