When a beauty brand creates a new campaign and partners with beauty influencers to spread the word on social media, Tribe Dynamics measures its success. This data is key for successful beauty marketing, when consumer engagement is always the ultimate goal. 

Tribe Dynamics provides beauty marketers with data-driven monthly reports. For February 2022, the team at Tribe Dynamics has identified the brands that ranked highest on social media—along with the influencer marketing strategies that fueled their success.

MAC, Eucerin & Bumble and Bumble top the lists for highest-ranking cosmetics, skincare and hair care brands. Comments from Tribe Dynamics’ team mentions the uber-successful social media campaigns that earned these brands the top spot.  

See highlights from the report below, which includes the beauty brands in the Top 10 in various categories. Download the full report, which includes fashion brands and other countries—or view it here.

Note: When ranking brands, Tribe Dynamics uses EMV—Earned Media Value. EMV is the company’s proprietary metric for quantifying the estimated value of consumer engagement with digital earned media. 

Highest Ranking Brands in the US on Social Media in February 2022

Top 10 Cosmetics Brands

1. MAC
2. Colourpop
3. Fenty Beauty
4. Anastasia Beverly Hills
5. Charlotte Tilbury
6. NYX Professional Makeup
7. Morphe
8. Benefit
9. NARS
10. Huda Beauty

Comments from Tribe Dynamics:

“MAC soared to the No. 1 spot with $43.0M EMV, a 76% month-over-month increase. This growth was spurred by rapper Saweetie (@saweetie on TikTok), in partnership with musician Cher (@cher), who invited influencers to “Show me what your MAC can do!”

“Over 1.6k influencers responded to the challenge in February 2022, helping #MACChallengeAccepted generate $18.9M EMV.”

Top 10 Skincare Brands

1. Eucerin
2. Glow Recipe
3. Tatcha
4. TULA
5. Sunday Riley
6. Caudalie
7. Fenty Skin
8. Youth to the People
9. Supergoop!
10. The Inkey List

Comments from Tribe Dynamics:

“Dermatologist-backed skincare brand Eucerin burst onto the Top 10 leaderboard in February, achieving a jaw-dropping 2.0k% month-over-month growth thanks to its viral #28DaysofEucerin TikTok challenge.” 

“The campaign, which invited TikTokers to show off their daily skincare habits using Eucerin products, garnered 7.7 billion views on the platform, with the associated hashtag generating $17.2M EMV—97% of Eucerin’s monthly total ($17.8M).” 

“Nearly 1.5k influencers participated in the challenge, inspiring 3.1k pieces of content in an effort to win a year’s supply of Eucerin body lotion.”

Top 10 Hair Care Brands

1. Bumble and Bumble
2. Olaplex
3. Redken
4. Schwarzkopf Professional
5. Wella
6. K18 Hair
7. Ouai
8. Oribe
9. Brazilian Bond Builder
10. Kerastase

Comments from Tribe Dynamics:

“Bumble & bumble posted astronomical numbers in February, rocketing to the No. 1 spot in the Top 10 with $20.4M EMV—an astounding 1.8k% month-over-month surge. Nearly all ($19.7M EMV) of this total stemmed from the brand’s #BbStyleFearlessly TikTok campaign, which saw influencers share their haircare and beauty routines under the Bumble & bumble banner.”

“The campaign resulted in a dramatic reconfiguration of the brand’s creator community: influencers who hadn’t posted about Bumble & bumble in January powered $20.3M EMV, accounting for 99 of the brand’s top 100 EMV-drivers in February. These incoming advocates fueled 561% and 547% MoM growths in Bumble & bumble’s community size and post count, respectively.”

Congratulations to all the brands in the top 10!

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