Sticki secures Bondi Sands and John Frieda as beauty brands scale micro-influencers

Two of Australia's most recognised beauty brands have chosen to put their micro-influencer programs in our hands. We've been appointed as the micro-influencer partner for both Bondi Sands and John Frieda, delivering always-on and campaign-led creator activity designed to move product, not just generate impressions. For Bondi Sands, that means activating high volumes of creators across the full funnel, supporting retailer pushes, localisation and new product development. For John Frieda, it's a year-round program built to re-energise the brand's social presence and connect with younger audiences in a way that actually sticks.

The wins reflect something we've long believed: that micro-influencer marketing, done with real data and operational rigour, belongs at the centre of a growth strategy, not the margins. The beauty category is crowded and conversion is hard. Big-name creators can generate awareness, but scaled ecosystems of the right creators, matched precisely and measured properly, are what move the needle at the bottom of the funnel. Both Bondi Sands and John Frieda came to us because we can execute at volume without sacrificing quality, and that's not a combination you find everywhere.

Both brands have also onboarded our sister company DataSauce for paid media, creating an integrated setup that connects creator content directly to performance channels and sharpens the measurement from content through to conversion. Kao's Head of Marketing, Megan Gunn, put it plainly: they needed scale, diversity and a data-led approach across their portfolio. That's precisely what we built our model to deliver.

MediaWeek covered the story as part of a broader look at how beauty brands are recalibrating their creator strategies in 2026. It's a shift we're seeing across the category, and these two partnerships are a clear signal of where serious beauty marketing is heading. Read the full piece over on MediaWeek here.