City Beauty is a Los Angeles-based luxury skincare brand that unifies beauty and science to produce research-focused skincare solutions. The City Beauty team formulates its products with clean, cruelty-free ingredients designed to support specific skin goals—from visibly plumper lips to firmer-looking skin and anything in between.
As a digitally native company, City Beauty prides itself on a customer-centric approach to developing and marketing products. A key driver of this philosophy involves connecting directly with customers and leveraging influencers to maintain the strong rapport they’ve built with the people who love their products.
Cut out the busywork
City Beauty’s influencer marketing team initially managed its entire influencer marketing program from a spreadsheet. But as the program grew to hundreds of creators over various platforms, the two-person team realized it needed a streamlined approach to the overwhelming amount of work it took to manage it all.
Previously I was just doing manual searching and Google Sheets, so coming to City Beauty and experiencing GRIN was life-changing. Being able to have GRIN as our influencer marketing platform just makes everything so much easier.
Lily Yang
City Beauty influencer marketing coordinator
A platform to house it all
The team found its solution with GRIN’s Creator Management platform, which equipped them with everything they needed to streamline their influencer marketing workflow so they could focus on what’s important: nurturing lasting, personal relationships with their favorite creators.
With GRIN, City Beauty can access the platform’s discovery and recruitment tools, such as Curated Lists — the industry’s first discovery-as-a-service product, the Web Extension that allows them to quickly view creator stats and import select creators directly into their CRM, and customized Landing Pages to allow creators to come directly to them.
The team can also organize its creators into lists of applicants, prospects, and current partners. They use personalized email templates to communicate with contacts within each group and leverage contract templates to include usage rights for repurposing creator content.
City Beauty counted on GRIN’s support team to help them transition from a manual to an automated approach to influencer marketing. After a brief onboarding process, the team was off and running with a mastery of new tools at their disposal.
Phil leveraged GRIN’s Activations workflow to build and customize campaigns tailor to his specific program goals.
GRIN allowed Phil to design a payment structure that rewarded high-performing partners for a job well done.
GRIN’s Live URL function made onboarding creators a breeze and helped keep everyone in the loop on expectations and deliverables.
GRIN’s payment alert system and PayPal integration streamlined the compensation process and kept Uber’s creators paid and happy.
Focus on what matters most
City Beauty grew its Instagram following by more than 35k in the first three years of using GRIN. The team has nurtured a thriving community of high-performing creators, with many generating as much as a 200% ROI for the brand.
City Beauty has also accumulated:
3,000+
pieces of influencer content
6.9M+
impressions from influencer content
28,000+
link conversions
My favorite thing about GRIN is how it helps with email blasts and the communication aspect of everything. That’s such a helpful tool that GRIN made more efficient for us, because communication is so key in influencer marketing.
Lily Yang
City Beauty influencer marketing coordinator
