NYX Professional Makeup was the biggest winner in Influenster’s winners of its 2018 Reviewers’ Choice Awards: Best in Beauty. The L’Oréal brand scooped up six awards. ColourPop received five, Maybelline and Glossier tied with four titles. Dove, Drunk Elephant, Lush, Tarte Cosmetics, Kate Somerville, Morphe, Briogeo and Amika all tied with three category honors.
There’s no shortage of beauty awards in the industry. Influenster’s honors, however, reflect the opinions of authentic beauty consumers. The nearly 170 winners were selected based on the analysis of more than six million non-incentivized makeup, skin, hair, fragrance and nail product reviews left by Influenster members over the past 12 months. Influenster has more than 4.7 million members contributing 50,000 pieces of content on a daily basis.
Among trends spotted via this year’s awards are the continued rise of indie beauty, with these brands driving more total reviews than either mass or luxury logos in categories including eye shadows, facial masks and hair serums, and the chatter surrounding lipstick, which as a category drove the highest number of reviews, with liquid formulations being the top review-driving formats across mass, luxury and indie brands. Examples include Jeffree Star Velour Liquid Lipstick as best indie lipstick and Drunk Elephant Lala Retro Whipped Cream as best indie facial moisturizer. Not surprisingly based on consumer acceptance, Fenty Beauty by Rihanna Pro Filt’r Soft Matte Longwear Foundation won in the luxury foundation category.
“We were interested to see more and more Indie brands such as ColourPop, Lush, Sunday Riley and Briogeo driving both strong ratings and significant review volume, in some cases higher than than their mass and luxury counterparts. At the same time, the product that drove the most reviews on Influenster over the past 12 months — over 28,000 organic, unsolicited reviews — was a beloved drugstore staple: the Real Techniques Miracle Complexion Sponge,” said Elizabeth Scherle, president and cofounder of Influenster. “We’ve always known consumers shop cross-category in beauty; their makeup bags are a mash-up and our reviews tell this story. What makes Influenster such a unique resource is that it’s a single destination where beauty junkies can discover anything and everything, create content and spark conversation. With over 50,000 pieces of content created daily, we know what’s hot, what gets people talking, what trends are surfacing…and can make sure the most relevant information is in the hands of the right people.”
The full list of winners is available at influenster.com/awards/winners.