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Anastasia Beverly Hills, Farsali, Brazilian Bond Builder Get Top Spots for Earned Media Value

Tribe Dynamics’ October report details the cosmetics, skin- and hair-care brands that recorded the most earned media value.

Ranking at the top spot yet again, Anastasia Beverly Hills recorded an earned media value of $104.4 million in October, a 13 percent year-over-year increase. The brand’s earned media value primarily came from Instagram, where it recorded $92.7 million.

Following Anastasia Beverly Hills is MAC Cosmetics with $79.7 million, a 53 percent year-over-year increase, and NYX Professional Makeup, with $62.7 million, also a 53 percent year-over-year increase.

Rihanna’s Fenty Beauty, which made its way to the third spot last month right after its launch, received the eighth spot in October with $42 million, a 290,830 percent year-over-year increase.

Another significant jump was experienced by Huda Beauty, which recorded $47.3 million in earned media value, a 218 percent year-over-year increase. This increase can be credited to the brand’s #FauxFilter Foundation launch, which garnered attention and praise from top influencers, like Jeffree Star.

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For skin care, Farsali earned the top spot with $5.5 million, a 47 percent year-over-year increase. This increase can be attributed to the brand’s launch of Jelly Beam, a gel highlighter, which received attention from influencers across social media platforms.

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The second spot went to Glamglow with $4.1 million, a 35 percent year-over-year increase, and the third spot went to Kiehl’s with $4.1 million, a 152 percent year-over-year increase.

Brazilian Bond Builder, a professional hair-care line, received the top spot on Tribe Dynamics’ October hair report with $5.8 million, a 773 percent year-over-year increase.

L’Oréal Paris followed in second with $4.8 million, a 48 percent year-over-year decrease and in third Olaplex with $4.4 million, a six percent year-over-year decrease.

Earning the 10th spot on the list, Ouai recorded $2 million in earned media value, a 26 percent year-over-year increase. This increase can be credited to the brand’s presence during Paris Fashion Week, where it worked with influencer Brittany Xavier. The influencer uploaded several posts on social media that included the brand’s products, collecting $105,700 in earned media value for Ouai.