The UK Creator Index · October 2026 (projected)

Which UK wellness brands creators are talking about

300 health and wellness brands with a $10M+ UK business. Every Instagram post that tags them, counted every Monday.

Key findings

300brands tracked
194.6Ktagged creator posts
1.5Bestimated views
$30.5Mearned media value
  • Beauty takes 54% of tagged posts and 57% of earned media value across the 300 brands we track.
  • Gymshark is the most-tagged brand, with roughly 17,333 creator posts in October.
  • The median tagged post is worth ~$127, but Snuz, 111SKIN and Endura earn $1,662+ a post: bigger creators, or content that travels.
  • Fastest growing since September: Neal's Yard Remedies (+152%) and Montirex (+122%).
BeautySupplementsFood & drinkAthleisurePersonal careHealth retailersPetHealthtechEstimated

Instagram followers vs tagged posts

Dashed lines: tagged posts per 1,000 followers. Hover or tap a dot.

1K10K100K1M10M100M1101001K10K100KInstagram followersTagged posts, October0.1 per 1K1 per 1K10 per 1KHuda BeautyMade By MitchellPrecision Fuel & HydrationConcept2Deliciously EllaWildMuscleFood

The signal is distance from the line. Bigger accounts get tagged more (correlation 0.78), but Made By Mitchell, Precision Fuel & Hydration and Concept2 get far more tags than their size suggests, while Deliciously Ella, MuscleFood and Wild have large audiences creators rarely tag.

Instagram followers vs earned media value

Dashed lines: monthly EMV per follower

1K10K100K1M10M100M$10$100$1K$10K$100K$1M$10MInstagram followersEarned media value, October$0.01 / follower$0.10 / follower$1 / followerHuda Beauty111SKINEnduraConcept2WildSimmerMindful Chef

Audience size predicts earned media less well than tag volume (0.67 against 0.84). Creators carry 111SKIN, Endura and Concept2 well beyond their own audience; Wild, Simmer and Mindful Chef have big audiences that earn little creator reach.

Tagged posts vs earned media value

Dashed lines: EMV per tagged post

1101001K10K100K$10$100$1K$10K$100K$1M$10MTagged posts, OctoberEarned media value, October$10 / post$100 / post$1,000 / postHuda BeautyTropic Skincare111SKINEnduraSnuzWildSimmer

Volume and value move together (0.84), but value per post varies widely. Snuz, 111SKIN and Endura sit far above the line (bigger creators); Wild, Simmer and Tropic Skincare sit low (many small creators).

Share of voice inside each category

Each bar is one category's tagged posts in October, split by brand

0%25%50%75%100%Beauty106,027 postsCharlotte Tilbury 11%Athleisure51,977 postsGymshark 33%Food & drink16,430 postsMyprotein 19%Healthtech6,363 postsWHOOP 30%Personal care5,391 postsLush 23%Health retailers3,041 postsBoots UK 59%Supplements2,981 postsFree Soul 16%Pet2,374 postsPooch & Mutt 21%

Most categories have one dominant brand: Boots UK holds 59% of tags in health retailers, Gymshark holds 33% of tags in athleisure and WHOOP holds 30% of tags in healthtech. Beauty is the most even: Charlotte Tilbury leads with 11%.

Biggest moves, September to October

Change in tagged posts, brands with 20+ posts in September

-100%-50%0%+50%+100%Neal's Yard Remedies44 → 111Montirex49 → 109The Coconut Collaborative55 → 120Grind65 → 133Bioderma49 → 98KatKin52 → 98St Tropez55 → 99Bio&Me50 → 88Nails.INC52 → 91Moju28 → 46Abel & Cole120 → 40O.R.S Hydration21 → 7KIND Snacks26 → 7Different Dog838 → 120

October is projected from the month so far, so read these as provisional. A sudden jump usually means a launch, a campaign or a creator programme switching on.

Share of voice by category

Share of tagged postsShare of earned media value
Beauty68 brands
54.5%
57.3%
Athleisure18 brands
26.7%
13.9%
Food & drink86 brands
8.4%
7.6%
Healthtech19 brands
3.3%
8.1%
Personal care37 brands
2.8%
6.6%
Health retailers4 brands
1.6%
3.5%
Supplements45 brands
1.5%
1.9%
Pet23 brands
1.2%
1.0%

Most-tagged brands

#BrandTagged postsEMV
1GymsharkAthleisure~17,333~$457K
2DFYNEAthleisure~12,492~$1.08M
3Charlotte TilburyBeauty~11,728~$2.33M
4Huda BeautyBeauty~11,402~$1.91M
5medicubeBeauty~11,008~$3.31M
6Oner ActiveAthleisure~9,809~$402K
7Rare BeautyBeauty~7,588~$714K
8Made By MitchellBeauty~7,198~$288K
9Color WowBeauty~6,497~$520K
10AnuaBeauty~5,502~$293K

How we count: every Instagram post by another account that tags the brand, worldwide. Solid dots are counted; hollow dots and ~ mark the busiest feeds, where we read the newest 100 posts and scale up from how fast they arrived. Views are Reel plays, with image posts estimated from likes. Earned media value is estimated views ÷ 1,000 × $20. The current month is projected from the month so far.

Where does your brand rank? Ask us