With a strategy focused on awareness and credibility, Caudalie relies on highly targeted skincare creators and long-term relationships to bring its flagship ranges to life and build lasting trust with its community.
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Founded in Bordeaux’s vineyards in 1995 by Mathilde and Bertrand Thomas, Caudalie has established itself as a pioneer of natural cosmetics. Clean “before clean was cool”, the brand combines natural ingredients with clinical efficacy through exclusive patents and rigorous testing. Today, Caudalie is recognised worldwide as a premium skincare reference, committed to both sustainability and performance.
The skincare market is fiercely competitive, with consumers increasingly demanding transparency, efficacy and authenticity. For Caudalie, the challenge lies in maintaining its position as a benchmark while continuing to win over new generations of consumers. Each year, its bestseller Vinoperfect remains a strategic priority — all the more so as rival offerings in the pigmentation correction segment continue to multiply.
Caudalie’s influencer strategy is first and foremost about building credibility, scientific expertise and a strong brand image. TikTok has become the stage for authenticity, with unfiltered testimonials and compelling before-and-after content. Instagram, on the other hand, serves as the premium showcase, highlighting Caudalie’s high-end universe and elevating its various skincare ranges, from anti-ageing to iconic bestsellers.
Events are also central to Caudalie’s approach. From immersive trips to local gatherings across Europe, influencer activations generate an impressive Earned Media Value (EMV) while embodying the brand’s values. They also provide a unique opportunity for co-founder Mathilde Thomas to share her story and vision directly — reinforcing the authenticity of the message.
Caudalie carefully selects highly targeted skincare creators, often those with personal experiences of skin concerns. On TikTok, the chosen profiles are those who speak openly about issues such as acne or pigmentation, creating an immediate sense of closeness with their communities.
With Kolsquare, the team applies precise filters — credibility scores, content history, genuine affinity with the brand — to build a tailor-made casting. Lou Boutin, PR & Influence Manager Europe, explains:
“We look for creators who have a natural connection with the brand. Long-term relationships are essential: working with profiles who have already been talking about Caudalie for a long time is far more impactful. The stronger the relationship, the less briefing is needed — and the more authenticity comes through.”
Caudalie uses Kolsquare across all its European subsidiaries. The platform supports influencer casting, competitive monitoring (listening tool) and reporting. “The credibility score is essential — it gives us a clear view of how authentic audiences really are. And thanks to the listening module, we can position Caudalie against competitors market by market. It’s a decisive tool for competitive intelligence,” explains Lou.
Caudalie’s awareness strategy has enabled the brand to reach new audiences on TikTok while strengthening the visibility of its ranges and expertise across social media. The before-and-after content created by specialised skincare creators resonated strongly. Events generated an impressive EMV while deepening the connection between the brand, its founders and the creator community.
Beyond the figures, it is the combination of sharp selection, authentic testimonials and repeated collaborations that sustains the brand’s credibility. As Lou points out: “The fewer constraints we impose, the more authenticity shines through — and that’s exactly what makes the difference.”
By focusing on niche skincare creators, building long-term relationships and pursuing an authenticity-driven awareness strategy, Caudalie has successfully combined visibility with credibility. A perfect example of influencer marketing that builds lasting trust over time.
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