Kylie Cosmetics launch of perfume Cosmic Intense helped the company to deliver a standout performance on social media in the US in January, according to Traackr’s ‘Top Ten Beauty Brands’ report for the month.
The Kylie Jenner-owned beauty business placed fifth on the overall list, but saw the largest increase in month-on-month ranking (+47 in position) on the influencer marketing platform’s analysis of creator marketing performance – shared exclusively with Cosmetics Business.
Brands are ranked based on Traackr’s Brand Vitality Score (VIT) metric, which measures the “visibility, impact, and trust” of influencer content mentioning a brand.
Kylie Cosmetics’ jump in both overall and organic rankings was thanks to the buzz driven by Jenner around Cosmic Intense, Pierre-Loïc Assayag, Traackr CEO and co-founder, told Cosmetics Business.
“Jenner’s consistent posting across TikTok and Instagram drove the majority of momentum and accounted for 83% of the brand’s total VIT for the month,” said Assayag.
Huda Kattan’s beauty brand Huda Beauty ranked third in the top ten list for January 2026 on an organic basis, with the growth for the month revolving more around “attention than traditional product momentum”.
Kattan faced backlash on social media from some users after allegedly posting a video supporting the Iranian regime, which she later addressed in a video dismissing the claim.
Assayag added: “A viral boycott conversation drove a surge in visibility, which is a great reminder that VIT measures overall impact, not just positive buzz, so controversy can still show up as a spike in performance.”
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