Skincare Influencer Marketing Benchmarks

What is a good engagement rate for Skincare content?

Paying lowers engagement across the category, with the paid bar sitting well below the organic one. The listed brands show how unevenly that cost lands. Laneige follows the category pattern closely: its strong organic rate drops to 0.66% on paid posts, below even the category's paid average. Rhode keeps its paid rate close to its organic one and loses only a small slice of engagement when it pays. Nø Cosmetics breaks the pattern outright, with a paid rate of 3.35% sitting above its own organic rate. The prior quarter's figures show how much that moved. Nø Cosmetics' paid rate added 3.08 pp on a quarter earlier, while Rhode's paid rate dropped 1 pp. Laneige's paid rate added 0.49 pp but stays the furthest below its organic level.

Brand	Organic ER	Paid ER
Laneige	3.6%	0.66%
Rhode	3.33%	2.97%
Nø Cosmetics	2.93%	3.35%

Who are the most visible creators in Skincare in Germany?

The most viewed Skincare creators in Germany differ sharply on engagement. @nataliestrobll and @xskincare both hold high rates, at 4.84% and 3.73%. @t1nnano stands apart at 1.33%, well under the other two despite comparable reach. A lower rate at this scale can reflect more boosted distribution, since paid reach adds viewers faster than it adds interactions. The page does not split these creators' views into paid and organic, though, so that remains one possible reading rather than a finding. Reach is also widely spread. The 20 most viewed creators hold 21.2% of category views, so attention in this market extends well beyond a short list of names.

1. 1𝒟𝑒𝒶𝓇 𝒟𝒾𝒶𝓇𝓎… .・゜✭・.・✫・゜・。. ﾟ★@nataliestrobll62M views4.84% ER
2. 2Tinatin Mirtskhulava@t1nnano47M views1.33% ER
3. 3Leon | xskincare 🐝@xskincare42M views3.73% ER

The 20 most viewed creators hold 21.22% of all Skincare views in Germany.

How much of Skincare are official partnerships?

Paid partnerships and boosts accounted for 35.1% of Skincare views in the quarter, 3.69 pp lower than the prior quarter's 38.8%. Even after that slip, more than a third of what viewers watched in this category came through posts with paid support behind them. That is why the brand-level gaps above carry weight: how well a brand's paid posts hold engagement shapes a sizeable part of the category's reach.

Which Skincare posts got the most paid reach?

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

• 15M reach
  Destina & Tommy@destinaundtommy

  Features Old Spice10 ads
• 15M reach
  Anton@anton.luxx

  Features Old Spice12 ads
• 13M reach
  Kanao@kanaomapp

  Features Gillette4 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.

How these numbers are measured

• Skincare 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.

More influencer marketing benchmarks

All Germany benchmarksAll markets and categories