Monthly US Ranking: Top Beauty Brands in Influencer Marketing

Every month, we'll update this resource with the top beauty brands winning at influencer marketing in the US, based on VIT. 

We’ll also provide a breakdown of the top brands’ activated influencers, frequency, and efficiency.

Definitions: 

• VIT: The Brand Vitality Score (VIT) is a metric developed by Traackr to measure the attention your brand earns among influencers. It measures the visibility (reach of content), impact (weighted engagement), and trust (focus of content of your brand). Learn more about VIT here. 
• Activated Influencers: Number of unique influencers which have mentioned each brand.
• Frequency: The (average) number of times a pool of influencers posts about a brand (Brand X’s Frequency for Aug ‘23 was 3.5, meaning that the average influencer that mentioned the brand, mentioned them 3.5x during that month.).
• Efficiency (VIT Rate): Essentially Engagement Rate, but instead of Engagements, we look at VIT. VIT Rate thus considers how effective content is at generating engagements but also video views, shares, comments, etc. (Brand X’s average VIT Rate was 11% while Brand Y’s was just 5.5%, meaning that Brand X’s content was doubly as impactful as Brand Y’s)

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Top US Beauty Brands: March 2024

In March of 2024, the top 10 beauty brands ranked by VIT in the US included, 

1. Kylie Cosmetics: 118.5K VIT

2. Sephora: 92.3K VIT 

3. Rare Beauty: 75.4K VIT  

4. SKKN: 72.4K VIT

5. L’Oréal Paris: 49.1K VIT 

6. Fenty Beauty: 43.0K VIT 

7. Cêcred: 42.9K VIT

8. Tarte: 42.9K VIT

9. Makeup by Mario: 36.1K VIT  

10. Ulta Beauty: 35.5K VIT

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Top US Beauty Brands: February 2024

In February of 2024, the top 10 beauty brands ranked by VIT in the US included, 

1. Cêcred: 95.9K VIT

2. Sephora: 62.1K VIT

3. JLo Beauty: 53.5K VIT

4. Rare Beauty: 46.0K VIT  

5. Pat McGrath: 45.8K VIT

6. Milk Makeup: 44.9K VIT

7. YSL: 43.0K VIT

8. Kylie Skin: 39.1K VIT

9. L’Oréal Paris: 34.1K VIT 

10.Fenty Beauty: 33.5K VIT 

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Top US Beauty Brands: January 2024

In January of 2024, the top 10 beauty brands ranked by VIT in the US included, 

1. Sephora: 182.0K VIT

2. Skkn: 112.8K VIT

3. Rare Beauty: 104.3K VIT  

4. Drunk Elephant: 99.9K VIT

5. Kylie Cosmetics: 90.8K VIT

6. Dyson: 87.3K VIT

7. e.l.f.: 77.4K VIT

8. L’Oréal Paris: 68.0K VIT 

9. Milk Makeup: 57.7K VIT

10. Charlotte Tilbury: 56.4K VIT 

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