Top 50 Home & DIY Brands Hiring UGC Creators: Mid-December 2025

The first two weeks of December are peak season for Home & DIY creator partnerships. Brands aren't just running ads. They're investing in authentic creator content to drive last-minute holiday gift purchases and New Year home refresh planning.

We tracked 250 verified paid partnerships across Instagram and TikTok in the Home & DIY space from November 15 to December 13, 2025. These are brands with active budgets that are likely still open to pitches through the holiday season.

Key insight: Unlike beauty or fashion, Home & DIY creator deals tend to favor higher follower counts. The average creator in this dataset has 150K+ followers, compared to ~50K in beauty. But there's still opportunity: we spotted several brands working with creators under 30K followers, particularly in the crafting and cleaning niches.

Why These Brands Matter Right Now

The holiday home refresh is in full swing. These brands have proven they're actively spending on creator partnerships during the most competitive shopping period of the year. If they're hiring now, they likely have budgets allocated for Q1 2026 "New Year refresh" campaigns.

What makes this data different: This isn't a generic SEO list. Every brand on this list has verified paid partnerships we tracked in real-time. We can see exactly what content they're commissioning, which creators they're working with, and how those posts are performing.

The Data: What We're Seeing

📊 Platform split: In this dataset, 95% of tracked posts were on Instagram, with the rest on TikTok.

📈 Holiday surge: Christmas-focused brands (King of Christmas, Balsam Hill) ramped up 3x compared to November average. These campaigns are still running through December 25th.

🏠 Top spending categories:

1. Home Decor & Furniture (SHEIN Home, Wayfair, Cozey)
2. Christmas/Holiday Decor (King of Christmas, Balsam Hill)
3. Kitchen Appliances (Kenwood, Vitamix, Cosori)
4. Cleaning Products (BISSELL, Carbona, Vanish)
5. Crafting Tools (Cricut, xTool)

💡 Engagement insight: The highest-performing posts combined "transformation reveals" with product placement. Simple unboxings underperformed compared to before/after content. Brands are looking for storytelling, not just product shots.

The Top 50 Brands by Category

🎄 Christmas & Holiday Decor

These brands are spending heavily through December 25th. Pitch now for last-minute holiday content or January "take down" content.

King of Christmas

• Collabs tracked: 13
• Avg. Engagement: 5-8%
• Content Style: Tree reveals, unboxing, family decorating moments
• Creator Profile: Family-focused accounts, home decor influencers
• Pitch angle: These brands love "first tree reveal" and "decorating with family" content. Highlight your home's aesthetic and any nostalgic angle.

Balsam Hill

• Collabs tracked: 3
• Avg. Engagement: 7-9%
• Content Style: Nostalgic, vintage-style decorating, themed trees
• Creator Profile: Design-focused creators with strong aesthetic
• Pitch angle: They favor elevated, story-driven content over simple product shots. Show how the tree fits into your overall holiday vision.

Henry's Farmhouse

• Collabs tracked: 1
• Avg. Engagement: 4.5%
• Content Style: Fresh wreaths, farmhouse aesthetic, seasonal styling

🛋️ Furniture & Home Decor

The biggest spenders in the category. Looking for lifestyle creators who can show products in real homes.

SHEIN Home

• Collabs tracked: 25+
• Avg. Engagement: 8-15%
• Content Style: Budget-friendly hauls, room makeovers, "finds" content
• Creator Profile: Wide range, works with creators from 5K to 500K followers
• Pitch angle: SHEIN Home works with a wider range of creators. If you're starting out, they're accessible. Show real room transformations, not just product placement.

Wayfair

• Collabs tracked: 13
• Avg. Engagement: 3-5%
• Content Style: Styled rooms, seasonal tablescapes, curated collections
• Creator Profile: Established home influencers with polished aesthetics
• Pitch angle: Wayfair favors established home influencers with polished aesthetics. Show complete room designs, not individual products.

Cozey

• Collabs tracked: 3
• Avg. Engagement: 2-8%
• Content Style: Modular sofa reveals, hosting content, space transformations
• Creator Profile: Apartment dwellers, small space specialists
• Pitch angle: They love "small space solutions" and "hosting ready" content. Show how the furniture fits into your lifestyle.

Transformer Table

• Collabs tracked: 4
• Avg. Engagement: 3-5%
• Content Style: Space-saving reveals, hosting transformations, multi-use furniture
• Creator Profile: Urban creators, entertainers, space-conscious homeowners

Lulu & Georgia

• Collabs tracked: 1
• Avg. Engagement: 5.3%
• Content Style: Curated gift guides, elevated decor, design-forward content

🍳 Kitchen Appliances

Post-Black Friday, these brands are pushing gift-focused content and "New Year cooking goals" messaging.

Kenwood

• Collabs tracked: 6
• Avg. Engagement: 2-4%
• Content Style: Recipe content, baking, stand mixer demos
• Creator Profile: Food creators, home bakers, recipe developers
• Pitch angle: Recipe content wins here. Show the appliance solving a real cooking problem, not just sitting on a counter.

Vitamix

• Collabs tracked: 2
• Avg. Engagement: 4-8%
• Content Style: Blending demos, holiday recipes, smoothie content
• Creator Profile: Health-focused creators, smoothie enthusiasts

Cosori / COSORI

• Collabs tracked: 2
• Avg. Engagement: 2-32% (high variance)
• Content Style: Air fryer recipes, quick meals, family cooking
• Creator Profile: Busy parents, meal prep creators

Ankarsrum

• Collabs tracked: 1
• Avg. Engagement: 14%
• Content Style: Premium baking, citrus attachments, artisan bread
• Creator Profile: Serious bakers, artisan food creators

De'Longhi

• Collabs tracked: 1
• Avg. Engagement: 3.5%
• Content Style: Coffee machines, lifestyle, morning routines

🧹 Cleaning & Home Care

Year-round opportunity, but holiday "guest prep" content is trending now. These brands want real messes, real solutions.

BISSELL

• Collabs tracked: 6
• Avg. Engagement: 3-5%
• Content Style: Pet messes, Little Green demos, before/after transformations
• Creator Profile: Pet owners, parents, real-life cleaners
• Pitch angle: BISSELL is actively working with creators. Their Little Green Machine content performs consistently well. Show real messes, real solutions. The messier, the better.

Carbona

• Collabs tracked: 1
• Avg. Engagement: 13.5%
• Content Style: Stain removal, family life, upholstery cleaning
• Creator Profile: Parents, pet owners, real-life mess makers

Minky Homecare

• Collabs tracked: 1
• Avg. Engagement: 48% (outlier, micro creator)
• Content Style: Holiday speed-cleaning, floor care

Tineco

• Collabs tracked: 1
• Avg. Engagement: 3.2%
• Content Style: Smart floor cleaners, family messes, tech-forward cleaning

Vanish

• Collabs tracked: 1
• Avg. Engagement: 36.6%
• Content Style: Stain removal, laundry hacks, family-friendly cleaning

✂️ Crafting & DIY Tools

Gift-giving season = crafting season. These brands want holiday project content that shows the process, not just the product.

Cricut

• Collabs tracked: 5
• Avg. Engagement: 2-11%
• Content Style: Personalized gifts, holiday crafts, project tutorials
• Creator Profile: Crafters, DIY enthusiasts, gift makers
• Pitch angle: Show the PROCESS, not just the product. "Making personalized gifts with my Cricut" outperforms basic product shots.

xTool

• Collabs tracked: 2
• Avg. Engagement: 2-11%
• Content Style: Laser cutting projects, workshop content, custom designs
• Creator Profile: Serious makers, workshop creators

Sharpie

• Collabs tracked: 2
• Avg. Engagement: 3-6%
• Content Style: Acrylic markers, organization, creative projects

Beacon

• Collabs tracked: 1
• Avg. Engagement: 5.6%
• Content Style: Craft adhesives, DIY ornaments, holiday projects

🔧 Home Improvement & Tools

Lowe's and Home Depot are the big players. They work with DIY-focused creators who show complete projects.

Lowe's

• Collabs tracked: 4
• Avg. Engagement: 5-6%
• Content Style: Tool deals, holiday gifting for DIYers, project showcases
• Creator Profile: DIY creators, home renovators, tool enthusiasts
• Pitch angle: Show a complete project, not just the product. Before/after transformation content performs best here.

CRAFTSMAN

• Collabs tracked: 1
• Avg. Engagement: 6.7%
• Content Style: Handmade gift builds, tool demonstrations

Rust-Oleum

• Collabs tracked: 1
• Avg. Engagement: 3.4%
• Content Style: Garage epoxy, before/after, transformation content

Pittsburgh Paints

• Collabs tracked: 1
• Avg. Engagement: 47% (micro creator)
• Content Style: Room refreshes, paint transformations

🖼️ Other Notable Brands

How to Use This List If You're a Creator

Step 1: Start with the top 5 in your niche. If you create cleaning content, BISSELL should be at the top of your pitch list. They're actively working with creators and have proven budgets.

Step 2: Study the content style. Before pitching King of Christmas, look at their existing creator content. They favor warm, family-focused "decorating day" vibes over minimalist aesthetics.

Step 3: Check your platform fit. Most deals we tracked in this report were on Instagram, but check the brand's existing content to see where they're active.

Step 4: Pitch now for January refresh. December is wrapping up holiday content, but brands are already planning "New Year home reset" campaigns. Position yourself for that wave.

Step 5: Show transformations, not just products. The highest-performing content in this category shows before/after reveals, room makeovers, and real problem-solving. Brands want storytelling.

Pitch Template

Hi [Brand],

I noticed you've been working with creators on [type of content you saw]. I'm a [your niche] creator with [X followers] who focuses on [your angle, e.g. "budget-friendly room makeovers" or "real-life cleaning with kids"].

I'd love to create [specific content idea] featuring [product]. My audience engages strongly with [before/after reveals / product demos / etc.].

Here's an example of similar content I've made: [link]

Would love to chat!

Methodology

This report used CollabFeed's live tracking of Instagram and TikTok sponsored posts from November 15 to December 13, 2025. We filtered for the "Home & DIY" niche and counted only verified paid partnerships (posts containing #ad, #sponsored, or platform-disclosed partnerships).

Total posts analyzed: 250
Platforms: Instagram, TikTok
Tracking period: 30 days
Data source: CollabFeed real-time partnership tracking

All brands listed have verified paid partnerships we tracked during this period. This isn't speculation. These are brands actively spending on creator content right now.

What's Next?

We'll be publishing our January 2026 Home & DIY report in early February, covering the "New Year refresh" campaigns. These brands are already planning their Q1 strategies. Get ahead of the curve.

Related posts:

• Top 50 Beauty Brands Hiring UGC Creators: November 2025
• Welcome to CollabFeed Blog

Data powered by CollabFeed. Track real-time brand partnerships at collabfeed.io.