When it comes to social media performance, these Indie brands are small but mighty.

The data here reflects the overall earned media performance for 2014 on social media for the top 10 Indie makeup brands, as tracked by Tribe Dynamics. Anastasia Beverly Hills’ social media performance, especially on Instagram, was indicative of its overall meteoric performance in 2014. According to Tribe, the substantial increase in content was owed to buzz surrounding two products in particular: the best-selling Brow Wiz and newly released single eye shadows. Meanwhile, Lorac excelled on YouTube with haul and holiday-themed videos garnering upwards of 1 million views; its Pro Palette and Pro Palette 2 were responsible for a majority of these endorsements. Hourglass also stood out on YouTube, with products like Veil Mineral Primer and Ambient Lighting Palette especially popular with vloggers. Charlotte Tilbury had a strong showing on Pinterest, thanks to the high frequency of pins created by San Francisco–based Beautylish.

Indie Makeup Brands: Total EMV for 2014

1. Anastasia Beverly Hills: $59,556,382
2. Lorac: $31,398,875
3. Hourglass Cosmetics: $25,526,890
4. Charlotte Tilbury: $17,547,141
5. Becca Cosmetics: $17,291,607
6. TheBalm: $16,597,759
7. Julep: $16,143,310
8. It Cosmetics: $11,500,101
9. Illamasqua: $11,135,216
10. Pixi Beauty: $8,003,888


Percent Change: First six months of 2014 versus the last six months.

1. Anastasia Beverly Hills: + 479%
2. Lorac: + 79%
3. Hourglass Cosmetics: + 46%
4. Charlotte Tilbury: + 363%
5. Becca Cosmetics: + 182%
6. TheBalm: + 43%
7. Julep: + 7%
8. It Cosmetics: + 49%
9. Illamasqua: + 51%
10. Pixi Beauty: + 72%

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