Tribe Dynamics shared the top cosmetics, skin care and hair care brands on social media for the month of February, revealing several successful influencer brand programs within each category. Highlights include Neutrogena’s introduction of Nicole Kidman as a global ambassador and Urban Decay’s celebration of its 21st birthday, which was promoted in part by the release of the brand’s new coffee-table book.

Top Cosmetics Brands:


1. Anastasia Beverly Hills – $105, 393,401
2. M.A.C – $78,580,470

3. NYX – $50,163,778

4. Tarte – $49,006,180

5. Benefit – $42,964,947
6. Too Faced – $37,651,891
7. Maybelline – $37,057,426

8. Kat Von D – $34,379,543

9. Morphe

– $33,788,342

10. Urban Decay – $32,968,676

Key Learnings:

  • Benefit invited core members of its influencer family to a celebration to celebrate its new launches. Attendees incorporated the playful, community-building hashtag, #FriendsWithBenefit ($227.3K EMV).
  • For the latest edition of its #trippinwithtarte campaign, Tarte invited an intimate group of Australian influencers to Hayman Island, off the coast of Australia. #Trippinwithtarte earned the brand $183.1K EMV.
  • Anastasia Beverly Hills boosted its total of $105.4M EMV with influencer hype around its Glow Kit highlighter collaboration with top-tier beauty YouTuber Nicole Guerriero.
  • In celebration of its 21st birthday, Urban Decay partnered with influencers to host giveaways of a selection of the brand’s hero products, accompanied by an exclusive Urban Decay coffee-table book.

Top Skin Care Brands:


1. Lush – $7,273,208
2. Glamglow – $3,558,088

3. Farsali – $2,643,152

4. Loving Tan – $2,357,884
5. Kiehl’s – $2,352,213

6. Clarins – $2,126,286
7. Neutrogena – $2,010,428

8. Nivea – $1,988,402
9. Tatcha – $1,617,120
10. Vanity Planet – $1,525,690

Key Learnings:

  • In a busy month for the brand, Neutrogena introduced Nicole Kidman as its ambassador and a new round of products from its popular Hydro Boost collection.
  • Tatcha broke back into the top 10 in February with $1.6M EMV. A sizeable chunk of this figure ($541.0K EMV) was driven by the brand’s increasingly popular hero product, the Luminous Dewy Skin Mist.

Top Hair Care Brands:

1. Bellami

– $5,774,471

2. Olaplex

– $5,374,291

3. Pantene

– $4,879,225

4. Redken – $3,887,981
5. Wella

– $3,342,331

6. Joico – $2,650,116
7. Garnier – $2,643,381

8. Aveda – $2,506,676

9. Schwarzkopf Professional – $2,310,562

10. Luxury for Princess – $2,048,286

Key Learnings:

  • Wella Brazil held a Carnaval-themed social media contest to promote its Koleston Perfect hair color line, encouraging followers to post selfies tagged #CarnavalDaTransformação ($151.8K EMV).
  • Garnier brought numerous influencers, together for a #FructisSuperTrip ($245.9K EMV) to Miami. The related hashtags #SuperHair and #SuperFruit inspired a respective $838.7K and $742.4K EMV.
  • In late February, Aveda whisked a cohort of health-oriented #AvedaPartner ($357.7K EMV) influencers to Hawaii for the luxurious Wanderlust O’ahu, a yoga festival and retreat. #Wanderlust2017 contributed $483.6K to Aveda’s $2.5M EMV total.

To view the full reports, click here.