The Power of Black-Owned Beauty Brands: Unveiling the Top 10 on Social Media
A Celebration of Diversity and Innovation
In the world of beauty, a revolution is underway, and it's time to shine a spotlight on the incredible talent and creativity of Black-founded beauty brands. Data reveals that makeup brands are at the forefront of this movement, and we're here to explore the top players that dominated social media in January.
Makeup Takes Center Stage
According to the creator marketing experts at Traackr, the top five Black-founded beauty brands in January were all makeup powerhouses. Fenty Beauty, Danessa Myricks Beauty, and Juvia's Place led the pack, showcasing their incredible reach and engagement on social media platforms. But here's where it gets interesting: Pat McGrath Labs, despite filing for bankruptcy at the end of the month, still managed to secure the fourth spot. Pierre-Loic Assayag, founder and CEO of Traackr, reveals that only a small fraction (6%) of their VIT (a metric measuring social media impact) was related to bankruptcy commentary. Instead, the brand's success was driven by tutorial-based content from creators like @margaret_kov, who has a massive following on TikTok and specializes in acne-focused videos. A mention from Candice Swanepoel also contributed to their impressive volume.
Hair Care and Skin Care Join the Mix
As we move down the top 10 list, hair care takes center stage. Beyoncé's Cécred, Briogeo, and Tracee Ellis Ross' Pattern Beauty all made the cut, showcasing the diversity of Black-owned brands in the hair care category. Topicals, a skin care brand, was the sole representative of the category in the top 10, proving that Black-founded beauty extends beyond makeup.
The Rising Star: Danessa Myricks Beauty
Pierre-Loic Assayag highlights Danessa Myricks Beauty as the standout success story. The brand has experienced a remarkable year-over-year growth in VIT, almost doubling its impact. What's more, creators can't get enough of this brand, posting about it nearly six times a year on average. One of the most influential posts was a TikTok video by @april.byjoiles, which seamlessly demonstrated a client shade match using Danessa Myricks' Blurring Balm powder. This simple yet powerful video garnered an incredible 12 million views and 600,000 likes, showcasing the brand's inclusive shade ranges and product efficacy.
The Social Media Impact
Assayag sums it up perfectly: "It was simple, product-focused, and showed inclusive shade ranges and product efficacy. That's what's actually moving the needle in beauty social right now."
The top 10 Black-founded beauty brands, as measured by VIT, earned these impressive numbers in January:
- Fenty Beauty: 32.6K
- Danessa Myricks Beauty: 15.3K
- Juvia's Place: 11K
- Pat McGrath Labs: 9.7K
- LYS Beauty: 8.7K
- Cécred: 6.5K
- Topicals: 4.4K
- Mielle Organics: 3.3k
- Briogeo: 2.2K
- Pattern Beauty: 2.2K
And this is the part most people miss: the impact of these brands goes beyond numbers. They are empowering, inspiring, and breaking barriers in the beauty industry. So, what do you think? Are you ready to support and celebrate these incredible Black-owned beauty brands? We'd love to hear your thoughts in the comments!
