Makeup & Cosmetics Influencer Marketing Benchmarks

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

A good organic engagement rate in this category is 3.65%. Paid content lands at 1.85%, about half of that. The listed brands behave very differently from the category average. All three hold paid rates above the category's organic rate, so their sponsored posts outperform what an average unpaid makeup post earns. Huda Beauty keeps paid closest to organic (4.04% against 4.49%), although its paid rate slipped 0.67 pp on the prior quarter while its organic rate climbed. Yves Saint Laurent shows the widest gap of the three, with 3.12% paid against 4.35% organic. NARS Cosmetics added 2.68 pp to its paid rate on the prior quarter, more than it added on organic.

Brand	Organic ER	Paid ER
NARS Cosmetics	4.91%	4.22%
Huda Beauty	4.49%	4.04%
Yves Saint Laurent	4.35%	3.12%

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

Reach and engagement split apart sharply among the most visible makeup creators in France. Tommy Pierre engages at 5.26%, while Roumaïssa and MAKEUP BY MARIO sit in a tight band around 1.6% to 1.7%. Those two also carry very large view totals. Boosted distribution can inflate views without a matching rise in interactions, so their lower rates may partly reflect more paid reach behind their posts. The page does not show how much of each creator's audience was boosted. Attention is fairly concentrated overall: the 20 most viewed creators hold about 40% of the category's views.

1. 1Roumaïssa@roumaiissaa_rourouu176M views1.62% ER
2. 2Tommy Pierre@tommypierremakeup102M views5.26% ER
3. 3MAKEUP BY MARIO@makeupbymario61M views1.68% ER

The 20 most viewed creators hold 39.98% of all Makeup & Cosmetics views in France.

How much of Makeup & Cosmetics are official partnerships?

Measured by views rather than posts, paid support covers a larger share of the category, and it fell further. Posts with a paid partnership or boost drew 18.4% of the category's views, against 27.1% in the prior quarter. That is a drop of 8.7 pp in two quarters. Roughly four in five views in French makeup content now come from posts with no paid support attached.

Which Makeup & Cosmetics posts got the most paid reach?

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

• 4.2M reach
  Victoria Dauberville@victoriadauberville

  Features L'Oréal Paris3 ads
• 3.4M reach
  C H ∀ R L Ÿ@charlysalvator

  Features RoC10 ads
• 2.3M reach
  THE CLASSY EMILY@theclassyemily

  Features Maybelline New York3 ads

Also in the full report

• Timing of BoostingThe median boost starts 7 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 France 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 France benchmarksAll markets and categories