The counts
Meta’s branded content library lists every Instagram post marked as a paid partnership.
We pulled each brand below from it the same way, in the same week.
| Brand | Paid posts | Creators | Creators paid again | Most posts by one account |
|---|---|---|---|---|
| Glossier | 100 | 63 | 21 | 7 |
| Rare Beauty | 19 | 18 | 1 | 2 |
| Vegamour | 15 | 14 | 1 | 2 |
| Hero Cosmetics | 15 | 4 | 2 | 9 |
| Kosas | 9 | 8 | 1 | 2 |
The posts run from September 2024 to August 2026.
It counts only posts marked as paid on Instagram and Facebook, so each number is the least that brand did.
Glossier goes back
21 of its 63 creators were paid more than once.
Its most frequent paid partner is the WNBA’s own account, with 7 posts.
Hero Cosmetics leans on sport too: 9 of its 15 paid posts came from New York Liberty’s account, and 4 from Jordan Chiles.
On YouTube, Glossier works another way.
In our data, all 5 creators with three or more Glossier videos use one Glossier referral link each, and 3 of its 38 videos carry a sponsor line.
“basically the referral program on steroids”
She was talking about Glossier’s first reps: eleven women, and the first time Glossier paid customers a commission on sales.
Rare Beauty pays new faces
19 paid posts from 18 creators in 17 months.
Only one creator was paid twice.
Vegamour and Kosas look the same: 15 posts from 14 creators, and 9 from 8.
What to copy for your beauty brand
- New faces every time: you find out which creators sell, and your buyer meets each one once.
- The same faces again: your buyer sees your product from someone they already trust, more than once.
- Either way, give every creator a code, so you know who to book again.
Our brands page ranks the beauty brands by the creator videos we count.