Tribe Dynamics shared the top cosmetics brands on social media for the month of August, 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. Here, the key takeaways from the report.

Top Brands

1. Anastasia Beverly Hills – $68,678,443

2. Benefit- $45,883,635

3. Urban Decay – $44,942,373

4. MAC – $44,247,463

5. Tarte – $44,073,747
6. NYX – $42,998,390
7. Too Faced – $38,155,824
8. Morphe – $31,932,222

9. Make Up For Ever – $28,332,961
10. Kat Von D – $25,611,011

Brand Highlights

  • Urban Decay teased its upcoming all matte eyeshadow collection, the Naked Ultimate Basics Palette — a huge hit with influencers who received a sneak peek. The promotional hashtag #youlookbetternaked garnered $1.1M EMV in August.
  • MAC unveiled its Taraji P. Henson cosmetics collection, created in partnership with the Academy Award-nominated actress. The collection, hyped with the hashtag #mactaraji, sold out instantly upon its September debut.

  • Kat Von D climbed back into the Top 10, replacing newcomer Huda Beauty. The announcement of its forthcoming collaboration with Too Faced, the Better Together Collection, helped drive the comeback.

  • Kylie Cosmetics is closer than ever to the Top 10, coming in as August’s #11 beauty brand by EMV. Powered by spokesmodels like international popstar Helly Luv and popular lip shades like Freedom, Kylie Cosmetics is one brand to keep an eye on.

For the complete report, click here.

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