Black Beauty Brands Are Dominating Social Media, But Which Ones Are Truly Leading the Charge?
In a world where beauty trends are constantly evolving, Black-founded brands are not just participating—they're setting the pace, especially on social media. But here's where it gets fascinating: according to data from creator marketing platform Traackr, makeup brands are at the forefront of this movement, capturing hearts and screens alike. But is this dominance sustainable, or is there more to the story?
Traackr’s VIT metric, which measures social media reach and engagement, reveals that the top five Black-founded beauty brands in January were all makeup powerhouses. Leading the pack was Fenty Beauty, followed by Danessa Myricks Beauty, Juvia’s Place, Pat McGrath Labs, and LYS Beauty. Controversially, Pat McGrath Labs, despite filing for bankruptcy at the end of the month, still secured the fourth spot. But here’s the twist: only 6% of its VIT score came from bankruptcy-related chatter. The real drivers? Tutorial-led content from creators like TikTok sensation @margaret_kov, known for her acne-focused videos, and a shoutout from supermodel Candice Swanepoel. Does this mean that even in challenging times, strong creator partnerships can keep a brand afloat?
Shifting focus to the latter half of the top 10, hair care took center stage, with Beyoncé’s Cécred, Briogeo, and Tracee Ellis Ross’ Pattern Beauty making waves. Interestingly, Topicals was the lone skincare brand to crack the top 10, landing at number seven. But this is the part most people miss: while makeup and hair care dominate the conversation, skincare brands like Topicals are quietly carving out their niche. Could this be the next big shift in the beauty industry?
Pierre-Loic Assayag, Traackr’s founder and CEO, highlights Danessa Myricks Beauty as the standout story. The brand nearly doubled its year-over-year VIT score and boasts an impressive creator retention rate, with influencers posting about the brand nearly six times a year on average. One viral moment? A TikTok video by @april.byjoiles in August, showcasing a flawless shade match using Danessa Myricks’ Blurring Balm powder. The clip racked up nearly 12 million views and 600,000 likes. But what makes this post so impactful? According to Assayag, it’s the simplicity, product focus, and emphasis on inclusive shade ranges and efficacy. Is this the secret sauce for success in beauty social media?
Here’s the full list of the top 10 Black-founded beauty brands by VIT earned in January, per Traackr:
- 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
But here’s the burning question: As these brands continue to thrive on social media, what does this mean for the future of the beauty industry? Will makeup remain king, or will skincare and hair care brands rise to challenge their dominance? And what role will creators play in shaping these trends? Let us know your thoughts in the comments—we’re all ears!
