The 30 Fragrance, Skin and Makeup Brands That Won Social Media During the First Quarter

Beauty‘s first-quarter social media report cards are in.

According to CreatorIQ, which uses earned media value to measure the value and engagement of influencer content about a brand, shifts are afoot in terms of the category’s biggest winners.

While makeup brands generated the most EMV during the period (as is typical — a significant portion of beauty content tends to be makeup-related), followed by skin care, fragrance brands saw some of the greatest year-over-year EMV hikes across beauty.

Mona Kattan’s Kayali, for instance, ranked number one in fragrance, generating $26.6 million EMV during the period — a 108 percent year-over-year jump. The buzzy brand was bought by Kattan in February from parent company Huda Beauty, with General Atlantic also taking a stake as part of the ownership transition. Number-two brand Phlur grew 198 percent in the metric, while Ellis Brooklyn saw the single greatest EMV jump in beauty, growing 270 percent versus last year.

A Kattan sister also took the top spot in makeup, with Huda Kattan’s eponymous cosmetics line growing 43 percent, followed by Selena Gomez’s Rare Beauty at number two. In skin care, Hailey Bieber’s Rhode was on top, outpacing the second-biggest brand, Summer Fridays, by nearly $40 million EMV. Rhode was also the top skin care brand by EMV growth at 80 percent, with L’Occitane en Provence, known for its viral almond body care range, taking second with a 62 percent growth rate.

A breakdown of the top 30 fragrance, skin care and makeup brands on social media during the first quarter of 2025, per CreatorIQ, plus their year-over-year EMV growth.

Fragrance:

1. Kayali

• EMV: $25.6 million
• +108 percent

2. Phlur

• EMV: $20.2 million
• +198 percent

3. YSL Beauty

• EMV: $16.3 million
• +8 percent

4. Dior

• EMV: $15.6 million
• -3 percent

5. Maison Margiela

• EMV: $10.9 million
• +10 percent

6. Parfums de Marly

• EMV: $10.7 million
• +17 percent

7. Diptyque

• EMV: $10 million
• +20 percent

8. Armani

• EMV: $9 million
• +78 percent

9. Ellis Brooklyn

• EMV: $8.9 million
• +270 percent

10. Jo Malone London

• EMV: $8.8 million
• +1 percent

Skin care:

1. Rhode

• EMV: $101.7 million
• +80 percent

2. Summer Fridays

• EMV: $64.6 million
• -17 percent

3. Laneige

• EMV: $56.4 million
• +18 percent

4. La Roche-Posay

• EMV: $50.5 million
• +36 percent

5. Sol de Janeiro

• EMV: $48.9 million
• -27 percent

6. Glow Recipe

• EMV: $47.9 million
• -25 percent

7. L’Occitane en Provence

• EMV: $47.6 million
• +62 percent

8. CeraVe

• EMV: $45.4 million
• +55 percent

9. Caudalie

• EMV: $45 million
• +34 percent

10. Tatcha

• EMV: $44.1 million
• +33 percent

Makeup:

1. Huda Beauty

• EMV: $178.8 million
• +38 percent

2. Rare Beauty

• EMV: $176.4 million
• +19 percent

3. ColourPop

• EMV: $158.1 million
• +59 percent

4. MAC Cosmetics

• EMV: $153 million
• +14 percent

5. Charlotte Tilbury

• EMV: $152.7 million
• -9 percent

6. NYX Professional Makeup

• EMV: $151 million
• +17 percent

7. Maybelline New York

• EMV: $137.2 million
• +30 percent

8. E.l.f. Cosmetics

• EMV: $129.4 million
• -12 percent

9. Fenty Beauty

• EMV: $125.2 million
• -4 percent

10. Benefit Cosmetics

• EMV: $125.2 million
• +21 percent