The rise of skincare as a prominent and influential industry is a remarkable phenomenon that has evolved over centuries, driven by cultural, technological, and societal factors. What was once a simple practice of basic hygiene has transformed into a multi-billion-dollar global industry with a vast array of products and treatments. This transformation has been characterized by various key milestones and trends, reflecting changing beauty standards, scientific advancements, and consumer awareness.
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.
In first 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. Dior’s skincare products often feature cutting-edge formulations and ingredients. The brand invests heavily in research and development to create products that address various skin concerns, including hydration, anti-aging, and brightening.
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.
Lancôme is the epitome of French beauty brand with 99 325 mentions. The brand has a global presence and is known for its commitment to innovation, luxury, and providing high-quality products for its customers. Lancôme products are often available at upscale department stores, dedicated Lancôme boutiques, and online retailers.
e.l.f. Cosmetics, short for “eyes, lips, face,” is a popular cosmetics brand known for its affordable and accessible makeup and skincare products. While e.l.f. is primarily recognized for its makeup offerings, it has also expanded its skincare line to cater to a wide range of skincare needs. e.l.f. Cosmetics skincare goes from cleanser to SPF products to protect the skin. The brand has been quoted 46 277 times.
Caudalie is a French skincare brand renowned for its commitment to harnessing the natural benefits of grapes and vine extracts in its skincare products. It accumulates 43 654 mentions. Caudalie’s skincare philosophy is deeply rooted in vinotherapy, which is the use of grapevine extracts, including grape seeds, skins, and sap, for their antioxidant and skin-repairing properties. This approach is central to the brand’s identity.
Thermal Spring Water is a signature ingredient of La Roche-Posay products is thermal spring water sourced from the town of La Roche-Posay itself. This water is known for its soothing and anti-irritant properties, making it a key component in many of the brand’s formulations. La Roche-Posay is a well-known skincare brand with a strong reputation for developing dermatologist-tested and recommended skincare products. The brand is part of the L’Oréal Group and is dedicated to offering effective, gentle, and hypoallergenic skincare solutions for various skin concerns. It has 42 965 mentions.
With 35 674 mentions, Guerlain’s skincare products are associated with sophistication, luxury, and a commitment to excellence. While they tend to be at a higher price point, many loyal customers believe that the investment is worthwhile for the quality and results they deliver. The Orchidée Impériale Line is one of Guerlain’s most prestigious skincare lines. It includes products such as serums, creams, and masks that are formulated with the Orchidée Impériale ingredient.
Drunk Elephant’s unique approach to skincare and its commitment to clean ingredients have made it a popular choice among consumers looking for effective yet gentle products. While it may be considered a higher-end brand in terms of price point, many users are willing to invest in these skincare products for their perceived effectiveness and clean, minimalist formulations. It has accumulated 31 645 mentions on all social media.
The Japanese skincare and cosmetics brand is one of the oldest and most respected beauty brands globally, known for its innovative products and commitment to science-based skincare solutions. Shiseido invests heavily in research and development, often collaborating with dermatologists, scientists, and researchers to create cutting-edge skincare formulations (29 064 mentions). Their research often leads to patented technologies and ingredients.
Generating 26 876 mentions, Vichy is the last in our ranking. Founded in 1931, Vichy has a long history of producing skincare products that cater to various skin types and concerns. Vichy is renowned for its use of Vichy Thermal Spa Water, which is sourced from the natural springs in the French town of Vichy. This water is known for its soothing, fortifying, and hydrating properties, making it a central ingredient in many of the brand’s formulations.
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 Dior beauty, Chanel Beauty and Sephora.
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.
