Beneath the glam lies a silent hustle that goes on in beauty content creation. We explore the cost of staying visible and why Black women, in particular, are long overdue for fair pay.
Beauty content creation is one of the most powerful forms of digital influence today. But behind every perfectly lit tutorial and “Get Ready With Me” reel is a creator playing an unfair game of passion versus pay. Too often, the pay doesn’t match the effort.
As a fashion, beauty, and lifestyle content creator for over a decade, I’ve seen the industry from both the glossy front row and the scrappy backend. Starting over after losing my first Instagram page taught me how unforgiving the creator economy can be, especially for micro-influencers. Your content might be beautiful, valuable, and even occasionally viral, but without high numbers, many brands don’t see your worth. You have to build your community one post at a time, hoping the algorithm favours your work before burnout hits.
Now add that to being a creator living in Nigeria. The odds are overwhelmingly stacked against you. You’re one creator in a pool of millions trying to make a living doing what you love. Every time I think of how far I’ve come, the sheer number of rising creators daily makes everything look like a never-ending hustle.
The creator economy is huge, and according to Goldman Sachs, it was valued at $250 billion globally in 2023 and is projected to hit over $480 billion by 2027. Yet, Black women still make significantly less than their white counterparts across platforms. According to a 2021 report by MSL Group, Black influencers are paid 35% less than white creators with similar followings and content quality.
That’s not just an oversight; it’s a systemic issue.
With the rise of UGCs (user-generated content) and value-based marketing, the creator space is expanding, but the path to getting paid remains unclear and often unfair. I spoke to three professionals across the beauty content creation space — a creator, a business strategist, and an influencer marketing expert — to get their insights.
Read also: Beauty expense diaries: The influencer, the student and the corporate leader
The creator: It’s not just makeup, it’s work
Fisayo Odejayi is a London-based beauty and fashion content creator who has spent the past six years building an authentic digital voice. Known for her clean aesthetic and honest reviews, she represents a new wave of creators who value integrity and intentionality in beauty content creation. She has collaborated with brands like Sephora, M&S Beauty, Rimmel London.
Creators like Fisayo are often the first point of contact for beauty brands. They test, review, and deliver storytelling that directly impacts perception and purchase of products. Yet they’re also the most underpaid.
What’s a misconception people have about being a beauty content creator?
One big misconception is that it’s all glam, free products, and convincing people to buy. In reality, there’s a lot of work behind the scenes: learning makeup skills on YouTube to hiring makeup artists, filming, editing, and staying ahead of trends. It’s time-consuming and emotional, not just “applying makeup for fun” as people think.
Have you ever been expected to post without payment? How did you handle it?
Yes, many times. I’ve been offered “exposure” and free products. At first, I accepted it, but now I’m more selective. If the brand isn’t big enough for a mutually beneficial exchange, I politely decline. I explain that while I love supporting brands, my time and skills deserve monetary compensation.
What would fair collaboration look like to you?
Clear communication, mutual respect, and payment that reflects the full creative process, from concept to delivery. It’s not just about money, it’s about being treated as a creative partner, not just a marketing tool.
Read also: Beauty experts share tips for glowing skin in humid weather
The strategist: Fair pay starts with industry knowledge
Known as “The Influencer Godmother”, Tosin Olaniyi is a marketer, speaker, and strategist based in Canada. She has led influencer campaigns for brands like McDonald’s, Samsung, and Best Buy. She also works closely with BIPOC (Black, Indigenous, and People of Colour) creators to help them build sustainable careers through beauty content creation.
Tosin operates on both sides — helping brands find talent and guiding creators to understand their worth.
How do brands determine influencer rates, and where do Black women lose out?
Rates depend on engagement, content quality, audience demographics, and deliverables. Black women often lose out due to a lack of representation on influencer teams and poor access to business education. We’re leading in creativity, but systemically under-supported.
What are the common mistakes new influencers make when negotiating or being considered for deals?
Many influencers make common mistakes — like leaving out their email in their bio or having slow response times. There are also mistakes like:
Undercharging:– A lot of creators lowball themselves because they are unaware of the industry standards.
Overcharging: Some creators price themselves out of the market because they have heard ‘there’s money in the industry’. While there’s truly money, the reality is far more nuanced. For example, a creator with 40K followers in the finance niche is expected to charge more than a creator of the same size in the beauty niche.
Not reading or understanding contracts: ChatGPT or Claude AI can help with these. More creators should use them to scan their contracts.
Not staying up to date with trends – Please follow and seek knowledge from trusted sources— there are plenty of frauds out there.
Rushing into management deals: Management can be a good thing, and equally bad at the same time. Creators should ask questions and conduct proper research before signing with management.
Lastly, creators often forget to pitch brands themselves. Waiting to be discovered isn’t always enough.
Are there any tools creators should be using?
Artificial Intelligence can be incredibly useful. I love Claude AI for reviewing contracts, crafting strategy documents, reviewing email grammar and even a guide on base rates. More importantly, creators should build genuine relationships with each other for insight and support. That’s an important way to grow and learn.
Can you give a payment range for beauty influencers?
The range is a bit wide. I would say that under 10k followers can vary from $300 to $800 for a post. While 50k and above charge at least $3k for a post, especially on platforms like Instagram. TikTok rates are a bit lower. I understand how hard it is for creators to be able to put a fair range to their content, that’s why I created a rate calculator to help.
Read also: Here are the five Gen Z influencers shaping the industry
The Business Consultant: It’s about real influence, not just numbers
Vivienne Odofin-Daniel is a leading business strategist and brand storyteller. With over 30 brands in her portfolio, including Gucci, Hugo Boss, Guerlain, BVLGARI, Urban Skin Rx, Dr Teal’s and SheaMoisture, she specialises in crafting African-rooted, globally resonant campaigns. Through her work at SHEFA INK and BRV Consulting, she champions value-led influencer collaborations and brand narratives that drive cultural connection and commerce.
Vivienne’s perspective shows how a thoughtful strategy behind beauty content creation benefits both creators and brands.
What role do influencers play in shaping brand value?
A beauty product is just a store-keeping unit until an influencer gives it personality. Their relatability and connection create a trust that billboard ads can’t replicate. They are storytellers, tastemakers, and point-of-sale in one.
What do you look for when selecting influencers for campaigns?
Value, alignment, and authenticity. We track their storytelling style, tone, and engagement. Real influence isn’t in likes, it’s in the conversations. We can spot when it’s just friends hyping your post versus an audience that actually listens.
How do you ensure equity in payment?
We assess consistency, creativity, and audience buying power. Your rate card should match your influence within your territory. A viral spike is great, but we look at daily analytics — are you consistently showing up?
Beauty content creation is more than just a post
Beauty content creation is a multi-hyphenate job that demands creativity, consistency, and commercial awareness. In the case of creators who have no team, you handle scripting content and voiceovers, negotiating contracts, shooting the content and scheduling posts all by yourself. Yet, Black women in particular face both algorithmic and systemic hurdles. Brands benefit from our ideas and influence, but often ignore our value.
My creator journey taught me that being visible doesn’t always mean being valued. I’ve had to defend my rates, remind brands of my expertise as both an editor and a public relations consultant, and still deliver quality at all times. But I’ve learnt that being a creator in this economy means finding ways to be more than the content; you have to be the voice, the strategist, and the brand.
If you’re a creator, especially a Black woman in beauty— know that your voice matters, your work is valid, and your rates are worth defending. So next time someone slides into your DMs with a product in exchange for content, remember, you already have the product, ask for the payment.
