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Anastasia Beverly Hills, Tatcha, Brazilian Bond Builder Receive Top Spots on Tribe Dynamics Report

Tribe Dynamics' September report details the top makeup, skin- and hair-care brands with the most earned media value.

Anastasia Beverly Hills has kept its lead in Tribe Dynamics’ September earned media value report.

The color cosmetics brand recorded $70 million in earned media value, a 28 percent year-over-year decrease. MAC followed in second with $58 million, a 25 percent year-over-year decrease and Huda Beauty jumped from sixth place to third with $49.1 million, an eight percent year-over-year increase.

Huda Beauty’s growth can be attributed to the launch of its Obsessions Palettes, which are small, high-pigment eye shadow palettes. The launches recorded $9.5 million of the brand’s total earned media value. Another notable increase was experienced by Fenty Beauty, which celebrated its first anniversary in September. The brand received the ninth spot with $33.7 million in earned media value, a 53 percent year-over-year increase.

For the September skin-care report, Tatcha received the top spot with $6.3 million in earned media value, a 79 percent year-over-year increase. In second is Glamglow with $3.7 million, a two percent year-over-year decrease, and Lush ranked in third with $3 million, a 29 percent year-over-year decrease.

The most impressive growth was experienced by Drunk Elephant in the fifth spot with $2.9 million, a 355 percent year-over-year increase. The report also saw the addition of two newcomers: Foreo, ranked ninth with $1.9 million, and Caudalie, ranked 10th with $1.9 million.

Brazilian Bond Builder received the top spot on the September hair-care report with $7 million in earned media value, a 33 percent year-over-year increase. Following is Redken with $5.9 million, a 45 percent year-over-year increase, and following in third is Olaplex with $5.8 million, a 26 percent year-over-year increase.

Schwarzkopf Professional, ranked fourth with $3.8 million, jumped three spots since the August 2018 report with roughly 15 percent month-over-month growth. The brand’s growth can be credited to increasing mentions of its Igora Vibrance hair color range, which recorded $2.1 million of the brand’s total earned media value.

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