Skincare Influencer Marketing Benchmarks

What is a good engagement rate for Skincare content?

Paying costs engagement in Skincare. The paid bar sits well under half the height of the organic one. The cost is not shared evenly, though. Mercadona keeps its paid rate almost level with its organic one (3.86% against 4.01%), and Noryss does the same at 3.17% against 3.24%. Both of those paid rates sit above the category's organic average, not just its paid one. Medicube has the highest organic rate of the three at 4.09%, yet its paid rate drops to 1.82%, less than half of that. The prior quarter adds context. Mercadona's paid rate added 0.65 pp and Medicube's added 0.27 pp, but for both brands the organic rate rose by more. Their paid content gained ground, just not as fast as their organic content did.

Brand	Organic ER	Paid ER
Mercadona	4.01%	3.86%
NNoryss	3.24%	3.17%
Medicube	4.09%	1.82%

Who are the most visible creators in Skincare in Spain?

Reach and engagement do not travel together among Skincare's most viewed creators. عز العرب هدى (@azelarab.houda) holds a 3.35% engagement rate and Jude Bellingham 2.41%, both close to what organic content earns in this category. Dra. Celia Mora sits far apart: 27.4 million views at a 0.01% engagement rate, meaning barely any interaction on a very large audience. A rate that low on that much reach can reflect heavy boosting, where paid distribution adds views much faster than reactions, though the figures here do not show how her posts were distributed. Attention is also spread widely beyond these names. The 20 most viewed creators hold 17.9% of category views, so no small group of accounts controls what Skincare audiences see.

1. 1عز العرب هدى@azelarab.houda51M views3.35% ER
2. 2Jude Bellingham@judebellingham32M views2.41% ER
3. 3Dra. Celia Mora@celiamora27M views0.01% ER

The 20 most viewed creators hold 17.9% of all Skincare views in Spain.

How much of Skincare are official partnerships?

Paid content sits close to the centre of what Skincare audiences in Spain actually watch. Posts carrying a paid partnership or boost took 43.6% of the category's views, down 7.1 pp from 50.7% in the prior quarter. That moves paid content from just over half of Skincare views to just under half. Read alongside the engagement gap above, the result is a category where close to half of what audiences see is paid for, while that paid content draws well under half the organic engagement rate.

Which Skincare posts got the most paid reach?

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

• 8.3M reach
  Dra. Celia Mora@celiamora

  Features La Roche-Posay4 ads
• 7.9M reach
  Marta Masi | Farmacéutica & Experta en Salud Femenina@martamasi5

  Features Neutrogena1 ad
• 7.4M reach
  Nuni@nuriablanco3

  Features Avène3 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

• 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 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

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