New research from Traackr unveils transformative trends in beauty brand influence on social media in 2024. The findings highlight fierce competition between traditional retailers and emerging direct-to-consumer (DTC) brands, with audience engagement metrics revealing winners across categories and regions.
Leading Beauty Brands Across Key Metrics
Sephora leads the global beauty brand rankings with a Brand Vitality Score of 1.86M, Traackr’s proprietary metric measuring visibility, impact, and trust (VIT). The beauty giant achieved 154,000 mentions on social platforms, boasting 536M engagements across key networks.
Next in line is L’Oréal Paris, with 931K VIT and 186M engagements, followed by Rare Beauty with 866K VIT and 360M engagements.
Source: Traackr
Regional Market Trends
United States
In the U.S., Rare Beauty outperformed competitors in the makeup category with:
825K VIT and 347M engagements.
Runners-up: Kylie Cosmetics (560K VIT) and Fenty Beauty (525K VIT).
United Kingdom
The UK market crowned L’Oréal Paris with:
443K VIT and strong engagement.
Competitors: NYX Cosmetics (284K VIT) and Charlotte Tilbury (276K VIT, 125M engagements).
France
Sephora dominated the French beauty market with:
242K VIT and 92.3M engagements.
L’Oréal Paris secured second place with 217K VIT.
Source: Traackr
Category-Specific Insights
Skincare
In the U.S., CeraVe led skincare rankings with:
327K VIT and 52.2M engagements.
Followed by Neutrogena (294K VIT) and Glow Recipe (238K VIT).
Hair Care
L’Oréal Paris ranked first in U.S. hair care with:
329K VIT and 62.7M engagements.
Runner-up Redken saw high mention volumes at 132K mentions with 275K VIT.
Fragrance
Sol de Janeiro emerged as the leader in fragrance with:
117K VIT and 28.5M engagements.
Surpassing luxury brands like Dior (100K VIT) and YSL (83.9K VIT).
U.S. brands: Higher engagement rates, often exceeding 200M.
UK and France: Consistent, moderate engagement levels ranging from 20M–100M.
Mention volumes varied widely:
Leaders like Sephora drove mentions above 150K.
Others achieved high VIT scores with fewer mentions, highlighting different social media strategies.
Methodology
Traackr analyzed influencer-generated content from 2,518 beauty brands across the U.S., UK, and France between January and October 2024. The Brand Vitality Score (VIT) combines visibility, impact, and trust metrics to provide comprehensive market insights.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
New research from Traackr unveils transformative trends in beauty brand influence on social media in 2024. The findings highlight fierce competition between traditional retailers and emerging direct-to-consumer (DTC) brands, with audience engagement metrics revealing winners across categories and regions.
Leading Beauty Brands Across Key Metrics
Sephora leads the global beauty brand rankings with a Brand Vitality Score of 1.86M, Traackr’s proprietary metric measuring visibility, impact, and trust (VIT). The beauty giant achieved 154,000 mentions on social platforms, boasting 536M engagements across key networks.
Next in line is L’Oréal Paris, with 931K VIT and 186M engagements, followed by Rare Beauty with 866K VIT and 360M engagements.
Source: Traackr
Regional Market Trends
United States
In the U.S., Rare Beauty outperformed competitors in the makeup category with:
United Kingdom
The UK market crowned L’Oréal Paris with:
France
Sephora dominated the French beauty market with:
Source: Traackr
Category-Specific Insights
Skincare
In the U.S., CeraVe led skincare rankings with:
Hair Care
L’Oréal Paris ranked first in U.S. hair care with:
Fragrance
Sol de Janeiro emerged as the leader in fragrance with:
Cross-Market Analysis
Engagement patterns revealed distinct regional dynamics:
Mention volumes varied widely:
Methodology
Traackr analyzed influencer-generated content from 2,518 beauty brands across the U.S., UK, and France between January and October 2024. The Brand Vitality Score (VIT) combines visibility, impact, and trust metrics to provide comprehensive market insights.
Read the full list here.