7 Brands That Work With Small Influencers (2025 Guide)

The influencer marketing landscape has shifted. While mega-influencers once dominated, savvy businesses now recognize the immense power of authenticity and niche engagement. This is where small influencers, often called micro-influencers, shine. They offer a direct line to dedicated communities, fostering trust and driving genuine interest in a way that larger accounts often can't. Many brands that work with small influencers are seeing incredible returns by focusing on these high-engagement partnerships.

This guide will show you exactly how they do it. We will explore several leading brands that have mastered the art of partnering with these creators. We’ll break down their strategies, from outreach to long-term relationship building, providing a blueprint you can adapt. Each profile includes direct links and detailed analysis to help you find the right fit.

We'll also share our firsthand experience with our brand, Edgware's Active Sports and Outdoors, and making mini longboard skateboards. We contacted YouTubers from 3,000 to 15,000 followers and offered them a free skateboard to try without any commitment to post about it. These small YouTubers generated videos because they were excited about our product and over the years have generated 6-figures in sales for our small brand with minimal budget. After they tried our product, we offered them affiliate fees using a software like Coral that makes it extra easy to generate an affiliate link, track them with Amazon distribution, showing the same data of generated sales and automate payments for the commissions that they generated. This article provides the roadmap to replicate that success.

1. LTK (formerly LikeToKnowIt)

LTK isn't a single brand but a massive, creator-powered shopping platform that acts as a bridge between influencers and over 7,000 retailers. For content creators, it is one of the most powerful tools available for monetizing their influence, making it a critical hub for brands that work with small influencers. The platform allows creators to link directly to the products they feature in their content, earning a commission on any sales generated through their unique links.

This setup is ideal for small influencers who can showcase products from major brands like Target, Sephora, and Abercrombie & Fitch without needing a direct, formal partnership with each one. LTK vets its creator applications, but it is known for accepting creators with engaged, albeit smaller, followings, focusing more on content quality and audience trust than sheer numbers.

Strategic Analysis for Brands and Creators

For brands, being on the LTK platform means gaining access to a motivated army of thousands of creators ready to promote their products. The commission-based model ensures a performance-driven ROI. For influencers, it simplifies the monetization process immensely.

Key Insight: LTK removes the barrier to entry for monetization. A creator with 2,000 engaged followers can earn commissions from the same major retailers as an influencer with two million followers, leveling the playing field.

The platform provides creators with robust analytics, showing what links are performing well and which products resonate most with their audience. This data is invaluable for refining content strategy and maximizing earnings. While LTK handles the tracking and payments, it’s still crucial for brands and creators to build genuine relationships.

Actionable Takeaways

• For Brands: Ensure your products are available through retailers on the LTK platform. This automatically makes you accessible to its network of creators.
• For Creators: Apply to LTK once you have established a consistent posting schedule and a clear niche. Focus on creating high-quality, shoppable content that naturally integrates products.
• Track Your Success: Use LTK's analytics to understand your audience's shopping habits. Double down on the types of products and posts that generate the most clicks and sales.

Website: https://www.shopltk.com/

2. Glossier

Glossier has built its empire on a community-first, minimalist beauty philosophy, making it a prime example of brands that work with small influencers. Rather than chasing mega-celebrities, Glossier’s marketing DNA is rooted in authentic, user-generated-style content from real customers and creators. The brand’s focus on "skin first, makeup second" resonates deeply with influencers who champion natural beauty and relatability over heavily produced perfection.

This direct-to-consumer brand actively seeks out micro-influencers whose genuine enthusiasm for products like Boy Brow or Cloud Paint translates into trustworthy recommendations. They often prioritize engagement and aesthetic alignment over follower counts, creating opportunities for creators with smaller, dedicated audiences to land meaningful partnerships. Their strategy proves that authentic advocacy from a small creator can be more powerful than a generic shoutout from a large one.

Strategic Analysis for Brands and Creators

For brands, Glossier's model is a masterclass in building a cult following. By treating influencers as brand evangelists and co-creators, they generate a steady stream of authentic content that feels less like an ad and more like a friend's recommendation. For creators, partnering with Glossier means aligning with a beloved, aesthetically pleasing brand that enhances their own credibility.

Key Insight: Glossier’s success is built on gifting and authentic relationships, not just paid posts. A brand can achieve incredible results by identifying niche creators and sending them products with no strings attached. True passion for a product often leads to the most compelling, high-converting content.

The most effective collaborations often start with a brand simply offering a product to a creator who fits their vibe. In our direct experience with Edgware's Active Sports and Outdoors, making mini longboard skateboards, we contacted YouTubers from 3,000 to 15,000 followers and offered them a free skateboard to try without any commitment to post. Their genuine excitement led to videos that generated over 6-figures in sales for our small brand on a minimal budget. You can learn more about how brands like Glossier work with micro-influencers to replicate this success.

Actionable Takeaways

• For Brands: Identify micro-influencers whose personal brand aligns with yours. Send them your product as a gift, without demanding a post. The genuine excitement often leads to authentic and effective promotion.
• For Creators: Create content that showcases your unique style and values. Engage with brands like Glossier organically by featuring their products if you genuinely love them, which can lead to official partnerships.
• Track Your Success: After gifting, offer creators an affiliate link to earn commissions on sales. Using a simple software like Coral to generate links, track Amazon sales data, and automate payments keeps top-performing influencers motivated to continue promoting your brand.

Website: https://www.glossier.com/

3. Sephora

Sephora is a global beauty powerhouse, but its influence extends beyond its massive product selection. The brand has become a prime example of how major retailers can effectively partner with creators of all sizes. Through its renowned #SephoraSquad program, Sephora actively seeks out authentic, diverse voices, making it one of the most aspirational brands that work with small influencers in the beauty space. The program is an annual initiative that selects a new group of creators to represent the brand, providing them with unparalleled access and support.

Unlike platforms that focus purely on affiliate sales, the #SephoraSquad is a true partnership. Selected influencers receive professional coaching, content collaboration opportunities, and early access to product launches. While the application process is competitive, Sephora emphasizes authenticity and engagement over follower count, giving micro-influencers with a passionate community a genuine shot at being chosen. This approach proves that even industry giants see the value in relatable, community-focused content.

Strategic Analysis for Brands and Creators

For brands stocked at Sephora, the #SephoraSquad program provides a powerful, built-in marketing engine that amplifies their products through trusted voices. For creators, acceptance into the squad is a career-defining moment that offers credibility, visibility, and direct industry connections. Even outside the official squad, creators can leverage Sephora's affiliate program to earn commissions, similar to how brands can succeed with smaller creators on a budget.

For example, our direct experience at Edgware's Active Sports and Outdoors making mini longboard skateboards saw immense success. We contacted YouTubers with 3,000 to 15,000 followers and offered a free skateboard with no commitment. Many created videos simply because they loved the product, generating six-figures in sales over the years. We kept them engaged by offering affiliate fees through a simple software like Coral, which turned initial excitement into a high-quality, long-term partnership.

Key Insight: Sephora's model shows that a hybrid approach is powerful. Combining a highly selective, high-touch ambassador program (#SephoraSquad) with a broad, accessible affiliate program allows the brand to harness influence at every level.

This strategy ensures that both mega-stars and emerging creators can contribute to the brand's ecosystem, creating a rich and diverse tapestry of content that resonates with different consumer segments.

Actionable Takeaways

• For Brands: If your products are sold at Sephora, highlight this to attract beauty influencers. The association alone adds significant credibility.
• For Creators: Apply for the #SephoraSquad if your content aligns with the brand's values. Even if not selected, join Sephora's affiliate program to monetize your content by linking to your favorite products.
• Emulate the Strategy: Smaller brands can replicate Sephora's approach on a smaller scale. Identify passionate micro-influencers, gift them products without obligation, and then offer an easy-to-use affiliate link to formalize the partnership with those who generate results.

Website: https://www.sephora.com/

4. ASOS

ASOS is a global online fashion and beauty retailer that has built a reputation for its massive product catalog and trend-driven approach. Beyond just selling clothes, ASOS actively cultivates a community of creators through its 'ASOS Insiders' program, making it one of the top brands that work with small influencers. This initiative handpicks a diverse group of fashion-forward individuals to act as brand ambassadors, showcasing how ASOS products can be styled in real life.

Unlike platforms that are open to all, the ASOS Insiders program is more curated, but it provides a clear model for authentic influencer marketing. The brand empowers creators with unique codes and visibility, giving them a platform to build their personal brand while promoting ASOS. This approach focuses on genuine style and personality over follower counts, offering a blueprint for how brands can collaborate effectively with smaller, highly engaged creators.

Strategic Analysis for Brands and Creators

For creators, becoming an ASOS Insider or collaborating with the brand offers immense credibility. For brands, ASOS’s model highlights the power of authentic, long-term partnerships over one-off sponsored posts. It shows that giving creators freedom and a platform can yield more genuine and effective content. Brands can learn from this and implement similar strategies.

Key Insight: A brand can achieve significant results by identifying micro-influencers who genuinely love its products and empowering them with tools and support. Offering a free product with no strings attached can lead to authentic content that drives substantial sales, especially when followed up with an easy-to-use affiliate system.

Our own experience with Edgware's Active Sports and Outdoors proves this model works. We sent free mini longboard skateboards to YouTubers with 3,000 to 15,000 followers. Their excitement led to authentic video reviews that generated six figures in sales. We sustained this by offering affiliate commissions through a tool like Coral, which tracked sales and automated payments, keeping them committed to generating high-quality content. This is an effective way to find influencers on Instagram and other platforms.

Actionable Takeaways

• For Brands: Identify small creators who align with your brand's aesthetic. Start by gifting products without demanding a post to build genuine goodwill. Follow up with an offer to join an affiliate program to incentivize ongoing content creation.
• For Creators: Tag ASOS and use their hashtags (e.g., #AsSeenOnMe) in your high-quality content. This increases your visibility and chances of being noticed for their Insider program or other collaborations.
• Focus on Authenticity: Whether you are a brand or creator, the key is authentic integration. Showcasing how products fit into a real lifestyle resonates far more than a staged advertisement.

Website: https://www.asos.com/

5. Daniel Wellington

Daniel Wellington built its global brand almost entirely on the backs of influencers, making it a textbook example of brands that work with small influencers. The watch company pioneered the strategy of flooding social media feeds with its minimalist timepieces, showcased by a diverse army of creators. Their approach involves gifting products and providing unique discount codes to influencers, who then promote the watches to their audiences.

This strategy is highly accessible for micro-influencers. The brand often reaches out to creators with smaller but highly engaged followings, recognizing that authenticity and niche trust can be more powerful than a massive audience. By focusing on a simple, aesthetically pleasing product with interchangeable straps, they gave creators a versatile accessory that was easy to style and integrate into various types of content.

Strategic Analysis for Brands and Creators

Daniel Wellington's model demonstrates the power of scale in influencer marketing. Instead of paying huge fees for a few top-tier celebrities, they achieved market saturation by collaborating with thousands of smaller creators. For creators, this provides a straightforward entry point into brand partnerships, often starting with a gifted product.

Key Insight: A "no-strings-attached" product seeding strategy can yield powerful results. We saw this with our own brand, Edgware's Active Sports and Outdoors, offering free mini longboard skateboards to YouTubers with 3,000 to 15,000 followers. The genuine excitement for the product led to authentic video reviews that generated six figures in sales over time with a minimal initial budget.

To maintain these relationships and incentivize ongoing promotion, it's crucial to offer a clear path to monetization. After an initial product seeding, offering an affiliate commission on sales is a powerful next step. We kept them engaged by using a software like Coral, which made it easy to generate affiliate links, track Amazon sales, and automate commission payments. For those interested, you can learn more about setting up an e-commerce affiliate program to automate tracking and payments.

Actionable Takeaways

• For Brands: Identify micro-influencers whose aesthetic aligns with your brand. Initiate contact with a simple product gifting offer without demanding a post, letting genuine enthusiasm drive the content.
• For Creators: If you are in the fashion, lifestyle, or travel niche, feature brands like Daniel Wellington organically in your content to get on their radar. When they reach out, focus on creating high-quality, authentic posts.
• Nurture the Relationship: Once a partnership is established, brands should transition creators to an affiliate model to incentivize long-term promotion. Creators should proactively ask about commission opportunities after a successful initial collaboration.

Website: https://www.danielwellington.com/

6. HelloFresh

HelloFresh, the global leader in meal kit delivery, has built a powerful marketing engine by making itself one of the most accessible brands that work with small influencers. The service provides customers with pre-portioned ingredients and easy-to-follow recipes, and it leverages influencer partnerships to showcase this convenience through authentic, user-generated content. Influencers often receive free boxes or paid sponsorships to share their cooking experiences, from unboxing to the final plated meal.

This strategy works exceptionally well with nano and micro-influencers whose followers trust their genuine lifestyle recommendations. A creator sharing their busy weeknight dinner solution feels more like a friend's advice than a high-polish advertisement. HelloFresh frequently provides unique discount codes, allowing for direct tracking of conversions and giving influencers a tangible value to offer their audience.

Strategic Analysis for Brands and Creators

For HelloFresh, partnering with smaller creators generates a high volume of authentic, evergreen content that demonstrates the product's real-world use case. For creators, it's a straightforward collaboration that aligns with everyday life content like cooking, family, and wellness.

Key Insight: The "no strings attached" product seeding model can be incredibly effective. For our brand, Edgware's Active Sports and Outdoors, we sent free mini longboard skateboards to YouTubers with 3,000 to 15,000 followers. The genuine excitement for the product led them to create videos that have generated six figures in sales over time with a minimal initial budget.

This approach builds goodwill and results in more authentic endorsements than a strictly transactional campaign. We kept them committed to generating high-quality content by offering them affiliate fees using a software like Coral that makes it extra easy to generate an affiliate link, track sales with Amazon distribution, and automate payments for their commissions.

Actionable Takeaways

• For Brands: Adopt a product-seeding strategy. Offer your product for free without demanding a post. If the influencer loves it, the resulting content will be more authentic and impactful. Follow up with an offer for a formal affiliate partnership to sustain the relationship.
• For Creators: Reach out to brands like HelloFresh with a clear pitch on how their service fits your content niche. Focus on creating authentic storytelling around the product experience, not just a basic review.
• Track Your Success: When provided with a unique code or affiliate link, actively promote it. Use your analytics to see what kind of content drives the most sign-ups and share this data with the brand to negotiate future collaborations.

Website: https://www.hellofresh.com/

7. Pura Vida Bracelets

Pura Vida Bracelets is a lifestyle and jewelry brand built on the foundation of authentic storytelling and community. Renowned for its handcrafted bracelets, the brand has mastered the art of leveraging user-generated content, making it a prime example of brands that work with small influencers. Its model revolves around celebrating a laid-back, socially conscious lifestyle, which resonates deeply with creators who value authenticity over massive follower counts.

The brand's affordable price point and strong charitable mission create a low barrier to entry for both consumers and influencers. Small creators can genuinely promote products they can afford and believe in, which translates to more authentic and effective content. Pura Vida actively encourages its community to share photos using specific hashtags, often featuring smaller accounts on its official social media pages, providing valuable exposure.

Strategic Analysis for Brands and Creators

For brands, Pura Vida’s strategy is a masterclass in building a brand ambassador program fueled by genuine product love. They prove that you don't need huge budgets to achieve massive reach. For example, our own brand, Edgware’s Active Sports and Outdoors, adopted a similar approach for our mini longboard skateboards. We sent free products to YouTubers with 3,000 to 15,000 followers with no strings attached. Their authentic excitement led to video reviews that have generated six figures in sales over time.

Key Insight: Gifting products without demanding a post can be more powerful than a paid contract. It builds trust and encourages authentic promotion from creators who genuinely love the item, leading to higher-quality content and more engaged audiences.

To keep creators engaged, we offered them affiliate commissions through a platform like Coral, which simplifies link generation and automates payments for Amazon sales. This performance-based incentive keeps top creators motivated long-term.

Actionable Takeaways

• For Brands: Identify small influencers whose aesthetic aligns with your brand. Send them products as a no-pressure gift to foster goodwill and encourage organic content creation. Follow up with a formal affiliate offer for those who create exceptional content.
• For Creators: If you align with the Pura Vida lifestyle, start creating content with their products and use their brand hashtags. Engage with their posts and community to increase your visibility for potential features or inclusion in their ambassador program.
• Leverage Authenticity: Don't wait for a formal deal. Show your love for the brand organically. This type of authentic advocacy is exactly what brands like Pura Vida are looking for in their partners.

Website: https://www.puravidabracelets.com/

Top 7 Brands Partnering with Small Influencers

Brand	Implementation Complexity 🔄	Resource Requirements ⚡	Expected Outcomes 📊	Ideal Use Cases 💡	Key Advantages ⭐
LTK	Medium - platform & influencer coordination	Moderate - influencer network maintenance	High - authentic product discovery & sales	Shoppable influencer content across diverse categories	Wide product range, authentic influencer picks, seamless shopping
Glossier	Low - direct DTC with influencer collaborations	Low to Moderate - product dev & community management	Medium - strong brand loyalty & community growth	Minimalist skincare with user-driven innovation	High-quality products, transparent info, strong community
Sephora	High - multi-channel retail + influencer programs	High - inventory, retail & influencer management	High - extensive product access with personalized experience	Broad beauty retail with influencer reviews	Large product range, promotions, loyalty rewards
ASOS	Medium - e-commerce with influencer styling content	Moderate - diverse inventory & influencer engagement	High - trend-focused fashion sales & inclusivity	Fashion retail with wide style and size options	Wide style/size variety, competitive pricing, global shipping
Daniel Wellington	Low - focused product line with influencer marketing	Low - limited SKUs, influencer promos	Medium - brand awareness and steady sales	Fashion accessories with minimalist designs	Timeless design, quality materials, influencer-driven promotions
HelloFresh	Medium - meal kit logistics + influencer promotions	High - supply chain & fresh ingredient sourcing	High - convenient meal solutions & subscription growth	Convenient home cooking with diverse meal options	Fresh ingredients, flexible plans, recipe discovery
Pura Vida Bracelets	Low - niche handcrafted product line + influencer use	Low - artisan sourcing & influencer marketing	Medium - sales with social impact awareness	Affordable, socially conscious jewelry	Affordable pricing, artisan focus, charitable mission

Your Blueprint for Success with Small Influencers

The journey through brands like Glossier, LTK, Sephora, and HelloFresh reveals a powerful, consistent message: the future of authentic marketing is small. These industry leaders have shown that investing in micro-influencers isn't just a trend; it's a foundational strategy for building genuine community, driving engagement, and generating substantial returns. The era of relying solely on celebrity endorsements is fading. Today, success is built on the trust and relatability that small, passionate creators bring to the table.

The common thread weaving through these successful programs is the shift from transactional exchanges to true partnerships. It’s about more than just sending free products. It’s about empowerment. As we discovered firsthand with our brand, Edgware's Active Sports and Outdoors, the right approach can yield incredible results on a minimal budget. We started by sending our mini longboard skateboards to YouTubers with 3,000 to 15,000 followers, with no strings attached. The genuine excitement for the product led to authentic video reviews that, over time, generated six-figures in sales. This proves that you don't need a massive following to have a massive impact.

From Initial Contact to Lasting Partnership

The initial spark of interest is just the beginning. The key to transforming that initial enthusiasm into a long-term, profitable relationship is providing your creators with the right tools and structure. After our initial outreach, we solidified these partnerships by implementing a streamlined affiliate program. This is the critical step that turns a one-time collaboration into a sustainable revenue stream for both you and the influencer.

To make this happen, you need a system that removes all friction. Here are the non-negotiable elements for empowering your small influencers:

• Effortless Link Generation: Creators should be able to create unique, trackable affiliate links in seconds. Complexity is the enemy of participation.
• Transparent Tracking: Giving influencers access to real-time data on their clicks, conversions, and commissions builds immense trust. When they can see their impact, they are more motivated to promote your products.
• Automated, Reliable Payments: Manually calculating and sending payments is time-consuming and prone to error. An automated system ensures your partners are paid accurately and on time, reinforcing your professionalism and their value.

This framework is your blueprint. Start by identifying creators who align with your brand’s soul. Foster that initial connection with a no-pressure product seeding strategy. Then, empower them with a robust affiliate system that treats them like the valuable business partners they are. By focusing on these principles, you can build an army of authentic advocates, turning the search for "brands that work with small influencers" into a story about your own success.

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