What do we really mean by ‘lifestyle’? 

Any number of things, from how we live and in what style to a more specific, health-focused approach to the daily grind. The second-to-second evolution of Insta and TikTok – and their eat-everything-in-sight reach – mean that almost daily, our own way of ‘doing life’ is more deeply influenced by the sharpest creators in the sector. And usually, we’re only fleetingly aware of it. 

From high profile baby name picks to navigating menopause, there’s a lifestyle influencer for it. I’m pretty grateful, to be honest. Because it beats needing to come up with my own baby names from scratch, or – shudder – choose a deodorant for myself, without any reference points. 

Honestly, I’m not joking. Ain’t no-one got time for that kind of decision fatigue in 2026.

What exactly is a lifestyle influencer in 2026?

A lifestyle influencer isn’t defined by niche alone (for example fashion, wellness, parenting, interiors, food, travel), but by integration.

Done really well, lifestyle influencing sits at the intersection of:

• How someone lives
• What they value
• How they navigate work, wellbeing, relationships and identity

In 2025, the strongest lifestyle influencers stopped trying to be everything to everyone. Instead, they focused on contextual lifestyle content, sharing how products, routines and decisions fit into their actual lives, rather than curating an idealised version of one.

There will be perfect reels, gorgeous kitchens on display with perfectly imperfect blooms on breakfast bars and trending music. 

But, there will just as regularly be meh days, posts which signal burnout and raw life updates. We get to see inside not just a messy/slow/spring morning (we’re seeing fewer ‘routines’ by the way), but also a meltdown following an ADHD diagnosis, a smear test and a post-disordered eating weight gain series (I love Madeleine Olivia SO much, for hers, and everything else she does). 

So much better, IMO. Hurrah for the mid 2020s.

What lifestyle influencers did differently in 2025

Let’s get specific. What’s shifted across 2025, as we close out another big bang year in influencer marketing? Here’s my perspective, as a heavily influenced lifestyle editor, on where the big leaps and bounds were. And, the tiny shifts which we weren’t even aware of, but changed everything, for good. 

1. Authenticity and community over polished ads

Ads will always be there – and so they should be. That’s how this whole world works, and there needs to be mutual respect around that, between a successful lifestyle influencer and their audience. 

But in 2025, influencers shifted away from hyper-produced content and towards real, relatable storytelling. Authenticity became a core differentiator, and audiences prefer creators who share real lifestyles, imperfect moments and honest recommendations.

Micro and nano-influencers (smaller followings but tight engagement) quietly gained superiority over mega-celebrities because they feel more ‘everyday’. And, brands embraced them for community-centric campaigns.

2. Long-term partnerships, not one-off promotions

Instead of one-off sponsored posts, lifestyle influencers and brands built ongoing content relationships. And I really feel it, now. It’s taken around two to three years for one of my favourite influencers to patiently and successfully influence me into buying a Fussy deodorant thanks to their longstanding partnership. But I’m there now, and who knew, they were right. 

From serial campaigns and ambassador roles to co-created product lines making trust and continuity key, the key has been to own the partnership and ad. Being bold and saying yes, this is a collab. And I use it every single day, because it improves my life. I reckon it might improve yours, too. 

I’m yet to sign up for a Hello Fresh subscription, though. Who knows, maybe this is our year.  

3. Metrics that matter: performance over vanity

In 2025 more than ever before, influencers (and brands) shifted away from likes and follower counts as the metrics to count by.

Heading into the second half of the decade, engagement quality, conversions, click-throughs, affiliate revenue and measurable ROI are the metrics to get excited about. Check out our ROI calculator over on the Influencer Collective – our brand new brand/creator connection starter platform – for tangible support with that last one. 

4. AI integration and tech-powered content

To be honest, we can still detect it a mile off. If I’m served one more Kat and Leo Titanic secret ending I’ll disable my account. But, the proliferation of AI-use was unprecedented in 2025 and – whether for good or for bad – it’s not always visible. 

How do influencers use it?

• Optimising content and captions for search
• Personalising posts and targeting
• Matching with the right brands

Crucially, though, it’s human creativity which still dictates what resonates. Gen Z consumers want authenticity, beyond much else, especially where a purchase decision is concerned. 

5. Video dominance – especially short form

In 2025, TikTok, reels and shorts weren’t just trends, they were the main format.

Short, snappy, narrative-driven video content outperformed still posts or long blogs. Live engagement and interactive content (live Q&As, behind-the-scenes feeds) also surged. I love this trends and predictions report from Social Insider, if you’re looking for more. 

6. Value-driven and purposeful content

Again, touching on that authenticity piece. If you know your influencer’s values (and you should – or they should have made them clear, if they’re doing it right), you expect to see them reflected in their brand deals and campaigns. 

Followers sought content tied to values this year –  be that sustainability, mindful living, wellness journeys, mental health, minimalism – not just aspirational aesthetics.

My 3 top lifestyle influencer follows for 2026

Full disclosure, I’m solidly a millennial and this is reflected in my list. But if you’ve found this round-up via Google search and have made it to the end of my long form read, you’re probably not a Gen Z looking for tips. 

Here’s my authentic top follows for 2026. They’re all lifestyle influencers at the top of their value-driven game, and I’m influenced by them daily (clutches Fussy). 

Are you a brand, creator or influencer working in the (peri)menopause, wellbeing, fertility, pregnancy, family-building and parenting space? We’ve just launched the first of its kind Influencer Collective, powered by us here at TRB. It’s a brand new platform, built to support easier connection and spark important conversations.

We’d love to see you there.