Charlotte Tilbury and Dior among the top 10 beauty brands among influencers

Who won in terms of influencer love in the first half of 2024?

According to Launchmetrics, Charlotte Tilbury took the top spot, with $412 million of her total global media value of $586 million being generated by influencers during this period.

This significantly exceeded the influencer MIV of the next largest brand, L’Oréal Paris, which generated around $378 million, although it was ahead of Charlotte Tilbury in total MIV with a total of $659.7 million for the first half of 2024.

Equally significant, 93 percent of influencer content mentioning Charlotte Tilbury was organic or not marked as sponsored via hashtag or other vocabulary. The brand’s top three influencers with the highest MIV were Mikayla Nogueira – also a leading influencer for eight other brands in the rankings – with $9.8 million MIV from 43 placements; Janelle Zharmenova with $5.4 million MIV from 56 placements and Allie Ross with $4.4 million MIV from 119 placements.

Perhaps not surprisingly, TikTok’s popular “Get Ready with Me” content accounted for 33 percent of the brand’s most valuable mentions, with makeup tutorials and product reviews coming in second and third.

Dior Beauty’s success tells a slightly different story. After naming Rihanna the face of its hero fragrance J’Adore, the brand ranked first in total MIV and fourth in influencer MIV. Unlike Charlotte Tilbury, whose top three countries differ widely by this metric (the US accounts for $201 million, the UK for $117 million and France for $28 million), Dior’s top three markets are closer together in MIV share: the US contributes $142 million, China for $116 million and France for $102 million.

Meanwhile, Maybelline New York – the only mass market brand in the top 10 alongside L’Oréal Paris – achieved total MIV of $494.9 million in the first half of the year, up 19 percent from the second half of 2023, 61 percent of which came from influencer mentions.

Alison Bringé, head of marketing at Launchmetrics, points out that the brand’s “use of multiple regional accounts and localized content” has led to greater success, not only in attracting more relevant ambassadors for each market, but also in propelling its own media accounts to the second-largest MIV driver – a spot usually occupied by other top 10 companies’ media.

The brands with the biggest change in the ranking were Fenty Beauty and Huda Beauty, each moving up three places compared to the second half of 2023. Both also made major product launches during this period, with Rihanna adding Fenty Hair to her beauty brand universe, while Huda Kattan unveiled a rebranding of her eponymous brand.

Here are the top 10 beauty brands of influencer MIV in the first half of 2024, according to Launchmetrics.