Credit: Sticki
Sticki has expanded its media and creator remit in Australia, adding Bondi Sands and John Frieda as clients of beauty brands increasingly turn to micro influencers to drive relevance and performance.
Both brands have appointed Sticki to lead micro influencer strategy and execution, while sister agency DataSauce has been appointed to manage paid media, extending the overall remit across creator and performance channels.
The appointments reflect a broader shift toward always-on, data-led creator programs designed to support not just awareness, but deeper engagement and bottom-funnel impact.
Bondi Sands appointed Sticki as it broadened its influencer activity beyond upper-funnel campaigns.
The brief spans campaign support, retailer promotions, localisation and new product development.
John Frieda has appointed Sticki to roll out a year-round program focused on younger audiences and social engagement.
Sticki was selected for its creator data capabilities, ability to match talent to specific product needs, and capacity to manage high-volume micro influencer programs at scale.
Rachael Webb, head of brand and partnerships at Sticki and DataSauce, said the partnerships highlight a shift underway across the category.
“Brands want micro influencers not just for their reach, but for relevance, authenticity and bottom-funnel impact,” Webb said.
“We’re excited to help two powerhouse beauty brands build that next layer of capability.”
Megan Gunn, head of marketing at Kao, said creators are playing an increasingly important role in how consumers discover and engage with beauty brands.
“Sticki provides the scale, diversity and data-led approach we need across our portfolio to deepen relevance and reach new communities,” she said.
“Their model supports both the evolution of our social strategy and the way we bring our brands to market in 2026 and beyond.”
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