Summer Surge in Beauty: Huda Beauty’s Remarkable Performance
Summer often marks a quieter time for makeup brands, as many consumers take a break from social media-driven trends. However, Huda Beauty has defied this seasonal lull, marking a significant growth in its earned media value (EMV). According to data from CreatorIQ, the brand’s EMV soared by an impressive 21% in June alone. This surge can be attributed largely to founder Huda Kattan regaining full ownership of the brand after repurchasing the minority stake held by TSG Consumer Partners. The announcement was met with enthusiasm in the beauty community, sparking an uptick in social media engagement and buzz.
As indicated by Alex Rawitz, the director of research and insights at CreatorIQ, the excitement surrounding Huda Beauty’s ownership transition translated into tangible results. The brand experienced a substantial 43% increase in impressions and a 44% hike in engagements month-over-month. Innovative product launches also contributed to this growth. While new offerings like the Lip Contour Stain and Faux Filler Jelly Oil attracted attention, it was the brand’s signature Easy Bake Loose Powder that made the most significant impact, accounting for a staggering $17.7 million in EMV. This exemplifies the crucial role that hero products play in a brand’s overall performance.
In contrast, other brands within the top 10 EMV rankings saw a relative decline in their numbers for June compared to May—a trend that’s typically observed after the flurry of spring activations. Among these brands was E.l.f., which captured the second spot in the EMV leaderboard. This was shortly after announcing its $1 billion acquisition of Hailey Bieber’s Rhode skincare line. E.l.f. also launched a new lip stain and restocked popular collections inspired by Twilight and Bratz, reflecting an ongoing engagement with trendy themes.
The top ten cosmetics brands for June, ranked by their EMV, showcase a competitive landscape where Huda Beauty led with a remarkable $63.6 million, driven by over 12,300 posts and 46.8 million engagements. E.l.f. followed closely with $50.5 million, leveraging a substantial posting volume of 14,500 and garnering 28.1 million engagements. ColourPop, which grabbed the third position through innovative launches—like the HydraPop Glossy Lip Stain—reported an EMV of $43.5 million with similar engagement metrics.
Following ColourPop, Maybelline, Charlotte Tilbury, and NYX also secured their places within the top five, with each brand reporting EMVs ranging from $41.7 million to $43.4 million. New product offerings and strategic collaborations were critical to their performance. For instance, Maybelline’s tinted SPF moisturizer and Charlotte Tilbury’s Unreal Lip Oil were key drivers of interest and engagement.
The bottom half of the top ten list featured proven names like MAC Cosmetics, Rare Beauty, and Nars. Each of these brands maintained significant engagement numbers, exemplifying the overall health of the cosmetics market, even in a traditionally quieter summer period. L’Oréal Paris rounded out the list with a solid showing, once again demonstrating the vital role of social media engagement in shaping brand positioning.
In summary, Huda Beauty’s impressive performance amidst a seasonal slowdown illustrates the brand’s strong connection with both its audience and the creator community. With its strategic ownership moves and successful product launches, the brand not only defied summer trends but set a benchmark for others to follow. As more brands seek innovative ways to engage their audiences, Huda Beauty’s success stands as a compelling case study in effective brand management and creator engagement.