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February’s Top Skincare Brands: WISHFUL, Good Molecules Break Into Top 10 With New Launches

February saw a flurry of standout new skincare products, and even a few new skincare brands! These launches helped up-and-coming indie brands spark buzz among influencers, fueling impressive Earned Media Value (EMV) growth and an exciting shake-up among February’s top 10 skincare brands. Tribe Dynamics looked into some of the month’s most notable influencer marketing performances, and we’ve highlighted a few key takeaways here: 

A chart showing the top 10 skincare brands in the U.S. by February EMV performance.

WISHFUL & Good Molecules

WISHFUL and Good Molecules both broke into February’s Top 10 after stoking significant influencer conversation. WISHFUL, the new skincare brand by Huda Beauty’s Huda Kattan, launched to influencer fanfare this month, debuting at an impressive No. 8 in the skincare Top 10. Bloggers like Victoria Lyn (@victorialyn on Instagram) raved about the brand’s sole product, the Yo Glow Enzyme Scrub, mentions of which accounted for nearly half of WISHFUL’s February EMV. Meanwhile, Good Molecules, an affordable skincare line launched in 2019, closed the month at No. 9. The brand enjoyed a 20% month-over-month EMV growth that stemmed largely from the release of its Caffeine Energizing Hydrogel Eye Patches. Beauty news aggregator Sophie Shab (@trendmood1) promoted the product across 16 posts as its top-earning advocate, featuring the Eye Patches in her Trendmood Box Vol.3.

An advertisement for WISHFUL’s Yo Glow Enzyme Scrub.

Supergoop! & Augustinus Bader 

Though both brands landed outside the Top 10, Supergoop! and Augustinus Bader made waves in February thanks to new product launches. Supergoop! saw a 15% month-over-month EMV gain following the release of its Glowscreen SPF 40, an SPF-based makeup primer with a dewy, pearlescent tint. The product emerged as the brand’s No. 2 offering, behind its hero Unseen Sunscreen SPF 40. Additionally, Augustinus Bader powered momentum by expanding its posh collaboration with Victoria Beckham. The duo teamed up to launch the Cell Rejuvenating Power Serum, which influencers mentioned in content tagged #PowerYourSkin and #VBGlow. 

An advertisement for the Cell Rejuvenating Power Serum, a collaboration between Augustinus Bader and Victoria Beckham.

To learn more about how these brands garnered impactful influencer attention, and to see the top 10 skincare brands’ EMV rankings and community metrics, check out our full February US Beauty Tribe Top 10—now featuring leaderboards and brand stories across makeup, skincare, and haircare!


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