Makeup & Cosmetics Influencer Marketing Benchmarks

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

At category level, a paid post earns a little under half the engagement of an organic one: 1.76% against 3.64%. The listed brands mostly break from that. Morphe's paid content engages at 5.01%, above its own organic rate of 4.27%, and Rare Beauty shows the same inversion, with paid sitting above organic. Makeup by Mario is the only one of the three whose paid rate falls below its organic, though even that paid figure sits well above the category's paid average. The paid side is also where these brands moved most. Morphe's paid rate added 3.46 pp on the prior quarter and Rare Beauty's added 2.92 pp. Makeup by Mario's paid rate rose as well while its organic rate slipped. In this market the widest gap is between how the category's paid content performs and how these brands' paid content performs, more than between paid and organic.

Brand	Organic ER	Paid ER
Morphe	4.27%	5.01%
Rare Beauty	4.18%	4.78%
Makeup by Mario	3.92%	3.41%

Who are the most visible creators in Makeup & Cosmetics in United Kingdom?

Engagement among the most visible creators sits in a narrow band, with one exception. Emma Farrell engages at 1.98%, and the creator listed alongside her at 1.89% is almost level. Sonamlifediary draws around 60 million views at 0.15% engagement, a small fraction of either peer. A rate that low on that much reach can reflect heavier boosting, because paid distribution can add views without a matching rise in interactions. The page does not show how this creator's views were earned. Visibility also spreads well beyond these names: the 20 most-viewed creators hold 16.1% of category views.

1. 1Charlotte Tilbury, CBE@charlottetilbury77M views1.89% ER
2. 2Sonamlifediary@sonamlifediary260M views0.15% ER
3. 3𝔈𝔪𝔪𝔞 𝔉𝔞𝔯𝔯𝔢𝔩𝔩@emmafarrellmakeup47M views1.98% ER

The 20 most viewed creators hold 16.12% of all Makeup & Cosmetics views in United Kingdom.

How much of Makeup & Cosmetics are official partnerships?

Counted in views, paid support weighs more than its share of posts suggests. 17.5% of the category's views went to posts carrying a paid partnership or boost, against 18.1% in the prior quarter. That is a slip of 0.6 pp, and the paid share of attention held at a little under a fifth.

Which Makeup & Cosmetics posts got the most paid reach?

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

• 3.5M reach
  Megan Odoch 💕@meganodoch

  Features Rimmel London1 ad
• 3.2M reach
  SOPHIE MORELLI@sophmorelli

  Features Charlotte Tilbury3 ads
• 2.8M reach
  Jo Good - Middleagedminx@middleagedminx

  Features Boots1 ad

Also in the full report

• Timing of BoostingThe median boost starts 8 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 United Kingdom 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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