Makeup & Cosmetics Influencer Marketing Benchmarks

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

Paying costs a makeup brand most of its engagement on average, with the category's paid rate sitting at about a third of its organic rate. The listed brands show how unevenly that cost falls. Catrice Cosmetics gives up almost nothing: its paid rate of 4.74% sits nearly level with its organic 4.91%, and its paid rate added 1.49 pp on the prior quarter. Yves Saint Laurent sits at the other end. Its organic rate of 4.44% is in the same range as the other two, but its paid content drops to 1.01%, almost level with the category's paid rate. Rare Beauty lands between them at 3.79% paid. Its paid rate added 0.82 pp on the prior quarter while its organic rate slipped, so the distance between its two rates narrowed. Three brands with similar organic pull end up far apart once posts carry paid support.

Brand	Organic ER	Paid ER
Catrice Cosmetics	4.91%	4.74%
Rare Beauty	4.78%	3.79%
Yves Saint Laurent	4.44%	1.01%

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

Reach and response barely line up among the most visible makeup creators in Spain. Rosangel engages at 9.91%, well clear of everyone else listed, on roughly 22.7M views. Clara Galle draws the most views at a more ordinary 3.72%. Andre's 0.07% is close to zero despite a view count in the same range as Rosangel's, and a rate that low may reflect views that are heavily boosted rather than earned. Visibility is also spread out: the top 20 creators together hold 16.05% of category views, so no small group of faces controls attention here.

1. 1Clara Galle🌀@claaragalle33M views3.72% ER
2. 2Rosangel@makeupbyrosangel23M views9.91% ER
3. 3Andre@aandreaglez20M views0.07% ER

The 20 most viewed creators hold 16.05% of all Makeup & Cosmetics views in Spain.

How much of Makeup & Cosmetics are official partnerships?

Measured by attention rather than by post count, paid support matters more. Posts carrying a paid partnership or boost took 29.5% of the category's views, a larger slice than paid posts represent of the category itself. That share slipped 2.54 pp from 32.1% in the prior quarter. Organic content still earns most of the views, while the paid portion pulls a disproportionate share of them.

Which Makeup & Cosmetics posts got the most paid reach?

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

• 6.9M reach
  Andre@aandreaglez

  Features L'Oréal Paris3 ads
• 6.2M reach
  Ares Aixalà@aresaixala

  Features Yves Saint Laurent Beauty8 ads
• 6.1M reach
  MADA MARIÑO@madamarino

  Features Clinique1 ad

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 Spain 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 Spain benchmarksAll markets and categories