Trending in Makeup — March 2022
Coming out of winter hibernation and with signs pointing towards a strong first quarter of 2022, these makeup brands are trending, selling and growing in market presence, social media and more.
No doubt one of the most notable successes this month was the introduction of Fenty Beauty on Ulta stores and online website. Considering cosmetics accounted for 43% of Ulta’s total sales in 2021, it is the biggest segment share by far out of a total $8.6 billion in Net Sales. The beauty retailer is looking to brands like Olaplex and Fenty to help improve performance of this leading segment. Fenty Beauty rapidly climbed to rank #1 in Lips Makeup and Face Makeup on Ulta.com, also occupying #2 and #3 on both categories with an average consumer rating as high as 4.8. The brand is also top ranking in Europe, with entries to Make Up Top 5 and Top 10 on Sephora.de.
To get all the latest stats about Fenty Beauty click here!
The California based Milani Cosmetics has been trending online these past few weeks. On TikTok Milani is up 1.51% in new followers in just over a week and up 7.4% in new followers over the past month with a positive avg. engagement rate of 1.16%(!). On Instagram Milani is up some ~3K new followers daily (on average) now reaching 3.7M followers world wide, out of a total 5.6M followers across channels. The brand is also ranking very high on several retailer online, like Walmart.com where Milani recently entered right at the top reaching #2 in Make Up with the “Make It Last Xl Jumbo Setting Spray” backed by a great 4.9 consumer rating, alongside 2 entries to the Foundation Top 10 list on Amazon.com.
Explore more e-commerce data about Milani right here!
Another California based brand that is doing very well online this month is the female-founded clean beauty brand Kosas, growing its audience on social media and with similarly growing popularity on online retailers.
In terms of audience, the brands strongest channel is Instagram with 85% of its total followers, increasing by 3.98% in new followers over the last month. On TikTok Kosas is up 12.0% (!!) in new followers in the last 4 weeks, with an avg. engagement rate of 1.64% and close to 184K Likes. In e-commerce Kosas entered at #2 in Clean Beauty on Sephora.com this month, and is very dominant also on Shopmyshelf.us with several products ranked in the Top 10 across makeup categories like Blush, Brow Pencils and more.
Find all the latest news about Kosas by clicking here
