Huda Kattan

Huda Beauty is winning at social media.

The billion-dollar makeup brand, founded by superinfluencer Huda Kattan, counts 38.6 million Instagram followers, making it the platform’s most-followed beauty brand. Having spent the past five years building its social platform, Huda Beauty is now seeing its efforts pay off. According to new data from Launchmetrics, the brand generated $54.4 million in Media Impact Value in June alone.

Influencers were the top source of MIV for the brand, which is known to share user-generated content, insider tips from Kattan and memes and press shoutouts three to five times a day. It has seen particular success with video content — its videos have a 38 percent higher engagement rate than static posts.

Celebrities generated the least amount of MIV for Huda Beauty at just $101,700. Media accounted for $2.9 million in MIV, while Huda Beauty’s owned media nearly doubled that at $6.8 million. The bulk of the brand’s MIV came from influencers, who accounted for nearly $44 million, or 81 percent, of the total MIV for June.

Huda Beauty’s influencer strategy involves a mix of mid-tier to superinfluencers. The leading influencers who drove MIV to the brand were @sadaf_beauty, who generated $2.8 million in MIV, and @marimaria, who accounted for $2.5 million in MIV. Tati Westbrook, aka @glamlifeguru, also drove $1.6 million in MIV to Huda Beauty. Westbrook made headlines earlier this year for her much-publicized feud with fellow YouTuber and mentee James Charles.

As WWD previously reported, owned media strategies add value to one’s brand. The industry standard is an average of $5.1 million in monthly owned media MIV. At $6.8 million in owned media MIV for June, Huda Beauty easily surpassed that.

More from WWD.com:

For Beauty Brands, Recognizing One’s Owned Media Value Is Power

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