Exclusivity in a brand deal means you agree not to work with competing brands in a specific category for a defined period. If a skincare brand asks for 60-day category exclusivity, you can't post about any other skincare, makeup, or beauty brand — paid or gifted — for those 60 days.
That's a real cost to you as a creator. You should price it like one.
Why Exclusivity Costs More Than Most Creators Charge
When a brand asks for exclusivity, they're not just buying your content. They're buying your silence toward their competitors. Every deal you could have taken during that window is potential revenue you're forgoing. For a creator who runs 2–3 paid partnerships a month, a 90-day beauty exclusivity clause could mean passing on several other deals in that space.
Brands know this math. That's why they often bury exclusivity language in soft language:
- "We'd love to be your primary partner in this space,"
- "Exclusive collaboration," or
- "Please don't promote competing products during our campaign."
All of that is asking for exclusivity. And yes, it needs its own line item when you send them your rates.
How to Price It
The core question is: How many deals might you miss during that window?
A practical starting framework:
| Duration | Typical Add-On |
|---|---|
| 30 days | ~20–30% of your total deal value |
| 60 days | ~30–45% of your total deal value |
| 90 days | ~50–70% of your total deal value |
| 6 months | Negotiate very carefully — opportunity cost is significant |
These are directional. Adjust based on how active your deal pipeline is in that category. A beauty creator who regularly books multiple skincare partnerships per quarter should price 90-day beauty exclusivity at the top of this range. A creator who books one skincare deal a year should price it lower — because the opportunity cost is genuinely lower.
Category scope matters. Full category exclusivity (no competing brands in the entire vertical) costs more than narrow exclusivity (no direct product competitors). "No skincare brands at all" is worth more than "no moisturizer brands." The broader the exclusivity, the higher the price.
Bonus Tip: For longer term exclusivity periods, you can absolutely ask the brand to commit to more campaigns / pieces of content upfront. A 6 month exclusivity period is brutal, but 6 months of exclusivity for 3-4 pieces of content can results in a much larger brand deal, and more money in your pocket.
A Real Example Breakdown
Here is what exclusivity looks like when it is properly priced alongside a content deliverable.
Creator profile: 120K followers, lifestyle niche, 3.0% engagement rate.
Brand ask: One sponsored Instagram Reel, 30-day category exclusivity (beauty and skincare).
| Line Item | Rate |
|---|---|
| Instagram Reel (base content fee) | $2,400 |
| 30-day category exclusivity (beauty/skincare) | $720 |
| Total | $3,120 |
Without the exclusivity line item, this creator might have quoted $2,400 and called it done — giving the brand 30 days of silence toward every competitor in her most active sponsorship category. The exclusivity fee is 30% of the content fee, priced at the low end of the range given the relatively narrow category scope.
Selah calculates exclusivity fees based on scope and duration — automatically added to your quote →
What to Look for in Brand Messages
Brands rarely lead with the word "exclusivity" upfront. Look for:
- "We'd love to be your exclusive partner" or "primary brand in this space"
- "Please don't promote competing brands during our campaign"
- "We ask for a [X]-day hold on similar content"
- "Exclusivity in [category]" — sometimes appears in a rider or addendum, not the main brief
- Gift-only collaborations that casually mention exclusivity — this should be declined or separately compensated
If the brief mentions any of these, exclusivity is on the table. Define the scope (which brands or categories are excluded), set a specific duration, and add it as a named line item.
Exclusivity is one of the most underpriced elements in creator brand deals — because it feels like a small ask until you do the math on what you're agreeing not to do.
Know what you're giving up, and charge for every day of it.
For the full framework on how exclusivity fits alongside deliverables, usage rights, and other add-ons, see How to Price a Brand Deal →
Frequently Asked Questions
How do I price exclusivity in a brand deal? Price exclusivity as an add-on to your total deal value based on duration and scope. Thirty days of exclusivity typically adds 20–30% of your total deal value; 60 days adds 30–45%; 90 days adds 50–70%. The broader the category restriction, the higher the price. Always identify the scope in writing before you quote — "no competing brands" is not specific enough to price accurately.
Is exclusivity the same as category exclusivity? Not quite. Exclusivity is the broad term — it means you have agreed not to work with certain brands for a defined period. Category exclusivity is a specific form where the restriction covers an entire product vertical, not just direct product competitors. A supplement brand asking for category exclusivity in "health and wellness" blocks far more potential deals than one asking only that you not promote competing protein powders.
Should I charge more for longer exclusivity periods in a brand deal? Yes — significantly more. Exclusivity duration compounds the opportunity cost. A 90-day window in an active sponsorship category can represent multiple deals you are turning down. The pricing table in this guide reflects that: 90-day exclusivity starts at 50% of your total deal value at minimum. For active creators running 2–3 brand deals per month in a category, price toward the top of the range.
What language in a brand's message signals an exclusivity ask? Watch for "we'd love to be your exclusive partner," "primary brand in this space," "please don't promote competing products during our campaign," "we ask for a hold on similar content," or any mention of "exclusivity in [category]" — sometimes buried in a rider or addendum rather than the main brief. If any of these appear, exclusivity is on the table and needs its own line item.
Can I negotiate the scope of exclusivity to lower the price? Yes. Narrow exclusivity (direct competitors only) costs less than broad exclusivity (entire category). When a brand asks for broad category exclusivity and the fee is too high for their budget, offer to narrow the scope — "no direct skincare competitors" instead of "no beauty and wellness brands at all." The tighter the list, the lower the price. Get the agreed scope in writing.