Tribe Dynamics shared the top cosmetics brands on social media for the month of March, 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.

Anastasia Beverly Hills $59,014,992

MAC $34,173,660
Tarte $31,916,118

Urban Decay $29,578,064

Benefit $29,306,395

Too Faced $29,111,727


Huda Beauty $27,238,732

ColourPop $26,491,734



Brand Spotlight: Urban Decay

Urban Decay’s continued investment in its relationship with influencer madeyelook (also known as creativeboss) helped bolster the brand’s April EMV. The brand sent madeyelook its Alice in Wonderland collection in advance of its launch, inspiring the influencer to create a “Down the Rabbit Hole” transformation. She posted the completed look and tutorial across her social channels, generating $268,900 EMV for the brand over the month. Madeyewlook then used the palette to create even more versions of different Alice in Wonderland characters, like “Story Book Alice” and “Female Mad Hatter.” The influencer’s proliferation of content reflected a strong resonance between madeyewlook and Urban Decay. The brand not only facilitated madeyewlook’s makeup tutorials with its products, but tapped into her creative impulses and “inspired” her to create content.

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