ColourPop continued its steady climb towards the Top 10, collecting $7.5M EMV this month after garnering $5.7M in February. This 33% month-over-month gain (well above the Top 10’s average 1% growth) was linked to increased coverage of the ColourPop x Zoella Brunch Date Collection, which launched in late February with $679.9k EMV and powered $800.4k from 87 ambassadors in March. Notably, the range managed to grow its EMV despite decreased contributions from Zoe Sugg (Zoella on YouTube) herself, suggesting that the partnership was adopted by the wider beauty community. The Brunch Date collection’s No. 2 ambassador after Zoe was micro-influencer Hannah Malik (@hmxlik on Instagram), who generated $145.6k EMV across seven enthusiastic posts after receiving the range in a send.
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Tribe Top 10, our monthly publication series, ranks the top beauty and fashion brands in earned media performance and reveals exclusive insights into trending content, products, and brands. We publish, and work with brands, in Cosmetics, Skincare, Haircare, Luxury, Non-Luxury Fashion, and Fashion Retailers in the U.S., as well as in 13 international markets. Visit TribeDynamics.com for full access to our reports.