The beauty world is always evolving and innovating, so Launchmetrics has compiled a list of the leading makeup brands redefining the industry and coming for everyone’s makeup bags based on data from January through September 2023.
As Fashionista reports, MAC cosmetics, a longtime industry player, took the top spot again. With $471 million in media impact value (MIV) per Launchmetrics’ evaluation, Mac is focused on growing its influencer marketing — in 2023 alone, 53% of Mac’s total MIV came from influencer placements. Bailey Sarian, a beauty influencer who also delves into the true crime world while she does her makeup, generated almost $5 million in MIV for Mac.
Dior and Charlotte Tilbury were crowned the second and third leading brands with $389 million and $355 million in MIV, respectively. As the makeup world continues to ride the dewy trend, Dior’s Lip Glow Oil has catapulted to viral fame. As for Charlotte Tilbury, the brand has tapped multiple celebrities to front its recent campaigns — including Bella Hadid, Kate Moss and Elton John — and its sparkling signature products like the Hollywood Flawless Filter and Beauty Highlighter Wands continue to captivate beauty lovers everywhere.
Maybelline was the top drugstore brand on the list, and took the fourth overall spot with $338 million in MIV, and the secret to its success lies in its owned media. The brand’s website and social media channels generated $196 million in MIV in Q1-Q3 2023, which allowed it to focus on crafting a distinct brand identity.
A newcomer to the list was Selena Gomez’s Rare Beauty, coming in at number five. Although it’s the youngest brand on this list, Rare Beauty is one of the fastest-growing brands; its year-over-year growth is the highest at 107%. Selenators and makeup lovers alike support the brand both for its products and its commitment to advocacy: Rare Beauty’s Rare Impact Fund raises money for mental health services and advocates for an end to mental health stigma. Selena Gomez alone earned the brand nearly $16 million in MIV via her social media, with the brand generating a total of $305 million in MIV.
Fenty Beauty kicked 2023 off with a bang: its founder Rihanna performed during the Super Bowl Half Time show and seamlessly incorporated her products into her performance, which produced more than $11 million in MIV. Now, Fenty Beauty is the eighth leading brand according to Launchmetrics. Back in February, Fenty Beauty rose to the second spot on the beauty rankings list and it was the most successful month for the brand from Q1 through Q3 of 2023.
See the full Launchmetrics list of leading makeup brands for 2023 below.
LEADING MAKEUP BRANDS 2023
- Mac ($471 million MIV)
- Dior ($389 million MIV)
- Charlotte Tilbury ($355 million MIV)
- Maybelline ($338 million MIV)
- Rare Beauty ($305 million MIV)
- Nars ($295 million MIV)
- Nyx ($264 million MIV)
- Fenty Beauty ($251 million MIV)
- L’Oréal ($243 million MIV)
- Huda Beauty ($235 million MIV)
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