Skincare Influencer Marketing Benchmarks

What is a good engagement rate for Skincare content?

A Skincare post engages at 1.75% when it is organic and 0.75% when it is paid, well under half. The brand spread is where the reading gets useful. Garnier keeps its paid rate closest to its organic one, at 0.97% paid, above the category's paid average, and that paid rate added 0.31 pp on the prior quarter while its organic rate barely moved. Nivea sits at the opposite end: the highest organic rate of the three at 3.2%, yet only 0.4% once paid, and that gap opened from both sides, with organic adding 1.94 pp on the prior quarter and paid slipping 0.14 pp. Caudalie follows a similar pattern to Nivea, with a strong organic rate and the lowest paid rate on the list. Among brands with comparable organic pull, paid engagement ranges from close to the category average to a fraction of it.

Brand	Organic ER	Paid ER
Nivea	3.2%	0.4%
Caudalie	2.59%	0.29%
Garnier	2.56%	0.97%

Who are the most visible creators in Skincare in Italy?

Engagement among the most visible Skincare creators splits sharply. Maria Belen engages at 1.73%, almost level with the category's organic benchmark above, while Giulia De Lellis gathers 37.1 million views at an engagement rate of 0.04%, close to zero. A rate that low next to that much reach may reflect heavier boosting, since paid distribution can add views without adding interactions in proportion. Big view counts here do not reliably come with engagement to match. Reach is also not locked up by a few names: the 20 most viewed creators hold 20.9% of category views, about a fifth, so visibility in Skincare spreads well beyond its biggest accounts.

1. 1Chiara Biasi@chiarabiasi48M viewsER n/a
2. 2Giulia De Lellis@giuliadelellis10337M views0.04% ER
3. 3Maria Belen@belenrodriguezreal32M views1.73% ER

The 20 most viewed creators hold 20.86% of all Skincare views in Italy.

How much of Skincare are official partnerships?

Weighted by views, paid support covers a much larger slice of Skincare than the post count suggests, though it fell over the quarter. Posts carrying a paid partnership or a boost took 40.6% of the category's views, down 14.7 pp from 55.3% in the prior quarter. Paid-supported content went from more than half of Skincare views to under half. The figure counts boosted posts, dark posts included, alongside declared partnerships, so it captures all the reach that had paid support behind it, not only the labelled collaborations.

Which Skincare posts got the most paid reach?

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

• 8.6M reach
  Lorenzo Bises@lorenzobises

  Features Heliocare1 ad
• 5.7M reach
  Riccardo Telesca@riccardotelescaa

  Features Garnier1 ad
• 5.6M reach
  Chiara Anicito (Cammela)@chiaraanicito_cammela

  Features Dove1 ad

Also in the full report

• Timing of BoostingThe median boost starts 5 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 Italy 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 Italy benchmarksAll markets and categories