Beauty & Wellness Influencer Marketing Benchmarks

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

Beauty & Wellness holds 13.8% of the Spanish creator feed, fourth of 21 categories. That puts it in the middle tier, not the top one. Entertainment (31.6%) and Shopping & Fashion (30.8%) form a pair of their own well above everyone else, and Sports & Fitness at 19.9% sits clearly ahead too. The margin below is thinner. Food & Drink follows at 11.9%, nearer to Beauty & Wellness than Beauty & Wellness is to Sports & Fitness. In attention terms, then, the category is a mid-sized pool. The blocks that follow show how much of that pool is paid.

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

Attention at the top of this category is spread thin. The 20 most viewed creators together hold 6.98% of category views, so no small group of creators accounts for a large slice of what gets watched. Among the three listed, engagement varies far more than reach. Desvelame and Alejandrita✨Content Creator are almost level on views, yet Desvelame engages at 2.09% against 3.96% for Alejandrita, and GAVI reaches 4.94%. Desvelame is the one that stands apart, well below the other two. A lower rate at that scale can come from more boosting, which adds views faster than interactions. That would match the category-wide pattern in the next block, where paid posts engage well below organic ones.

1. 1Desvelame@idesvelame103M views2.09% ER
2. 2Alejandrita✨Content Creator@alejandriitahr103M views3.96% ER
3. 3GAVI@pablogavi99M views4.94% ER

The 20 most viewed creators hold 6.98% of all Beauty & Wellness views in Spain.

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

Across the category, paid posts engage at 1.28% against 3.01% for organic ones, well under half the organic rate. The three listed brands are on a different footing. Every one of them keeps its paid rate above the category's organic average. Catrice Cosmetics gives up almost nothing, at 4.81% paid against 4.93% organic, and its paid rate added 1.55 pp on the prior quarter. Dior also holds close, its paid rate sitting almost level with its organic one. Rare Beauty falls furthest, from 4.76% organic to 3.8% paid. Even so, its paid rate improved on a quarter earlier while its organic rate slipped.

Brand	Organic ER	Paid ER
Catrice Cosmetics	4.93%	4.81%
Rare Beauty	4.76%	3.8%
Dior	3.8%	3.6%

How much of the category are official partnerships?

Measured by the share of views earned by posts that carry a partnership, sponsorship or boost, Beauty & Wellness ranks 2nd of 21 categories at 18.4%. That is far above the cross-category median of 6.85%, with only Tech & Gadgets higher and Home & Garden close behind. Set beside the hook, this is the category's distinctive trait: fourth for attention, second for commercial weight. The quarterly measure of views gained on paid-supported posts moved unevenly. It rose in the second quarter shown, eased over the next two, then reached 10.59% in the latest quarter, the highest of the five.

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, Spain, Q3 2026 they carry 17.41% of the paid reach.

• 12M reach
  Bea Carpio 👩🏻‍⚕️🌪@bea_carpio_

  Paid by Disney+2 ads
• 10M reach
  Laura Taboada Paz | Dermatóloga@dra.laurataboadapaz

  Paid by Head and Shoulders8 ads
• 6.3M reach
  Natalia Sánchez@natasanchezmol

  Paid by Freshly Cosmetics32 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.
• 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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