Do Brands Play Favorites with Influencers?

Why It Matters

The trend forces brands to rethink allocation of influencer budgets toward culturally resonant creators, while exclusionary practices risk reputational damage and missed engagement in a fast‑growing market.

Key Takeaways

• Regional creators now account for ~48% of Indian brand campaigns
• Influencer market projected to reach $540‑$600 million by 2027
• Fenty Beauty omitted regional influencer, sparking representation debate
• Brands still prioritize metro creators for premium image and ROI
• Tier‑2/3 influencers gain traction via GRWM videos and loyal audiences

Pulse Analysis

The Indian creator economy is shedding its metro‑centric bias as regional influencers leverage culturally specific storytelling and low‑cost production tools. Data from Kofluence’s 2026 research shows that nearly half of all brand‑influencer collaborations now involve Tier‑2 and Tier‑3 talent, driven by the popularity of Get Ready With Me (GRWM) formats that resonate with local audiences. This shift is expanding the market’s size, pushing the estimated valuation from $360‑$420 million in 2025 toward $540‑$600 million by 2027, and delivering a 22% compound annual growth rate.

Brands, however, remain cautious. Premium positioning and perceived aspirational value still anchor many beauty and lifestyle marketers to metro creators, as illustrated by Fenty Beauty’s recent launch where regional star Sonali Vaghari was excluded. The decision sparked a backlash on social platforms, highlighting the growing consumer expectation for authentic representation. While ROI metrics dominate campaign planning, the backlash underscores that overlooking regional voices can erode brand equity and alienate a sizable, highly engaged consumer segment.

Looking ahead, savvy marketers will need to blend the reach of metro influencers with the deep loyalty of regional creators. Hybrid strategies—such as co‑creating content with tier‑2 talent for localized launches while retaining metro ambassadors for broader brand narratives—can maximize conversion rates and mitigate reputational risk. As budgets swell and the creator pool diversifies, brands that embed inclusivity into their influencer playbooks are poised to capture a larger share of the projected $540‑$600 million market, turning cultural relevance into measurable growth.