1. Anastasia Beverly Hills  $63,432,894

2. MAC  $45,357,774

3. NYX  $32,831,767
4. Too Faced  $28,283,077

5. Urban Decay  $26,973,210

6. Benefit  $20,971,475

7. Make Up For Ever  $18,651,013
8. ColourPop  $17,772,655

9. NARS  $17,025,998

10. Kat Von D  $16,673,559

Key Takeaways


  • October saw an influx of compelling, Halloween-inspired content creation from beauty influencers across all tiers. Top-tier influencers such asJaclyn Hill and Mykie of Glam&Gore battled it out for the best Halloween transformation, showcasing their makeup prowess by creating looks on par with professional Hollywood makeup artists.
  • Anastasia Beverly Hills hosted its annual extravagant Halloween party that was attended by beauty influencers, brand executives and Hollywood celebrities. Influencers posted Instagram photos from the event that captured the essence of what makes the ABH brand — and its parties — so unique: an authentic interest in its community.
  • Despite its noteworthy product packaging and flamboyant brand personality, Benefit’s brand awareness seems to be driven primarily by an awareness for specific hero products.
  • ColourPop continues its rapid growth in online awareness, thanks to its dedication to creating a tight knit community of advocates.
  • Urban Decay hosted an event in LA to celebrate the release of its first-ever celebrity designer collaboration with pop music phenom, Gwen Stefani. The brand invited top influencers, including Lauren Curtis, Vegas_Nay, chrisspy, iluvsarahii, desimakeup and christendominique, who shared their experiences on Instagram and Snapchat.

To view the full Tribe Dynamics report on the Top 10 Cosmetics Brands in Social Media in October, please click here.