Tribe Dynamics shared the top skin care brands on social media for the month of April, revealing their Earned Media Value (EMV), a prescribed metric that quantifies the estimated value of publicity gained through digital earned media and its respective engagement levels. Tribe’s holistic approach assigns a specific dollar value to each piece of content, based on the publishing channel’s perceived value of digital word-of-mouth to brands within the industry. EMV serves as a tool for benchmarking across marketing activities and across brands.

Top Brands:

1. Farsali – $3,753,698
2. Clinique – $3,019,446

3. Tatcha – $2,675,214

4. Lush – $2,395,655

5. GlamGlow – $1,794,448

6. Olay – $1,502,334

7. Kiehl’s – $1,450,229
8. Glossier – $1,384,550

9. The Body Shop – $1,365,582

10. Caudalie – $1,319,210

Key Learnings:

  • In celebration of Sega’s 25th anniversary of Sonic the Hedgehog, Sega and Glamglow designed a limited-edition, Pantone Sonic Blue version of Glamglow’s GravityMud Firming Treatment mask. Influencers, including grav3yardgirl and jeffreestar, reminisced about playing the video game growing up and praised the product in their respective monthly “favorites” videos, netting a combined $373.1K EMV.
  • Caudalie sparked a conversation around the hashtag #vinoperfect by sending its full Vinoperfect collection to a handful of influencers, including lovelypepa, amberfillerup, and songofstyle. Notably, the brand chose to engage lifestyle and fashion influencers, rather than exclusively beauty-focused bloggers. These #vinoperfect posts, a mixture of organic and sponsored content, drove $283.4K EMV.
  • Olay hosted an intimate event with a handful of influencers to celebrate the launch of its new Regenerist Micro-Sculpting Cream Moisturizer with SPF 30. The brand invited beauty guru nicoleguerriero and fashion influencer vivaluxuryblog on a sailing trip around Marina del Rey, California. The combined posts of both influencers earned a combined $655.5K EMV.

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