Australia
Madeleine Edwards, known online as Maddie, is an Australia-based beauty therapist whose firsthand experience managing acne-prone and eczema-prone skin forms the foundation of her content.
Total Followers -0.1%
68K
Across Instagram, TikTok
Primary Platform
YouTube
51K followers · 76% of audience
Engagement
2.7%
vs. 1.5% category median
Sponsorship Tier
Micro
Est. $1K–$2.6K / IG post
As a first-time mum, Maddie appeared on the Inherited podcast to discuss her beauty creator journey and her personal experience with the birth of daughter Carmine, including a frightening moment during delivery.
Sprout Social spotlighted Madeleine Edwards in their annual roundup of must-know Australian beauty creators, citing her skincare-focused, relatable content style.
| Window | TikTok | Combined | ||
|---|---|---|---|---|
| Last 7 days | -36 -0.1% | +0 +0.0% | +0 +0.0% | -36 |
| Last 30 days | -160 -0.3% | +89 +0.5% | +0 +0.0% | -71 |
| Last 90 days | -659 -1.3% | +414 +2.5% | +0 +0.0% | -245 |
| Last 365 days | -659 -1.3% | +414 +2.5% | +0 +0.0% | -245 |
Daily follower snapshots from CreatorDB's longitudinal index.
| Brand | Type | Platform | Date | Performance vs. baseline |
|---|---|---|---|---|
| La Roche-Posay Skincare / SPF | Sponsored content | Long-term | — | |
| Dove Personal care | Sponsored content | Long-term | — | |
| Bioré Skincare / SPF | Sponsored content | Long-term | — |
Madeleine Edwards, known online as Maddie, is an Australia-based beauty therapist whose firsthand experience managing acne-prone and eczema-prone skin forms the foundation of her content. Rather than projecting aspirational, flawless-skin aesthetics, she leads with professional credentials and personal candour — a tone she reinforces through her self-described role as the "big sister boss" among four siblings, which gives her communication a warm, peer-level quality. Her content centres on skincare education with particular depth around SPF, sensitive skin formulations, and condition-specific product reviews, delivered across Instagram and TikTok to an audience that skews heavily female and millennial.
Her brand partnerships tell a clear positioning story: La Roche-Posay, Bioré's UV Aqua Rich sunscreen, Dove, and Bioderma's Atoderm range are all pharmacy-grade or dermatologist-recommended staples rather than trend-driven luxury labels — brands that resonate with consumers actively managing reactive skin rather than chasing aesthetics. Her core 25–34 demographic carries meaningful purchasing power and ingredient awareness, which makes her above-median engagement rate a useful signal of genuine influence within that group. Represented by Icon Management Australia, Edwards is well-positioned to deepen her standing as a credentialed, problem-skin specialist voice across the ANZ and broader English-language beauty market.
Madeleineedwards reaches an audience concentrated in Australia primarily through YouTube, and is best activated via Instagram Reels and Stories, TikTok branded content. Their sponsorship history skews toward Skincare / SPF, Personal care, a clear signal of fit for brands in those categories. Demonstrated partners include La Roche-Posay and Dove. Engagement on YouTube runs around 2.7%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. The channel's mix of Instagram Reels and Stories and TikTok branded content lets a sponsor choose between short awareness placements and longer, more detailed integrations. Because the audience follows beauty content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For Australia-focused brands in Skincare / SPF and related categories, Madeleineedwards offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at Madeleineedwards's tier (Micro, 68K combined followers, Australia). Pulled from CreatorDB's category benchmarks.
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Yes — Madeleine identifies as a beauty therapist in her Instagram bio, meaning she has professional training in skincare and beauty treatments, not just content creation experience. This gives her skincare advice an extra layer of credibility, since she combines hands-on industry knowledge with her own lived experience managing acne and eczema-prone skin.
Yes, and she's very open about it — her TikTok bio jokes that her only personality traits are acne and having four sisters. Managing acne and eczema-prone skin is the core of her content identity rather than just a niche she covers from the outside.
She's posted about the number one Japanese sunscreen brand that skincare fans are obsessed with, pointing to Bioré's UV Aqua Rich formula — she uses both the #uvaquarich and #bioré hashtags across her sponsored content. Japanese sunscreens are a natural fit for her given her focus on lightweight formulas that work on acne-prone skin.
La Roche-Posay is one of her named brand partners and a brand she features regularly in her posts. Given her focus on acne and eczema-prone skin, she gravitates toward the brand's dermatologist-backed range designed for sensitive and reactive skin, including their SPF offerings.
The #atoderm hashtag appears consistently in her sponsored content, which points to Bioderma's Atoderm line — a product range specifically formulated for atopic and eczema-prone skin. It's a natural partnership given that eczema-prone skin is one of the defining themes of her channel.
Yes — she calls it out directly in her TikTok bio as one of her defining personality traits, and her Instagram bio refers to herself as a big sister boss. Her family dynamic, particularly growing up with four sisters, is clearly woven into the relatable, personal tone she brings to her content.
Yes, Dove is one of her named brand partners, appearing in her sponsored hashtags. As an Australian creator focused on accessible, everyday skincare for sensitive skin types, she aligns well with Dove's positioning around gentle, inclusive skin care.
As a beauty therapist based in Australia — one of the highest UV-exposure countries in the world — SPF education is a genuine part of her content mission, not just a brand deal angle. She regularly uses hashtags like #saveyourskin, #suncare, and #spf, and her partnerships with brands like Bioré, La Roche-Posay, and UV Aqua Rich reinforce this as a core pillar of her channel.
She's represented by Icon Management, an Australian talent agency, with brand enquiries handled through the agency as listed in her Instagram bio. This is standard for Australian micro-influencers who are growing into consistent brand partnership work.
Madeleineedwards is based in Australia, and close to half of her audience is Australian as well. Her content reflects an Australian skincare perspective, including a strong emphasis on UV protection — a particularly relevant topic given Australia's intense sun exposure.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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