Which Beauty Brands are Winning by Influencer Love in 2024?
Who won by influencer love during the first half of 2024?
According to Launchmetrics, Charlotte Tilbury took the top spot, with $412 million of its total $586 million in global media impact value having been generated by influencers during the period.
More from WWD
The 14 Best Blackhead Removal Tools for Clear Skin, According to Dermatologists
UPDATED: All the Beauty and Wellness Retail Expansions of 2024
The 12 Best Drugstore Foundations, Tested and Reviewed by Editors
This significantly outpaced the influencer MIV of the next-biggest brand by the metric, L’Oréal Paris, which netted out around $378 million despite sitting above Charlotte Tilbury by overall MIV with a total of $659.7 million for the first half of 2024.
Equally as significant: 93 percent of influencer content mentioning Charlotte Tilbury was organic, or not designated as sponsored via hashtag or other vocabulary. The brand’s top three MIV-driving influencers were Mikayla Nogueira — also a top driver for eight other brands on the ranking — with $9.8 million MIV across 43 placements; Janelle Zharmenova with $5.4 million MIV across 56 placements, and Allie Ross with $4.4 million MIV across 119 placements.
Perhaps unsurprisingly, TikTok-loved “get ready with me” content comprised 33 percent of the brand’s most valuable mentions, with makeup tutorials and product reviews coming in second and third, respectively.
The success of Dior Beauty tells a slightly different story. Having freshly anointed Rihanna as the face of its hero J’Adore fragrance, the brand ranked number one by total MIV, and fourth by influencer MIV. Unlike Charlotte Tilbury, whose top three countries by the metric vary widely (the U.S. accounts for $201 million; the U.K., $117 million, and France, $28 million), Dior’s top three markets rank more closely by MIV share, with the U.S. contributing $142 million, China at $116 million and France at $102 million.
Meanwhile, Maybelline New York — the only mass market brand besides L’Oréal Paris sitting within the top 10 — reached $494.9 million in total MIV during the first half, a 19 percent increase versus the second half of 2023, 61 percent of which was driven by influencer mentions.
Alison Bringé, chief marketing officer at Launchmetrics, noted the brand’s “use of multiple regional accounts and localized content,” as having enabled increased success in both tapping more relevant ambassadors for each market, but also propelling its owned media accounts to its number-two MIV-driver spot — which is typically occupied by media for others in the top 10.
The brands which saw the most significant movement on the ranking were Fenty Beauty and Huda Beauty, which both moved up a respective three places versus the second half of 2023. Both also inaugurated major launches during the period, with Rihanna adding Fenty Hair to her beauty-verse of brands, while Huda Kattan unveiled a rebrand of her namesake brand.
Here, the top 10 beauty brands by influencer MIV during the first half of 2024, per Launchmetrics.
1. Charlotte Tilbury
Influencer MIV: $412 million
Total MIV: $586 million
2. L’Oréal Paris
Influencer MIV: $378 million
Total MIV: $659.7 million
3. MAC Cosmetics
Influencer MIV: $364 million
Total MIV: $569.9 million
4. Dior Beauty
Influencer MIV: $355 million
Total MIV: $769.7 million
5. Huda Beauty
Influencer MIV: $331 million
Total MIV: $389.9 million
6. Lanc?me
Influencer MIV: $309 million
Total MIV: $480.8 million
7. Fenty Beauty
Influencer MIV: $307 million
Total MIV: $443.2 million
8. Maybelline New York
Influencer MIV: $304 million
Total MIV: $494.9 million
9. Nars Cosmetics
Influencer MIV: $273 million
Total MIV: $367.9 million
10. YSL Beauty
Influencer MIV: $266 million
Total MIV: $437.3 million
Best of WWD
