Sep 17, 2025
8 MIN READ
Learning Basics
Learning Basics
Influencer Marketing for Beauty Brands: Strategies That Work
Influencer Marketing for Beauty Brands: Strategies That Work
Influencer Marketing for Beauty Brands: Strategies That Work
Nandini Tripathi
Nandini Tripathi
Nandini Tripathi
Nandini Tripathi
Content Marketer @impulze.ai
Sections
Blog in Short ⏱️
Blog in Short ⏱️
A quick glance at the highlights—perfect for when you're short on time.
A quick glance at the highlights—perfect for when you're short on time.
Influencer power drives sales. People trust relatable creators over polished ads, making products fly off shelves faster than traditional marketing.
Macro vs. Micro: Macro-influencers bring massive visibility; micro-influencers create trust, engagement, and intimate connections with niche audiences.
Diverse influencer types:
• Beauty Vloggers: Honest product reviews and tutorials.
• MUAs: Authority on professional techniques and trends.
• Product Masters: Daily product trials and snappy reviews.
• Skincare Advocates: Evidence-backed skincare guidance.
• Ethical Influencers: Focus on cruelty-free, vegan, sustainable products.
• Niche Experts: Specialty areas with loyal, invested audiences.
TikTok magic: Short, engaging videos, challenges, and viral moments boost awareness, sales, and audience interaction instantly.
Long-term partnerships matter: Consistent collaborations build trust, turn influencers into advocates, and inspire creative campaign ideas.
User-generated content: Real customers create authentic social proof, community participation, and endless fresh content for brands.
Data-driven strategy: Prioritize engagement, audience relevance, and clear goals to measure ROI effectively.
Common mistakes to avoid: Focusing only on follower count, ignoring transparency, overloading campaigns, skipping tracking, or relying on one platform.
Smart influencer campaigns combine reach, trust, creativity, and authenticity to turn beauty products into must-have sensations. (Real Cases Inside)
Lipsticks speak, mascaras wink, and a little blush can change the way we think. The beauty world has always been about transformation, but the real magic now happens on our screens. One swipe on TikTok, one scroll on Instagram, and a product can go from unknown to sold out overnight.
Beauty lovers trust faces they connect with more than glossy magazine ads. That is why influencer marketing has become the secret sauce for brands in this space. It is not just celebrities anymore. Makeup artists, skincare advocates, and even micro-creators with small but loyal audiences are shaping how trends rise and products fly off the shelves.
This blog explores the strategies that make influencer marketing work for beauty brands. From macro campaigns to micro magic, from TikTok buzz to long-term partnerships, you will see how top names in beauty are winning hearts and customers.
The Power Play: Benefits of Influencer Marketing for Beauty Brands
Why do you buy a lipstick? Is it the shiny ad on a billboard or the quick video of someone swiping it on their lips while smiling into their phone camera?
Be honest. Most of us trust people we relate to more than polished ads. That is exactly where influencer marketing changes the game for beauty brands.
1. Enhanced brand awareness and reach
One viral post can put a beauty brand in front of millions. A creator sharing a mascara that “just works” can spark curiosity faster than months of paid advertising.
2. Authenticity and trust-building
When an influencer shares their skincare routine, it feels like a friend recommending something. That personal touch builds trust in a way glossy ads never can.
3. Higher engagement compared to traditional advertising
A comment section buzzing with “Where can I buy this?” or “I need this shade” shows genuine interest. Influencers invite two-way conversations, something old-school ads rarely achieve.
4. SEO benefits and reduced ad fatigue
Influencer-generated tutorials and reviews often rank high in search results. Plus, audiences never tire of real voices sharing real experiences.
5. Cost-effectiveness and consumer insights
Working with the right influencers gives beauty brands direct feedback. They learn what excites customers and what needs improvement. At the same time, influencer marketing campaigns often deliver more results for less cost compared to traditional marketing.
Understanding Beauty Influencers: Types and Peculiarities
Scroll through your feed and you will notice something interesting.
Beauty influencers are not all the same. Each one brings a unique flavor, a special voice, and a way of connecting with their audience.
Let us take a closer look at the different kinds of beauty influencers shaping the industry today.
1. The Beauty Vloggers
These creators invite you right into their world. They sit in front of a camera, swatch products, test shades, and talk through every detail.
Nyma Tang, for instance, has built her YouTube community by addressing the lack of shade diversity in beauty products. Her honest reviews push brands to do better and her audience loves her for it.
2. The Makeup Artists (MUAs)
Professional artists like Bea Sweet on Instagram showcase runway looks and red carpet glam. Their tutorials and behind-the-scenes stories inspire both aspiring artists and everyday users. MUAs give products authority because they know what works under lights, cameras, and long hours.
3. The Product Masters
Think of creators who dedicate their content to testing products day in and day out. Sarah Palmira on TikTok, for example, takes her followers through honest product trials with quick, snappy reviews. These voices help cut through the overwhelming number of beauty launches.
4. The Skincare Advocates
Skin influencers bring science and care into the spotlight. Dermatologists and specialists such as Dr. Caroline Robinson MD guide audiences with routines, safe practices, and evidence-backed suggestions. Their influence grows because healthy skin is the base of every beauty look.
5. The Ethical Influencers
Justine Jenkins is a great example of someone leading with values. She speaks about cruelty-free, vegan, and sustainable products. For consumers who want to align purchases with ethics, voices like hers matter deeply.
6. The Niche Experts
Some influencers specialize in very specific areas such as clean beauty, traditional remedies, or luxury-only products. They may not have massive followings, but their audiences are deeply invested and loyal.
Together, this spectrum of influencers shows that beauty is not just about makeup or skincare. It is about trust, expertise, creativity, and a strong connection with the audience.
Going Big: Collaborating with Macro-Influencers for Visibility
Think of macro-influencers as walking billboards with a personal touch. They have hundreds of thousands, sometimes even millions, of followers. When they speak, people listen. When they recommend a product, beauty lovers rush to try it. For brands aiming to create massive awareness in a short time, this group is a powerful ally.
Take the example of MAC Cosmetics partnering with Johnny Ross. Johnny, known for his bold and playful approach to makeup, introduced MAC products to his engaged audience. His content was not just about showcasing products but about showing what beauty can mean to different people.
That partnership gave MAC visibility among new communities and reminded older fans why the brand remains iconic. Here is why macro-influencers hold such weight in beauty marketing:
Ideal partners for large-scale awareness managing campaigns.
Posts often go viral and spark organic conversations.
A direct bridge for beauty brands to reach international audiences.
Strong catalysts for seasonal launches or headline collaborations.
The smartest move is to combine macro-influencers with micro-influencers. Macro voices bring the spotlight, while micro voices bring intimacy and trust. Together, they create campaigns that shine wide and deep.
Small But Mighty: Using Micro-Influencers
Micro-influencers may not have massive numbers, but what they bring is priceless. Their audiences are small, tight-knit, and deeply engaged. When they recommend a product, it comes across as a genuine suggestion from a trusted friend.
Take Milk Makeup as an example. The brand leaned on micro-influencers to grow its community. Instead of only chasing big names, they tapped into smaller creators who talked about cruelty-free choices and vegan lifestyles. The result was an authentic movement that pulled in a loyal audience who shared the same values. Here is what makes micro-influencers powerful partners for beauty brands:
Stronger engagement rates because of personal connections with followers.
Perfect for niche targeting such as clean beauty, vegan products, or indie labels.
Easier for audiences to relate to, since they share everyday experiences.
More affordable collaborations that still deliver impressive returns.
The magic of micro-influencers lies in their ability to bring trust and intimacy into campaigns. Brands can filter by location, niche, or engagement rate to discover voices that match their values. By partnering with them, beauty brands build genuine conversations and foster communities that last.
Riding the Trend Wave: TikTok and Viral Creators
Open TikTok and beauty is everywhere. Quick tutorials, GRWM clips, and viral hacks turn ordinary products into overnight sensations. A single swipe can introduce a new cleanser or lipstick to millions. It is fast, raw, and full of energy, which makes it the perfect stage for beauty brands.
One of the strongest examples is CeraVe’s collaboration with Charli D’Amelio. Charli brought her charm and influence to simple skincare routines, and the results were explosive. The campaign made CeraVe a household name for Gen Z and reminded everyone that good skincare can be fun and accessible. Here is why TikTok creators are rewriting the beauty playbook:
Short videos capture attention before audiences scroll away.
Challenges and trends keep the content interactive and exciting.
Authenticity shines through, making beauty routines feel relatable.
Viral moments often translate directly into sales spikes.
The smartest way to use TikTok is to co-create. Beauty brands can work with creators to design challenges, start hashtag movements, or showcase transformations that encourage viewers to join in. These moments spread naturally, building momentum without forcing it.
Long-Term Play: Building Influencer Partnerships
One post can spark interest, but relationships create loyalty. The strongest beauty brands know that true influence is built over time. Instead of moving from one influencer to the next, they form deeper bonds that grow with the audience. These partnerships feel authentic because they are rooted in trust.
1. Consistency Builds Trust
When an influencer talks about a product regularly, it becomes part of their life, not just a one-off mention. Audiences notice that pattern and start to believe in the product’s value.
2. Influencers Turn Into Advocates
With time, influencers move beyond promotion. They speak as true fans of the brand. This shift from paid promotion to genuine advocacy makes every recommendation stronger.
3. Creativity Expands Over Time
Longer relationships encourage influencers to experiment. Campaigns look fresh, and new ideas flow more naturally. The brand also gets honest feedback that helps refine products.
Trust Multiplied: Leveraging User-Generated Content (UGC)
There is something powerful about content made by real people. A video of someone applying a lipstick in their bedroom mirror or a selfie showing a skincare glow often speaks louder than polished ads. UGC is raw, authentic, and instantly relatable. It turns everyday users into storytellers for beauty brands.
1. Social Proof in Action
When customers share their experiences, it reassures others. A short clip of someone saying a foundation lasted all day or a mascara held through a workout builds trust that no advertisement can buy.
2. Community Over Campaigns
UGC makes people feel part of something bigger. Hashtags, review challenges, or reposted tutorials invite customers to contribute. Instead of being passive buyers, they become co-creators in the brand’s journey.
3. Endless Content, Fresh Perspective
Brands often struggle to keep content fresh. UGC solves that by offering endless variety. Every customer brings their own style, lighting, and personality. The result is a stream of unique content that keeps audiences engaged.
PRO TIP: To ensure smooth collaborations and legal clarity when using UGC, check out this guide on UGC contract templates and tips.
Smart Choices: How To Select Influencers and Measure ROI
A million followers mean little if they are not the right audience. Beauty brands that shine know how to look beyond the surface. They use data to spot who actually drives conversations, who keeps audiences engaged, and who matches the brand’s values.
1. Looking Beyond the Numbers
High likes and views are only the beginning. Engagement rates, audience demographics, and comment quality matter more. An influencer with a smaller but loyal community can often bring better results than one with inflated numbers.
2. Setting Clear Goals
Every campaign needs direction. Are you chasing awareness, conversions, or engagement? When goals are clear, success becomes easier to measure. Metrics like click-throughs, sign-ups, or sales give a real picture of how the campaign performed.
3. Measuring and Learning
Data does not end when the campaign goes live. Tracking results in real time helps spot what is working. Brands can then adjust strategy, double down on strong performers, and avoid repeating mistakes. This cycle of measuring and learning is where influencer marketing grows stronger with each campaign.
Red Flags: Mistakes to Avoid in Beauty Influencer Marketing
Influencer marketing can take a beauty brand to new heights, but the wrong approach can quickly backfire. Many brands jump in with excitement and forget the basics that keep campaigns authentic and effective.
Here are the red flags to watch out for.
Picking influencers only for follower size without checking audience relevance and not analyzing influencers.
Ignoring disclosure rules and transparency, which risks trust.
Overloading campaigns with too many products at once.
Forgetting to track performance and learn from results.
Relying on a single platform while ignoring where audiences actually spend time.
Avoiding these mistakes saves both money and reputation.
The Final Glow
Beauty has always been about transformation, but today the real magic is sparked through voices people trust. A lipstick goes viral not because of its shade alone but because someone relatable swiped it on and shared the joy. A cleanser sells out because a trusted creator showed how it fits into their everyday routine.
Influencer marketing is no longer an accessory for beauty brands. It is the heartbeat that keeps conversations alive and keeps customers curious. The next big beauty success is waiting to be written, and it starts with finding the right voices. That is where impulze.ai steps in and offers you smarter influencer discovery, sharper campaign insights, and stronger results. Your influencers are out there. impulze.ai helps you meet them.
Lipsticks speak, mascaras wink, and a little blush can change the way we think. The beauty world has always been about transformation, but the real magic now happens on our screens. One swipe on TikTok, one scroll on Instagram, and a product can go from unknown to sold out overnight.
Beauty lovers trust faces they connect with more than glossy magazine ads. That is why influencer marketing has become the secret sauce for brands in this space. It is not just celebrities anymore. Makeup artists, skincare advocates, and even micro-creators with small but loyal audiences are shaping how trends rise and products fly off the shelves.
This blog explores the strategies that make influencer marketing work for beauty brands. From macro campaigns to micro magic, from TikTok buzz to long-term partnerships, you will see how top names in beauty are winning hearts and customers.
The Power Play: Benefits of Influencer Marketing for Beauty Brands
Why do you buy a lipstick? Is it the shiny ad on a billboard or the quick video of someone swiping it on their lips while smiling into their phone camera?
Be honest. Most of us trust people we relate to more than polished ads. That is exactly where influencer marketing changes the game for beauty brands.
1. Enhanced brand awareness and reach
One viral post can put a beauty brand in front of millions. A creator sharing a mascara that “just works” can spark curiosity faster than months of paid advertising.
2. Authenticity and trust-building
When an influencer shares their skincare routine, it feels like a friend recommending something. That personal touch builds trust in a way glossy ads never can.
3. Higher engagement compared to traditional advertising
A comment section buzzing with “Where can I buy this?” or “I need this shade” shows genuine interest. Influencers invite two-way conversations, something old-school ads rarely achieve.
4. SEO benefits and reduced ad fatigue
Influencer-generated tutorials and reviews often rank high in search results. Plus, audiences never tire of real voices sharing real experiences.
5. Cost-effectiveness and consumer insights
Working with the right influencers gives beauty brands direct feedback. They learn what excites customers and what needs improvement. At the same time, influencer marketing campaigns often deliver more results for less cost compared to traditional marketing.
Understanding Beauty Influencers: Types and Peculiarities
Scroll through your feed and you will notice something interesting.
Beauty influencers are not all the same. Each one brings a unique flavor, a special voice, and a way of connecting with their audience.
Let us take a closer look at the different kinds of beauty influencers shaping the industry today.
1. The Beauty Vloggers
These creators invite you right into their world. They sit in front of a camera, swatch products, test shades, and talk through every detail.
Nyma Tang, for instance, has built her YouTube community by addressing the lack of shade diversity in beauty products. Her honest reviews push brands to do better and her audience loves her for it.
2. The Makeup Artists (MUAs)
Professional artists like Bea Sweet on Instagram showcase runway looks and red carpet glam. Their tutorials and behind-the-scenes stories inspire both aspiring artists and everyday users. MUAs give products authority because they know what works under lights, cameras, and long hours.
3. The Product Masters
Think of creators who dedicate their content to testing products day in and day out. Sarah Palmira on TikTok, for example, takes her followers through honest product trials with quick, snappy reviews. These voices help cut through the overwhelming number of beauty launches.
4. The Skincare Advocates
Skin influencers bring science and care into the spotlight. Dermatologists and specialists such as Dr. Caroline Robinson MD guide audiences with routines, safe practices, and evidence-backed suggestions. Their influence grows because healthy skin is the base of every beauty look.
5. The Ethical Influencers
Justine Jenkins is a great example of someone leading with values. She speaks about cruelty-free, vegan, and sustainable products. For consumers who want to align purchases with ethics, voices like hers matter deeply.
6. The Niche Experts
Some influencers specialize in very specific areas such as clean beauty, traditional remedies, or luxury-only products. They may not have massive followings, but their audiences are deeply invested and loyal.
Together, this spectrum of influencers shows that beauty is not just about makeup or skincare. It is about trust, expertise, creativity, and a strong connection with the audience.
Going Big: Collaborating with Macro-Influencers for Visibility
Think of macro-influencers as walking billboards with a personal touch. They have hundreds of thousands, sometimes even millions, of followers. When they speak, people listen. When they recommend a product, beauty lovers rush to try it. For brands aiming to create massive awareness in a short time, this group is a powerful ally.
Take the example of MAC Cosmetics partnering with Johnny Ross. Johnny, known for his bold and playful approach to makeup, introduced MAC products to his engaged audience. His content was not just about showcasing products but about showing what beauty can mean to different people.
That partnership gave MAC visibility among new communities and reminded older fans why the brand remains iconic. Here is why macro-influencers hold such weight in beauty marketing:
Ideal partners for large-scale awareness managing campaigns.
Posts often go viral and spark organic conversations.
A direct bridge for beauty brands to reach international audiences.
Strong catalysts for seasonal launches or headline collaborations.
The smartest move is to combine macro-influencers with micro-influencers. Macro voices bring the spotlight, while micro voices bring intimacy and trust. Together, they create campaigns that shine wide and deep.
Small But Mighty: Using Micro-Influencers
Micro-influencers may not have massive numbers, but what they bring is priceless. Their audiences are small, tight-knit, and deeply engaged. When they recommend a product, it comes across as a genuine suggestion from a trusted friend.
Take Milk Makeup as an example. The brand leaned on micro-influencers to grow its community. Instead of only chasing big names, they tapped into smaller creators who talked about cruelty-free choices and vegan lifestyles. The result was an authentic movement that pulled in a loyal audience who shared the same values. Here is what makes micro-influencers powerful partners for beauty brands:
Stronger engagement rates because of personal connections with followers.
Perfect for niche targeting such as clean beauty, vegan products, or indie labels.
Easier for audiences to relate to, since they share everyday experiences.
More affordable collaborations that still deliver impressive returns.
The magic of micro-influencers lies in their ability to bring trust and intimacy into campaigns. Brands can filter by location, niche, or engagement rate to discover voices that match their values. By partnering with them, beauty brands build genuine conversations and foster communities that last.
Riding the Trend Wave: TikTok and Viral Creators
Open TikTok and beauty is everywhere. Quick tutorials, GRWM clips, and viral hacks turn ordinary products into overnight sensations. A single swipe can introduce a new cleanser or lipstick to millions. It is fast, raw, and full of energy, which makes it the perfect stage for beauty brands.
One of the strongest examples is CeraVe’s collaboration with Charli D’Amelio. Charli brought her charm and influence to simple skincare routines, and the results were explosive. The campaign made CeraVe a household name for Gen Z and reminded everyone that good skincare can be fun and accessible. Here is why TikTok creators are rewriting the beauty playbook:
Short videos capture attention before audiences scroll away.
Challenges and trends keep the content interactive and exciting.
Authenticity shines through, making beauty routines feel relatable.
Viral moments often translate directly into sales spikes.
The smartest way to use TikTok is to co-create. Beauty brands can work with creators to design challenges, start hashtag movements, or showcase transformations that encourage viewers to join in. These moments spread naturally, building momentum without forcing it.
Long-Term Play: Building Influencer Partnerships
One post can spark interest, but relationships create loyalty. The strongest beauty brands know that true influence is built over time. Instead of moving from one influencer to the next, they form deeper bonds that grow with the audience. These partnerships feel authentic because they are rooted in trust.
1. Consistency Builds Trust
When an influencer talks about a product regularly, it becomes part of their life, not just a one-off mention. Audiences notice that pattern and start to believe in the product’s value.
2. Influencers Turn Into Advocates
With time, influencers move beyond promotion. They speak as true fans of the brand. This shift from paid promotion to genuine advocacy makes every recommendation stronger.
3. Creativity Expands Over Time
Longer relationships encourage influencers to experiment. Campaigns look fresh, and new ideas flow more naturally. The brand also gets honest feedback that helps refine products.
Trust Multiplied: Leveraging User-Generated Content (UGC)
There is something powerful about content made by real people. A video of someone applying a lipstick in their bedroom mirror or a selfie showing a skincare glow often speaks louder than polished ads. UGC is raw, authentic, and instantly relatable. It turns everyday users into storytellers for beauty brands.
1. Social Proof in Action
When customers share their experiences, it reassures others. A short clip of someone saying a foundation lasted all day or a mascara held through a workout builds trust that no advertisement can buy.
2. Community Over Campaigns
UGC makes people feel part of something bigger. Hashtags, review challenges, or reposted tutorials invite customers to contribute. Instead of being passive buyers, they become co-creators in the brand’s journey.
3. Endless Content, Fresh Perspective
Brands often struggle to keep content fresh. UGC solves that by offering endless variety. Every customer brings their own style, lighting, and personality. The result is a stream of unique content that keeps audiences engaged.
PRO TIP: To ensure smooth collaborations and legal clarity when using UGC, check out this guide on UGC contract templates and tips.
Smart Choices: How To Select Influencers and Measure ROI
A million followers mean little if they are not the right audience. Beauty brands that shine know how to look beyond the surface. They use data to spot who actually drives conversations, who keeps audiences engaged, and who matches the brand’s values.
1. Looking Beyond the Numbers
High likes and views are only the beginning. Engagement rates, audience demographics, and comment quality matter more. An influencer with a smaller but loyal community can often bring better results than one with inflated numbers.
2. Setting Clear Goals
Every campaign needs direction. Are you chasing awareness, conversions, or engagement? When goals are clear, success becomes easier to measure. Metrics like click-throughs, sign-ups, or sales give a real picture of how the campaign performed.
3. Measuring and Learning
Data does not end when the campaign goes live. Tracking results in real time helps spot what is working. Brands can then adjust strategy, double down on strong performers, and avoid repeating mistakes. This cycle of measuring and learning is where influencer marketing grows stronger with each campaign.
Red Flags: Mistakes to Avoid in Beauty Influencer Marketing
Influencer marketing can take a beauty brand to new heights, but the wrong approach can quickly backfire. Many brands jump in with excitement and forget the basics that keep campaigns authentic and effective.
Here are the red flags to watch out for.
Picking influencers only for follower size without checking audience relevance and not analyzing influencers.
Ignoring disclosure rules and transparency, which risks trust.
Overloading campaigns with too many products at once.
Forgetting to track performance and learn from results.
Relying on a single platform while ignoring where audiences actually spend time.
Avoiding these mistakes saves both money and reputation.
The Final Glow
Beauty has always been about transformation, but today the real magic is sparked through voices people trust. A lipstick goes viral not because of its shade alone but because someone relatable swiped it on and shared the joy. A cleanser sells out because a trusted creator showed how it fits into their everyday routine.
Influencer marketing is no longer an accessory for beauty brands. It is the heartbeat that keeps conversations alive and keeps customers curious. The next big beauty success is waiting to be written, and it starts with finding the right voices. That is where impulze.ai steps in and offers you smarter influencer discovery, sharper campaign insights, and stronger results. Your influencers are out there. impulze.ai helps you meet them.
Frequently Asked Questions
What is influencer marketing in the beauty industry?
What is influencer marketing in the beauty industry?
What is influencer marketing in the beauty industry?
How do beauty brands measure influencer marketing success?
How do beauty brands measure influencer marketing success?
How do beauty brands measure influencer marketing success?
What types of influencers work best for beauty brands?
What types of influencers work best for beauty brands?
What types of influencers work best for beauty brands?
Why is authenticity important in beauty influencer campaigns?
Why is authenticity important in beauty influencer campaigns?
Why is authenticity important in beauty influencer campaigns?
Can small beauty brands benefit from influencer marketing?
Can small beauty brands benefit from influencer marketing?
Can small beauty brands benefit from influencer marketing?
How can impulze.ai help beauty brands with influencer marketing?
How can impulze.ai help beauty brands with influencer marketing?
How can impulze.ai help beauty brands with influencer marketing?
Which social platforms are most effective for beauty influencers?
Which social platforms are most effective for beauty influencers?
Which social platforms are most effective for beauty influencers?
Author Bio
Author Bio
Nandini Tripathi
Nandini Tripathi
Hey! I’m Nandini, a content writer who turns brand blah into brand ta-da! I write words that work and turn ideas into content that sounds good, feels right, and actually gets read.
Hey! I’m Nandini, a content writer who turns brand blah into brand ta-da! I write words that work and turn ideas into content that sounds good, feels right, and actually gets read.
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Join over 30,000+ SocialiQ users who have installed this free Chrome extension to search, analyze, save, and contact influencers directly on TikTok, YouTube, and Instagram.
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Join over 30,000+ SocialiQ users who have installed this free Chrome extension to search, analyze, save, and contact influencers directly on TikTok, YouTube, and Instagram.
30K+ Active Users
May be Later
Join over 30,000+ SocialiQ users who have installed this free Chrome extension to search, analyze, save, and contact influencers directly on TikTok, YouTube, and Instagram.
30K+ Active Users
May be Later