Monthly UK Ranking: Top Beauty Brands in Influencer Marketing

Every month, we'll update this resource with the top beauty brands winning at influencer marketing in the UK, based on VIT. 

We’ll also provide a breakdown of the top brands’ activated influencers, frequency, and efficiency.

Definitions: 

• VIT: The Brand Vitality Score (VIT) is a metric developed by Traackr to measure the attention your brand earns among influencers. It measures the visibility (reach of content), impact (weighted engagement), and trust (focus of content of your brand). Learn more about VIT here. 
• Activated Influencers: Number of unique influencers which have mentioned each brand.
• Frequency: The (average) number of times a pool of influencers posts about a brand (Brand X’s Frequency for Aug ‘23 was 3.5, meaning that the average influencer that mentioned the brand, mentioned them 3.5x during that month.).
• Efficiency (VIT Rate): Essentially Engagement Rate, but instead of Engagements, we look at VIT. VIT Rate thus considers how effective content is at generating engagements but also video views, shares, comments, etc. (Brand X’s average VIT Rate was 11% while Brand Y’s was just 5.5%, meaning that Brand X’s content was doubly as impactful as Brand Y’s)

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Top UK Beauty Brands: March 2024 

In March of 2024, the top 10 beauty brands ranked by VIT in the UK included, 

1. L’Oréal Paris: 28.8K VIT 

2. YSL: 25.6K VIT 

3. NYX: 22.6K VIT

4. Huda BeautyL 18.6K VIT 

5. Charlotte Tilbury: 17.8K VIT 

6. Maybelline: 16.7K VIT 

7. e.l.f.: 12.4K VIT 

8. Fenty Beauty: 12.0K VIT 

9. Anastasia Beverly Hills: 11.3K VIT 

10. MAC Cosmetics: 10.9K VIT

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Top UK Beauty Brands: February 2024 

In February of 2024, the top 10 beauty brands ranked by VIT in the UK included, 

1. Charlotte Tilbury: 25.8K VIT 

2. YSL: 21.8K VIT 

3. Lancôme: 19.0K VIT

4. NYX: 18.4K VIT

5. L’Oréal Paris: 18.1K VIT  

6. Maybelline: 15.9K VIT 

7. Rimmel: 15.6K VIT 

8. Pat McGrath: 15.5K VIT 

9. Victoria Beckham Beauty: 14.8K VIT 

10. Huda Beauty: 14.2K VIT 

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Top UK Beauty Brands: January 2024 

In February of 2024, the top 10 beauty brands ranked by VIT in the UK included, 

1. Maybelline: 36.9K VIT

2. Huda Beauty: 35.4K VIT 

3. Charlotte Tilbury: 34.6K VIT 

4. e.l.f.: 30.1K VIT 

5. L’Oréal Paris: 27.5K VIT

6. MAC Cosmetics: 25.0K VIT 

7. YSL Beauty: 20.1K VIT 

8. Hourglass: 18.8K VIT 

9. NYX: 18.7K VIT 

10. Armani Beauty: 17.6K VIT 

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