Makeup & Cosmetics Influencer Marketing Benchmarks

What is a good engagement rate for Makeup & Cosmetics content?

Organic content in the category engages at 3.2% and paid at 1.1%, so a paid post lands at about a third of the organic level. The listed brands sit close together on organic engagement, but their paid rates do not. Copini Beauty holds its paid rate closest to its organic one, at 2.25% against 5.17%, well above the category's paid rate, and that paid rate added 0.11 pp on the prior quarter. The only other listed brand with a paid rate is almost level with Copini Beauty organically yet falls to 0.92% on paid, under the category's paid rate, after its paid rate slipped 0.26 pp on the prior quarter. Victoria Beckham Beauty has the highest organic rate in the table, 5.21%, and shows no paid rate at all.

Brand	Organic ER	Paid ER
VVictoria Beckham Beauty	5.21%	—
CCopini Beauty	5.17%	2.25%
Dior Beauty	4.85%	0.92%

Who are the most visible creators in Makeup & Cosmetics in Germany?

The most visible creators are close on reach and far apart on engagement. nataliestrobll and cczuleighka engage at 4.64% and 3.44%. hayley_bui stands apart at 1.4%, well under half the rate of either, on 48.7 million views. Part of that gap may come from boosting. Paid reach tends to bring a lower engagement rate, so a larger share of boosted views would pull the figure down, but the page does not separate the two. Visibility is also not locked up at the top. The 20 most viewed creators hold 23.6% of category views, less than a quarter, which leaves most attention spread across creators beyond that group.

1. 1𝒟𝑒𝒶𝓇 𝒟𝒾𝒶𝓇𝓎… .・゜✭・.・✫・゜・。. ﾟ★@nataliestrobll71M views4.64% ER
2. 2Chloe Czuleighka G. Paredes@cczuleighka70M views3.44% ER
3. 3Hayley Bui@hayley_bui49M views1.4% ER

The 20 most viewed creators hold 23.62% of all Makeup & Cosmetics views in Germany.

How much of Makeup & Cosmetics are official partnerships?

Counted by views, about a quarter of Makeup & Cosmetics attention sits on posts with a paid partnership or boost. That share came to 24.7% of category views, against 25.1% in the prior quarter, a slip of 0.38 pp. In practice the paid slice of views held almost level across the two quarters, so the room paid content takes up in what this category's audience watches barely changed.

Which Makeup & Cosmetics posts got the most paid reach?

Public creator posts that brands boosted with Meta ads in Makeup & Cosmetics, Germany, Q3 2026, ranked by the paid reach those ads delivered.

• 11M reach
  Maria Avdalova@mariaavdl

  Features Maybelline2 ads
• 6.5M reach
  Sara 🤍@sara.xts

  Features Maybelline2 ads
• 5.7M reach
  Heidi Klum@heidiklum

  Features L'Oréal Paris2 ads

Also in the full report

• Timing of BoostingThe median boost starts 6 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.

How these numbers are measured

• Makeup & Cosmetics counts the posts where we detected a named brand's product in this category, not every post on the subject, so it covers part of the creator feed in Germany rather than all of it.
• Ranked by total public views in the category; share is the creator's category views divided by the category total.
• 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.
• Product detection improves from quarter to quarter, so part of a quarter over quarter move can come from better detection rather than from the market.

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