Quick answer
These beauty Reels benchmarks are built from 19,316 collaboration Reels tracked by MyWall Genie (Aug 12–Nov 10, 2026). Median engagement rate runs 1.41% for skincare, 1.53% for makeup and 1.55% for haircare, with average views per Reel ranging from roughly 86K (makeup) to 154K (skincare). Nano creators post the highest engagement rate of any tier; mega creators post the highest raw view and interaction counts.
Beauty brands briefing a Reels campaign need a number to brief against, not a vibe. These beauty Reels benchmarks exist because "good engagement" means something different for a small skincare page than for a creator with millions of followers, and a caption full of likes can still have almost no comments worth reading. This piece uses MyWall Genie data on skincare, makeup and haircare collaboration Reels to set real benchmarks for likes, comments and engagement rate, broken out by creator tier, so brand and influencer-marketing teams can judge a proposed creator against the market instead of against instinct.
What Are the Average Likes and Comments on Beauty Reels in 2026?
The skincare sample alone covers 8,466 collaboration Reels from 4,754 creators and 422 brands between August 12 and November 10, 2026, with a median engagement rate of 1.41% and average views of 154,052 per Reel. Makeup collabs (5,738 posts, 3,020 creators) run a median of 1.53%, and haircare (5,112 posts, 2,541 creators) sits at 1.55% — so a composite beauty Reel lands close to a 1.4%–1.6% median engagement rate.
Methodology: Engagement rate = (likes + comments) ÷ views, calculated per post, then reported as a median (not an average) to avoid a handful of viral outliers skewing the benchmark. Tiers are assigned by the creator's follower count at time of posting. Figures in this section and the tier table below are drawn from MyWall Genie's brand-collaboration database for skincare, over the stated three-month window.
Average likes and average comments aren't reported as separate database fields, so this article estimates a Reel's typical combined interactions (likes + comments) by multiplying a tier's median engagement rate by its average view count — a transparent, calculable figure rather than a guess. On that basis, a nano skincare Reel (61,313 average views, 1.79% median ER) carries roughly 1,098 combined likes and comments, while a mega skincare Reel (731,602 average views, 1.83% median ER) carries roughly 13,388. The split between likes and comments within that total varies a lot by post, which the next section digs into using individual examples.
Beauty Reels Engagement Benchmarks by Creator Tier
Median engagement rate by creator tier — Skincare Reels
The dataset groups creators into four tiers — nano, micro, macro and mega. What many brand teams informally call "mid-tier" sits inside the macro band here (roughly 100K–1M followers); "macro" in everyday brand language usually maps to the mega band (1M+) below.
| Tier (followers) | Collabs analysed | Median ER | Avg. views/Reel | Est. avg. likes+comments/Reel* | |---|---|---|---|---| | Nano (1K–10K) | 2,561 | 1.79% | 61,313 | ~1,098 | | Micro (10K–100K) | 3,098 | 1.30% | 67,696 | ~880 | | Macro / "mid-tier" (100K–1M) | 2,154 | 1.09% | 213,416 | ~2,326 | | Mega (1M+) | 653 | 1.83% | 731,602 | ~13,388 |
*Estimated by multiplying each tier's median engagement rate by its average views; individual Reels vary widely around this figure.
Nano and mega creators post the two highest median engagement rates (1.79% and 1.83%), while micro and macro sit lower (1.30% and 1.09%). That "dip in the middle" is a pattern worth knowing before a brand assumes engagement rises steadily with reach — it doesn't, here. A brand chasing engagement rate per rupee of fee may find nano and genuinely large creators both out-perform the crowded micro-to-macro middle. For a fuller breakdown of what separates these bands, see MyWall's guide to beauty influencer tiers from nano to mega.
Average Likes vs. Comments: What Do They Reveal About Audience Engagement?
Skincare collab posts: views vs. real interaction
Likes and comments don't move together, and the gap matters more than either number alone. The first post above, a tagged collab for lakmeindia from a nano-tier creator (4,168 followers), reached 601,527,684 views with 721,397 likes and 3,326 comments — a comment-to-like ratio of about 0.46%. The second, a collaborative post for mcaffeineofficial from a micro-tier creator (24,252 followers), logged 436,703,887 views, 1,099,999 likes and 4,414 comments, a ratio of about 0.40%. The third, a collaborative Vaseline India Reel from a mega-tier creator (1,452,402 followers), drew 559,815,919 views, 294,720 likes and 593 comments — a lower ratio of about 0.20%.
The pattern across all three: comments consistently sit far below 1% of likes, even on posts with enormous view counts. A brand reviewing a creator's past collabs should treat comment count, not just likes, as the scarcer and more telling signal — a post that pulls a higher share of comments relative to its likes usually means more people stopped to engage with the product claim rather than just scrolling past and tapping the heart. For more on formats that pull people past the like button, see what makes a beauty Reel go viral.
Skincare vs. Makeup vs. Haircare: Comparing Reels Performance
| Category | Collabs analysed | Creators | Median ER | Avg. views/Reel | Nano+Micro share | |---|---|---|---|---|---| | Skincare | 8,466 | 4,754 | 1.41% | 154,052 | 66.8% | | Makeup | 5,738 | 3,020 | 1.53% | 86,322 | 65.2% | | Haircare | 5,112 | 2,541 | 1.55% | 145,271 | 72.6% |
Makeup and haircare both edge out skincare on median engagement rate, but skincare Reels post higher average views than makeup — likely because skincare collabs lean harder on demo-style and before/after formats that travel well via the Reels algorithm. Haircare has the highest nano-and-micro share of collab volume (72.6%), meaning brands in that category are, on average, spreading budget across a wider base of smaller creators rather than concentrating it on a few large names; skincare and makeup both sit closer to the two-thirds mark. A brand weighing where to put a flat Reels budget should read "higher ER" and "higher share of small creators" together — haircare's numbers suggest a volume-of-smaller-creators strategy is already the market norm there, not necessarily that it's optimal for every brand. Current category-level shifts are covered in more depth in skincare influencer marketing trends to watch in 2027.
What Is a Good Engagement Rate for Beauty Reels?
Based on this window, a "good" beauty Reel engagement rate depends on tier: above roughly 1.8% is strong for nano and mega creators, while 1.1%–1.3% is a realistic median for micro and macro creators rather than a red flag. Treating every tier against a single flat benchmark (say, "anything under 3% is bad") misreads the data — a macro skincare creator at 1.09% is sitting exactly at their tier's median, while a micro creator at the same 1.09% is below theirs. Brands should also weigh the engagement rate against the comment-to-like ratio discussed above: a post with an average ER but a healthy comment share is often a better signal of purchase intent than a higher ER driven mostly by likes. For a step-by-step framework on combining these numbers into a campaign scorecard, see how to measure a beauty influencer campaign.
How Beauty Brands Can Identify High-Engagement Creators
Follower count alone predicts almost nothing about engagement in this dataset. Among nano creators, @pm_makeup_artistry (10,000 followers) runs a 0.68% engagement rate and about 2,955 average views — a modest, typical nano profile — while in the micro band, @makeoverbyaishwarya (31,909 followers) posts a 9.8% engagement rate and 476,181 average views, well above what her follower count alone would suggest. In the macro/"mid-tier" band, @rena_goswami_ (353,984 followers) averages 593,742 views at a 2.05% engagement rate, comfortably ahead of her tier's 1.09% median. At the top end, @the_game_of_makeup (1,733,166 followers) holds a 1.5% engagement rate on 721,655 average views — near the mega-tier median despite the scale.
The practical takeaway: screening by followers first and engagement second inverts the useful order. A brand shortlisting beauty creators should filter on engagement rate and average views within a tier before ever looking at follower count, since two creators at similar reach can differ several-fold on actual interaction. MyWall's creator discovery tool lets a brand do exactly that — filtering by niche (skincare, makeup, haircare and more), audience size, engagement rate, location and recent content performance in one pass, instead of manually opening dozens of profiles to compare engagement by hand.
How MyWall Helps Brands Analyse Beauty Creator Performance
Beyond the discovery filters, MyWall Genie adds a layer of competitive intelligence: it's built to let a brand research what competitors are actually running — which creators they've booked, which sponsored Reels outperformed the rest, and which campaign patterns (format, hook, tier mix) repeat across a category. Instead of guessing why a competitor's skincare launch got traction, a brand can pull the underlying collab data — views, likes, comments and engagement rate per post — the same way this article's benchmarks were built, and apply it to a specific shortlist or category before a brief goes out.
That matters because the benchmarks above are medians across thousands of posts; a specific brand's next campaign still needs its own comparison against relevant, currently active creators in its exact subniche, tier and budget. That's the gap a creator discovery tool and a benchmarking tool like MyWall Genie are meant to close — turning a one-time dataset into a repeatable check before every booking.
Related reading
- Beauty influencer tiers explained: nano to mega — a deeper look at what separates the four tiers used in this benchmark.
- How to measure a beauty influencer campaign — a framework for combining engagement rate with reach, saves and CTR.
- What makes a beauty Reel go viral — the format and hook patterns behind the high-ratio posts cited above.
- Skincare influencer marketing trends to watch in 2027 — where category-level engagement is heading next.
Frequently Asked Questions About Beauty Reels Benchmarks
What is a good engagement rate for a beauty Reel in 2026?
In this dataset, roughly 1.8% or higher is strong for nano and mega creators, while 1.1%–1.3% is a normal median for micro and macro ("mid-tier") creators — judge a creator against their own tier's median, not a single flat number.
Do more followers mean more likes and comments on beauty Reels?
Not reliably. Median engagement rate actually dips in the micro-to-macro range (1.30% and 1.09%) compared with nano (1.79%) and mega (1.83%) in this sample, and individual creators within a tier can differ several-fold on engagement rate at similar follower counts.
Which beauty category gets the most engagement on Reels — skincare, makeup or haircare?
By median engagement rate, haircare (1.55%) and makeup (1.53%) slightly edge out skincare (1.41%) in this window, though skincare Reels post the highest average views of the three categories (154,052 per Reel).
Why do comments matter alongside likes for beauty Reels?
Across the example posts in this article, comments consistently land under roughly 0.5% of likes, so a low comment-to-like ratio often signals passive viewing, while a healthier comment share — even at lower total views — suggests an audience actively responding to the product claim, which is more useful evidence before a paid booking.
How can a brand find high-engagement beauty creators without manually checking every profile?
A creator discovery tool that filters by niche, audience size, engagement rate, location and recent content performance — such as MyWall's — surfaces engagement-first shortlists directly, rather than requiring a brand to open and compare dozens of profiles one by one.
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