Sign In

October’s Top Makeup Brands: Shane x Jeffree Conspiracy Collection, Tati Beauty Make Waves

Beauty TTT's
An advertisement for Jeffree Star Cosmetics’ Shane x Jeffree Conspiracy Collection, featuring YouTubers Jeffree Star and Shane Dawson.

While you may have been expecting another October Cosmetics Tribe Top 10 covering all things #HalloweenMakeup, powerhouse YouTubers Jeffree Star and Tati Westbrook made sure that we took a different route this month. With the stratospheric hype surrounding the Shane x Jeffree Conspiracy Collection and Tati Beauty’s debut Textured Neutrals Vol 1 palette, it was far from your average October. Read on to learn how these beauty influencers broke the internet—and don’t worry, we didn’t forget about #HalloweenMakeup’s Earned Media Value (EMV) impact on October’s top makeup brands!

Screen Shot 2019-11-14 at 10.45.41 AM-1

Jeffree Star Cosmetics

Subverting the format of a typical influencer product collaboration, Jeffree Star and Shane Dawson’s documentary chronicling the behind-the-scenes drama of creating a collaborative makeup collection for Jeffree Star Cosmetics was all anyone in beauty talked about this month. Thanks to this unprecedented buzz, Jeffree Star Cosmetics’ $25.4M EMV total in October represented an 84% month-over-month EMV growth—all before the Conspiracy Collection even launched. This hype eventually culminated in Jeffree and Shane breaking the internet on the collection’s launch day, November 1. Check out our full report to see how much of Jeffree Star Cosmetics’ monthly total came from Conspiracy chatter alone.

 

Screen Shot 2019-11-14 at 10.44.48 AM-1

Tati Beauty

Product review queen Tati Westbrook unveiled her long-awaited cosmetics brand this month, leaving the beauty community abuzz. The vlogger announced Tati Beauty on October 16 with a video titled “I’ve Been Keeping a Secret,” then released the brand’s first product, the Textured Neutrals Vol 1 eyeshadow palette, on October 25. Additionally, Tati innovated the traditional product release format, hosting a launch event strictly for her subscribers prior to sending out PR packages to the influencer community. Given the brand’s late-month launch, Tati Beauty’s $2.5M EMV total in October proved particularly impressive.

 

Top US Makeup Brands, October 2019

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

Anastasia Beverly Hills, Huda Beauty, & NYX Professional Makeup

In addition to these two influencer-founded launches, Anastasia Beverly Hills and Huda Beauty found success this month with exciting eyeshadow releases. ABH rounded out its Norvina Pro Pigment Palette trio, which heavily contributed to the brand’s 19% MoM EMV bump. Meanwhile, Huda Beauty stoked enthusiasm with nude-hued additions to its Obsessions Palettes collection, helping the brand secure $57.5M EMV in October, a 28% MoM EMV increase. 

Finally, our promised #Halloween update: NYX Professional Makeup enjoyed the greatest MoM EMV increase among the Top 10 in October (42%) thanks in large part to #HalloweenMakeup content, which drove 32% of the brand’s monthly total.

To learn all of the ins-and-outs of October’s top makeup brands, including deeper insights on the brands spotlighted here, download our October Cosmetics TTT!

VIEW OCTOBER COSMETICS TOP 10

 

Read More

Related Articles

5 UK Beauty Influencers Behind the Biggest 2019 Makeup Trends

Social media has become an irreplaceable tool for makeup and skincare enthusiasts to discover beauty brands and products,...

Beauty UK

The Influencer Campaigns Behind October’s Top Clothing Brands

Just because #HotGirlSummer is over doesn’t mean Instagram’s fashionistas are done having fun. Sweater weather is here, and...

TTT's Fashion

How Europe’s Top Beauty Brands Slayed Makeup Giveaways

Gifting wasn’t just a family affair this past holiday season: in December, beauty bloggers in the U.K. and France celebrated...

Beauty UK France

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