Tribe Dynamics shared the top cosmetics, skin care and hair brands on social media for the month of September, revealing several successful influencer brand programs within each category. Notably, Fenty Beauty’s highly acclaimed debut landed it in the top third spot of the cosmetics leaderboard; Lush claimed the top spot in skin care, fueled in part by its extravagant event for influencers; and, Redken landed among the top three in hair, due to influencers who tagged their hair styled by the brand at NYFW.
Top Cosmetics Brands:
1. Anastasia Beverly Hills – $97,331,219
2. MAC – $77,142,212
3. Fenty Beauty – $72,029,501
4. NYX Professional Makeup – $51,476,258
5. Benefit – $48,138,466
6. Huda Beauty – $45,427,851
7. Tarte – $44,883,270
8. Morphe – $41,990,925
9. Too Faced – $36,995,397
10. Urban Decay – $36,981,713
MAC Launches Long-Awaited Nicki Minaj Collection
Nicki Minaj (@nickiminaj on Instagram, 83.6M followers) single-handedly powered $1.9M EMV as one of MAC’s top ambassadors in September. Her prolific content creation, combined with her obvious star power, helped her collaboration with the brand garner attention from the broader beauty community. In all, the MAC x Nicki Minaj collection drove $5.5M EMV.
Fenty Beauty Debuts to Acclaim
Fenty Beauty collected $72.0M EMV over the month, earning influencer praise for both its high-quality products and the unprecedented inclusivity of its shade range. Founder Rihanna fêted the release with a launch party in NYC, inviting established beauty bloggers. Following the launch, the internet erupted with influencers eagerly reviewing the brand’s products on YouTube and Instagram.
Too Faced Partners With Kandee Johnson
Too Faced’s $37.0M EMV total was bolstered by the release of the “I Want Kandee Collection” in collaboration with powerhouse influencer Kandee Johnson (@kandeejohnson on Instagram, 1.7M followers). Several prominent influencers embraced the collection with a range of themed tutorials or looks. Kandee drove a total of $461.0K EMV across 36 posts as one of Too Faced’s top five highest EMV-generating ambassadors in September, while the I Want Kandee Collection garnered $1.2M.
Top Skin Care Brands:
1. Lush – $4,178,019
2. Glamglow – $3,748,615
3. Tatcha – $3,526,722
4. Farsali – $3,501,693
5. Bali Body – $2,869,427
6. Kiehl’s – $2,787,315
7. Loving Tan – $2,691,304
8. Caudalie – $2,099,632
9. Neutogrena – $2,090,296
10. Clinique – $1,739,315
Kiehl’s Engages Influencers and Celebrities in Philanthropic Efforts
As part of the #KiehlsxAutismSpeaks ($289.9K EMV) campaign, the brand enlisted actor Matthew McConaughey (@MatthewMcConaughey on Facebook) to help design limited-edition packaging for its hero Ultra Facial Cream, which actresses Becca Tobin (@becca on Instagram) and Jamie Chung (@jamiejchung) promoted in their content. The project also received organic mentions in the wider influencer community.
Lush Highlights Products at Creative Showcase
Lush claimed the No. 1 spot in the Top 10 with $4.2M EMV, fueled in part by its extravagant Creative Showcase in early September. Offering a closer look at the brand’s products as well as the technology behind them, the London event also spotlighted an array of musical and cinematic artists and garnered significant influencer attention.
Top Hair Brands:
1. Brazillian Bond Builder – $5,236,266
2. Olaplex – $4,647,922
3. Redken – $4,033,393
4. L’Oréal Professionnel – $3,699,362
5. L’Oreal Paris – $3,440,448
6. Pulp Riot – $3,333,006
7. TRESemmé – $3,281,478
8. Wella – $3162,601
9. Arctic Fx Hair Color – $2,649,166
10. Pantene – $2,368,430
Redken Treats Influencers to Exciting NYFW Experience
Redken was a fixture at New York Fashion Week as influencers tagged their Redken-styled hair and took advantage of exclusive, brand-facilitated opportunities.
L’Oréal Professionnel Takes Venice Film Festival by Storm
Attendees of the 74th Annual Venice Film Festival faithfully tagged L’Oréal Professionnel in content displaying their L’Oréal styled coiffures. In all, #VeniceFilmFestival yielded $294.4K EMV as one of the brand’s top September hashtags.
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