In today’s beauty landscape, partnering with BIPOC (Black, Indigenous, and People of Color) beauty influencers is more than just a marketing trend—it’s a necessary shift toward inclusive, culturally competent branding. These partnerships offer authentic access to diverse communities and help build brand trust in ways traditional ads simply can’t. But with so many brands jumping on the inclusivity bandwagon, it’s easy to miss the mark.

At Bleum, we’ve seen the power of intentional influencer partnerships firsthand. When done right, these collaborations don’t just amplify your brand—they affirm your values and create lasting community connections. Here, we’ll break down the best practices for collaborating with BIPOC beauty influencers and building relationships that go deeper than surface-level representation.

Start With Purpose, Not Performative Moves

Before reaching out to any influencer, brands must clarify their why. Are you looking to reach a new demographic? Launch a product tailored to melanin-rich skin? Support communities you’ve historically underserved? Your intention will shape how your outreach is received.

BIPOC influencers—and their audiences—can spot performative partnerships immediately. To build genuine connections, be transparent about your goals and ensure that inclusion isn’t an afterthought. This means doing the internal work to audit your brand’s values, messaging, and team diversity.

One of our clients, Kazmaleje, needed to curate a flight of Influencers prior to their retail launch at Target. Our team curated and executed a project that involved style guides, influencer selection and outreach, choosing the appropriate platforms for launch, and the like. The result? A seamless, successful launch that expanded the audience range of our client and brought the company tons of engagement.

Do Your Homework: Research Before Reaching Out

Not all influencers are created equal—and follower count isn’t the most important metric. Take the time to study potential partners. What topics do they care about? How do they engage with their audience? Have they spoken out about brand partnerships in the past?

Use tools like Instagram insights, TikTok analytics, and influencer platforms—but don’t forget the human side. Follow them, interact with their content, and show that you understand their value beyond numbers.

It’s also essential to consider:

• Whether the influencer’s audience aligns with your target demographic
• Their tone, aesthetic, and content values
• Past collaborations with other beauty or lifestyle brands

Compensate Fairly and Transparently

One of the biggest missteps brands make is offering BIPOC influencers “exposure” instead of payment. Influencers—especially those from historically excluded communities—deserve fair compensation for their time, creativity, and influence.

Set clear expectations around deliverables, timelines, and usage rights. Be upfront about your budget and be open to negotiating rates based on the influencer’s scope of work.

Compensation should reflect:

• Content creation (images, videos, Stories, Reels, etc.)
• Audience size and engagement rate
• Usage rights (especially if you plan to repurpose content in ads)
• Exclusivity terms

Co-Create, Don’t Control

You’re partnering with influencers for their creativity and community—not to dictate their every word. Provide clear brand guidelines, but allow room for them to speak in their own voice. Their authenticity is what makes the partnership work.

Collaborate on creative concepts rather than handing them a rigid script. Ask for their input, and trust their instincts—they know their audience best.

This approach fosters trust and typically results in higher engagement, more shares, and stronger conversion.

Focus on Long-Term Relationships, Not One-Offs

Transactional partnerships can feel hollow. To create lasting impact, consider building ongoing collaborations that extend beyond a single product drop or campaign.

This could look like:

• Featuring influencers in seasonal campaigns
• Inviting them to co-host events or IG Lives
• Co-creating limited-edition products or content series

Long-term relationships signal that your brand isn’t just checking a diversity box—it’s building a community.

Listen, Learn, and Be Open to Feedback

Even with the best intentions, mistakes can happen. What matters is how you respond. If an influencer or follower calls out a misstep, listen with humility. Own up to the error and use it as a chance to grow.

Create feedback loops with your influencer partners. Ask what worked and what didn’t. Be open to hearing how your brand can better support their work and community.

BIPOC influencers are not here to educate you for free—but many are willing to share insights if approached respectfully.

Final Thoughts: Partnership Is a Two-Way Street

Partnering with BIPOC beauty influencers isn’t just about boosting reach—it’s about creating space, sharing resources, and amplifying voices that have long been underrepresented in beauty marketing.

When done with care, intention, and respect, these partnerships can be transformational for both brands and communities.

At Bleum, we help beauty and lifestyle brands create culturally competent influencer strategies that convert. Ready to build an inclusive marketing strategy that feels real and resonates? Let’s talk.