It’s always a surprise (and a delight) to learn about who’s killing it on social media — especially if you don’t spend day and night on these platforms awaiting articles to break down what’s gone viral — and why— so that you’re in-the-know.

For January 2023, Tribe Dynamics researched the top 10 U.S. cosmetics, skin care, and hair care brands, as well as the top 10 beauty brands in Europe. According to Tribe’s most recent report, the power that influencers maintain remains strong. Here, insights on why certain brands reigned supreme, including what helped drive their earned media value [EMV], the estimated value of consumer engagement with digital earned media on platforms including Instagram, YouTube, Facebook, Twitter, TikTok, and Pinterest.

  • Charlotte Tilbury enjoyed a productive January thanks to powerhouse creator Bailey Sarian (@baileuysarian on Instagram) who shared four makeup tutorial posts with her signature murder/mystery style of storytelling driving $422K EMV for the brand.
  • Tarte’s catalyst for growth during the month was the brand’s creator community, which generated a total of 7.5K posts thanks to its much publicized (and scrutinized) influencer-packed trip to Dubai that sparked 59 conversations resulting in $770K EMV via both #TrippinWithTarte and #TarteDubai.
  • Too Faced celebrated the 10th anniversary of its Better Than Sex Mascara and tapped into its community for a corresponding ad campaign. The results? Creators drove conversations across social channels with 120 ambassadors sharing 184 posts resulting in $689K EMV.
  • Mielle Organics has been all over social media and scored $3.1M EMV in January. One of its products, Mielle Organics Rosemary Mint Scalp & Hair Strengthening Oil, received much of the love (mostly) that users either supported or denounced.

Access Tribe Dynamics’ Top Brands January 2023 U.S. Beauty, Fashion, & EMEA Beauty Report to read about the top beauty and fashion brands both in the U.S. and Europe.