BEAUTY & FASHION BRANDS FACE 'ATTENTION RECESSION' AS CREATOR CONTENT STRUGGLES TO CONNECT

Summary from the TLDR Marketing newsletter

Audiences are becoming less engaged despite rising creator content for beauty and fashion brands. Skincare posts grew 22% in H1 2025 while engagement fell 20%, showing content saturation is reducing impact. Smaller creators outperform larger accounts, with beauty nanos seeing 27% higher engagement and 19% more video views, and fashion nanos achieving 33% higher engagement. Paid content often underperforms despite higher spending.