In this report, Tribe Dynamics shared the top cosmetics brands for April 2019, revealing several successful influencer brand partnerships within the category.
Top Cosmetics Brands:
1. Anastasia Beverly Hills – $77,784,394
2. Huda Beauty – $56,470,861
3. ColourPop – $56,014,143
4. Benefit – $55,926,191
5. Morphe – $52,946,059
6. MAC – $45,001,409
7. Fenty Beauty – $42,633,963
8. Too Faced – $41,630,922
9. NYX Professional Makeup – $39,367,925
10. Urban Decay – $36,491,823
Spotlight: No Activations? No Problem. #FestivalMakeup Fuels Content Creation
Among April’s Top 10 Cosmetics brands, #FestivalMakeup generated an average $1.1M EMV, while #Coachella drove an average $913.7k EMV. Of the Top 10 brands, the highest #Coachella total was garnered by NYX Professional Makeup, which hosted a “Glitter Goals” activation as the official beauty partner for the festival. Though beauty brands still send influencers to the festival, these totals suggest that rather than gaining coverage through large-scale, expensive brand activations, many beauty brands are garnering more passive content via the larger “festival look” trend.
Outside of the Top 10, YSL Beauty approached Coachella with a unique spin, setting up a “YSL Beauty Station” gas station pop-up en route to the festival. The pop-up inspired content tagged #YSLBeautyStation, which collected $934.0k EMV as the brand’s No. 2 EMV-generating hashtag. Overall, YSL Beauty garnered $7.5M EMV in April, a 27% month-over-month growth that outpaced the Top 10 Cosmetics brands’ 6% average decline.
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