While a significant majority of April’s top brands experienced month-over month declines, Make Up For Ever surged ahead by 60%, posting $3.2M EMV.
The brand, which did not place in this month’s Top 10, featured widely in festival looks, with #FestivalMakeup accruing $444.3k EMV as one of its 10 highest-earning hashtags. Notably, this represented 14% of Make Up For Ever’s monthly EMV—a greater proportion than for any Top 10 brand. (NYX Professional Makeup, which boasted both the Top 10’s highest net total and greatest proportion of #FestivalMakeup EMV, saw 8% of its April earnings driven by the tag.) Make Up For Ever’s prominence in festival content was due primarily to two influencers, Jamie Grant (@jamiegenevieve on Instagram) and Eloise Dutton (@makeupby_elliee), who respectively featured the Pro Light Fusion Undetectable Luminizer and Artist Color Pencil in festival-ready looks and tutorials. Both products enjoyed boosts this month: the Luminizer jumped from $150.1k in March to $366.5k EMV in April as the brand’s No. 1 product, while the pencil grew from $20.2k to $290.5k EMV. Eloise and Jamie increased their overall content creation for Make Up For Ever by over 200% each MoM, generating a respective $466.2k and $298.0k EMV as the brand’s top two ambassadors.
Read the full report to view rankings of the top UK brands in April!
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.