November’s Top Makeup Brands: ColourPop Dethrones Anastasia Beverly Hills, Influencer-founded Brands Power Growth

Beauty TTT's
A chart showing the top 10 makeup brands in the U.S. by November EMV performance.

Seasons change, influencer drama comes and goes, but one thing in the world of beauty has always remained the same: Anastasia Beverly Hills’ No. 1 ranking by Earned Media Value. Until now. Thanks to its launch-heavy approach to brand-building, affordable price point, and strong investment in its influencer community, ColourPop has steadily risen in the ranks over the past few years, culminating in its position as November’s top makeup brand by EMV. Let’s take a deeper look at ColourPop’s achievement, as well as other top-performing November brands:

 

Top US Makeup Brands, November 2019

A chart showing the top 10 makeup brands in the U.S. by November EMV performance.

ColourPop

ColourPop collected $54.0M EMV in November, earning mentions from 2.2k influencers. The brand saw significant buzz surrounding its new Pretty Fresh Hyaluronic Concealer, which garnered $3.3M EMV as the brand’s top product of the month, as well as the Disney Designer Collection ($2.8M EMV). Though ColourPop’s November total marked an 11% month-over-month decline (all Top 10 makeup brands experienced MoM decreases this month), it proved a 55% increase from ColourPop’s November 2018 EMV total. Will ColourPop continue its reign over the makeup vertical into December? Be sure to subscribe to our monthly Tribe Top Ten series to find out!

Hourglass

Hourglass sparked success in November with its limited-edition Ghost Holiday 2019 Collection ($1.2M EMV). The brand netted $9.6M EMV in all, featuring in 2.2k pieces of content from 856 influencers. Though its monthly EMV total represented a 4% decline from October, Hourglass outperformed the Top 10, which averaged a 25% MoM decline. 

Screen Shot 2019-12-16 at 12.33.49 PM-1

Jeffree Star Cosmetics, Jaclyn Cosmetics, & Tati Beauty

Following the internet-breaking launch of the Shane x Jeffree Conspiracy Collection, Jeffree Star Cosmetics made its Top 10 debut in November with $21.6M EMV. Similarly, Tati Beauty, which launched its Textured Neutrals Vol 1 palette at the end of October, gained steam in November, collecting $4.0M EMV. Meanwhile, after its controversy-marred brand launch this summer, Jaclyn Cosmetics returned with a line of highlighters that held up to influencers’ increased scrutiny, helping the brand accrue $2.3M EMV this month. 

To learn which brands made the Top 10 or posted notable EMV growths in November, be sure to check out our full November Cosmetics Tribe Top Ten report!

 

VIEW NOVEMBER COSMETICS TOP 10

Read More

Related Articles

Boxycharm’s March Box Sparks Conversation About Brands Outside Top 10

 

Brands like Wander Beauty and Cover FX experienced notable month-over- month EMV growths, buoyed by the inclusion of their...
Beauty TTT's

September’s Top Makeup Brands: Laura Mercier’s & Haus Laboratories’ Grand Earned Media Entrances

While summer began to wind down in September, the top makeup brands picked up steam. We saw some pretty dramatic...

TTT's

March’s Top Beauty Brands: How Cosmetics, Skincare, and Haircare Brands Powered EMV Growth During COVID-19

As the world changed in unprecedented ways in March, so did the way we approached our monthly coverage of global beauty and...

Beauty TTT's In the news Skincare Haircare

Ready to unlock your brand’s influencer marketing potential?

Tribe Dynamics provides iconic brands the full picture of their influencer marketing programs through industry-leading data and influencer marketing analytics solutions. We work with brands, retailers, and agencies across industries—from beauty to entertainment—so let’s get in touch to see if we’re the right fit for you!

“Working with Tribe Dynamics over the past 5+ years has been a true partnership in every sense of the word. The sophistication in their data is unmatched in the industry, and the level of insight in their analysis has become indispensable for any marketer in the beauty space today. They’re truly best-in-class.”

Mehdi Mehdi, Chief Digital Officer,
Rare Beauty

"Tribe Dynamics' influencer marketing platform provides a holistic view of our ambassadors as well as hard data that proves their importance to company leadership."

Joy Findeisen, Brand Relations and Digital PR Manager,
Benefit