Skincare Influencer Marketing Benchmarks

What is a good engagement rate for Skincare content?

Across the category, a paid skincare post gets a 1.3% engagement rate and an organic one 2.33%. The brand-level figures are where it gets interesting, because the brand with the strongest organic rate drops furthest when it pays. Vaseline's organic posts reach 4.01%, but its paid posts sit at 0.29%, far under the category's paid average. That paid rate also lost 1.04 pp on the prior quarter, while its organic rate gained. Rhode moved the opposite way. Its organic rate of 3.35% is close to Vaseline's, yet its paid posts hold 2.11%, almost level with the category's organic benchmark. Rhode's paid rate added 1.31 pp on a quarter earlier. Nat Habit shows a strong organic rate with no paid rate listed, so its organic figure stands without a paid comparison.

Brand	Organic ER	Paid ER
Vaseline	4.01%	0.29%
NNat Habit	3.38%	—
Rhode	3.35%	2.11%

Who are the most visible creators in Skincare in United Kingdom?

The creators with the most views are not the ones generating interaction. skincarewithqm and diyaaa each pull in hundreds of millions of views at engagement rates of 0.08% and 0.06%, close to zero. Reach at that scale with so little response can point to heavy boosting, since paid distribution adds views far faster than it adds reactions. Anastasiia Klymko is the exception. With a fraction of their views, she holds 2.22%, a rate in a different range from the other two. Visibility is spread out at the top: the 20 most viewed creators together account for 35.6% of category views, so most attention sits outside that group.

1. 1skincarewithqm@skincarewithqm545M views0.08% ER
2. 2diyaaa 🌙🌏@lavendersloveee__488M views0.06% ER
3. 3Anastasiia Klymko@louie.hacks127M views2.22% ER

The 20 most viewed creators hold 35.61% of all Skincare views in United Kingdom.

How much of Skincare are official partnerships?

Counted by views, paid partnerships and boosts account for 19.17% of skincare views, down from 25.92% in the prior quarter, a fall of 6.75 pp. Paid support lost ground in views between the two quarters, by a wider margin than it did in posts.

Which Skincare posts got the most paid reach?

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

• 4.1M reach
  diyaaa 🌙🌏@lavendersloveee__

  Features Medicube4 ads
• 3.9M reach
  Tyra Mills🎯@tyramills_

  Features Dove1 ad
• 3.6M reach
  Jacob Gibson & Raul Gibson@bludbrothers

  Features Old Spice3 ads

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

• 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 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

All United Kingdom benchmarksAll markets and categories