Surfing social media for the best in beauty can be similar to an Olympic sport. So which beauty products garnered the highest engagement on social media in 2020? Tribe Dynamics, the industry’s leader in analyzing influencer behavior and tracking Earned Media Value (EMV), compiled a list of 2020’s social stars to compete for the Social Media Superstar Award as part of CEW’s Beauty Creators Awards. CEW is asking for consumers and executives alike to vote for the product they believe is best of the best. Here, the finalists for this year. Be sure to vote.
2020’s Top 8 Beauty Brands on Social Media
Anastasia Beverly Hills
2020 EMV: $200.2M EMV
What it does: This waterproof, multitasking, buildable matte brow pomade won’t budge. It’s designed to help achieve more robust brows, one faux hair at a time.
What makes it so special: This high pigment formula glides on easily, making it super-simple to create hair-like strokes. It also dries fast, so it won’t smear.
Why it’s hot on social: The product has major hype on social media because it’s so easy to show the tutorials for a dramatic before and after. The sheer variety of shades makes it easy to find the tone that perfectly matches any brow hue from super light blonde to the deepest black. Also, the brand partnered with TikTok mega makeup star Mikayla Nogueira on a sponsored post that garnered more than 270K likes.
Precisely, My Brow Eyebrow Pencil
2020 EMV: $150.5M EMV
What it does: This best-selling brow pencil is available in 12 shades and boasts an ultra-fine tip to help consumers draw natural-looking, waterproof brows that last up to 12 hours.
What makes it so special: This pencil withstands even the sweatiest workout, making it ideal for those who want a microbladed effect without having to get the actual treatment.
Why it’s hot on social: Benefit partnered with TikTok influencer @lekalul on a sponsored video where she shared a dramatic before and after, going from sweats and glasses without makeup, to a full glam effect with perfectly shaped, defined brows using just a few strokes. The post garnered 62.2K likes.
Easy Bake Loose Powder
2020 EMV: $103.2M EMV
What it does: This loose powder suits all skin tones and is designed to create an airbrushed, long-lasting complexion, blur the appearance of pores and fine lines, and hold makeup in place all day.
What makes it so special: The name nostalgia resonates with children of the ‘90s who loved their EZ Bake ovens, but the formula also performs. Available in eight shades, this powder was created by known “baker” Huda Kattan as she believes wholeheartedly in the power of baking as a key step in creating a flawless finish. This powder is formulated with vitamin E so it’s less drying. It’s also non comedogenic.
Why it’s so hot on social: Huda Beauty’s Instagram feed has an audience of nearly 50M followers, so that certainly helps. This translucent powder also boasts an excellent tagline—”so you can bake without the cake.” The silky texture offers a hint of sheen, a rarity when it comes to powders. This makes the formula a good option for setting under eye concealer without having it settle into fine lines and wrinkles in the eye area.
Born This Way Super Coverage Multi-Use Sculpting Concealer
2020 EMV: $87.9M EMV
What it does: This full-coverage, hydrating liquid concealer formula highlights, contours and of course, conceals—and comes in a wide range of shades.
What makes it so special: This concealer is made with coconut water to help replenish skin’s moisture levels in the delicate, often dry, eye area.
Why it’s hot on social: With 338.4K hearts on Sephora.com, this concealer is also featured on Too Faced’s Instagram feed, to an audience of 12.9M followers. In addition, it’s part of the brand’s best-selling Born This Way complexion franchise, adding to the success of this product.
2020 EMV: $78.4M EMV
What it does: An iconic lip pencil that’s created for shaping, lining or filling in lips.
What makes it so special: This cult-favorite product has been in everyone’s handbag since the brand skyrocketed to popularity in the ‘90s. Its creamy formula and staying power makes it a go-to for makeup artists and consumers alike. It’s known for not skipping or dragging, as well as working well with a variety of lipstick shades.
Why it’s so hot on social: TikTok has an obsession with plump lips and how to achieve them. Gen Z has recently acquainted themselves with “Friends,” and as such, Jennifer Aniston’s character, Rachel Greene. Per an interview by beauty journalist and TikTok user @laucapon did with Friends’ makeup artist, Robin Siegel, Rachel wore the iconic Mac Lip Pencil in Spice. The TikTok video got 355K views.
Gloss Bomb Universal Lip Luminizer
2020 EMV: $75.3M EMV
What it does: This lip luminizer is designed to flatter all skin tones and is available in six universal shades.
What makes it so special: A single swipe of this gloss looks to leave lips full, smooth and shiny without any stickiness. It also boasts a peach-vanilla scent.
Why it’s hot on social: The megawatt shine of this looks-good-on-everyone gloss, paired with stunning superstar Rihanna at the brand helm, are a lot to contend with. With a post on her @badgalriri Instagram feed about Gloss Bomb, she got nearly 3.6M likes. Rihanna’s personal Instagram boasts over 108M followers—nothing to sneeze at.
Crème Gel Liner
2020 EMV: $56.5M EMV
What it does: This creamy, pigmented creme gel pencil can be sharpened for precise color delivery.
What makes it so special: Blending is easy, thanks to this versatile formula. It can be used to create a sharp, graphic line or smudged out immediately after lining, to create a soft-focus effect. It’s also cruelty-free.
Why it’s hot on social: Items stand out on social because of their brightly colored packaging, making it Instagram and TikTok friendly. Also, the color on the outside of the pencil matches the hue of the pencil, making it easy to identify in an overstuffed makeup bag. At a price point under $6, this easy-to-use liner pencil looks to create long-lasting definition.
Epic Ink Liner
NYX Professional Makeup
2020 EMV: $47.5M EMV
What it does: An eye liner pen designed to make drawing pigmented lines easier than ever.
What makes it so special: It’s ultra-pigmented and waterproof to help create lines effortlessly. It’s also vegan, cruelty free and PETA-certified. No smearing, no smudging, no budging.
Why it’s hot on social: Ease of application makes this a standout. This pen makes perfecting the elusive, sharp, feline flick a no brainer, thanks to its flexible brush tip and satin-finish formula.