February saw a few newcomers to Tribe Dynamics Top 10 rankings, while up-and-coming brands began increasing their presence in the influencer marketing space. In cosmetics, mass makeup brands E.L.F. and Wet n Wild launched hydrating versions of their hero complexion products generating buzz from content creators, and influencers showed the love for both Sugarpill’s and Violet Voss’ mini eyeshadow palettes resulting in 19% and 27% month-over-month surges, respectively. Meanwhile, WISHFUL, Huda Kattan’s new skin care brand, and affordable, ingredient-focused Good Molecules both broke into skincare’s Top 10 in February thanks to growing influencer interest. In hair care, Function of Beauty, which offers customizable hair care products, continued its earned media rise, and Eva NYC exhibited impressive month-over-month EMV growth following an expansive influencer campaign.

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