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Top-10 Most Mentioned Make-up Brands by Influencers

The world of beauty and influence in 2023 is more diverse, inclusive and consumer-centric than ever. It offers new opportunities for brands and influencers who adapt and innovate to meet changing consumer expectations. Discover the 10 most mentioned make-up brands by influencers in 2023.

grils using a make-up palette
grils using a make-up palette

Kolsquare Methodology

Based on the analysis of Kolsquare data, this study presents the performance of brands in the beauty industry (make-up, skincare, haircare and fragrances) worldwide. It is based on the analysis of millions of Kolsquare influencers, including more than 536,009 profiles that have mentioned one of the 202 beauty brands analyzed or used one of their brand hashtags at least once. The 7,698,391 posts analyzed between July 2022 and August 2023 were identified through mentions and brand hashtags on Instagram, YouTube, TikTok, Facebook, and Twitter.

The below data are extracted from our study “Influencer Marketing in the Beauty Industry in 2023“, available for download here.

Top-10 Most Mentioned Beauty Brands By Influencers

1. Charlotte Tilbury

Charlotte Tilbury Beauty is a highly regarded cosmetics and skincare brand known for its luxurious and high-quality products. With 168 142 mentions, the brand offers a wide range of makeup items, including foundations, lipsticks, eyeshadows, mascaras, and more. Charlotte Tilbury’s products are often praised for their innovative formulations, exquisite packaging, and a focus on achieving a timeless and glamorous look. They have collaborated with @ncutigatwa (2.5M followers on Instagram) as an ambassador for the new Magic Hydrator Mist.

2. Dior Beauty

In third place we have Dior Beauty with 150 334 mentions. Their products often feature elegant packaging and are formulated with a focus on both fashion-forward trends and timeless elegance. The brand frequently collaborates with renowned makeup artists and fashion designers to create limited-edition collections and runway-inspired looks.

3. L’Oréal Paris

L’Oréal Paris is a prominent and globally recognized brand within the cosmetics and beauty industry. With 121 615 mentions, it is a subsidiary of the French multinational cosmetics and beauty company L’Oréal Group. L’Oréal Paris is known for offering a wide range of beauty and personal care products that are widely available in drugstores, supermarkets, and beauty retailers worldwide. The brand is known for its affordability and accessibility, making high-quality beauty products accessible to a broad audience.

4. Sephora

Sephora is a multinational chain of beauty and cosmetics stores known for offering a wide range of high-end and prestige beauty products. With 110 772 mentions, Sephora has become one of the world’s leading beauty retailers and is known for its extensive selection of makeup, skincare, haircare, fragrance, and beauty tools from both established and emerging brands.

5. Fenty Beauty

Fenty Beauty is a cosmetics brand created by Barbadian singer, actress, and businesswoman Rihanna. With 107 279 mentions, Fenty Beauty has been praised for its commitment to diversity and inclusivity in the beauty industry, challenging traditional beauty standards and expanding the options available for people of all backgrounds. Rihanna’s involvement in the brand’s development and marketing has also contributed to its popularity.

6. Nars

NARS is a well-known cosmetics and beauty brand founded by François Nars, a French makeup artist, and photographer. The brand is known for its high-quality makeup products, skincare items, and various beauty accessories. NARS is particularly celebrated for its bold and innovative color choices, as well as its minimalist packaging. They have been mentioned 97 881 times.

7. Huda Beauty

Mentioned 91 520 times, Huda Beauty is a cosmetics and beauty brand created by Huda Kattan, a prominent beauty influencer, makeup artist, and entrepreneur. The brand was founded in 2013 and has since gained worldwide recognition and popularity. Huda Beauty products are available internationally and can be found in various beauty retailers, department stores, and online shops. The brand is known for its emphasis on quality, innovation, and inclusivity in beauty.

8. Rare Beauty

Rare Beauty is a cosmetics brand launched by American singer and actress Selena Gomez.

The brand offers a range of makeup products, including foundations, lip products, eyeshadows, blushes, and more. Notably, Rare Beauty has emphasized inclusivity by providing a wide range of shades to cater to diverse skin tones and undertones. It has also prioritized sustainability by using recyclable packaging and striving to reduce its environmental impact. It has been mentioned 91 324 times.

9. YSL Beauty

YSL Beauty, short for Yves Saint Laurent Beauty, is a cosmetics and fragrance brand associated with the iconic French fashion house Yves Saint Laurent. Yves Saint Laurent, often abbreviated as YSL, is a renowned luxury fashion brand known for its high-end clothing, accessories, and fragrances.

The brand is known for its emphasis on luxury, quality, and innovation in the world of cosmetics and fragrances. YSL Beauty often collaborates with top makeup artists and incorporates cutting-edge technology into its products. The packaging and design of YSL Beauty products typically reflect the brand’s high-fashion aesthetic. Mentioned 88 178 times.

10. Anastasia Beverly Hills

Anastasia Beverly Hills, often referred to as ABH, is a popular cosmetics and beauty brand founded by Anastasia Soare in 1997. With 86 093 mentions, the brand is known for its high-quality makeup products, with a particular focus on eyebrow products, as Anastasia Soare is widely recognized as a pioneer in eyebrow shaping and makeup.

Anastasia Beverly Hills has gained a strong following among makeup enthusiasts and professionals for its commitment to quality, innovation, and a wide range of products for achieving precise and defined makeup looks, particularly when it comes to eyebrows.

Share of voice of each make-up brand in terms of EMV

Share of voice can be defined as a brand’s market share or presence relative to your competitors on different channels. It serves as a metric for determining how well-known and visible a brand is, figuratively what is its market share. The share of voice doesn’t refer to the percentage of sales, but to the percentage of discussion.

In this ranking, the top-3 is dominated by R.e.m beauty, Kylie Cosmetics, Rare Beauty.

  1. R.e.m beauty 18,3%
  2. Kylie Cosmetics 6,7%
  3. Rare Beauty 4,6%
  4. Dior Beauty 4,6%
  5. Chanel Beauty 4,5%
  6. Charlotte Tilbury 4,3%
  7. L’Oréal Paris 4%
  8. Sephora 3,6%
  9. Fenty Beauty 3,1%
  10. Huda Beauty 2,7%

Key Stats from the Report

  • 83% of content published by make-up KOLs is in video format.
  • On Instagram, 40% of published content is posts.
  • The average engagement rate of a TikTok video for the sector is 2.75%.
  • The three brands that generate the most engagement on TikTok are Sephora, Maybelline and Rare Beauty.

About Kolsquare

Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of  KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.

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