Sephora and Ariana Grande’s r.e.m. Beauty have been named among the top ten US beauty brands in October.
The beauty businesses had the highest social media engagement during the month, according to a report by influencer marketing platform Traackr.
This is based on the company’s Brand Vitality Score (VIT), a metric that measures the “visibility, impact and trust” of beauty influencer content mentioning a brand.
Sephora took the top spot on Traackr’s list with a VIT score of 305,000 – a 108% month-on-month increase compared with September.
The LVMH-owned retailer, which has more than 1,638 Sephora stores in the US, has gained significant market share in North America in 2024.
The beauty business also bolstered its parent company's Q3 financial results, with a performance that boosted organic revenue for LVMH’s Selective Retailing category by 6%.
r.e.m. Beauty placed second on the list and had a VIT score of 131,000, which is a 345% increase compared with September.
The brand’s leap in social media engagement is unsurprising given the brand’s ties with the recently released Wicked film which stars Grande.
The Wicked film has been mentioned by 2,900 beauty creators in over 11,600 social posts between 1 October to 8 November 2024, according to Traackr.
r.e.m. Beauty has also generated an estimated US$15.5m through its official Wicked make-up collab, found software company Launchmetrics.
Following Sephora and r.e.m. Beauty was Selena Gomez’s Rare Beauty, with a VIT score of 99,000.
Gomez, a former Disney star, recently hit billionaire status as a result of her beauty brand, which had an annual revenue of $350m in 2023.
The Only Murders in the Building actress has amassed a fortune worth US$1.3bn and was added to Bloomberg’s Billionaires Index in September.
Gomez also reportedly holds a 51% majority interest stake in her company – worth more than $1.1bn.
Kim Kardashian’s SKKN brand saw the most significant increase in consumer engagement during the month, with a 32,000% increase in its VIT Score to 59,000.
The social media personality and entrepreneur relaunched her make-up line under the SKKN brand in January 2024.
The new range included a collection of ten matte lipsticks, lip pencils and an eyeshadow palette.
L’Oréal Paris and Colourpop were also mentioned in Traackr’s report and had VIT scores of 66,000K and 56,000 respectively.
Rounding off the list are e.l.f. Beauty (53,000 VIT), Maybelline (50,000 VIT) and Huda Beauty (47,000 VIT).