Despite weak sales of color cosmetics, makeup brands still dominate influencer marketing.
New data from Tribe Dynamics, which tracks the biggest brands earning earned media value, shows the top 10 so far this year are all focused on makeup. Despite the proliferation of TikTok, Instagram and YouTube remained the most profitable channels.
“Video content, in general, is extremely important. This is an area in which influencers invest, brands invest and consumers respond, ”said Brit McCorquodale, senior vice president of revenue at Tribe Dynamics. Instagram stories have also become a higher priority for social marketers. “Instagram stories have exceeded the total volume of content on the grid, exponentially – probably ten times that,” she said.
Here, the list of the 10 best brands ranked by EMV, and the best influencers.
1. ColourPop, 214 019 167 $, Amelia Morley.
2. Anastasia Beverly Hills, 184 636 016 dollars, Thivi Baskar.
3. Morphe, 184 616 353 $, James Charles.
4. Prestation, 147 385 385 dollars, Angelica Torres.
5. Huda Beauty, $ 132,933,974, Petra Miettinen.
6. Fenty Beauty, 128 713 291 $, Nae Harrison.
7. NYX Professional Makeup, $ 127,016,282, Mei Pang.
8. MAC Cosmetics, 112 390 556 dollars, Bailey Sarian.
9. Laura Mercier, $ 101 869 840, Vanessa Funes.
10. NARS, 97 195 666 dollars, Lena Bagrowska.
Source: Tribal dynamics
Period: January 2021 to April 2021
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