Beauty & Wellness Influencer Marketing Benchmarks

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

Third of 21 categories, Beauty & Wellness takes 16.46% of the French creator feed. Its neighbours tell you more than the rank does. Shopping & Fashion and Entertainment sit in a tier of their own above it, each well clear. Below it, the field bunches up. Food & Drink and Sports & Fitness trail by only a small margin, so third place is a narrow edge, not a commanding lead. The category holds a solid block of attention, but it shares the middle of the feed with categories of nearly the same size.

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

Among the most visible creators, reach and engagement pull in different directions. Roumaïssa's 1.94% engagement rate stands apart from Tommy Pierre at 5.09% and Cilia Ghass at 4.31%, even though Roumaïssa's views run far ahead of both. A lower rate on a much larger view count can be a result of more boosting, since paid distribution can add views without adding interactions at the same pace. The gap may say as much about how those views were earned as about the content. Tommy Pierre and Cilia Ghass sit close together, both above the category's paid engagement rate shown further down the page. Attention is also widely spread. The top 20 creators hold 11.53% of category views, so no small group of accounts controls visibility in this category.

1. 1Roumaïssa@roumaiissaa_rourouu208M views1.94% ER
2. 2Tommy Pierre@tommypierremakeup109M views5.09% ER
3. 3Cilia Ghass ⵣ@cilia.ghass90M views4.31% ER

The 20 most viewed creators hold 11.53% of all Beauty & Wellness views in France.

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

Across the category, paid content engages at 1.53% against 3.2% organic, under half the organic rate. The listed brands sit on another level: all three hold paid rates above the category's organic benchmark. Huda Beauty keeps its paid rate closest to its organic one, at 4.04% against 4.49%. That paid rate slipped 0.67 pp on the prior quarter while its organic rate rose, so the narrow gap comes with a softer paid figure than a quarter earlier. NARS Cosmetics runs the highest rates on both sides, and its paid rate added 2.68 pp on the prior quarter. Yves Saint Laurent falls furthest below its own organic level, with paid at 3.03% against 4.36% organic.

Brand	Organic ER	Paid ER
NARS Cosmetics	4.91%	4.22%
Huda Beauty	4.49%	4.04%
Yves Saint Laurent	4.36%	3.03%

How much of the category are official partnerships?

On commercial weight, Beauty & Wellness ranks second of 21 categories. Posts published in the quarter with a partnership, sponsorship or boost earned 19.63% of its views, well above the 8.22% cross-category median. Only Tech & Gadgets sits higher, and Home & Garden and Shopping & Fashion follow close behind, so the top of this ranking is crowded. Counting only views gained inside each quarter, the share landing on paid-supported posts reads 10.2%, up from 8.02% the prior quarter and 7.43% two quarters earlier. That brings it close to the 10.75% recorded three quarters earlier. The line has moved within a few points rather than in one direction, with both of the last two quarters rising.

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, France, Q3 2026 they carry 14.84% of the paid reach.

• 15M reach
  Mel & Fernande@mel_et_fernande

  Paid by yfood2 ads
• 12M reach
  Leanemarts@leanemarts

  Paid by Shopify10 ads
• 6.8M reach
  Sarah@sarahwinci

  Paid by Shopify11 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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