While shelter-in-place orders dominated global social media conversation early in Q2, later in the quarter, widespread protests for racial justice prompted a surge of enthusiasm for Black-owned beauty brands. Influencers from Spain to Germany voiced their support for brands like Juvia’s Place and Fenty Beauty, bolstering these companies’ EMV totals. At the same time, top U.K. beauty brands like Benefit and Morphe enjoyed widespread inclusion in unsponsored makeup tutorials, while in France, Milk Makeup and Pat McGrath Labs achieved notable EMV gains thanks to hero complexion products.

In this report, Tribe investigates the activations, influencers, and content trends that powered momentum for international beauty brands in Q2, along with EMV data and community metrics for the Top 10 brands in each market.