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. For the complete March report, please
Top 10 Brands
1. Anastasia Beverly Hills – $65,033,263
2. MAC – $39,279,572
3. Tarte – $38,328,641
4. Benefit – $34,844,285
5. Too Faced – $32,252,637
6. Huda Beauty – $31,428,941
7. ColourPop – $27,708,971
8. NYX – $27,366,574
9. Urban Decay – $27,083,570
10. Make Up For Ever – $23,408,491
Brand Analysis: ColorPop
ColourPop’s constant engagement of influencers, as individuals and as a community, successfully drew both beauty bloggers and their followers to its new, on-trend products. In a single month, ColourPop launched, sold out, and restocked both the #Alchemy collection and several shades of the Brow Pencil and Brow Colour. Mentions of ColourPop’s Brow Pencil garnered an impressive $2.1M EMV.
Brand Analysis: Huda Beauty
Influencer Lisa Eldridge earned a total of $243.2K EMV for Huda Beauty over the month. Loyal influencers like Nicol Concilio, NikkieTutorials, and Alannized drove even more EMV—$3.9M, $3.4M, and $1.2M, respectively—with authentic content that featured both lip pencils and the brand’s hero offering, false lashes. With such a strong community of organic supporters, Huda Beauty is well positioned to launch its next planned product collection: nine liquid lipsticks to match its sold-out Lip Contour pencils.
Brand Analysis: Benefit
Benefit continued to forge meaningful relationships with PatrickStarrr and Manny Mua inviting them to San Francisco to star in a photoshoot for Cheekathon, the brand’s limited-edition, five shade blush and bronzer palette. Their fellow influencer and friend KathleenLights, who had recently endorsed Manny Mua’s product collaboration with Makeup Geek on her social channels, joined the pair, posing and laughing in front of a bright, Benefit-pink background. The influencers’ previews of the photoshoot on their social channels helped drive $559.0K EMV around the Cheekathon palette in March.