"Earned media value data from CreatorIQ shows that L'Oréal Paris was the number-one beauty brand by social media reach and engagement in 2025, netting $792 million EMV from January through November. The brand rose nine places versus last year, when it ranked in 10th place, and Charlotte Tilbury - now at number eight - took the top spot. For the most part, the top 10 brands by total EMV stayed relatively similar this year versus last, though their rank order shifted."
"The list of the top 10 brands by EMV growth is comparatively more dominated by indies, and has seen near-complete turnover versus 2024. Sacheu Beauty, best known for its TikTok- viral peel-off lip stain, ranked number one by EMV growth in 2025, seeing a 231 percent increase versus last year. Medicube followed closely behind at number two with 221 percent growth, making it the sole brand to be a top 10 grower in both 2025 and 2024, when it also took second place."
CreatorIQ earned media value data shows L'Oréal Paris led beauty brands in 2025 social media reach and engagement with $792 million EMV January–November. The brand rose nine places from 10th to first among top performers while Charlotte Tilbury ranked eighth. Overall top-10 EMV rankings remained similar year-over-year with rank shifts; Fenty Beauty and YSL Beauty fell out while Hailey Bieber's Rhode and Maybelline New York entered. L'Oréal held three portfolio brands in the top 10, E.l.f. Beauty had two, and other high performers included Huda Beauty, Rare Beauty and ColourPop. Indie brands dominated EMV growth, led by Sacheu Beauty and Medicube.
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