Skin in India isn't just one thing for various reasons.
It's sensitive, oily, dry, or a combination of all the textures, every tone, and every concern, all at once.
So it's no surprise that when it comes to skincare, people don't follow just anyone.
A person with oily skin follows a creator with oily skin, hoping for a recommendation that will actually work for them.
A person with dry skin looking for that dewy, hydrated look follows someone dealing with the exact same struggle.
A person who only trusts budget-friendly skincare skips the luxury influencers entirely and follows creators who talk their language.
The list goes on, and that's exactly what makes this category so complicated and difficult to crack.
This is why whenever we receive any skincare brand at Grynow, every campaign starts with the same process: finding real skincare creators, real engaged audiences, and content built around actually solving a problem and not just showcasing a product.
One of our recent campaigns was for Anua, a Korean skincare brand, with a clear brief:
Build awareness and visibility for its PDRN range among Indian audiences divided into three campaigns.
Rather than a single push, we ran this as three connected phases, each one sharpening the strategy based on what the previous phase taught us.
Here's how it played out.
Campaign 1: Laying the Foundation for Anua in India
The first phase was about getting Anua in front of the right eyes.
Before you can educate anyone about an ingredient like PDRN, which is complicated to explain, you first need people to actually know that the brand exists. So our objective here was to drive large-scale brand awareness for Anua through creator-led content.
Grynow onboarded 100 creators across Instagram, choosing people whose content and visual style closely matched Anua's own aesthetic, which was a mix of educational content creators, makeup artists, skincare enthusiasts, and lifestyle creators, so the brand could show up naturally across different kinds of audiences rather than looking like a one-note ad push.
Creators were encouraged to build content around diverse hooks, first impressions, and simple, organic storytelling around the PDRN Serum and Cream, rather than scripted promotions, to educate the actual consumers about the main ingredient of the brand.
A total of 100 beauty creators onboarded, 84 of whom delivered their content, generating 821K+ impressions and 711K+ reel views, along with 26K+ likes and 2.5K+ comments across the campaign. The content also picked up 200+ shares and reposts, and 150+ Instagram stories added another 110K+ story views on top of the reel numbers.
Some of the top performers included Vaishnavi, whose reel pulled in 99.6K views, and Siddhi and Poulami, who brought in 70.3K and 62.4K views, respectively, with Poulami posting the standout engagement rate of the batch at 3.3%.
Campaign 2: Making PDRN a Household Ingredient
With awareness building, Phase 2, which started in June, shifted the focus from "who is Anua" to "why PDRN."
The goal now was to drive large-scale brand awareness for Anua PDRN specifically by educating audiences on the actual skin benefits of the ingredient through authentic, creator-led content.
Grynow again brought in 100 creators, but this time the content focus was on before-and-after transformations, first-impression reactions, and GRWM-style routines that could show and not just tell what PDRN does for hydration, plumping, and skin texture. Process-wise, this phase also tightened creator briefings and content timelines based on learnings from Phase 1, so drafts came in earlier and with fewer back-and-forths.
This phase delivered 91 of the 100 promised videos, generating 832K+ impressions and 734K+ reel views, with 10K+ likes and 1.2K+ comments. Shares and reposts crossed 210+, and 165+ stories added a further 98K+ story views. The standout performers this round were Aastha Sharma (98.9K views), Nehadkaur (69.4K views), and Pinkysingh Dey; despite a smaller following, she posted the highest engagement rate in the batch at 5.98%, showing how a tightly aligned niche audience can outperform sheer reach.
Campaign 3: Positioning Anua as India's #1 PDRN Brand
This was conducted in July; the campaign had a sharper, more ambitious goal:
Position Anua as the #1 PDRN skincare brand in India.
This meant leaning further into education-first content with skincare routines, GRWM videos, skin-prep demos, and transformation-led reviews while keeping everything authentic, with natural lighting, clear product visibility, and no skin-blurring filters.
This phase also introduced a new layer: a Kendall Jenner "Green Screen" activation, where selected creators used the approved hook "I saw Kendall Jenner using this product, and I had to try it" to spark curiosity before transitioning into their own honest product experience, adding a discovery element on top of the usual creator-led storytelling.
Even with 74 of the 100 videos delivered (26 still queued to go live), this phase posted the campaign's strongest numbers yet: 959K+ impressions and 854K+ reel views, along with 16K+ likes and 1.1K+ comments, plus 220+ shares and 145+ stories, adding another 105K+ story views.
TKUCCHU led the pack with 109.6K views and an outstanding 9.62% engagement rate, followed by Siddhi (101K views) and Aashichariya, who combined 87K views with a strong 4.73% engagement rate with strong proof that the education-first, Kendall Jenner-backed approach gave the campaign its biggest lift across all three phases.
Conclusion
Across three phases and 300 creator collaborations, one thing stayed constant: skincare only works as an influencer category when the right creator is talking to the right audience about the right problem.
That's the expertise Grynow brings to every campaign and not just a database of creators, but 10 years of experience reading a niche, matching brand chemistry to creator chemistry, and adjusting strategy phase over phase based on what the data actually says, not just what looks good on a deck.
That's why brands come back to us campaign after campaign, and why we're regularly counted among the top influencer marketing agencies working with skincare and beauty brands in India today.
With 1000+ trusted clients, a network of 4M+ content creators, and a team built on IIT and IIM alumni who understand both the creative and the analytics side of influencer marketing, we build campaigns that compound: better creators, better content, better numbers, phase after phase.
If you're a brand looking for the best influencer marketing agency in India to turn your product into a category leader the way we did for Anua's PDRN range, this is exactly the kind of work we do best.
Ready to build an exciting campaign with us?
