Who is Diana zur Löwen?

At a glance

Diana zur Löwen posts as @dianazurloewen to 1,236,476 Instagram followers, measured Aug 22, 2026. The account is verified and carries 5,408 posts. She is based in Munich and writes in German. Her bio names her as founder of two brands, the fragrance line DZL Perfumes and the oral care label Artem, and both of those accounts sit above every outside brand in the accounts she tags most often.

Finance explainers next to drugstore beauty

Her recent output splits between money and appearance. In August 2026 she published an explainer on a broad global ETF, a compound-interest post arguing that starting early matters more than the amount, a drugstore routine for keeping a summer glow, and a haul from C&A. Several of the money posts carry the line "Keine Anlageberatung", no investment advice. Munich runs through the rest: small independent shops she recommends by name, a Trachten fashion show ahead of Oktoberfest.

An investor as well as a creator

The finance content sits on real activity. Business Insider reported in March 2024 that she set up her own investment holding in 2020 and held stakes in ten startups, having made her first at 23. Ostrom, a Berlin energy supplier, wrote in July 2022 that she had invested in it through her fund Rawr Ventures. For a financial brand that is a creator who can speak to the category rather than read a script.

240,200 followers on TikTok and 588,000 on YouTube

She posts under the same handle on TikTok, measured at 240,200 followers across 2,637 videos on Sep 10, 2026, often several videos a day. Her YouTube channel, @DFashion, was measured the same day at 588,000 subscribers, but the newest upload reviewed is from October 2024.

What a brand is buying

Reach, not reaction. Her Reels average 143,588 views while the account averages 1,357 likes and 32 comments, so people watch and scroll on. The audience is 51.5% in Germany and 67.3% women, concentrated at 18 to 24. Anything priced against the follower count will overpay.

Diana zur Löwen has a long disclosed advertising record on Instagram, and the two accounts she tags most often are her own companies.

@dzl_perfumes appears in 17.8% of her tagged posts and @artem.care in 15.6%, ahead of every outside account. Both are hers. Her bio names her as founder of the fragrance line and the oral care brand, and an Aug 10, 2026 post about the perfumes carries an advertising disclosure because she owns the product. A brand pitching her is competing for space with her own shelf.

Outside advertisers cluster in beauty, fashion and money. Thirty of her Instagram posts are marked as sponsored, the earliest dated Apr 11, 2018 and the latest Jul 14, 2022, and the brands named in them include Dyson, C&A, Lenor, Misslyn, Juwelkerze, Aigner, Gioia and Visa Germany. A Nov 3, 2019 post announced a jewellery line she says she created together with SIX, and it drew 19,754 likes. Those 30 posts averaged 11,428 likes.

That average belongs to a different account. The newest post in the sponsored set is from July 2022, the three from 2022 averaged 3,348 likes against 11,428 across the whole set, and her average today is 1,357. None of it prices a 2026 campaign.

One recent paid post does. An Apr 17, 2026 Reel disclosed as advertising, thanking @bitpanda and the @bmw_open tennis tournament in Munich, took 3,360 likes and 74 comments against averages of 1,357 likes and 32 comments. That is 2.5 times her average like count and more than twice her average comment count, and it is the best available read on what a paid placement here does now.

@bitpanda, thanked in that Reel, appears in 13.3% of her tagged posts, and @taxfix, @emma_matratze and @anyfin_de in 4.4% each, but none of those three has a disclosed post. She tagged the Trachten label @cocoverotrachten after a fashion show and noted in the same caption that she bought the outfit herself.

Her audience is tightly concentrated: half of it sits in one country, two thirds of it is women, and three quarters of it is 18 to 34.

Half of them are in Germany

Germany is 51.5% of the audience, Austria 5.4% and Switzerland 1.9%, so the three German-speaking markets together are just under 59% of it. German is the top audience language at 59.5%, followed by English at 22.2%. Beyond that core the shares are small and scattered: United States 4.5%, Brazil 3.0%, India 2.8%, Italy 2.5%. This is a DACH audience, and copy written in English reaches under a quarter of it.

Two in three are women, and three in four are 18 to 34

Women are 67.3% of the audience and men 32.7%. Age is tightly grouped: 45.9% are 18 to 24 and 31.8% are 25 to 34, so 77.7% sit between 18 and 34. That is a young, majority-female, German-speaking audience, which suits drugstore beauty and entry-level money products. The male third is large enough to plan for rather than write off.

9.3% are 13 to 17

That is roughly 115,000 accounts aged 13 to 17, and it is a compliance fact before it is a marketing one. Alcohol, gambling, credit and anything else age-restricted has to account for it. It also sits underneath her investing posts, which is worth naming out loud before a financial brand books this account.

36.9% do not pass the credibility screen

Audience credibility is measured at 63.1%, so 36.9% of the following does not pass, which is 456,260 accounts out of 1,236,476. Counted separately by follower type, 54.1% are real accounts, 24.7% are mass followers, 19.0% are suspicious and 2.2% are other influencers. In absolute terms that is 305,410 mass followers and 234,930 suspicious accounts. Read against 1,357 average likes, the follower count is the least useful number on this account.

The six strongest interests are lifestyle categories

Her audience's measured interests are led by Friends, Family & Relationships at 39.6% and Clothes, Shoes, Handbags & Accessories at 38.4%, then Camera & Photography and Restaurants, Food & Grocery at 32.6% each, Travel, Tourism & Aviation at 32.1% and Beauty & Cosmetics at 28.3%. All six are lifestyle and appearance categories rather than money ones, which is worth weighing before a financial brand assumes this audience arrived for the investing posts. Their brand affinities rank Apple first, then Nike, Starbucks, Adidas and Walt Disney.