뷰티 브랜드 유튜브 협업 1위, 크리에이터는 단 5명 — 확산형 vs 집중형 전략 비교

The #1 K-Beauty Brand on YouTube Has Only 5 Creator Partners

Dear Today leads all K-beauty brands with 88 YouTube collaborations — but works with just 5 creators. That's 25 more collabs than Mediheal, which partners with 63 different creators.

In YouTube marketing, the formula "more creators = wider reach" is treated as common sense. But when you dig into data from 506 beauty brands tracked on Dhesy, one brand defies this logic entirely. Dear Today runs a 'deep' strategy of repeated collaborations with a small creator pool, achieving an engagement rate of 6.86% — 3.6 times the beauty category average of 1.92%.

Two Strategies: Wide vs. Deep

K-beauty brands' YouTube marketing strategies fall into two distinct camps.

Wide Strategy: Maximize reach by working with as many creators as possible, typically 1–2 collaborations each. Mediheal (63 creators), Celimax (54), and Medicube (51) exemplify this approach.

Deep Strategy: Build strong brand-creator associations through long-term, repeated partnerships with a handful of creators. Dear Today (5 creators, 17.6 collabs each) and Lookback (1 creator, 49 collabs) are the poster children.

Mediheal — The Market Leader's Wide Approach

Mediheal has held the #1 spot in sheet mask brand market share for three consecutive years and has sold over 2.7 billion masks worldwide. On YouTube, the brand takes a wide approach: 73 collaborations spread across 63 different creators, averaging just 1.2 collabs per creator.

Notably, most of Mediheal's top-performing collaborations come from non-beauty channels. The highest-viewed collab is "Effort-Type Meme Genius vs. Talent-Type Natural" (1.24M views) on entertainment channel TEO, and the second is "Chunbong's Flea Market Opens" (1.11M views) on lifestyle channel Under World.

Neither video title mentions Mediheal. The brand is woven into each creator's native content format — a PPL approach that drives viewership through authenticity rather than brand placement.

Anua & d'Alba — Global Hits With Diversified Creator Pools

Anua and d'Alba use wide strategies while significantly outperforming the beauty category's average views (322,658). Anua averages 444,208 views per collab; d'Alba averages 509,720.

Anua, backed by annual revenue of 410 billion KRW (~$300M) and presence in 160 countries, partners with 30 creators. Its top collab video appeared on entertainment channel 4Sisters with 2.1M views. d'Alba similarly leverages 28 creators, and its highest-performing collab hit 5.5M views — also on the 4Sisters channel.

Both brands achieved their best results outside of beauty-focused channels, partnering instead with entertainment and lifestyle creators.

Dear Today & Lookback — The Engagement Explosion of Going Deep

Dear Today ran 88 collaborations with just 5 creators — an average of 17.6 per creator, roughly one new piece of content every week. Its engagement rate of 6.86% is 3.6x the beauty category average.

Lookback takes this even further: 49 collaborations with a single creator, achieving a category-leading 8.59% engagement rate. Repeated exposure builds viewer-brand familiarity that translates directly into higher engagement.

Views vs. Engagement: Which Metric Matters?

Here's how the two strategies compare side by side:

Wide strategies generate higher average views by tapping into each creator's existing audience. Deep strategies dominate engagement — viewers recognize the creator-brand relationship and actively interact even with sponsored content.

Takeaways for Marketers

Brand Marketers: If brand awareness is the goal, the wide strategy wins. Wide-strategy brands on Dhesy average 2x+ total reach compared to deep-strategy brands. But if your KPI is engagement-based ROI, long-term contracts with fewer creators are more efficient.

Creators: You don't need to run a beauty channel to land K-beauty brand deals. Anua, d'Alba, Celimax, and Mediheal all recorded their highest-viewed collaborations on entertainment, food, and lifestyle channels.

Agencies: Match the strategy to the client's marketing KPI. For new brand launches, go wide. For customer loyalty and retention, go deep — the data validates both approaches.

FAQ

Q. Which K-beauty brand has the most YouTube collaborations?

A. According to Dhesy, Dear Today leads the beauty category with 88 collaborations. However, Mediheal has the widest creator network at 63 unique partners.

Q. What's the average engagement rate for beauty brand YouTube collabs?

A. Across 506 beauty brands on Dhesy, the average engagement rate is 1.92%. Deep-strategy brands like Dear Today (6.86%) and Lookback (8.59%) far exceed this benchmark.

Q. Are non-beauty creators effective for beauty brand collaborations?

A. The data confirms this. Mediheal, Anua, d'Alba, and Celimax all achieved their highest-viewed collaborations on entertainment, food, and lifestyle channels rather than beauty-focused ones.

Q. What are the risks of a deep strategy?

A. Depending on 1–2 creators means any creator controversy becomes a brand risk. Additionally, new viewer acquisition is limited, which can stagnate reach over time.

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Methodology: Based on Dhesy platform data covering 3,600+ brands and 64,000 collaboration videos. Data source: Dhesy — 506 beauty brands, 2,214 total brands tracked External sources: ETNews, Cosmorning Last updated: 2026-03-29