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Though summer tends to be a quieter period for makeup brands’ earned media value overall, data from CreatorIQ shows Huda Beauty is bucking the seasonal slowdown.
The brand’s EMV, a measurement of social media buzz and engagement, grew 21 percent in June, fueled by the news that founder Huda Kattan would regain control full ownership of the brand after buying back TSG Consumer Partners’ minority stake.
“Creators greeted the news with enthusiasm,” said Alex Rawitz, director of research and insights at CreatorIQ, adding the brand saw 43 percent month-over-month improvement in impressions and 44 percent growth in engagements. Its Lip Contour Stain and Faux Filler Jelly Oil launches also fueled growth, though not as much as the brand’s signature Easy Bake Loose Powder, which accounted for $17.7M EMV and, Rawitz said, “underscores the importance of hero products.”
The other nine brands comprising the top 10 by EMV in June all declined relative to their May totals, which Rawitz said is typical on the heels of Spring activations.
E.l.f. — fresh off the May announcement that it would acquire Hailey Bieber’s Rhode in a $1 billion deal — took the number-two spot, while ColourPop came in third. Like Huda Beauty, the brand launched a new lip stain in June, also restocking a fan-favorite Twilight-inspired and Bratz-inspired collections.
The top 10 U.S. cosmetics brands by June EMV, per CreatorIQ.
1. Huda Beauty: $63.6 million
- 12,300 posts
- 46.8 million engagements
Huda Beauty lip stain
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2. E.l.f. Beauty: $50.5 million
- 14,500 posts
- 28.1 million engagements
E.l.f. Pout Clout Lop Plumping Gloss Pen
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3. ColourPop: $43.5 million
- 17,800 posts
- 18.4 million engagements
ColourPop HydraPop Glossy Lip Stain
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4. Maybelline New York: $43.4 million
- 13,600 posts
- 23.8 million engagements
Maybelline tinted SPF moisturizer
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5. Charlotte Tilbury: $42.6 million
- 10,800 posts
- 21.9 million engagements
Charlotte Tilbury Unreal Lip Oil
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6. NYX Professional Makeup: $41.7 million
- 12,200 posts
- 23.7 million engagements
NYC Smushy Matte Lip Balm
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7. MAC Cosmetics: $39.1 million
- 10,900 posts
- 21.2 million engagements
MAC Glow Play Tendertalk Lip Balm
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8. Rare Beauty: $37 million
- 10,300 posts
- 22.4 million engagements
Rare Beauty lip oil
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9. Nars Cosmetics: $36.5 million
- 7,400 posts
- 22.6 million engagements
Nars Pure Radiant Tinted Moisturizer
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10. L’Oréal Paris: $36.2 million
- 7,800 posts
- 26 million engagements
L’Oréal Paris Skin Ink
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