Beauty and personal care brands’ content creator statistics on social media from the U.S., UK, and France were taken for the benchmark average creator engagement rate within four beauty categories—makeup, skincare, fragrance, and hair care.
The report looks at engagement rates by creator tier, which was defined based on total audience size across all platforms as VIP (5M+), Mega (1M+), Macro (250K+), Mid (50K+), Micro (10K+), Nano (1K+).
Overall Key Takeaways
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Overall, creators with small-to-mid-sized audiences have the highest average engagement rates in all beauty categories, across all countries. -
Average engagement rates (ER) have plateaued. -
Only nano creators in the US and mega and VIP creators in France saw average ER growth year-over-year. -
Makeup was the most engaging category in the UK and FR in 2024, while hair care was the most engaged category in the U.S. -
Across all tiers, fragrance was the only category to earn a higher average ER on sponsored content vs organic content. However, hair care, skincare, and makeup all earned higher average ERs on organic content.
U.S. Engagement Overview
Hair care ranked first for the total average ER in the U.S. at 1.81% across all tiers, coming in second was makeup with an ER of 1.56%, followed by skincare at 1.52%, and fragrance at 1.44%.
Engagement rate growth has slowed in the US. Only nano creators in the hair care category, and nano and macro creators in the fragrance category saw year-over-year average engagement rate growth.
UK Engagement Overview
Makeup is the most engaging category in the UK, with a total average ER of 2.38% across all tiers. Hair care is the second most engaging category at 2.3%, followed by skincare at 1.99%, and fragrance at 1.79%.
Makeup nano and micro tiers, skincare micro tiers, hair care nano, macro, and VIP tiers, and fragrance micro, macro, and mega tiers all saw year-over-year average engagement rate growth in the UK.
France Engagement Overview
Makeup is the most engaging category, with a total average ER of 3.23% across all tiers. Hair care ranked second at 2.89%, followed by skincare at 2.47%, and fragrance at 2.38%.
The French market saw the most engagement rate growth across all beauty categories in 2024. Creators in the fragrance category with larger audiences (mid, macro, mega, and VIP tiers) saw the most year-over-year ER growth.
Unlike the other markets, all beauty categories (across all tiers) in the French market had a higher average ER on organic content vs sponsored content.
The difference in performance was most extreme in the skincare category, where the average ER on organic content was over two times the average ER on sponsored content.
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