Beauty & Wellness Influencer Marketing Benchmarks

How much of the Germany creator feed is Beauty & Wellness?

Beauty & Wellness takes 15.95% of the German creator feed, fourth of 21 categories. The more useful detail is who sits beside it. Food & Drink is a hair above at 16.04%, so the two run almost level. Shopping & Fashion and Entertainment sit far ahead, and Sports & Fitness trails at 10.52%. Beauty is a large category but not a leading one. It competes for attention in a crowded middle tier, and the pace of the feed is set elsewhere.

Who are the most visible creators in Beauty & Wellness in Germany?

Attention at the top of the category is spread thin. The 20 most viewed creators hold 9.09% of category views, so no small circle of names defines what Beauty & Wellness looks like in Germany. Among the listed creators, views fall in a fairly close band, but engagement does not. Paula Döringer stands apart at 0.84% engagement, about double Dagi's 0.39%. bella ❤️‍🔥 sits far below both at 0.08%. A rate that low on a view count that size may reflect more boosting, since paid distribution adds views faster than it adds reactions. Similar reach can arrive with very different engagement attached.

1. 1Paula Döringer@paula_doeringer218M views0.84% ER
2. 2Dagi@dagibee205M views0.39% ER
3. 3bella ❤️‍🔥@mrsbella175M views0.08% ER

The 20 most viewed creators hold 9.09% of all Beauty & Wellness views in Germany.

What is a good engagement rate for Beauty & Wellness content?

Across the category, paid content engages at 0.94% against 2.57% for organic, a little over a third of the organic rate. The brands show how unevenly that drop lands. Rhode keeps its paid rate almost level with its organic one, and Huda Beauty also holds most of its organic engagement on paid posts. e.l.f. Cosmetics falls furthest, at 0.85% paid against 3.76% organic, which puts it below the category's paid rate. Against the prior quarter, the brands moved in different directions. e.l.f. Cosmetics' paid rate lost 1.38 pp, a steeper slide than its organic rate. Huda Beauty's paid rate added 0.98 pp. Rhode's organic and paid rates both slipped by the same 0.82 pp, moving in step.

Brand	Organic ER	Paid ER
Huda Beauty	3.99%	2.95%
e.l.f. Cosmetics	3.76%	0.85%
Rhode	3.27%	2.86%

How much of the category are official partnerships?

On posts published in the quarter, 19.03% of views went to content carrying a partnership, sponsorship or boost. That puts Beauty & Wellness second of 21 categories, almost level with Tech & Gadgets and far above the cross-category median of 5.83%. Only one category in the ranking routes a larger share of its audience through commercial posts. The view share gained on paid-supported posts within each quarter has moved unevenly. It rose from 4.7% in the earliest quarter shown to 7.17% a quarter later, eased over the next two quarters, then climbed to 9.3%, the highest point in the series.

Advertising you cannot see on a creator profile

Dark boosts are creator-collaboration ads that never appear on the creator’s profile. In Beauty & Wellness, Germany, Q3 2026 they carry 11% of the paid reach.

• 7.3M reach
  𝗘𝗠𝗜 🐭🥥🌴@emilymur

  Paid by L'Oréal Paris2 ads
• 5.1M reach
  Ronja Pfuhl | Food Fotografin@miss_gruenkern

  Paid by REWE1 ad
• 4.9M reach
  𝗘𝗠𝗜 🐭🥥🌴@emilymur

  Paid by Maybelline New York6 ads

Also in the full report

• Timing of BoostingThe median boost starts 5 days after the post goes up.
• Brand Leaderboard20 brands ranked by the public views their creator content earned.
• Paid vs. Earned media20 brands compared on what they bought against what they earned.
• Top Dark Boosts17 more dark placements ranked by the paid reach they delivered.

How these numbers are measured

• Ranked by total public views in the category; share is the creator's category views divided by the category total.
• Cumulative ads reach counts the ads delivering in the quarter, pro-rated to the days each one ran inside it, and a boosted post and a dark ad count once each. No cross-ad deduplication, so one person can be counted twice.
• Creators counts everyone whose content for the brand was live in the quarter, matching the Share of Influence dashboard's own gates; views counts what brand-scored content gained inside it, so the two sit on different populations.
• The paid column counts the ads that delivered in the quarter, public and dark together, each ad's reach pro-rated to the days it ran inside it. The organic column counts views the brand's content gained in the same window.
• Dark boosts are creator-collab ads that never appear on the creator's profile.
• Posts were tagged with categories differently in Q2 2026 than in Q3 2026, so this page does not compare the category's share of the feed with earlier quarters.

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