Home Beauty recipe Tribe Dynamics’ Best Beauty Brands of 2021 – WWD

Tribe Dynamics’ Best Beauty Brands of 2021 – WWD


2021 has tipped the scales in influencer marketing to keep up with broader industry trends, according to the data.

According to year-end figures from Tribe Dynamics, while makeup overall drove higher EMV, even top-ranked brands saw double-digit declines. Skincare, on the other hand, saw growth in more ways than one.

“Right now the makeup is not going very well,” said Conor Begley, co-founder of Tribe Dynamics. Conversely, skincare mirrors the boom that color cosmetics experienced years ago. “If you look at the top 10 skincare brands, almost half of them were acquired in the last 12 months.”

Begley added that a handful of top skincare brands — Summer Fridays, Glow Recipe and recently acquired Tula Skincare — have made it into the top 10 over the past few years and are showing signs of resilience.

With that in mind, however, Begley hadn’t anticipated that the size of makeup content creation would shrink below that of other categories.. “Just because of the nature of the products, they are more visual in nature, so they lend themselves to video,” he said. “I don’t see that changing. No matter how well you make Native Deodorant, there isn’t much to say, and there isn’t much to do with it or visually display.

Looking to the year ahead, Begley still thinks skincare shows no signs of slowing down. “There’s definitely a movement going on in skincare for brands that have been skincare brands first on social media and skincare brand acquisitions first on social media. social networks, like Sol de Janeiro.”

Begley expects the trends to persist barring unforeseen circumstances. “These things are momentum, so unless there’s a big external event like COVID-19, you don’t expect to see dramatic changes from month to month, so I expect the same,” he continued. “I have to imagine the makeup will stabilize at some point.”

Another monolith experiencing declines is Instagram, he said. “TikTok continues to grow as a channel and Instagram continues to decline as a channel,” Begley said.

Here, the top influencer marketing brands in the US for 2021, ranked by EMV.

Beauty products

  1. ColorPop – $599,916,860.
  2. Anastasia Beverly Hills – $480,723,858.
  3. Morphe – $474,068,113.
  4. Benefit – $405,817,685.
  5. NYX Professional Makeup – $376,147,776.
  6. Fenty Beauty – $354,683,474
  7. Huda Beauty – $345,591,777.
  8. MAC Cosmetics – $324,357,037.
  9. Charlotte Tilbury – $283,832,710.
  10. Nars Cosmetics – $281,721,348.

Skin care

  1. Tula Skincare – $96,452,733.
  2. Tatcha – $72,405,236.
  3. Glow Recipe – $65,498,975.
  4. Drunk Elephant – $54,670,220.
  5. Summer Fridays – $49,625,144.
  6. Youth to the People – $48,895,937.
  7. Dermalogica – $46,366,573.
  8. Fees – $45,290,655.
  9. CeraVe – $44,657,835.
  10. Super goof! – $43,298,733.

Hair care

  1. Olaplex – $111,950,409.
  2. Redken – $97,236,574.
  3. Schwarzkopf Professional – $60,762,702.
  4. Bondi Boost – $51,756,580.
  5. Pulp Riot – $47,580,079.
  6. Yeah – $42,656,274.
  7. Wella – $42,498,533.
  8. Brazilian bond builder – $39,744,932.
  9. Fanola- $32,718,323.
  10. K18 Hair – $31,277,121.


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