Beauty & Wellness Influencer Marketing Benchmarks

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

Beauty & Wellness holds 14.9% of the Italian creator feed, third of 21 categories. That rank needs some context. Shopping & Fashion and Entertainment each hold roughly double that share and lead the feed by a wide margin. Beauty & Wellness sits at the top of a tight middle pack. Food & Drink is close behind at 13.8%, with Luxury & Lifestyle and Sports & Fitness not far below. The gap to the two leaders is wide and the gap to the categories below is narrow, so a brand here competes for attention with food, lifestyle and fitness content as much as with other beauty players.

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

The most-viewed creators in this category split clearly on engagement. Giulia De Lellis and Giuseppe Maiello both draw huge view counts but convert few of them into interaction, at 0.31% and 0.29%. Matteo Sciaudone engages at 1.57%, far above the other two and close to the category's organic benchmark further down the page. Views this large with engagement this low can come from heavy boosting. Paid distribution adds reach without adding the same share of likes and comments. Attention is also spread widely: the 20 most-viewed creators hold only 14.1% of category views. No small group of names controls the category's reach.

1. 1Giulia De Lellis@giuliadelellis103282M views0.31% ER
2. 2Matteo Sciaudone@sciaudone.matteo252M views1.57% ER
3. 3Giuseppe Maiello@giuseppe_healthy244M views0.29% ER

The 20 most viewed creators hold 14.11% of all Beauty & Wellness views in Italy.

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

Paid Beauty & Wellness content engages at 0.73% against 1.94% for organic, and the listed brands all lose ground when they pay. The interesting part is how unevenly. Their organic rates sit almost level, so the spread comes almost entirely from paid content. Dyson holds its paid rate closest to organic at 1.46%, and that rate slipped only 0.13 pp from the prior quarter. KIKO Milano falls furthest, to 0.88% paid against 2.46% organic, with Huda Beauty between the two. A quarter earlier, Huda's and KIKO's paid rates were higher: Huda's has since dropped 1.42 pp and KIKO's 1.21 pp, while both added a little on organic. For these two brands, the slide is in paid content, not in their organic content.

Brand	Organic ER	Paid ER
Dyson	2.56%	1.46%
Huda Beauty	2.49%	1.16%
KIKO Milano	2.46%	0.88%

How much of the category are official partnerships?

On the share of views from posts carrying a partnership, sponsorship or boost, Beauty & Wellness ranks second of 21 categories at 19.3% against a 5.5% cross-category median. Only Tech & Gadgets is more commercial. Shopping & Fashion and Home & Garden follow close behind, and most other categories fall well short. The share of views gained on paid-supported posts within each quarter has been uneven. It rose from 7.4% to 11.0%, eased over the next two quarters to 7.9%, then climbed to 11.8%. That is the highest point of the five 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, Italy, Q3 2026 they carry 14.86% of the paid reach.

• 14M reach
  Vi🍒@vittoria.milanese

  Paid by Capelli Pantene8 ads
• 6.5M reach
  Dssa.Stefania Melis@pilloledisalute_farmacista

  Paid by Head and Shoulders2 ads
• 6.3M reach
  ᴅᴀɴɴʏ ʟᴀᴢᴢᴀʀɪɴ@danny_lazzarin

  Paid by Gillette Italia1 ad

Also in the full report

• Timing of BoostingThe median boost starts 4 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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