Retail · FMCG brands
FMCG brands, and the creators who post about them
Fast-moving consumer goods are the products people buy often and use up: food, drinks, supplements, cosmetics and toiletries. These are the 148 FMCG brands in our library, with the creators who tagged each one on Instagram in the last 12 months: 148,446 creators and 230,153 posts in all, from our own database of creator posts. Each brand links to its page of real posts and its page of top creators.
The brands
Food and drink
14 brands, ranked by the number of creators who posted about them.
The brands
Supplements
11 brands, ranked by the number of creators who posted about them.
| Brand | Category | Creators, 12 months | Posts | The biggest creators |
|---|---|---|---|---|
| Bloom Nutrition | Greens & supplements | 2,085 | 3,836 | @avani, @kendallvertes, @brooklynandbailey |
| Alani Nu | Energy & supplements | 1,209 | 1,871 | @kaillowry, @jamie_villamor, @smaller_sam.pcos |
| Prozis | Energy & supplements | 575 | 1,236 | @coach.wingue, @pitufollow, @erikaholguinn |
| Lemme | Vitamins & supplements | 507 | 597 | @maiahenryfit, @danielladurand, @travelwithlivii |
| Maurten | Energy & supplements | 473 | 915 | @kilianjornet, @lucycharles93, @jennifalconer |
| Myprotein | Energy & supplements | 430 | 907 | @thekingofchemo, @brayan__lopez__, @lilbignanc.fit |
| 1st Phorm | Energy & supplements | 342 | 932 | @thetinderblog, @giamacool, @hannahbarron96 |
| Bucked Up | Energy & supplements | 153 | 309 | @iamprestonluke, @christian.elliott_, @lj_svete |
| Barebells | Energy & supplements | 121 | 131 | @julieamiini, @marissamcnamara, @nutralech |
| RYSE | Energy & supplements | 59 | 142 | @jessejameswest, @brookewellss, @costconewdeals |
| Herbalife | Vitamins & supplements | 21 | 27 | @kemie_007, @_rinjazz_, @munchin_in_michigan |
The brands
Skincare
67 brands, ranked by the number of creators who posted about them.
The brands
Makeup
44 brands, ranked by the number of creators who posted about them.
The brands
Hair, bath and body
12 brands, ranked by the number of creators who posted about them.
| Brand | Category | Creators, 12 months | Posts | The biggest creators |
|---|---|---|---|---|
| KĂ©rastase | Haircare | 1,328 | 1,840 | @iluvsarahii, @andreaespadatv, @luyah |
| Gisou | Haircare | 1,213 | 2,111 | @herosheemaz, @luyah, @theroom.off |
| Amika | Haircare | 940 | 1,331 | @andreaespadatv, @indenavarrette, @theroom.off |
| Bath & Body Works | Bath & body | 907 | 1,374 | @kelladactyl, @marleydancingirl, @linsmakeuplooks |
| Olaplex | Haircare | 798 | 1,084 | @nazaninmandi, @tessholliday, @nicholeciotti |
| OUAI | Haircare | 639 | 801 | @jenatkinhair, @makeupbyariel, @theroom.off |
| K18 | Haircare | 612 | 873 | @sashapieterse, @iluvsarahii, @malenicruz |
| Redken | Haircare | 528 | 720 | @ccclarke, @_justjessiiii, @mollysmith19 |
| Shark Beauty | Haircare | 515 | 637 | @bretmanrock, @kristy.sarah, @alixearle |
| NEOM | Bath & body | 262 | 339 | @jarrylee, @tonyamichelle26, @misslauracoleman |
| Pantene | Haircare | 237 | 273 | @jalisaevaughn, @wearetheizzys, @joyjah |
| BELLAMI Hair | Haircare | 97 | 160 | @exteriorglam, @_giagiudice, @daisyykent |
The UK
FMCG brands with UK creators on their page
Each brand page lists the biggest creators who posted about the brand. These are the FMCG brands whose listed creators include three or more whose posts place them in the UK.
| Brand | Category | UK creators on the page | Creators, 12 months |
|---|---|---|---|
| No7 | Makeup & beauty | 16 of 24 | 183 |
| NEOM | Bath & body | 11 of 24 | 262 |
| Refy | Makeup & beauty | 8 of 24 | 944 |
| La Roche-Posay | Skincare & beauty | 6 of 24 | 1,149 |
| Elemis | Skincare & beauty | 6 of 24 | 616 |
| Kylie Cosmetics | Makeup & beauty | 5 of 24 | 1,141 |
| Ole Henriksen | Skincare & beauty | 5 of 24 | 555 |
| Laura Geller | Makeup & beauty | 5 of 24 | 176 |
| NARS | Makeup & beauty | 4 of 24 | 2,424 |
| Merit | Makeup & beauty | 4 of 24 | 1,823 |
| Milk Makeup | Makeup & beauty | 4 of 24 | 915 |
| SkinCeuticals | Skincare & beauty | 4 of 24 | 454 |
| Yepoda | Skincare & beauty | 4 of 24 | 194 |
| Fenty Beauty | Makeup & beauty | 3 of 24 | 2,919 |
| NYX Cosmetics | Makeup & beauty | 3 of 24 | 2,641 |
| Sol de Janeiro | Skincare & beauty | 3 of 24 | 1,220 |
| Caudalie | Skincare & beauty | 3 of 24 | 849 |
| Biodance | Skincare & beauty | 3 of 24 | 535 |
| Maurten | Energy & supplements | 3 of 24 | 473 |
| Drunk Elephant | Skincare & beauty | 3 of 24 | 458 |
| Myprotein | Energy & supplements | 3 of 24 | 430 |
A count from the brand’s page, not a share of all the brand’s creators. Where a creator’s posts come from is read from the places they tag.
For UK creators by city and subject, see the UK creator directory. For how a UK campaign runs, with the UK’s ad label rules, see influencer marketing for UK brands.
What they do
How FMCG brands use creators
Three kinds of work, and the page on this site that explains each.
Gifting and seeding
Product sent to creators who fit it, with no fee. It costs product and postage, and it is where most of the posts on these pages come from.
Paid posts at a launch or a promotion
Creators chosen by the shops that stock the product, posting in the weeks that matter, with a report of every post.
Content with usage rights
Videos the brand may run in its own ads and in retail media, with the rights set as a length of time in each agreement.
How we run each is on the gifting page, the CPG marketing page and the retail media page. To see how fast a product is moving at the shelf, use the sell-through rate calculator.
How we counted. Creators and posts are counted from Sup’s own database of creator posts that tag the brand’s Instagram account, for the 12 months before each brand’s page was built. The newest page was built on the day below; each brand page shows its own date. Retailers, coffee chains and hair tools are left out. Read on 16 October 2026.
FAQ
FMCG brand questions
What does FMCG stand for?
Fast-moving consumer goods: products that sell quickly at a low price and are bought often, such as food, drinks, toiletries, cosmetics and cleaning products. In the US the same products are called consumer packaged goods, or CPG.
What are examples of FMCG brands?
The brands on this page are examples: Poppi, Olipop, Bloom Nutrition, Alani Nu, Rhode, Medicube, L'Oréal Paris, Charlotte Tilbury, Kérastase, Gisou. The biggest FMCG companies own many such brands each.
What is the difference between FMCG and CPG?
Nothing in the products. FMCG is the term used in the UK, Europe and much of Asia, and CPG the term used in the US. Both mean packaged goods that people buy often and use up.
How were these brands chosen?
They are the fast-moving consumer goods brands that have a page in our brand library. A brand gets a page when enough creators have posted about it for the page to show real examples and real creators. Retailers and coffee chains are left out, because their product is the shop.
What does the creator count mean?
The number of creators in our database who tagged the brand’s Instagram account in a post in the 12 months before the brand’s page was last built. Each brand page lists the biggest of them, with their follower, engagement and view figures.
How do FMCG brands use creators?
Mostly in three ways: gifting and seeding, where the product is sent to creators who fit it; paid posts timed to a launch or a promotion; and content with usage rights, which runs in the brand’s own ads and in retail media. The CPG marketing page has our own campaign figures.
Related
Where to go next
Brand library
Every brand with a page: real creator posts and the creators behind them.
CPG marketing
Creator campaigns for food, drink and household brands sold in shops.
Trade marketing
Creators timed to the launch, the promotion and the range review, with a record a buyer can see.
Retail media
Creator videos with paid-use rights in every agreement, for the retailer’s site, app and screens.
Retail
How creators send shoppers to the shelf, and how an Offer proves the purchase.
Sell-through rate calculator
Sell-through, days of cover and rate of sale per store per week.
An FMCG brand with a shelf to move?
Tell us the product, the retailers and the cities. A shortlist of creators comes back in 6 hours, and you only pay for posts that go live.
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