As sustainability continues to ascend the beauty shopping agenda, a new report by Tribe Dynamics has highlighted the top 10 UK brands winning over influencers and scoring highly with their sustainability-oriented strategies.
The Tribe Dynamics Top 10 outlines the UK beauty brands with the largest Earned Media Values (EMAs) – Tribe Dynamics’ proprietary metric for quantifying the estimated value of consumer engagement with digital earned media.
Skincare, makeup and haircare brands which were transparent about their ingredients and environmental impact were expanding their EMV’s by appealing to influencers who were hungry for ‘good-for- you, good-for-the earth, formulas, the report said.
Between Q2 2020 and Q1 2021, mentions of #sustainability powered $1.1M EMV for beauty brands – up 54% year on year.
Additionally, the number of influencers who tagged beauty content #CleanBeauty grew 19% YoY during the same period.
Leading the top 10 beauty brands in the UK in terms of EMV in March is Nars with a $15.2m EMV.
The brand is estimated to have 1,382 ambassadors with an EMV of $11,070 per ambassador.
Nars is followed by Morphe in the second spot with an EMV of $13.7m while in the third spot, the Charlotte Tilbury brand has accrued an EMV of $12.9m.
Charlotte Tilbury was also the only brand in the Top 10 to have seen growth in its monthly EMV, fuelled by a 7% month on month uptick in average influencer posting frequency.
The brand also benefited from heightened activity among consistent advocates and enjoyed a surge in enthusiasm for its Pillow Talk collection, with the range having jumped from $1.1M EMV in February to $2.0M EMV in March.
Huda Beauty and Anastasia Beverly hills claimed the fourth and fifth spots with EMVs of $12.8m and $12.6m for March respectively
Benefit, Mac, P Louise Makeup Academy, Laura Mercia and Revolution Beauty took up positions six to 10 in the chart.