Benchmarks · Beauty · 2026
Skincare, makeup, hair, fragrance. Highest spend category in influencer marketing — and one of the most fraud-prone.
| Tier | Followers | Median ER | Healthy band | Red flag below |
|---|---|---|---|---|
| Nano | 1K – 10K | 7.5% | 5% – 11% | < 3% |
| Micro | 10K – 100K | 3.8% | 2.5% – 6% | < 1.8% |
| Mid | 100K – 500K | 2.2% | 1.5% – 3.5% | < 1% |
| Mega | 500K – 1M | 1.5% | 1% – 2.5% | < 0.6% |
| Celebrity | 1M+ | 1.0% | 0.6% – 1.8% | < 0.4% |
Rates below are per Reel / TikTok video for beauty creators in 2026. Multiply by 0.7 for feed posts, 0.5 for stories. These are ranges, not quotes — actual price depends on engagement rate, exclusivity, usage rights, and brand fit.
| Tier | Low end | High end |
|---|---|---|
| Nano | $150 | $800 |
| Micro | $800 | $4,500 |
| Mid | $4,500 | $15,000 |
| Mega | $15,000 | $35,000 |
| Celebrity | $35,000 | $250,000 |
Source: Influencer Marketing Hub 2026 Benchmark Report, Aspire Creator Rate Benchmarks 2025, HypeAuditor State of Influencer Marketing 2025. Last verified 2026.
Instagram · TikTok · YouTube — in order of how much beauty brand spend flows through each platform.
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