Beauty & Wellness Influencer Marketing Benchmarks

How much of the United Kingdom creator feed is Beauty & Wellness?

Beauty & Wellness ranks 3rd of 21 categories with 16.27% of the UK creator feed. The two categories above it sit far ahead: Shopping & Fashion holds more than twice its share and Entertainment is close behind that. Beneath it the field is tight. Sports & Fitness sits almost level at 15.36%, with Food & Drink not far behind at 13.01%. So Beauty & Wellness leads a mid-tier cluster rather than competing with the two largest categories, and only a narrow margin separates it from the next one down.

Who are the most visible creators in Beauty & Wellness in United Kingdom?

Engagement is uniformly thin among the most visible names. skincarewithqm reaches 0.08%, while diyaaa 🌙🌏 and Siddhartha Joshi both sit at 0.06%. That gives skincarewithqm the only rate above the others, though the margin is small. All three are far below the category engagement benchmarks set out further down the page. Reach this large paired with rates this low can partly reflect boosted distribution, since paid views tend to add impressions faster than interactions. Attention is also widely spread: the 20 most viewed creators hold just 11.66% of category views, so even the largest accounts cover only a small part of the category's audience.

1. 1skincarewithqm@skincarewithqm545M views0.08% ER
2. 2diyaaa 🌙🌏@lavendersloveee__511M views0.06% ER
3. 3Siddhartha Joshi@siddharthajoshi355M views0.06% ER

The 20 most viewed creators hold 11.66% of all Beauty & Wellness views in United Kingdom.

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

For Beauty & Wellness, organic content engages at 2.98% and paid at 1.37%, so paid sits well under half the organic rate. That is the yardstick for judging a brand, and the listed brands show how differently each handles the gap. Kérastase reverses it: 5.92% paid against 3.73% organic, with the paid rate up 3.61 pp on the prior quarter. Rare Beauty also earns slightly more on paid than on organic. Maybelline follows the category pattern. Its paid rate of 1.79% sits far below its 3.84% organic and not far above the category's paid figure. Its paid rate also added only 0.49 pp on the prior quarter, the smallest gain of the three.

Brand	Organic ER	Paid ER
Kérastase	3.73%	5.92%
Rare Beauty	4.19%	4.77%
Maybelline	3.84%	1.79%

How much of the category are official partnerships?

Measured by the share of views on posts carrying a partnership, sponsorship or boost, Beauty & Wellness ranks 2nd of 21 categories at 19.8%, close to three times the cross-category median of 7.09%. Only Tech & Gadgets, at 30.28%, ranks higher, and every other category shown sits below Beauty & Wellness. A separate measure tracks the share of views gained within each quarter on paid-supported posts. It moved between about 6% and 7% for four quarters, then rose to 9.69% in the latest quarter, the highest value in the quarters shown.

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, United Kingdom, Q3 2026 they carry 16.06% of the paid reach.

• 8.4M reach
  OLIVIA ATTWOOD@olivia_attwood

  Paid by LOOKFANTASTIC8 ads
• 4.7M reach
  𝐑𝐄𝐆𝐀𝐍 𝐄𝐋𝐋𝐈𝐒@reganellisx

  Paid by TUI3 ads
• 4.3M reach
  grace@gracebeverley

  Paid by SURI / discoversuri14 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.
• 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.

More influencer marketing benchmarks

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