If you are involved in the purchase or sale of creator sponsorships in the beauty and lifestyle sectors, the pertinent inquiry is not “Which brands sponsor YouTubers?” It's which brands are cutting the most checks, in which sub-verticals, and at what rate? The tracking data available in 2026 is messy, vendor-supplied, and inconsistent between platforms. But cross-reference enough of it, and a clear roster emerges. Here's what the numbers show, and how to read them.
The brands actually cutting the cheques
Start with volume. GetSponsored tracks 696 brands actively sponsoring “Beauty & Fashion” YouTubers, across 21,837 sponsored videos on 8,752 channels. Its top spenders by raw sponsorship count are led by fast-fashion and athleisure Shein (642 sponsorships across 150 creators), Quince (439/216), Gymshark (387/56), YesStyle (366/53), Nike (321/131) and Adidas (253/100).
That's the first trap for media buyers: “beauty” categories in these databases routinely blend apparel and cosmetics. Strip out the leggings, and you get the actual beauty names further down the same list: Dove (171 sponsorships/84 creators), Maybelline (163/109), L'Oréal Paris (163/79), Sephora (147/79), Dior (129/77), Charlotte Tilbury (120/69), Garnier (109/78), Manscaped (104/68) and Sigma Beauty (102/14).
Sponsorship.so's cleaner Beauty niche tells a similar story from a different angle: 4,640 creators, 45,100 sponsored videos, and a top tier led by YesStyle (1,445 channels; 10,521 videos), iHerb (332/4,410), ColourPop (219/2,899) and Urban Decay (284/2,066). Narrow to its Cosmetics-only category (114 brands, 21,120 detected mentions) and the ranking is ColourPop, Urban Decay, Rare Beauty (263 creators/1,294 mentions), Ofra Cosmetics (41/1,228) and Fenty Beauty (239/1,204).
The brands that appear across multiple independent trackers, ColourPop, Fenty, Charlotte Tilbury, Sephora, YesStyle, are the ones you can bank on as genuinely high-frequency YouTube sponsors. The ones showing up on a single dataset should be treated as directional, not gospel.
Skincare, makeup, hair: the sub-vertical map
SponsorRadar's categorized rundown is narrative rather than deal-count data, but it maps the terrain usefully.
Skincare is dominated by CeraVe, The Ordinary, La Roche-Posay, Tatcha, Drunk Elephant and Sunday Riley. Note the ownership: CeraVe and La Roche-Posay are both L'Oréal -owned and, per SponsorRadar, “particularly aggressive on YouTube”, sponsoring everyone from 10K-subscriber micro-influencers to major channels. If you're benchmarking share of voice, L'Oréal's house of brands is effectively competing with itself across multiple price tiers.
Makeup splits into two sponsor types. There are the product brands, MAC, Charlotte Tilbury, Rare Beauty, Fenty, ColourPop, Morphe, and the retail sponsors, Sephora and Ulta, whose deals cluster around seasonal sales events (the Sephora VIB Sale, Ulta's 21 Days of Beauty). If you're pitching a retailer, tie the flight to a promotional calendar; that's how they already buy.
Hair care brings the highest production values. Olaplex, Function of Beauty, Prose and Vegamour are recurring names, but Dyson is the outlier, with Airwrap and Supersonic tools retailing at $400–$600, it commands high-production, premium partnerships rather than quick integrations.
The grooming and DTC wave you're underrating
GetYourSponsor's Beauty & Personal Care category skews somewhere buyers often ignore: men's grooming and functional personal care. Recently active sponsors include Foreo (168 videos/90 channels), Wild deodorant (107/81), Manscaped (90/37), Henson Shaving (67/51), Tiege Hanley (63/32), Merit (51/46), Harry's (47/26), plus Typology, Curology and Dossier.
Merit is worth singling out because it's corroborated across two independent sources, GetYourSponsor and SponsorRadar (which logs 62 sponsorships across 50 creators, averaging just 1.2 deals per creator). Notably, SponsorRadar files Merit under “Lifestyle & Vlog,” and its recent activations skew toward BookTube and lifestyle creators, dangling “sets up to 15% off & a free signature bag on first orders.” The lesson: DTC beauty brands are increasingly buying against lifestyle audiences, not just dedicated beauty channels.
What a beauty deal is actually worth
Here's where beauty earns its premium. Two independent sources roughly agree that beauty/lifestyle CPMs run $20–$40/$45, materially higher than gaming or entertainment. vidIQ's broader framework puts general lifestyle at ~$15–$30, with only tech, education, finance and B2B commanding more.
On flat fees, SponsorRadar cites $2,000–$10,000 per integration, typically stacked with 10–20% affiliate commission for months afterward via LTK, Amazon Associates or in-house programs. DTC flat deals span roughly $1,000 for smaller creators, up to $20,000+ for major channels. vidIQ's rule of thumb: integration fees of $200–$2,000 for a 10K–100K-subscriber channel, with dedicated videos priced at 1.3×–1.5× the integration rate.
SponsorRadar's own creator-level estimates (its models, not disclosed deal values) illustrate the spread. Brittany Vasseur (@vasseurbeauty, 1.5M subs) is modelled at $1.6K–$3.1K per video across 31 tracked deals with brands like Ritual, Pique and Orgain. Tamara Kalinic (519K subs) at $2.4K–$4.9K. Lifestyle creator Leyla Tavas (1.2M subs, 775K avg views) is modelled far higher at $12K–$23K per video, a reminder that average views, not subscriber count, drives pricing.
One warning worth stating plainly: the claim that beauty/personal care is “one of the top three spending categories in influencer marketing worldwide” is attributed only vaguely to “industry estimates.” Treat it as unverified.
The most important recent shift: LTK
The single most current finding in the data is also the most strategically loaded. In June 2026, Net Influencer and ThoughtLeaders published an inaugural quarterly “GRWM Index” ranking brands by share of voice inside Get Ready With Me videos, and found that LTK outranks every beauty brand.
The full ranking wasn't retrievable, so treat the magnitude cautiously. But the direction matters: an affiliate platform out-shouting the cosmetics brands themselves inside beauty's most native format tells you where the money and the attribution are flowing. LTK (formerly rewardStyle/LIKEtoKNOW.it) sits alongside Collabstr, IZEA, Aspire, impact.com, Grin, Upfluence, #paid, YouTube BrandConnect and YouTube Shopping as the plumbing connecting beauty creators to brand budgets, and it's the one purpose-built for affiliate monetization.
Keep this in perspective, and read the data critically
For context, none of YouTube's top overall sponsors are beauty brands. Influencer Advisory's tracking of 176,223 paid deals across 32,731 brands ranks BetterHelp (2,612 deals), Skillshare (1,819), Squarespace (1,524) and a wall of VPNs (NordVPN, Surfshark, Incogni) at the top. The biggest spenders on YouTube are apps, SaaS, and subscription services, beauty punches above its weight on CPM and affiliate stickiness, not on brute deal volume.
And read every figure above with skepticism. Every quantitative source here is a sponsorship-tracking company marketing its dataset; none fully disclose methodology, and counts for the same brand diverge sharply between sites (ColourPop and Fenty creator counts differ across four of them). No brand's actual YouTube spend is confirmed anywhere. Use these numbers to build a shortlist and sanity-check a rate card, not to model a budget to the dollar. The brands that recur across multiple trackers are your safest bets; the rest are hypotheses worth testing with a small flight before you commit.
