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How Top Makeup Brands Beat the Summer Influencer Slowdown

As influencers and eyeballs moved away from Instagram feeds and onto the beach for #HotGirlSummer, the leading beauty brands experienced earned media declines. But after years of tracking these brands’ earned media value (EMV), the summer slowdown no longer surprises us! Instead, we’ve uncovered some patterns among those brands that beat the slump and used the summer to generate enthusiasm and expand their influencer communities. 


Top 10 Makeup Brands, July 2019

A chart showing the top 10 makeup brands by EMV performance in July.


With a 14% EMV growth from its June total, ColourPop rose one spot to No. 2 in the July rankings, shrinking the huge lead Anastasia Beverly Hills has long held in the top 10. ColourPop fought back against seasonal declines with the late-June launch of its all yellow Uh-Huh Honey eyeshadow palette—perfect for its influencer community to create summer-ready looks. By launching a product specifically designed and marketed for summer, the brand stemmed the slowdown and sparked growth.


Too Faced

The only other brand among the top 10 makeup brands to exhibit a month-over-month EMV increase, Too Faced similarly generated buzz with a new product. The brand sustained its mascara legacy with the June-launched Damn Girl Mascara, which continued to gain momentum in July. 


NARS, Laura Mercier, BareMinerals

Outside of the top 10, we saw growth from several Shiseido-owned brands including NARS, Laura Mercier, and BareMinerals. Though the causes of these brands’ successes varied, NARS’ increase stemmed from the organic popularity of its summer-ready radiant complexion products as well as its hero Bronzing Powder. We thought that the cohesive growth across these Shiseido-owned brands warranted an entire spotlight this month, so make sure to check out the full report for all of the details around this EMV momentum.


Dose of Colors

Finally, a brand we don’t get to talk about much in our monthly top 10 reports, Dose of Colors saw a 30% month-over-month EMV increase. The brand’s new Meet Your Hue Foundation was met with much influencer fanfare, again proving the power of a buzzy summer product launch. 


With ColourPop and NARS seeing significant success around products suited for summer-themed looks, it seems that influencers are still itching to show off their #HotGirlSummer content. So instead of viewing the summer slump as inevitable, we think summer is actually an opportunity to take the stage! 

Click here to get the full breakdown of July’s top 10 cosmetics brands by EMV performance.

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