As of 28 October 2026, UGC Agent has measured the UGC programs of 20 beauty and personal care brands, led by Dr. Squatch, Bubble Skincare and e.l.f. Cosmetics. Together they count 926 creator accounts on TikTok and Instagram. The typical program's median creator has 107K followers, 28% of creators have under 10,000, and 20 of 20 brands use a program hashtag.
- Brands
- 205 full scans, 15 samples
- Accounts
- 92684% on TikTok
- Typical median creator
- 107Kfollowers
- Under 10K followers
- 28%of creators
The 20 beauty and personal care UGC programs side by side
Every row counts confirmed and likely creator accounts. 5 programs were scanned in full, with complete 30-day views; 15 were measured from a sample of public posts, so their rosters are a floor and they have no 30-day view total. Follower medians leave out Instagram profiles we could not read.
| Brand | Accounts | TikTok | Median followers | Under 10K | Program hashtag | Measured how | |
|---|---|---|---|---|---|---|---|
| Dr. SquatchMen's personal care | 86 | 86 | Not scanned | 114K | 24% | #drsquatchpartner | Full scan, 22.6M views in 30 days |
| e.l.f. CosmeticsMakeup and skincare | 72 | 72 | Not scanned | 334K | 4% | #elfpartner | Full scan, 11.3M views in 30 days |
| NativeDeodorant and body care | 62 | 62 | Not scanned | 6.5K | 55% | #nativepartner | Full scan, 1.1M views in 30 days |
| Glow RecipeSkincare | 41 | 38 | 3 | 4.5K | 61% | #officialglowgangambassador | Full scan, 279K views in 30 days |
| Bubble SkincareSkincare | 82 | 82 | Not scanned | 1.8K | 78% | #bubbleambassador | Full scan, 215K views in 30 days |
| TouchlandHand sanitizer and body care | 36 | 28 | 8 | 196K | 0% | #touchlandpartner | Sample of 37 posts |
| OlaplexHair care | 44 | 28 | 16 | 126K | 32% | #olaplexpartner | Sample of 50 posts |
| KosasClean makeup | 39 | 31 | 8 | 99K | 8% | #kosaspartner | Sample of 43 posts |
| LANEIGEK-beauty skincare | 37 | 31 | 6 | 159K | 11% | #laneige_partner | Sample of 41 posts |
| DossierFragrance | 40 | 29 | 11 | 269K | 10% | #dossierpartner | Sample of 46 posts |
| MedicubeK-beauty skincare and devices | 42 | 28 | 14 | 22K | 36% | #medicubepartner | Sample of 48 posts |
| AnuaK-beauty skincare | 39 | 31 | 8 | 39K | 15% | #anuaambassador | Sample of 43 posts |
| MielleHair care | 50 | 30 | 20 | 5.1K | 52% | #miellepartner | Sample of 55 posts |
| OUAIHair and body care | 50 | 33 | 17 | 165K | 6% | #ouaipartner | Sample of 51 posts |
| StarfaceAcne care | 33 | 24 | 9 | 51K | 0% | #starfacepartner | Sample of 44 posts |
| COSRXK-beauty skincare | 43 | 33 | 10 | 138K | 26% | #cosrxpartner | Sample of 45 posts |
| TopicalsSkincare | 27 | 24 | 3 | 255K | 15% | #topicalspartner | Sample of 28 posts |
| Beauty of JoseonK-beauty skincare | 30 | 28 | 2 | 32K | 33% | #beautyofjoseonpartner | Sample of 36 posts |
| Sol de JaneiroBody care and fragrance | 40 | 34 | 6 | 321K | 0% | #soldejaneiropartner | Sample of 41 posts |
| Drunk ElephantSkincare | 33 | 28 | 5 | 14K | 46% | #drunkelephantpartner | Sample of 33 posts |
What the beauty and personal care programs have in common
- A mix of small and established creators. Of the 926 creators with a known follower count, 69 have under 1,000 followers, 193 have 1,000 to 10,000, 256 have 10,000 to 100,000 and 408 have over 100,000. The smallest median creator is at Bubble Skincare (1.8K), the largest at e.l.f. Cosmetics (334K).
- The biggest rosters. Dr. Squatch (86 accounts), Bubble Skincare (82 accounts) and e.l.f. Cosmetics (72 accounts) have the most attributed creators. Rosters measured from a sample are a floor: a sample of about 43 posts can only surface so many creators.
- 20 of 20 brands use a program hashtag. The most common naming is brand + partner (20 brands), then brand + ambassador (8 brands). Examples: #drsquatchpartner (Dr. Squatch), #elfpartner (e.l.f. Cosmetics), #nativepartner (Native) and #officialglowgangambassador (Glow Recipe).
- An English-language, US-first market. 97% of creators with a detected language post in English, and 81% of creators with a known location are in the United States. Location is known mainly from TikTok post locations and bios, so it covers only part of each roster.
- 5 programs measured in full. Dr. Squatch (22.6M views in 30 days, median 1.3K per video), e.l.f. Cosmetics (11.3M views in 30 days, median 22K per video), Native (1.1M views in 30 days, median 226 per video), Glow Recipe (279K views in 30 days, median 362 per video) and Bubble Skincare (215K views in 30 days, median 296 per video). In these programs, 56% of brand videos carry an ad disclosure in the caption or a platform ad label.
How big the creators are
Pooled across the 20 programs, by each creator's public follower count on the measured date. Brands that hire mostly under 10,000 followers are buying content, not reach: the video is the product, and the brand's own ads or accounts carry it.
Program hashtags in beauty and personal care
20 of the 20 brands have a hashtag their creators put on paid posts. Dr. Squatch: #drsquatchpartner, #drsquatchsuperbrandday, e.l.f. Cosmetics: #elfpartner, Native: #nativepartner, Glow Recipe: #officialglowgangambassador, #glowgangambassador, Bubble Skincare: #bubbleambassador, #bubblepartner, Touchland: #touchlandpartner, Olaplex: #olaplexpartner, Kosas: #kosaspartner, LANEIGE: #laneige_partner, #laneigepartner, Dossier: #dossierpartner, Medicube: #medicubepartner, #medicubeambassador, Anua: #anuaambassador, #anuapartner, Mielle: #miellepartner, OUAI: #ouaipartner, Starface: #starfacepartner, COSRX: #cosrxpartner, Topicals: #topicalspartner, #topicalsambassador, Beauty of Joseon: #beautyofjoseonpartner, Sol de Janeiro: #soldejaneiropartner and Drunk Elephant: #drunkelephantpartner, #drunkelephantskinsquad. The UGC program hashtags page compares naming across every category.
K-beauty brands
5 of the 20 programs are K-beauty brands (LANEIGE, Medicube, Anua, COSRX and Beauty of Joseon). Together they count 191 creator accounts, and 24% of their creators with a known count have under 10,000 followers, against 29% for the rest of the category. For creators in this niche, browse K-beauty UGC creators.
Hiring creators for a beauty and personal care program
The rosters above show the kind of creator these brands already pay. To find your own, browse beauty UGC creators, skincare UGC creators, makeup UGC creators, haircare UGC creators, K-beauty UGC creators, fragrance UGC creators in the creator directory, read UGC creators for beauty and wellness, or check what creators charge on our UGC rates pages.
Method and limits
Every brand here comes from the UGC Brands database and follows the same attribution rules: an account counts only on public program evidence (a program hashtag, a disclosed paid post, a bio statement, account naming, a reused caption or promo code), never on the brand name alone. Confirmed and likely accounts are counted. Fully scanned brands read up to 40 recent videos per account; sampled brands were measured from a sample of TikTok videos and Instagram posts found by searching for paid markers, so their rosters are a floor, their views are lower bounds and Instagram views are not public. Search also surfaces bigger accounts first, so sampled rosters likely over-represent established creators; compare creator size across methods with that in mind. Full rules are on the UGC Brands hub.
Cite this data: UGC Agent, "Beauty and personal care UGC programs", UGC Brands database, measured 28 October 2026, https://ugcagent.app/ugc-brands/beauty-and-skincare/