December 10, 2019
It’s hard to believe that 2019 is already coming to a close. As Tribe Dynamics reflects on the year and the trends that have come and gone (VSCO girls, we hardly knew ye), it’s safe to say that increased interest in skincare is here to stay.
But with so many skincare products popping up on the market, it’s hard to know which ones are the real deal. So, as always, we’ve turned to the beauty community to guide the way.
In our “12 Days of Skincare Faves” series, we’ll spend each day highlighting one skincare product that influencers went crazy for in 2019. Be sure to keep checking back here to see which products made the nice list! (Last-minute holiday shoppers, take note.)
Help your makeup sleigh all day with Tatcha’s The Silk Canvas, a product that has undeniably cemented its status as a 2019 influencer favorite. The primer accrued an impressive $32.8M EMV between January and November, surpassing Tatcha’s No. 2 product, the Luminous Dewy Skin Mist, by more than $19M EMV. This total almost doubled The Silk Canvas’ $16.8M haul between January and November 2018 (the product launched in February 2018), suggesting that the primer has only continued to pick up steam. A total of 954 influencers mentioned The Silk Canvas across 5.6k posts throughout 2019. Beauty blogger Garrett Hahn (@omgitsgare on Instagram) emerged as the primer’s top earner, garnering $2.0M EMV via 50 makeup looks. On average, influencers drove an impressive $34.4k EMV for The Silk Canvas across 5.9 posts each.
So long, pores! Influencers raved about Farsáli skincare’s Skintune Blur this year, helping the product generate $17.2M EMV between January and November as the brand’s No. 1 offering (surpassing the hero Unicorn Essence’s $13.5M EMV haul). A total of 288 content creators mentioned the serum in their posts, 199 of whom did so more than once. Skintune Blur’s most prolific advocate, makeup artist Sohal Grewal (@blueroseartistry on Instagram), featured the product in a whopping 158 client looks, powering $676.4k EMV.
Launched in March, Ole Henriksen’s Banana Bright Face Primer skyrocketed to influencer acclaim in 2019. The product netted $13.9M EMV from 442 content creators, 270 of whom included the product in more than one post. Bloggers praised the primer for its blurring and brightening effect, frequently crediting it as the first step in their makeup routines. To celebrate the launch, Ole Henriksen invited influencers to a #GlowCamp ($2.0M EMV) retreat in Jackson Hole, Wyoming. U.K.-based beauty blogger and #GlowCamp attendee Jamie Grant (@jamiegenevieve on Instagram) ranked as the Banana Bright Face Primer’s No. 1 ambassador, driving $1.1M EMV across 22 organic makeup looks.
Pixi Beauty Skincare’s hero Glow Tonic has been on influencers’ skincare wishlist for many years, and 2019 was no exception. In fact, the toner’s $8.3M EMV between January and November of this year represented a 75% growth from its $4.7M EMV haul last year. A total of 1.4k influencers included the Glow Tonic in 3.9k posts in 2019, up from the product’s 1.1k ambassadors and 2.7k posts in 2018. U.K.-based beauty guru Nikki Patel (@nikkissecretx on Instagram) featured the toner in 21 skincare routine posts throughout the year, driving $910.8k EMV as the product’s top advocate by nearly $600k EMV.
Dreaming of pillowy-soft lips? Laneige’s hero Lip Sleeping Mask might just make that wish come true. The product accrued $8.0M EMV from 932 influencers between January and November, with 438 content creators mentioning it more than once. Beauty YouTuber Leesha listed the Lip Sleeping Mask as one of her “go-to products” in the description section of 108 videos, powering $502.5k EMV as the product’s top earner. The lip mask saw a spike in October, when Laneige released limited-edition “Mint Choco” and “Sweet Candy” versions, inspiring content tagged #ISleptWithLaneige ($1.2M EMV).
Leaving influencers’ skin brighter than Rudolph’s nose, Glow Recipe’s Watermelon Glow Ultra-Fine Mist proved a beauty blogger favorite in 2019. The March-launched product generated $7.4M EMV between January and November, scoring shoutouts from 343 influencers, 165 of whom mentioned it in more than one piece of content. Beauty guru Allie Binkowski (@allieballiemakeup on Instagram) drove an impressive $1.4M EMV of this total by crediting the face mist as the first step in 115 makeup looks this year. While many content creators praised the product for its summery scent, influencers relied on the face mist to keep their skin hydrated well into the holiday season.
Throughout 2019, influencers relied on Foreo’s facial cleansing devices to keep their skin clean and clear, with many favoring the Luna Mini 2. The product ranked as Foreo’s top offering between January and November, netting $5.3M EMV from 175 content creators. U.K.-based beauty blogger Ling Tang (@ling.kt on Instagram) proved the Luna Mini 2’s most potent and prolific advocate, driving $563.2k EMV across 11 posts. Ling shared that the product has “helped keep my skin so clean, especially after wearing heavy makeup.” The Luna Mini 2 gained significant momentum this year, more than doubling its $2.1M EMV total from January to November 2018.
Want to keep your complexion merry and bright this holiday season? Look no further than Drunk Elephant’s C-Firma Day Serum. The Vitamin C-packed product collected $4.5M EMV between January and November, scoring shoutouts from 526 influencers across 1.4k posts and ranking as Drunk Elephant’s top 2019 offering (though the Protini Polypeptide Cream came in a close second, also netting $4.5M EMV). Beauty blogger Alaha Majid (@makeupbyalaha on Instagram) emerged as C-Firma’s top-earning advocate, generating $502.6k EMV via an impressive 96 posts. The product’s 2019 total marked a notable improvement from its $2.5M EMV via 350 influencers between January and November 2018.
A glowing complexion that’s just one spritz away? It may seem too good to be true, but according to many beauty bloggers, it can be achieved with Caudalie’s Beauty Elixir. The product garnered $4.1M EMV between January and November, featuring in content from 496 influencers. Makeup artist Mohammed Hindash (@hindash on Instagram) drove $614.5k EMV by using the Beauty Elixir—which he described as his “top-rated skincare product” that he “can’t live without”—to prep his clients’ faces for makeup in 19 pieces of content. The Beauty Elixir enjoyed a notable surge in content creation in July ($1.1M EMV), when it was released in limited-edition pink packaging.
Thanks to Glossier skincare’s cult favorite Balm Dotcom, influencers kissed chapped lips goodbye in 2019. The popular lip balm accrued $3.0M EMV between January and November, featuring in content from 527 bloggers. Skincare enthusiast Kate Fleming (@the.skincare.diary on Instagram) ranked as Balm Dotcom’s top earner, mentioning the product in 13 posts ($340.9k EMV), many of which were follower giveaways. While Balm Dotcom maintained steady momentum throughout the year, the product enjoyed its highest monthly total in August ($531.5k EMV), stemming largely from buzz surrounding the launch of a “Berry” tinted edition.
‘Tis the season for snowflakes—and, unfortunately, flaky skin. Throughout 2019, many content creators kept their skin hydrated with Kiehl’s’ Ultra Facial Cream, which ranked as the brand’s No. 1 offering from January to November with $2.8M EMV from 252 influencers. This year’s total proved nearly double the Ultra Facial Cream’s $1.4M EMV haul via 218 bloggers between January and November 2018. U.K.-based beauty blogger Nikki Patel (@nikkissecretx on Instagram) credited the moisturizer in 17 makeup and skincare posts ($476.9k EMV) as the product’s top 2019 earner by nearly $200k EMV.
Maintaining a tan can be difficult in the winter months, but Loving Tan is trying to change that with its hero 2 HR Express Self Tanning Mousse. Influencers praised the tanning mousse for keeping their bodies bronzed all year round, powering $1.3M EMV for the product between January and November. In all, 97 bloggers mentioned the self tanner across 194 pieces of content. YouTuber Taylor Horn (Taylor Wynn) proved one of the product’s top advocates, calling it “the best self tanner I have ever tried” and praising its easy application and long-lasting wear. Taylor drove $104.8k EMV for the 2 HR Express Self Tanning Mousse via five posts in 2019.
Tribe Dynamics’ data-powered research and publications spotlight the most relevant activations, products, and brands that are driving earned media and moving the landscape (as we speak).
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