The 2025 Beauty Influencer Engagement Rate Benchmark

What is the 2025 Beauty Influencer Engagement Rate Benchmark Report?

Traackr analyzed 2,518 beauty brands and personal care brands’ creator statistics on social media, in order to provide a benchmark of the average creator engagement rate that is typically seen on branded beauty content.

‍

The goal is for you to be able to use this study to gauge performance and set targets for your influencer programs!

‍

Key Insights

In this report, you will find:

• Average engagement rate benchmarks for creator tiers (nano, micro, mid, macro, mega, and VIP)

• Average engagement rate benchmarks for makeup, skincare, fragrance, and hair care

• Average engagement rate benchmarks in the United States, United Kingdom, and France

• Year-over-year analysis of engagement rates

‍

The full report, which is free to download, will give you exact engagement rate numbers. Below we detail some of the key findings uncovered from the data.

‍

US Beauty Industry Insights

Key highlights for engagement rate trends specific to the US include:  

• Hair care is the most engaging category, with a total average engagement rate (ER) of 1.81% across all tiers. Makeup is the second most engaging category, followed by skincare, and fragrance.

• Nano and micro tiers earned the highest average ER across all four beauty categories, a trend that carried over from the previous year.

• Fragrance as a whole (across all tiers) was the only category to earn a higher average ER on sponsored content vs organic content.

‍

UK Beauty Industry Insights

Key highlights for engagement rate trends specific to the UK include:  

• Makeup is the most engaging category, with a total average engagement rate (ER) of 2.38% across all tiers. Hair care is the second most engaging category, followed by skincare, and fragrance.

• Nano and micro tiers had the #2 and #1 highest average ER across all four beauty categories in 2024, a slight change from the previous year where mid tier ranked #1.

• Compared to the US, engagement rate growth fared better in the UK.

‍

FR Beauty Industry Insights

Key highlights for engagement rate trends specific to FR include:  

• Makeup is the most engaging category, with a total average engagement rate (ER) of 3.23% across all tiers. Hair care is the second most engaging category, followed by skincare, and fragrance.

• Nano and micro tiers had the #1 and #2 highest average ER across all four beauty categories in 2024, a slight change from the previous year where mid tier ranked #2.

• Unlike the other markets, all beauty categories (across all tiers) in the FR market earned a higher average ER on organic content vs sponsored content. The difference in performance was most extreme in the skincare category.

‍

Download the Engagement Rate Benchmark to get full access to the data.