Beauty Sponsors See 1.6x More Engagement With Food & Drink TikTok Videos

Even though U.S. beauty brands are sponsoring beauty videos at a higher rate on TikTok (53.6% in 2025, according to recent data from Tubular Labs), those videos are not getting the same level of engagement as other content categories.

• Tubular's recent VidCon presentation – which you can download here – showcases how food & drink videos account for just 2.7% of U.S. beauty brands sponsored videos in 2025, but have the highest engagement rate, at 1.6x the norm.
• While beauty sponsorships make sense on paper, since the audience is already there, these videos could crowd the message of a related sponsor; meanwhile, a beauty brand can break through more easily with an unrelated video (like food & drink or science & tech).
• A lot also depends on the creators these beauty brands are working with: If they're working with fewer, but more popular food & drink creators, that can also drive great engagement relative to uploads.

Dig into more insights around effective TikTok sponsorship strategies in Tubular's new report here.