Sticki secures Bondi Sands and John Frieda for micro influencer programs

Sticki has expanded its beauty portfolio, partnering with Bondi Sands and John Frieda to deliver data-driven micro influencer campaigns across Australia.

The announcement:

Sticki has expanded its beauty portfolio, securing new partnerships with Bondi Sands and John Frieda to support their micro influencer programs in Australia. The wins reinforce the growing industry shift towards scaled creator ecosystems and data-driven talent selection as brands move beyond macro-only strategies.

Bondi Sands appointed Sticki as the brand broadened its focus to full funnel influencer activity. With micro influencers now critical for representation, reach and retail conversion, Sticki was selected for its ability to deliver high-volume creators without compromising quality. The team has since supported campaign-led initiatives including retailer promo pushes, localisation work and NPD support.

John Frieda has also signed Sticki as its always-on micro influencer partner. A key priority for the brand is re-energising its social presence and engaging younger audiences. Sticki will run a year-round program designed to elevate audience quality, engagement and creator diversity across ongoing and campaign moments.

Both brands have also onboarded DataSauce for paid media, strengthening the group-wide remit across creator networks and performance channels. The integrated setup is designed to streamline optimisation, measurement and cross-channel impact, creating a more connected pathway from content through to conversion.

Megan Gunn, head of marketing at Kao, said: “Creators are playing an increasingly important role in how consumers discover and engage with beauty. Sticki provides the scale, diversity and data-led approach we need across our portfolio to deepen relevance and reach new communities. Their model supports both the evolution of our social strategy and the way we bring our brands to market in 2026 and beyond.”

Across both accounts, Sticki’s technology, depth of creator data and ability to match talent to product needs across hair types, skin tones and personas were key differentiators. Its operational capacity to manage micro influencer programs that are often too resource heavy for brands to execute internally also played a significant role.

Sticki & DataSauce head of brand & partnerships, Rachael Webb said: “These partnerships underscore the shift we are seeing across the category. Brands want micro influencers not just for their reach, but for relevance, authenticity and bottom funnel impact. We are excited to help two powerhouse beauty brands build that next layer of capability.”

Source: Little Loud