CreatorIQ | The Top 10 Leaderboard

U.S. Cosmetics

January 2025

Rank

Brand Name

Total EMV

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Metrics Explained

Community Size

The total number of creators who posted about a brand in a given month.

Creator Potency

Average EMV per creator in a brand's community for a month is determined by dividing the brand's total EMV by its community size.

Post Count

The total number of creator posts that mentioned a brand in a given month.

Posting Frequency

Average mentions per creator in a brand's community for a month is calculated by dividing the brand's post count by its community size.

Impressions

Total impressions represent the potential visibility of content about a brand to the followers of its creator community. They don't confirm full content views and can count the same viewer multiple times.

Engagements

The total number of likes, comments, shares, clicks, views, and other forms of active user response that content about a brand received within a given time period.

Reach

Reach represents the total followers of creators mentioning a brand in a given period. Unlike Impressions, where a user can be counted multiple times, Reach counts each user only once.

EMV Retention

EMV Retention quantifies sustained engagement by measuring consecutive mentions from creators. It calculates the proportion of EMV a brand retains over time through creator content, indicating loyalty and long-term value.

Brand Highlight: Pacifico Beer

A Closer Look at U.S. Beauty

Pacifico Beer crashed the Alcoholic Beverage Top 10 in August, riding a 1.6k% month-over-month EMV growth to a No. 4 ranking and a $3.1M EMV total. Nearly all of this haul could be directly attributed to the U.S. Open of Surfing, an annual event pitting the world’s best surfers against each other in Huntington Beach, California. The owned social media accounts of the World Surf League (@wsl on Instagram) inspired a whopping $3.0M EMV across 367 posts shouting out event sponsor Pacifico Beer, single-handedly propelling the brand into the stratosphere. The WSL is no stranger to this kind of lopsided EMV generation, having previously powered notable single-month spikes for Corona in March and June 2024 during other international surfing competitions.

Brand Highlight: Abercrombie & Fitch

A Closer Look at U.S. Beauty

Leading the U.S. Apparel Top 10 Leaderboard in growth, Abercrombie & Fitch achieved a 47% MoM EMV surge, reaching $30.8M, driven in part by a high-profile NFL collaboration at the end of August. This campaign, featuring NFL players like TJ Watt, Nick Chubb, Fred Warner, and Rome Odunze, contributed to a 33% MoM increase in impressions, totaling 230.3M. The brand also saw gains from its Abercrombie Kids expansion via a partnership with Haddad Brands, which sparked a 19% MoM rise in community size and a 39% MoM increase in post volume. Additionally, trending hashtags like #FallFashion and #FallOutfits collectively generated $2.8M EMV across 498 mentions.

Brand Highlight: Urban Decay

A Closer Look at U.S. Beauty

Urban Decay saw a notable $27.0M EMV haul in August, reflecting a 30% MoM increase. This growth was largely fueled by the highly anticipated relaunch of the Naked Eyeshadow Palette, which sparked excitement among creators seeking a nostalgic beauty revival. The resulting campaign expanded Urban Decay's creator community by 34% MoM to 4.2k, and increased post volume by 41% MoM to 9.7k. Makeup creator Lindsey Rowley (@linsmakeuplooks on Instagram) remained the brand’s top advocate, generating $2.6M EMV across 47 organic mentions—far surpassing Urban Decay’s No. 2 creator, Gurleen Gill (@glambygilly), who contributed $552.6k EMV.

Brand Highlight: Vegamour

A Closer Look at U.S. Beauty

In a down month for haircare, the vertical’s most impressive growth occurred outside the Top 10. Vegan hair wellness brand Vegamour surged by 84% month-over-month, closing August with $3.6M EMV. Roughly two-thirds ($2.4M EMV) of this total stemmed from creators who hadn’t mentioned the brand in July, with this incoming cohort accounting for seven of Vegamour’s top 10 August EMV-drivers. These incoming creators, along with faithful Vegamour fans, were buzzing about the brand’s new GRO+ Advanced System to combat severe hair loss. The product saw extensive promotion via TikTok, helping Vegamour collect 45.6M impressions, a 175% MoM growth. In all, mentions of the new offering netted $1.5M EMV, with TikTok fueling $1.4M of this total.

Brand Highlight: Bulgari

A Closer Look at U.S. Beauty

Bulgari’s EMV soared by 41% MoM, reaching $6.3M, thanks largely to its Bulgari Aluminium GMT x Fender watch collaboration. The limited-edition release resonated with watch enthusiasts, leading to a 10% MoM rise in both Bulgari’s community size and post volume. Ongoing partnerships also played a pivotal role, with Priyanka Chopra (@priyankachopra on Instagram) contributing $631.5k EMV and 61.8M impressions. Additionally, the unveiling of the Serpenti Sapphire Echo necklace, featuring Sri Lankan sapphires, fueled a 117% MoM increase in impressions, securing a strong performance for Bulgari in August.

Brand Highlight: Chicago White Sox

A Closer Look at U.S. Beauty

While it might not be for the reasons that the team would want, the Chicago White Sox were one of social media’s most talked-about franchises in Major League Baseball in August. The White Sox saw the highest month-over-month EMV growth of any MLB team, surging 55% to land at No. 6 with $6.9M EMV. Unfortunately, conversation about the team swirled around its league-worst record. As many sports commentators noted, August found the team not only mired in a 21-game losing streak that threatened to be the worst in modern baseball history, but also on pace for the worst season by win-loss record in MLB history—a ignominious mark that, at press time, is still in reach. Though EMV is a sentiment-neutral metric, White Sox faithful would certainly accept less online buzz if it meant a less lopsided record.

Brand Highlight: Phoenix Suns

A Closer Look at U.S. Beauty

In the doldrums of the NBA offseason, and with the Olympics in the rearview mirror, it was a slow month for the NBA leaderboard. Every team in the league experienced a month-over-month EMV decline, but among teams in the Top 10, the Phoenix Suns’ 8% MoM drop proved the least-steep. The team was buoyed by appreciation for star forward Kevin Durant (@easymoneysniper on Instagram), who became the U.S. Men’s Team’s all-time leading scorer and drilled some tough buckets on Team USA’s path to the Gold Medal. Other content hyped up the release of the NBA’s Christmas Day schedule, which will see the Suns taking on Nikola Jokić and the Denver Nuggets. In all, the Suns closed August with $5.8M EMV, coming in at No. 4 on the NBA leaderboard.

Brand Highlight: Los Angeles Rams

A Closer Look at U.S. Beauty

With preseason kicking off in August, NFL teams were up across the board. No team in the Top 10 saw greater momentum on social media than the Los Angeles Rams, who rode a 133% month-over-month surge to the No. 5 spot and a $7.6M EMV haul. The Rams benefited from numerous memorable moments throughout the preseason, including a last-second game winning touchdown from backup quarterback Stetson Bennett and a chippy joint practice with the Dallas Cowboys that saw Cowboys defensive tackle Albert Huggins push a Rams equipment manager. Additionally, former Rams player Tavon Austin announced his retirement, prompting a flurry of nostalgic posts commemorating the electric playmaker. In all, these content streams helped the Rams increase their engagement (4.5M) and impressions (76.6M) by a respective 178% and 187% MoM.

Brand Highlight: Columbus Blue Jackets

A Closer Look at U.S. Beauty

The Columbus Blue Jackets netted $2.6M EMV in August, a 1.4k% month-over-month surge that brought the team to No. 2 on the NHL Top 10. At the end of the month, the hockey community and the sports world at large banded together to mourn the tragic loss of star Blue Jackets winger Johnny Gaudreau, as well as his brother, fellow professional hockey player Matthew Gaudreau. Condolences poured in from across the NHL, media outlets, and other Cincinnati-based teams. These new voices accounted for the $1.7M EMV inspired by creators who hadn’t mentioned the Columbus Blue Jackets in July, as well as a 563% MoM jump in the brand’s community (179 creators).

Brand Highlight: Pepsi

A Closer Look at U.S. Beauty

Coming in at No. 5, Pepsi boasted the Top 10’s strongest month-over-month EMV growth by a wide margin, closing August with a 70% surge that helped the brand collect $10.8M EMV. Nearly all of this momentum stemmed from creators who hadn’t mentioned Pepsi in July, with this incoming cohort accounting for an impressive $9.1M EMV. Two incoming stars shined particularly bright for Pepsi in August: singer Addison Rae (@addisonraee on Instagram), who ranked as the brand’s No. 1 earner with $1.3M EMV, and the Dallas Cowboys, who came in at No. 2 with $438.8k EMV. Addison Rae slyly referenced the brand (and acknowledged her genuine love of the product) via promotion for her new single “Diet Pepsi,” while the Cowboys shared a retrospective of the franchise’s greatest moments sponsored by Pepsi.

Brand Highlight: Starbucks

A Closer Look at U.S. Beauty

In August, Starbucks collected $33.2M EMV, experiencing a 53% MoM growth largely driven by the early release of its iconic Pumpkin Spice Latte and fall beverages like the Iced Apple Crisp Nondairy Chai. Hashtags such as #PumpkinSpiceLatte, #PumpkinSpice, and #PSL collectively generated $6.4M EMV and amassed 115.8M impressions. Adding to the momentum was a collaboration with New Era, which introduced Starbucks-themed merchandise that further fueled social media buzz. This combination of seasonal favorites and strategic partnerships led to a 40% MoM expansion of Starbucks’ creator community—the largest MoM community growth among Top 10 brands.

Brand Highlight: Ole Henriksen

A Closer Look at U.S. Beauty

Ole Henriksen recorded a 67% MoM increase in EMV, reaching $8.5M, driven by the release of its Crème Brûlée shade of the Pute Preserve Lip Treatment. The new shade brought in $2.2M EMV across 575 social media posts, with hashtags like #LipCombo and #LipTreatment fueling engagement. A collaboration with FabFitFun further boosted the brand’s visibility, as products featured in the Fall subscription box helped Ole Henriksen achieve a 197% MoM rise in impressions to 134.7M. The brand’s creator community also grew by 17% MoM, now featuring 1.0k content creators.

Brand Highlight: Netflix

A Closer Look at U.S. Beauty

In a middling month for streaming services, Netflix stood out with a 13% month-over-month improvement, fueling an impressive $107.3M EMV total. The brand was buoyed by A-listers who were starring in Netflix properties, including Lily Collins (@lilyjcollins on Instagram) of Emily in Paris and Academy Award winner Halle Berry (@halleberry) of The Union. Actress Ashley Park (@ashleyparklady) also stepped up her promotion of Emily in Paris, often appearing in content alongside Collins. In all, Collins, Park, and Berry ranked as Netflix’s top three August earners, generating a respective $2.3M, $2.3M, and $2.2M EMV in a photo finish. These three creators averaged a 2.0k% MoM boom in their EMV totals, helping to fuel a surge in consistent content creators’ EMV at large: from July to August, this cohort increased its activity from $58.7M to $68.7M EMV, securing Netflix’s overall growth.

Brand Highlight: Dermalogica

A Closer Look at U.S. Beauty

Despite not launching any significant new campaigns in August, Dermalogica saw a significant 73% MoM EMV surge, topping out at $1.9M EMV. A major factor in the brand’s success was its high creator retention rate, which stood at 80% MoM, far outperforming competitors like Beauty of Joseon (-25%) and Lush (41%). Additionally, Dermalogica's creator potency grew by 65%, with creators generating an average of $3.7k EMV each. This strong retention and potency boost led to a 92% increase in engagement, reaching 1.0M, while post volume rose by 19% MoM, totaling 1.1k mentions. Dermalogica's incoming cohort of creators drove more than half of its EMV total ($1.0M), with five of the brand’s top 10 most impactful creators falling into that community segment.

Brand Highlight: Thayers

A Closer Look at U.S. Beauty

Despite an overall challenging environment for the Top 10 EMEA Skincare brands, Thayers experienced a standout 90% MoM EMV surge, reaching $2.0M. This success was propelled by the launch of its Hydrating Milky Toner, which became a focal point in August’s creator content. A TikTok post from Hannah (@hannnahlondon) generated $157.0k EMV, highlighting the product’s hydrating benefits. Additionally, Thayers leveraged a robust creator gifting campaign through #GiftedbyThayers, which deeply resonated with the brand’s core audience. As a result, Thayers enjoyed a 207% MoM increase in impressions, which soared to 91.3M.

Brand Highlight: Ouai

A Closer Look at U.S. Beauty

Ouai was the only brand amongst Europe’s August Haircare Top 10 to experience month-over-month EMV growth. The brand accrued $3.0M EMV, a 37% MoM increase; additionally, Ouai ranked as the No. 1 haircare brand in the U.K., pulling in $2.7M EMV, a 31% MoM improvement. In Europe at large, Ouai benefited mainly from increased activity amongst consistent creators, with this cohort raising their contributions from $1.2M EMV in July to $2.0M EMV in August. No. 1 overall earner Anna Sheri (@annasbeautyworld_ on Instagram) nearly tripled her haul, surging from $119.9k EMV to $345.6k EMV via organic posts showing off her evening bath and self-pampering routines. This genre of unsponsored tutorial content comprised the bulk of Ouai’s posts throughout the month.

Brand Highlight: Cartier

A Closer Look at U.S. Beauty

August saw Cartier capturing the spotlight with the upcoming launch of its Tutti Tutti Jewelry Collection, inspired by India’s colorful gem-centric designs. Set to debut on September 1st, this vibrant collection generated pre-launch excitement due to Cartier’s signature use of bold sapphires, rubies, and emeralds. Additionally, Cartier’s collaboration with Lily Collins (@lilyjcollins on Instagram) during season four of Emily in Paris resonated with younger, fashion-forward consumers. Together, these initiatives boosted Cartier’s impressions by 257% MoM to 192.6M, further contributing to a 46% MoM EMV growth to $8.8M.

Brand Highlight: Hennessy

A Closer Look at U.S. Beauty

Hennessy surged to No. 3 on CreatorIQ’s Alcoholic Beverages leaderboard in July, enjoying $2.6M EMV, a healthy 65% month-over-month growth. Much of this improvement stemmed from the second Hennessy NBA Creators Cup, a unique event that brought together some of the world’s biggest NBA-related creators to compete in various skill competitions and challenges. With Hennessy garnering a consistent share of the event’s branding, NBA fans and event participants were quick to give shout-outs to the cognac brand, which has long been a favorite brand and partner within NBA circles. Mentions of the event accounted for $1.4M EMV, or more than half of Hennessy’s July total. Additionally, the NBA Creator Cup’s viral potential fueled 28.7M impressions for Hennessy, a solid 88% MoM growth.

Brand Highlight: Nike

A Closer Look at U.S. Beauty

In a challenging month for U.S. Apparel, Nike's impressive $94.6M EMV, represented a 35% increase month-over-month. The surge was driven by both the Olympics and the release of multiple products. Nike sponsored a number of teams at the Olympics, which proved particularly impactful, with #Olympics powering $2.0M EMV. Basketball players came out with Nike-branded "winning isn't for everyone" videos. NBA basketball player Victor Wembanyama (@wemby on Instagram) who represented France in the Olympic final shared a video of him blocking a shot, using the Nike tagline ($340.9k EMV via three posts). Meanwhile, LeBron James (@kingjames) shared footage of him walking down the court, declaring "Winning isn’t a game to me!!" ($531.3k EMV via five posts). Building on the Olympic momentum, Nike celebrated the release of its first breaking shoe, Nike Jam. Additionally, the Nike x Hyperice collaboration had a moment, releasing a shoe and a vest intended to boost recovery and warmups for athletes. In all, Nike's efforts contributed to 1.1B impressions.

Brand Highlight: Kylie Cosmetics

A Closer Look at U.S. Beauty

In July, Kylie Cosmetics saw a 69% EMV increase to $11.5M, driven by a strategic partnership with Crumbl Cookies. The partnership celebrated the launch of the Skin Tint Blurring Elixir via a giveaway and pop-up events. #SkinTint generated $789.3k EMV via 47 creators, while the Lip Liner took the crown as the top product, sparking $1.3M EMV. Creators like Colt Paulsen (@gaymanwithaspraytan on TikTok) showcased the Kylie Cosmetics-flavored limited edition cookie collab ($209.3k EMV). Unsurprisingly, the top creator for Kylie Cosmetics was Kris Jenner (@krisjenner on Instagram), who powered $1.3M EMV via 25 mentions. Daevin Sanchez (@bapevin) was Kylie Cosmetics’ No. 2 EMV-driver, tagging the brand to promote Glow Drink ($661.5k EMV via 65 posts). Meanwhile, Love Island superstar Whitney Adebayo (@whitbrowns on TikTok) shared a spritz of the Cosmic Kylie Jenner fragrance ($134.3K EMV). All of this activity, and more, inspired Kylie Cosmetics to reach $139.9M impressions.

Brand Highlight: Matrix

A Closer Look at U.S. Beauty

Matrix enjoyed a standout July, achieving $6.0M EMV, a striking 102% month-over-month growth. The brand had a busy month of partnerships: #MatrixPartner proved its No. 1 tag ($2.4M EMV via 82 creators). Hairstylist Sharon Spellman (@sharon.simplyinsane on TikTok) created a popular video where she applied Matrix products to a client who had never had a haircut. Sharon topped off the 5-inch cut with a Matrix hair mask, and her nine posts featuring Matrix products generated $683.6k EMV, making her the brand’s most impactful creator. Matrix also benefited from content around its food for soft oil (#FoodForSoft drove $853.6k EMV). Creators such as Nicole (@444bnkroll) showed how this avocado oil could boost summer styles ($166.1k EMV). Overall, Matrix's efforts yielded a 99% year-over-year improvement.

Brand Highlight: Dolce & Gabbana

A Closer Look at U.S. Beauty

Dolce & Gabbana started July with a bang, unveiling its new Alta Gioielleria Collection in Sardinia, Italy. The four-day event was a standout, featuring the luxury brand's latest jewelry collection alongside a rousing performance by musician Christina Aguilera (@xtina on Instagram). Aguilera ranked among Dolce & Gabbana’s top creators, generating $368.6k EMV across 12 mentions. The brand also benefited from a new partnership with model Alessandra Ambrosio (@alessandraambrosio on Instagram), who attended the Alta Gioielleria event in a stunning silver dress and matching jewels. Alessandra emerged as Dolce & Gabbana’s most impactful creator, contributing $1.0M EMV across 65 mentions. Thanks to this successful launch, Dolce & Gabbana closed the month with $22.7M EMV, a 56% month-over-month increase.

Brand Highlight: Houston Astros

A Closer Look at U.S. Beauty

In the heart of the MLB season, the Houston Astros enjoyed a solid July, boasting a Top 10-leading 51% month-over-month EMV growth. Despite claiming roughly the same community size and content volume metrics as the previous month—the Astros earned mentions from 407 creators across 2.1k posts, respective MoM increases of just 1% and 2%—social media users responded much more enthusiastically to Astros posts in July rather than June. The team netted 3.5M engagements and 49.6M impressions, improvements of 115% and 54%, respectively. Throughout the month, several viral moments resonated with baseball fans on social media, including an impressive walkoff from Alex Bregman, a controversial ejection for José Altuve, and an example of game-saving teamwork versus the Dodgers. In all, the Astros enjoyed $7.9M EMV, ranking at No. 6 on the July leaderboard.

Brand Highlight: Philadelphia 76ers

A Closer Look at U.S. Beauty

In the middle of the NBA offseason, the Philadelphia 76ers found a reason to be hopeful for the season to come. The team signed Los Angeles Clippers star Paul George, sparking a flurry activity amongst NBA media and 76ers fans. The Paul George deal was mentioned in the team’s top eight EMV-driving posts from July, while mentions of the newly minted 76er inspired $5.6M EMV—nearly 40% of the team’s $14.6M EMV monthly total. This haul cemented the 76ers as the No. 4 team in CreatorIQ’s July NBA leaderboard, securing a Top 10-leading 132% month-over-month growth. Buzz around the deal helped the 76ers achieve 13.6M engagements and 177.9M impressions, with these marks representing 133% and 116% MoM improvements.

Brand Highlight: Green Bay Packers

A Closer Look at U.S. Beauty

Just before the offseason began, the Green Bay Packers seized headlines in the NFL world by signing young quarterback Jordan Love to a remarkable contract extension. The four-year, $220M contract tied Love for the highest-paid quarterback in NFL history, while also offering an NFL-record $75M signing bonus. With Love coming off a single promising season as the Packers’ starting quarterback, NFL media raged with debate on whether the contract represented an overpay, or a savvy move to lock down a player with tremendous potential. Thanks to commentary from the media, fans, and fellow athletes, the Packers appeared in 1.1k posts in July, garnering 3.6M engagements and 51.1M impressions—figures that proved respective 73%, 188%, and 132% MoM increases. In all, the Packers scored $6.0M EMV, ranking at No. 6 with a Top 10-leading 109% MoM surge.

Brand Highlight: Pittsburgh Penguins

A Closer Look at U.S. Beauty

In a slow month for the NHL, the Pittsburgh Penguins enjoyed a Top 10-leading 62% month-over-month EMV growth, coming in at No. 3 on the leaderboard with $1.9M EMV. The team garnered 1.0M engagements and 11.4M impressions, figures that represented respective 104% and 72% MoM improvements. Notably, the Penguins achieved this momentum despite experiencing just a 2% MoM community expansion (210 creators). Much of this upswell in viral engagement stemmed from the 19th anniversary of the team’s signing of star player Sidney Crosby, a franchise-altering move that prompted celebration and commemoration amongst the Penguins’ faithful. Top overall earner BarDown (@bardown on Instagram), a hockey-based content aggregator, generated $229.9k EMV via 13 posts, up from just $29.7k EMV via one post in June.

Brand Highlight: Alani Nu

A Closer Look at U.S. Beauty

Amid a relatively flat month for non-alcoholic beverages, Alani Nu stood out. The wellness and nutrition-focused brand collected $10.8M EMV, ranking at No. 4 in July’s Top 10 and enjoying a set-leading 31% month-over-month improvement. Alani Nu earned mentions from 3.0k creators across 5.6k posts, enjoying respective 29% and 35% MoM improvements in these metrics. Powerhouse fitness and lifestyle creator Whitney Simmons (@whitneyysimmons on Instagram) ranked as the brand’s No. 1 earner, touting her longstanding partnership with Alani Nu and sharing personalized discount codes with her nearly 4M followers. Incoming creators for July promoted the brand’s range of nutritional supplements and products, including No. 2 earner Brittany Mahomes (@brittanylynne), who inspired $258.0k EMV promoting the new Hawaiian Shave Ice energy drink flavor.

Brand Highlight: In-N-Out

A Closer Look at U.S. Beauty

In an overall challenging month for the Top 10 Quick-Service Restaurant brands, In-N-Out achieved a 34% month-over-month EMV increase, reaching $8.0M. The buzz around In-N-Out's expansion to Orange and Redlands, CA, generated significant local attention and contributed to a 78% MoM increase in impressions. Additionally, In-N-Out’s proactive response to the viral "Monkey Style" burger hoax, a supposed secret menu item, reinforced the brand's authenticity and helped curb misinformation. The company clarified that the "Monkey Style" burger does not exist, setting the record straight and maintaining consumer trust. Mukbang content continued to drive significant engagement for In-N-Out, with FoodToker Keila Pacheco's (@keilapacheco) TikTok about her order generating $169.4k EMV—In-N-Out's top post.

Brand Highlight: Elemis

A Closer Look at U.S. Beauty

Elemis enjoyed a remarkable $12.1M EMV surge in July, marking a 45% month-over-month increase. This growth was largely fueled by the launch of Elemis’ clinically-proven Pro-Collagen Future Restore Serum, which captivated customers with its supercharged trio of microalgae. The excitement surrounding what Elemis calls a world-first discovery led to a 47% MoM boost in impressions, reaching 113.1M. The U.K.-based skincare brand also benefited from a new partnership with beauty creator Lindsey Rowley (@linsmakeuplooks on Instagram), whose makeup tutorials featuring Elemis products generated $1.7M EMV across 26 mentions. Lindsey was the brand’s most impactful creator by a wide margin, with 360% more EMV than the next highest contributor.

Brand Highlight: Peacock

A Closer Look at U.S. Beauty

Peacock continued to rise thanks to hype for the Olympics, reaching unprecedented heights within the Streaming industry. The streaming service climbed all the way to No. 3 in July, trailing just Spotify and Netflix. Peacock accrued $53.1M EMV, a Top 10-leading 55% month-over-month surge. Of this total, posts mentioning “Olympics” generated a whopping $23.1M EMV, or 44% of the brand’s haul. Athletes, media outlets, and celebrities captured and promoted the competition’s most viral and enduring moments, faithfully tagging Peacock in their content. Team USA took the Gold in more ways than one, coming in as Peacock’s No. 1 earner with $6.8M EMV via 276 posts. Thanks to Olympics-mania, Peacock garnered a whopping 52.8M engagements and 989.4M impressions, figures that represented respective 84% and 54% MoM growths.

Brand Highlight: ghd

A Closer Look at U.S. Beauty

ghd closed July with an impressive $19.1M, a 96% surge from June. The brand's blow dryer was all the rage, and #GHDDuetBlowDry accrued $3.6M EMV—more than the owned brand tag #GHDHair ($1.8M EMV). The brand boasted more incoming creators than retained creators this month, with 64% of ghd's July EMV total coming from creators who hadn't mentioned the brand in June. Colleen Milner (@colleen.makeupp on TikTok) was one such incoming creator, fueling $591.5k EMV for ghd via 15 posts. Colleen shared creative stills with a visual effect, using animated tools that highlighted each additional step of her haircare routine. The popularity of this video game-like effect helped Colleen rank as the most impactful creator for ghd. Overall, the brand enjoyed 169.7M impressions, up 23% from June. Additionally, ghd benefited from a 51% month-over-month creator expansion to 1.8k creators.

Brand Highlight: CeraVe

A Closer Look at U.S. Beauty

CeraVe's July "Cleanse Like a Derm" campaign significantly boosted its visibility, resulting in an impressive $9.8M EMV—a significant 115% month-over-month jump. This humorous and educational campaign, executed via a soap opera-style video campaign captivated content creators:#CleanseLikeADerm ranked as the brand’s most impactful tag, generating $2.1M EMV from 76 posts by 62 creators. Additionally, CeraVe's July product launches, including Intensive Moisturizing Lotion, AM Facial Moisturizing Lotion SPF 50, Oil Control Moisturizing Gel-Cream, and Skin Renewing Vitamin C Eye Cream, kept the skincare brand on the radar of skincare enthusiasts. As a result, CeraVe closed the month out with a 115% increase in impressions, reaching 220.7M.

Brand Highlight: Batiste

A Closer Look at U.S. Beauty

Dry Shampoo brand Batiste claimed $1.1M EMV in July, representing a 130% month-over-month EMV expansion. Additionally, the brand's $79.6M impressions soared 489% MoM. Batiste's significant growth is due in part to its association with #HairHacks ($153.2k EMV), a tag commonly used by creators to offer unique haircare tips. For example, creator Samia Begum (@sxmiabegum on Instagram) shaved her face using Batiste's dry shampoo. The No.1 EMV-driver, Samia posted both on Instagram and TikTok, powering $343.0k EMV or 32% of Batiste's July EMV total. Meanwhile, Sara Saadia (@sarasaadia on TikTok) demonstrated a heatless bandana curl technique using Batiste's leave-in conditioner. Her nine posts inspired $161.6k EMV. Astonishingly, 92% of Batiste's EMV came from incoming creators who posted in July but not June. Relatedly, its creator community expanded by 120% MoM to 174 creators, helping the brand move the needle.

Brand Highlight: Rolex

A Closer Look at U.S. Beauty

Closing July at the No. 8 spot on the Luxury Fashion leaderboard, Rolex's announcement of the Rolex Certified Pre-Owned Programme (RCPO) drove a 53% month-over-month EMV increase, reaching $8.7M. The RCPO initiative, aimed at building consumer trust in the pre-owned market, attracted substantial media attention and social buzz. Esteemed retailers like Laings joined the program, reinforcing the authenticity and value of Rolex-certified pre-owned watches, and cementing Rolex’s commitment to the pre-owned watch market. Rolex also benefited from its longstanding role as an official sponsor of F1 (@f1 on Instagram). F1's official accounts contributed $231.6k EMV and ranked among Rolex’s top 10 EMV sources. Rolex’s momentum in July sparked a 42% increase in post volume, a 21% rise in engagement, and a 15% spike in impressions to 104.3M.

Brand Highlight: Corona

A Closer Look at U.S. Beauty

Ranking at No. 2 in the June Top 10, Corona enjoyed $8.6M EMV, an astounding 700% month-over-month improvement. The iconic beer brand was buoyed by its recurring partnership with the World Surf League, which hosted its annual Vivo Rio Pro event in Rio de Janeiro. Owned social media accounts for the World Surf League (@wsl on Instagram) tagged Corona, a sponsor of the event, in an astounding 803 posts, driving $7.2M EMV, or 84% of the brand’s monthly total. While much of the World Surf League’s content bore only a tangential connection to Corona, the organization’s faithful promotion of its partner nonetheless underscored the power of time-tested cross-industry partnerships.

Brand Highlight: White Fox Boutique

A Closer Look at U.S. Beauty

White Fox Boutique is the brand for summer nights, judging by its $17.1M EMV haul in June. #WhiteFoxHotSummerNights collected $1.1M EMV, as the brand invited select U.S. creator partners to LA for a brand trip. But the summer vibes didn't stop with the LA event: creator Demetra Dias (@demetradias on TikTok) shared how "summer was what mattered," showing off various White Fox Boutique summer fits to a contemplative audio track, driving $130.2k EMV via a single post. Meanwhile, White Fox Boutique partner Katie Ritchie (@katieritchiie on Instagram) shared a bright red fit, claiming that it's "feelin like the real life." Katie emerged as the brand’s No. 1 EMV-driver, fueling $641.9k EMV via 19 posts. Overall, White Fox Boutique's summer-friendly activations sparked a 73% month-over-month EMV increase, inspiring 161.8M impressions.

Brand Highlight: ColourPop

A Closer Look at U.S. Beauty

ColourPop claimed the No. 1 spot on the U.S. Cosmetics leaderboard, fueling $49.9M EMV. A whopping 78% of ColourPop's EMV total came from Instagram, in part due to activations around the launch of the brand’s new Liquid Blush and the popularity of the Pokemon collection. The Liquid Blush inspired $1.1M EMV via 63 creators, but the top product was the Crème Gel Liner, which powered $3.5M EMV. Creators were the bread and butter of ColourPop's No. 1 status: ColourPop partner Amanda Roussin (@amandaroussin) generated a staggering $10.6M EMV (up 722% month-over-month) via a jaw-dropping 4.6k posts. Amanda celebrated ColourPop's Pokemon collection, as well as the brand's appearance in retailer Target. Meanwhile, YouTuber Amber Marie offered a ColourPop x Pokemon giveaway. Overall, ColourPop's strategic efforts contributed to 405.9M impressions.

Brand Highlight: Fenty Hair

A Closer Look at U.S. Beauty

Rihanna caused commotion with the launch of her haircare brand, Fenty Hair. Accomplishing what few brands have, Fenty Hair debuted at the No. 1 spot on the U.S. Haircare leaderboard, accruing a stunning $24.3M EMV. Of note, Fenty Hair boasted a potency of $11.2k EMV per creator, which surpassed potency levels of any other Top 10 Haircare brand in June. The brand's 550.9M impressions totaled more than the impressions of the other top five Haircare brands combined. Creator Kristy Scott (@kristysarah) emerged as Fenty Hair’s top earner, generating $887.1k EMV via seven posts that garnered 32.8M impressions. Kristy shared clips from her interview with Rihanna, as well as a behind-the-scenes look of the moment when her husband saw her interview fit. Fenty Hair's launch also benefited from TikTok's collaboration feature, which allowed the brand to post concurrently with other Fenty sister brands like Fenty Skin and Fenty Beauty. Overall, #Rihanna contributed $4.0M EMV, while #FentyHair fueled $8.7M EMV.

Brand Highlight: Jacquemus

A Closer Look at U.S. Beauty

Jacquemus achieved an impressive $14.5M EMV, a significant 108% MoM increase largely driven by the "LA CASA" 15th Anniversary Show in Capri, which captivated audiences worldwide. The presence of big names like Jennie Kim (@jennierubyjane on Instagram) and Gwyneth Paltrow (@gwynethpaltrow) helped amplify the event. Meanwhile, a single Instagram post by pop artist Sabrina Carpenter (@sabrinacarpenter) thanking Jacquemus for her inclusion in the event garnered over 3M engagements and generated a notable $220.8k EMV. Additionally, the high-fashion brand benefited from the announcement of its Nike Air Max 1 collaboration, introducing a refreshing take on the iconic silhouette and sparking significant buzz. Thanks to these initiatives, Jacquemus boosted its total impressions by 180% MoM to 232.9M.

Brand Highlight: Chicago White Sox

A Closer Look at U.S. Beauty

Rounding out the Top 10 at No. 10, and rounding out the bottom of the MLB standings with the league’s worst record, the Chicago White Sox at least enjoyed a set-leading 86% month-over-month growth, netting $5.6M EMV. Unfortunately for the White Sox, much of the team’s social media content throughout June dwelt on the team’s woes, chronicling its 14-game losing streak and the viral ejection of outfielder Tommy Pham. Mentions of Pham garnered $488.0k EMV, while coverage of the streak prompted $320.4k EMV. In all, 356 creators authored 1.8k posts about the team, figures that represented respective 23% and 35% MoM improvements. The White Sox yielded 2.3M engagements, an impressive 83% MoM surge.

Brand Highlight: Boston Celtics

A Closer Look at U.S. Beauty

Following a record-setting 18th NBA title, the Boston Celtics also claimed the No. 1 spot in the June TTT. The franchise reeled in $130.5M EMV, an impressive 76% month-over-month improvement. Sports media, creators, and fans raced to celebrate the team across social channels, with 2.7k creators sharing 16.8k posts about the Celtics, figures that proved respective 123% and 91% MoM increases. Top-earning content lauded Finals MVP Jaylen Brown and superstar Jayson Tatum, while also debating the 2023-2024 Celtics’ standing on the list of all-time great teams. Thanks to this outpouring from the broader basketball community, the Celtics generated 1.9B impressions and 120.4M engagements—MoM improvements of 197% and 207%, respectively.

Brand Highlight: New England Patriots

A Closer Look at U.S. Beauty

In the midst of the NFL offseason, the New England Patriots enjoyed a strong showing. The team delivered $6.3M EMV, a 52% month-over-month improvement that helped the Patriots land at No. 4. While the team was boosted in part by spillover from the success of its fellow local champions, the Boston Celtics, most social media coverage of the Patriots in June revolved around NFL legend Tom Brady’s speech during his jersey retirement ceremony. Instantly hailed as one of the greatest speeches in football history, the address received ample coverage from media and sports outlets. In all, mentions of Brady inspired $3.8M EMV, or roughly 60% of the Patriots’ June EMV.

Brand Highlight: Edmonton Oilers

A Closer Look at U.S. Beauty

Though the Edmonton Oilers didn’t win the Stanley Cup, the team claimed the No. 1 ranking in June’s Top 10, pulling in $24.3M EMV, a 218% month-over-month growth. This momentum is especially notable given that teams which do win their league’s championship—in this case, the Florida Panthers—almost always rank No. 1 for the month in which they win. However, the Edmonton Oilers and star Connor McDavid posed a unique story after coming back from a 3-0 deficit to tie and nearly win the series. The drama of the Finals left the hockey world riveted: the Oilers netted 315.4M impressions and 18.2M engagements, posting respective 379% and 400% MoM spikes in these metrics.

Brand Highlight: Liquid Death

A Closer Look at U.S. Beauty

Fresh off a blockbuster collaboration with beauty brand e.l.f., Liquid Death teamed up with another unconventional partner to defeat the dangers of sugar. In June, the water brand found a natural pairing with fictional underwater superhero The Deep, from Amazon’s The Boys television series. The Deep and Liquid Death collaborated to spread the gospel of hydration and ward off the influence of sugary beverages, especially for children. Thanks to this creative campaign, owned social accounts for The Boys (@theboystv on Instagram) ranked as Liquid Death’s top earner in June, pulling in $408.9k EMV via just five posts. Meanwhile, #TheBoys inspired $155.7k EMV. Fueled by this heroic partnership, Liquid Death netted $3.5M EMV outside of the Top 10, enjoying a 55% month-over-month growth.

Brand Highlight: Sonic Drive-In

A Closer Look at U.S. Beauty

Breaking into the Top 10 Quick-Service Restaurant leaderboard in spectacular fashion at No. 10, Sonic Drive-In launched numerous campaigns in June that propelled the brand to $4.9M EMV, a 326% MoM increase. Among Sonic’s most successful campaigns were the launch of its $1.99 Value Menu, appealing to price-conscious consumers, as well as the introduction of Groovy Fries and Groovy Sauce, which generated $133.5k EMV on Instagram and $128.0k EMV on TikTok. However, Sonic's strategic collaboration with the X Games Ventura 2024 significantly amplified its brand presence. The #XGamesVentura hashtag alone generated $2.3M EMV, helping the brand achieve a notable 28% MoM increase in creators and a 121% MoM surge in posts. These combined efforts resulted in a 491% spike in total impressions.

Brand Highlight: RHODE Skin

A Closer Look at U.S. Beauty

RHODE Skin ascended to the No. 1 spot for U.S. skincare largely thanks to the successful launch of the Pocket Blush line, which helped the brand achieve $32.9M EMV, a 136% MoM increase. The campaign, which featured an NYC pop-up experience complete with an exclusive shade, attracted widespread attention from top beauty creators and publications eager to try the new product. Consequently, #RHODEBlush ranked among the brand's top 10 most impactful hashtags, generating $2.3M EMV across 349 mentions from 189 creators. A notable collaboration with comedian Hannah Berner (@hannah_berner on TikTok) significantly boosted the Pocket Blush launch campaign. Berner authored several viral TikTok posts, including a candid interview with RHODE Skin founder Hailey Bieber. Berner’s top post garnered 8.6M views, helping Berner drive $882.6k EMV for RHODE.

Brand Highlight: Peacock

A Closer Look at U.S. Beauty

In a difficult month for streaming services, Peacock was the only member of the Top 10 to experience positive month-over-month growth. The service ranked No. 6 with $30.9M EMV, enjoying a 48% MoM surge. Notably, despite experiencing just 16% and 13% MoM growths amongst its community size and content volume (1.1k creators authored 4.1k posts), Peacock enjoyed whopping 71% and 124% MoM improvements to its Impressions (438.6M) and Engagements (23.8M). This momentum stemmed largely from Peacock’s Olympics coverage, particularly trials and qualifiers for the U.S. gymnastics and swimming squads. Owned social media accounts for Team USA (@teamusa on Instagram) ranked as Peacock’s top June earner by a wide margin, inspiring $9.3M EMV—nearly one third of the streaming service’s monthly total.

Brand Highlight: Givenchy Beauty

A Closer Look at U.S. Beauty

Givenchy Beauty enjoyed a successful June, securing $6.2M EMV, up 112% month-over-month thanks to the launch of the Prisme Libre Loose Powder. Multiple creators raved about Givenchy Beauty's innovative Prisme Libre Loose Powder, which powered $2.9M EMV via 149 creators. The associated #PrismeLibre drove $2.2M EMV. Additionally, Givenchy Beauty's efforts were buoyed by a large number of incoming creators, who drove 69% of Givenchy Beauty's monthly EMV total. Still, four of the brand’s top five June creators had also posted in May. Among them was the brand's top creator Meg O'Neill (@meg.ofitness on TikTok), who shared GRWMs featuring multiple products. Givenchy Beauty achieved 87.2M impressions, up an impressive 315% MoM.

Brand Highlight: Uriage

A Closer Look at U.S. Beauty

In June, Uriage experienced a remarkable 110% month-over-month EMV surge, reaching $1.9M. Without any newly launched campaigns, the brand benefitted from the organic addition of impactful skincare enthusiasts who shared their experiences with Uriage clean skincare products on social media. Despite experiencing only a 14% MoM increase in its creator community, new content creators proved crucial to the brand’s success, with just five of Uriage’s top 20 June creators having mentioned the brand in May. This incoming segment was highly prolific, fueling 273 mentions, a 42% MoM increase in post volume.

Brand Highlight: Maria Nila

A Closer Look at U.S. Beauty

Maria Nila achieved notable success in June, marked by a 269% EMV growth to $1.7M. A total of $1.4M EMV, or 83% of Maria Nila's haul, came from new creators who hadn't posted in May. Buzz surrounding the brand was driven by its association with actress Angelina Jolie and the launch of the Purifying Cleanse Exfoliating Serum. This year's Tony Awards included A-list guests like Jolie, who used Maria Nila products to create an elegant look for the night. The brand’s No. 1 EMV-driver was Kate Hutchins (@katehutchins), who drove $125.5k EMV via 11 posts, up 159% month-over-month. Kate attended the Roland Garros semi-finals with Maria Nila, sharing shots of the tennis court, her fit, and her effortlessly styled hair. This content fueled a 99% MoM increase in post count and 11.7M impressions.

Brand Highlight: Kenzo

A Closer Look at U.S. Beauty

Outside the Top 10 in Europe, Kenzo achieved $5.4M EMV, representing an impressive 368% month-over-month growth. This surge was driven by the “Sunrise Chasing” Pre-Fall 2024 campaign, which featured a sci-fi theme and a futuristic collection of high-fashion apparel. As a result, #PFW ranked among the brand’s most impactful hashtags, contributing to $1.6M EMV and 43.7M impressions. Excitement surrounding the launch bolstered Kenzo’s post volume by a notable 195% MoM, swelling to 1.3k mentions. Gala (@galafr on TikTok), a weekly French celebrity and women's magazine, extensively covered the event on TikTok, ranking as the brand’s top June advocate with $1.2M EMV via 12 mentions.

Brand Highlight: Jose Cuervo

A Closer Look at U.S. Beauty

In the battle of tequila brands looking to post big gains on social media surrounding Cinco de Mayo, Jose Cuervo came out on top. The iconic lime-friendly brand came in at No. 8 in May, collecting $1.5M EMV and enjoying a Top 10-leading 253% month-over-month leap. In addition to various Cinco de Mayo celebrations, one of Jose Cuervo’s primary sources of EMV throughout the month was content from the owned accounts of the Ultimate Fighting Championship (@ufc), which ranked as the brand’s No. 1 earner with $260.4k EMV. This total represented a marked improvement from the organization’s $82.6k EMV in April. In addition to Jose Cuervo serving as an official UFC sponsor, many other newcomers entered the brand’s community in May, with this cohort driving $1.0M EMV.

Brand Highlight: Tommy Hilfiger

A Closer Look at U.S. Beauty

Tommy Hilfiger and the Met Gala made for a winning duo in May, with the brand netting $9.1M EMV. #MetGala was Tommy Hilfiger's top tag, driving $3.6M EMV via 74 creators. This success was due in part to Tommy Hilfiger's partnership with K-Pop group Stray Kids. Tommy Hilfiger—the man and the brand—styled the boy band in winning, elegant suits with a subtle colored outline. In a Vogue YouTube video, Hilfiger lauded the band for its global stardom and modernity. #StrayKids was Tommy Hilfiger's No. 2 tag in May, accruing $1.4M EMV—even more than #TommyHilfiger ($1.1M EMV). Additionally, Tommy Hilfiger secured an impressive potency of $17.2k EMV per creator, up 210% from April. This potency was driven up by a star-studded group of creators, including Kendall Jenner ($800.2k EMV via six posts), Madelyn Cline ($452.3k EMV via four posts), and Sofia Richie ($211.1k EMV via four posts). In all, Tommy Hilfiger grew its EMV by 311% month-over-month.

Brand Highlight: Youthforia

A Closer Look at U.S. Beauty

Youthforia enjoyed growth in May, achieving a $4.4M EMV, up 51% from April. This surge was driven by the launch of the Date Night Skin Tint Serum Foundation, including the much-discussed shade 600—the darkest shade—which generated widespread discussion and backlash on social media. In a previous video, Creator Awuoi Matiop (@awuoimatiop0 on TikTok) spoke unfavorably about Youthforia's controversial shade, which she likened to black paint. Meanwhile, creator Megha Singh (@meghaess on Instagram) built on Golloria George's (@golloria on TikTok) late-April video in a satirical Reel calling everyone dramatic as she mixes multiple shades of the foundation to create a gray color ($177.9k EMV via two posts). #Foundation was a top tag for Youthforia, collecting $1.2M EMV across 41 creators. Despite this controversy, Youthforia achieved a 67% month-over-month increase on TikTok ($3.0M EMV).

Brand Highlight: Garnier Haircare

A Closer Look at U.S. Beauty

Garnier Haircare netted $4.3M EMV in May, up 106% from April. Two product lines secured over $1.0M EMV: the Fructis line ($1.3M EMV) and the Ultimate Blends collection ($1.1M EMV). Garnier activated its creator community just in time for summer, with 32% of its posts representing sponsored content, up 94% from the previous month. Relatedly, Garnier Haircare's top tag was #GarnierPartner, which collected $1.7M EMV. The brand partnered with TikTok darling Charli D'Amelio, who learned a dance behind a counter of prominently displayed Fructis hair filler products. In her smash-hit TikTok, Charli starts to learn a dance, then decides she needs to do her hair. The video transitions to a curated look, flawless hair, and a fabulous dance to boot. D'Amelio tagged the products in the line on TikTok, securing $264.6k EMV via two posts. Additionally, #FructisHairFiller drove $627.9k EMV, with content creators raving about its ability to reverse a full year of damage.

Brand Highlight: Balmain

A Closer Look at U.S. Beauty

Balmain's presence at the 2024 Met Gala drove an impressive $19.1M EMV, a 397% MoM increase. High-profile collaborations such as Tyla's (@tyla on Instagram) head-turning sand dress, which sparked $211.0k EMV, sparked significant buzz, with #MetGala amassing $9.2M EMV from 478 posts. Additionally, the Balmain x Neiman Marcus Summer Collection launch at the end of May fueled significant online conversation, boosting the brand’s content volume by 101% MoM to 2.4k mentions. Vogue's (@vogue) coverage played a crucial role in this amplification, with the publication contributing $1.4M EMV and generating 67.7M Impressions.

Brand Highlight: Philadelphia Phillies

A Closer Look at U.S. Beauty

As the Philadelphia Phillies surged to the best record in the National League, the team also secured the best month-over-month EMV growth in the May MLB Top 10. In a somewhat down month for the MLB as a whole, the Phillies’ $7.5M EMV total—good for a No. 6 ranking—proved an 18% MoM spike. Superstar Bryce Harper dominated the team’s most viral content, with mentions of the outfielder inspiring $760.8k EMV, or over 10% of the Phillies’ total. Overall, the team’s top EMV-driver was the MLB (@mlb) itself: the league’s owned accounts powered $1.2M EMV, more than double its $557.0k EMV contribution from April 2024.

Brand Highlight: Minnesota Timberwolves

A Closer Look at U.S. Beauty

After a dramatic run through the playoffs, culminating in a decisive victory over the Minnesota Timberwolves in the Western Conference Finals, the Dallas Mavericks have returned to the NBA Finals for the first time since 2011. They’ve also come in at No. 1 on the CreatorIQ NBA Top 10 for the first time ever, enjoying a commanding $63.2M EMV, a sizzling 242% month-over-month growth. As he is on the court, Luka Dončić proved the Mavericks’ driving force on social media, with mentions of the Slovenian superstar accounting for $21.7M EMV. Meanwhile, mentions of his running mate Kyrie Irving contributed an additional $15.1M EMV. A total of 1.3k creators authored 6.4k posts about the Dallas Mavericks in May, with these figures representing respective 128% and 169% MoM increases.

Brand Highlight: Kansas City Chiefs

A Closer Look at U.S. Beauty

Even well into the NFL offseason, the Kansas City Chiefs have once again reached the top of the leaderboard. The Chiefs ranked No. 1 once again, pulling in $21.8M EMV, a 93% month-over-month surge. Unfortunately for Chiefs fans, many of the reasons for the team’s heightened social media presence stem from controversies related to Chiefs players. These controversies include wide receiver Rashee Rice’s criminal activities, as well as kicker Harrison Butker’s widely maligned comments during a commencement address. However, the Chiefs also benefited from more positive content, such as designer Jeff Hamilton’s (@jeffhamilton) meet-up with star quarterback Patrick Mahomes, or Mahomes’ and Travice Kelce’s attendance at a Dallas Stars playoffs game.

Brand Highlight: Edmonton Oilers

A Closer Look at U.S. Beauty

In May, the Edmonton Oilers enjoyed not only a thrilling run to the Stanley Cup, but the strongest month-over-month growth in CreatorIQ’s NHL Top 10. The Oilers netted $7.5M EMV, landing at No. 2 with an impressive 243% MoM jump. Most of the team’s most viral content throughout the month detailed key moments from the Oilers’ match-up with the Dallas Stars, which drew much-covered attendance from sports luminaries like Dirk Nowitzki and Travis Kelce. While the 292 creators who mentioned the Oilers in May proved a 60% MoM community expansion, the team gave these creators plenty to talk about: the Oilers’ community produced a collective 1.8k posts, good for a whopping 161% MoM surge. This progress in content volume in turn fueled respective 319% and 284% MoM improvements in the Oilers’ Impressions (64.2M) and Engagements (3.6M).

Brand Highlight: Lipton

A Closer Look at U.S. Beauty

While five of the brands in May’s Non-Alcoholic Beverages Top 10 enjoyed month-over-month EMV growth, the vertical’s most significant movement occurred outside the Top 10, where Lipton surged by a whopping 770% from April to collect $1.4M EMV. The tea brand had one clear culprit to point to for this momentum: OG influencer and social media personality Paris Hilton. Thanks to a creative campaign that saw Hilton DJ a set at Lipton’s Green Tea After Dark party in Los Angeles, the creator netted $251.3k EMV across just five posts. This total cemented Hilton’s status as Lipton’s top May earner, coming in at roughly 3x more EMV than any other creator. Additionally, the campaign inspired other creators to post about Lipton: $1.3M EMV, or nearly all of the brand’s May total, came from accounts that hadn’t mentioned the brand in April.

Brand Highlight: Sweetgreen

A Closer Look at U.S. Beauty

During a generally lackluster month for the top quick-service restaurant brands, Sweetgreen made significant strides in May. The brand achieved a 114% MoM growth and reached $2.9M EMV, nearly breaking into the Top 10. This surge was fueled by the controversial launch of Sweetgreen's new Caramelized Garlic Steak, which drew widespread attention due to its apparent contradiction with the brand's climate-neutral pledge. Key to amplifying the launch was a targeted marketing campaign involving top TikTok creators like Gianluca Conte (@itsqcp) and Olivia Ponton (@iamoliviaponton), who together contributed $535.8k EMV. The campaign, under the long-time hashtag #SweetgreenPartner, resonated strongly, generating $1.0M EMV across 150 posts by 90 creators.

Brand Highlight: Origins

A Closer Look at U.S. Beauty

The launch of Origins' GinZing SPF 30 Daily Moisturizer significantly boosted the brand's May performance, driving $2.6M EMV and a 138% MoM increase. This success was fueled by a marketing campaign featuring lifestyle creators like Alissa Ashley (@alissa.ashley on TikTok), who demonstrated how they incorporated the product into their daily routines in anticipation of the warmer summer months. The initiative generated substantial buzz, resulting in a 468% MoM increase in Impressions to 70.3M, with #OriginsPartner alone contributing $933.8k EMV, while #SPF fueled $490.1k.

Brand Highlight: Netflix

A Closer Look at U.S. Beauty

Netflix enjoyed a dramatic surge up the Streaming Services chart in May, rising to No. 2 with $149.2M EMV, a Top 10-leading 82% month-over-month improvement. The media giant had multiple pieces of programming to thank for this momentum, including the Roast of Tom Brady and the early stages of the forthcoming Mike Tyson/Jake Paul showdown. Additionally, high-impact posts from actress Jenna Ortega (@jennaortega on Instagram) teased the kickoff of filming for Wednesday’s second season. However, it was pop-culture phenomenon Bridgerton that took the crown: #Bridgerton and #BridgertonSeason3 powered a respective $16.4M EMV and $6.8M EMV as Netflix’s No. 2 and No. 3 hashtags in May, behind #Netflix ($24.4M EMV). In all, mentions of ‘Bridgerton’ accrued an impressive $23.5M EMV.

Brand Highlight: CeraVe

A Closer Look at U.S. Beauty

CeraVe claimed $9.0M EMV in May, thanks to its activations in Spain, Germany, and France that tapped into the brand’s powerful network of dermatologist partners. #FaceItLikeADerm was a top hashtag, yielding $1.4M EMV as dermatologists encouraged consumers to build healthy skin habits like wearing SPF. Creators like Myssy Jym (@myssyjym on TikTok) responded to Dr. Tuglma's video about the importance of protecting your skin. Myssy's duet featured her applying CeraVe's moisturizer with SPF 30 ($151.0k EMV). CeraVe’s regional top tags drove significant social media buzz, with #CeraveEspaña sparking $1.1M and #CeraveDeutschland generating $697.9k EMV. CeraVe maintained enthusiastic creators in its community, attaining a retention score of 92.1% and a 56% month-over-month increase in post volume (2.0k pieces of content). CeraVe's TikTok EMV slightly outperformed its Instagram EMV, with the brand achieving $4.6M EMV on TikTok, up 47% MoM. Overall, CeraVe enjoyed a 72% MoM EMV increase.

Brand Highlight: CeraVe

A Closer Look at U.S. Beauty

CeraVe has maintained its strong growth trajectory since launching its viral Michael Cera campaign during the Super Bowl in February. Expanding into the European market, CeraVe has cemented its status as a go-to skincare brand for Gen Z, achieving a 77% MoM increase and capturing $9.3M EMV to rank as Europe’s No. 3 skincare brand. The ongoing success of CeraVe’s #FaceItLikeADerm campaign significantly contributed to the brand’s growth in May. The campaign featured a diverse roster of viral TikTok stars showcasing creative and humorous skits using CeraVe products. Consequently, the hashtag ranked as one of the brand’s top three most impactful in May, generating $1.6M EMV via 70 mentions by 44 creators.

Brand Highlight: Dessange Paris

A Closer Look at U.S. Beauty

Dessange Paris is the go-to haircare brand to "satisfy all your needs," and the brand did just that for creators in May, accruing $4.2M EMV. Astonishingly, $3.6M EMV, or 87% of the brand's monthly total, came from creators who hadn't posted about the brand in April. Notably, Dessange Paris' 147% month-over-month spike in community expansion was secured with just 1% sponsored EMV content. The brand achieved this feat by being named the official partner of the 2024 Cannes Film Festival: #Cannes brought the brand $996.3k EMV, while #FestivalDeCannes collected another $716.1k EMV. Creators were feeling the spotlight, using Dessange Paris to create "main character" moments via POV-style TikToks. For example, creator Rose Doll (@rosedooll2 on TikTok) showed fans how she used Dessange Paris to perfect her blonde hair in just two steps ($160.1k EMV). Meanwhile, Romane Bertrand (@rromanebert) hopped on the same trend, overlaying "POV: I'm the main character" text on her TikTok to show the brilliant blonde created with Dessange Paris products ($148.8k EMV). Overall, Dessange Paris' efforts amounted to an impressive 438% MoM EMV growth.

Brand Highlight: Chopard

A Closer Look at U.S. Beauty

Chopard experienced a remarkable rise in May, achieving $7.6M EMV, a staggering 637% MoM increase. This surge was primarily driven by the brand’s high-profile presence at the Cannes Film Festival, where Chopard’s Red Carpet Collection was showcased by celebrities, generating substantial media coverage and social buzz. For example, professional footballer Paulo Dybala's (@paulodybala on Instagram) content contributed $354.8k EMV and 38.0M Impressions. #CannesFilmFestival ranked among the brand’s most impactful hashtags in May, inspiring $1.4M and 21.7M Impressions across 179 mentions. The launch of the Mille Miglia Race Edition watch also significantly boosted Chopard's monthly success, with DJ and music producer Peggy Gou (@peggygou) generating $421.9k EMV via promotions of the watch.

Brand Highlight: Bud Light

A Closer Look at U.S. Beauty

Football came roaring back in September, lifting Bud Light to new heights. Ranking at No. 2 on the Alcoholic Beverages leaderboard with $3.8M EMV, the brand’s 111% month-over-month surge represented the largest growth by far within the Top 10. Bud Light’s top 13 EMV-drivers were all owned accounts of official sports teams or sports leagues, with NFL teams comprising 10 of these 13 top earners. Much of this NFL content was tagged #EasyToCelebrate, an all-purpose brand hashtag profiling great moments in fandom that pair well with a Bud Light. Thanks to this promotion, #EasyToCelebrate ranked as Bud Light’s No. 1 September hashtag with $1.4M EMV. In addition to this NFL content, Bud Light also enjoyed promotion from NHL teams such as the Dallas Stars (@dallasstars on Instagram) and the New York Rangers, as well as the Ultimate Fighting Championship (@ufc).

Brand Highlight: UGG

A Closer Look at U.S. Beauty

Can you even have fall weather without UGGs? It's no wonder #FallFashion was the No. 1 tag for the brand, securing $2.7M EMV. The cozy footwear brand enjoyed a 95% MoM surge in EMV, raking in $15.9M EMV, thanks to its foray into conscious fashion and its popular partnership with musician Post Malone. UGG launched its first-ever vegan boots in collaboration with Collina Strada, a New York fashion label. The bold boot line attracted significant media attention by aligning with the growing consumer demand for conscious fashion, contributing to a 103% MoM increase in Ugg's creator count and a 133% rise in post count. That wasn't the only big news for UGG: the brand partnered with Post Malone for its Autumn/Winter 2024 campaign, which included waterproof boots and a "multi-sensory retail experience" in LA. Overall, UGG’s efforts inspired 149.1M impressions, up 51% from August.

Brand Highlight: TIRTIR

A Closer Look at U.S. Beauty

We trust in radiance, and creators do, too: TIRTIR stood out this month, driving $10.8M EMV. The brand enjoyed a 52% MoM expansion in potency, averaging $15.8k EMV per creator. A large driver of TIRTIR's success was Korean makeup, with #KBeauty contributing $2.0M EMV and #KoreanMakeup sparking $872.2k. The bulk of this buzz came from incoming creators who hadn't posted about TIRTIR in August, with this cohort driving $6.7M EMV. Among them, creator Lindsey Rowley (@linsmakeuplooks on Instagram) emerged as the brand’s No. 1 EMV-driver, fueling $2.4M EMV via 36 posts by featuring the Cushion Foundation line, helping #CushionFoundation generate $1.5M EMV. Lindsey wasn't the only creator making waves: Darcei Giles (@missdarcei), a Black beauty creator, became an official TIRTIR brand ambassador, posting content promoting an inclusive range of shades ($965.6k EMV).

Brand Highlight: Tresemmé

A Closer Look at U.S. Beauty

Tresemmé enjoyed a 140% MoM surge in September, achieving $6.2M EMV. This growth was driven by its decade-long NYFW partnership, with #TresNYFW fueling $1.5M EMV and 126.0M impressions. Love Island USA It girl Leah Kateb (@leah.kateb on TikTok) shared that Tresemmé made her hair look amazing for her first NYFW ($179.6k EMV). Her ‘Come With Me’ video featured a stop in Tresemmé's styling salon, packed with products and a personal stylist. TikToker Tianna Robillard (@tiannarobillard) also got Fashion Week-ready with Tresemmé, showcasing the power of the brand's hairspray ($205.9k EMV). In all, Fashion Week sparked a 96% MoM expansion in Tresemmé’s community size, which swelled to 522 creators. Incoming creators, who hadn't posted the previous month, contributed 76% of Tresemmé’s September total.

Brand Highlight: Bottega Veneta

A Closer Look at U.S. Beauty

Breaking into the Top 10 in spectacularly “high” fashion, Bottega Veneta ranked at No. 10, growing by 137% MoM and capturing $17.1M EMV. Key to the brand’s success was a sweep of Milan Fashion Week, where Bottega Veneta not only showcased its highly anticipated Spring/Summer 2025 collection, but also announced a collection of limited-edition lounge chairs dubbed “The Ark,” featuring iconic Sacco-seat-inspired chairs shaped like 15 different animals. The announcement wowed fashion and lifestyle creators alike, helping Bottega Veneta’s mentions improve by 82% MoM to 3.7k—ahead of No. 9-ranked Versace. Bottega Veneta’s impressions also soared, growing by 27% MoM to 248.4M, the greatest surge among Top 10 competitors. The brand further benefited from a new partnership with actor Jacob Elordi (@jacobelordi on Instagram), who attended the Milan fashion show sporting a custom charm attached to his bag, spurring tremendous organic buzz online. #JacobElordi ranked as Bottega Veneta’s fourth most impactful September hashtag, driving $752.5k EMV across 46 mentions.

Brand Highlight: New York Mets

A Closer Look at U.S. Beauty

After an improbable, up-and-down season, September saw the New York Mets surging both on the field and on social media. Riding a hot streak all the way to the NLCS, the Mets became the talk of the MLB online, even amid broader playoff buzz. In all, the Mets ranked No. 3 in September with $17.3M EMV, trailing only the two World Series favorites (the Los Angeles Dodgers and New York Yankees). However, no Top 10 team outmatched the Mets’ 97% month-over-month growth. Meanwhile, the team’s engagement (9.5M) and impressions (151.3M) were up a respective 112% and 107% MoM. Though it’s an open question at press time how far the Mets can continue to advance, a late surge of momentum undoubtedly made it a September to remember for the oft-maligned ball club.

Brand Highlight: New York Knicks

A Closer Look at U.S. Beauty

While September tends to be a slow month for the NBA, it was a busy time for the New York Knicks. The team traded away cornerstone Julius Randle and fan favorite Donte DiVincenzo to acquire All Star Karl-Anthony Towns from the Minnesota Timberwolves. The blockbuster news was greeted with a wide range of reactions among Knicks fans and the NBA community at large, dominating conversations about the league throughout September. In all, buzz around the trade helped the Knicks collect $10.0M EMV, ranking No. 2 this month with the Top 10’s highest month-over-month EMV improvement (146%). Additionally, the Knicks saw respective 215% and 231% MoM increases to their engagements (8.8M) and impressions (135.5M).

Brand Highlight: Baltimore Ravens

A Closer Look at U.S. Beauty

With the NFL kicking off for another season, teams were up across the board in September. The Top 10 averaged a whopping 260% month-over-month growth, but no team soared higher than the Baltimore Ravens, who surged 502% to rank at No. 3 with $31.3M EMV. Much of the conversation around the team in September revolved around the season’s inaugural game, which pitted the Ravens against the Kansas City Chiefs in a rematch of the previous season’s AFC Championship Game. The season opener’s dramatic ending got the whole NFL community talking, setting up an eventful month for the Ravens. In all, the team enjoyed 23.3M engagements and 389.0M impressions, respective improvements of 717% and 681%.

Brand Highlight: Buffalo Sabres

A Closer Look at U.S. Beauty

In the final month of NHL preseason, the Buffalo Sabres enjoyed the highest month-over-month EMV growth among Top 10 teams, benefiting from a massive 640% surge to close September at No. 9 with $935.5k EMV. Multiple factors contributed to the Sabres’ impressive growth, which also coincided with respective 723% and 1.4k% MoM improvements to the team’s engagement (345.9k) and impressions (7.7M). The Sabres garnered buzz for participating in an NHL preseason game in Germany, with #NHLGlobalSeries netting $190.1k EMV as the team’s No. 1 hashtag in September. Additionally, the Sabres saw an outpouring of support from across the NHL community when the team paid tribute to the late Johnny Gaudreau ahead of a preseason matchup with the Columbus Blue Jackets.

Brand Highlight: Olipop

A Closer Look at U.S. Beauty

Coming in at No. 10 on the September Top 10, Olipop collected $5.1M EMV, enjoying a Top 10-leading 25% month-over-month growth. The probiotic soda brand saw healthy 8% and 4% MoM expansions of its community size (1.3k creators) and content volume (1.9k posts), with most of this activity stemming from lifestyle content that showed creators pairing meals with their favorite Olipop flavors, or crafting ASMR-style videos. Many of these creators hadn’t posted about Olipop in August, with this incoming cohort generating $3.3M EMV. In comparison, creators who mentioned the brand in both August and September contributed $1.9M EMV in both months, indicating that Olipop relied on newcomers to spark interest.

Brand Highlight: Little Caesars

A Closer Look at U.S. Beauty

Outside the Top 10, Little Caesars had a productive month thanks to budding NFL team partnerships. Although Little Caesars has been an official sponsor of the NFL for two years, in September, the brand announced new initiatives with both the Miami Dolphins and the Tennessee Titans. The two NFL teams collectively drove $79.8k EMV for Little Caesars following the announcement. The pizza brand also tapped San Francisco 49ers tight end George Kittle (@gkittle on Instagram) and Detroit Lions wide receiver Amon-Ra St. Brown (@amonra_stbrown) to star in a series of commercials that sparked significant online buzz. As a result, Little Caesars enjoyed a 100% MoM EMV increase, capturing $2.9M, 53.1M impressions, and 2.3M engagements.

Brand Highlight: Vaseline

A Closer Look at U.S. Beauty

In September, Vaseline saw a significant 52% MoM EMV surge, reaching $6.0M thanks largely to the launch of its new Pro VitaB3 Serum-Burst Lotion. The brand’s “Vaseline Racquet Club” event (#VaselineRacquetClub), which invited various lifestyle and beauty creator partners to test both their racquetball skills and the new serum, played a key role in boosting engagement, resulting in a 27% MoM increase in community size and a 67% MoM rise in post volume. Olympian Jordan Chiles’ (@jordanchiles on Instagram) endorsement alone generated $285.6k EMV, contributing to an 85% MoM spike in impressions (186.1M). Additionally, TikTok creator Golloria George (@golloria)’s content showcasing the lotion’s hydrating benefits added $185.8k EMV. The campaign’s success was underscored by $1.9M EMV for #VaselinePartner and $1.5M for #VaselineRacquetClub, the campaign’s two official hashtags.

Brand Highlight: Hulu

A Closer Look at U.S. Beauty

Hulu distinguished itself among streaming services in September, surging 66% month-over-month to close at No. 3 with $73.8M EMV. Much of this progress was due to buzzing conversation around Hulu program The Secret Lives of Mormon Wives, which has become a phenomenon both on social media and IRL. Coming in as Hulu’s No. 3 hashtag in September, #SecretLivesofMormonWives garnered $5.9M EMV after collecting just $509.6k EMV in August, underscoring the rapidity with which hype for the program took off. Thanks to Hulu’s latest hit, the streaming service posted 53.1M engagements and 1.5B impressions, MoM improvements of 83% and 58%, respectively. Notably, the primary platform fueling Hulu’s momentum was TikTok, which contributed $33.2M EMV in September, compared to Instagram’s $29.7M EMV.

Brand Highlight: NARS

A Closer Look at U.S. Beauty

NARS achieved impressive growth in September, soaring to $3.3M EMV, a 196% MoM increase. This surge was driven by the launch of the Explicit Lipstick and the Maison Explicit virtual experience, a cutting-edge campaign blending storytelling, gamification, and shopping that Forbes called "a retail benchmark." The immersive initiative, part of NARS' 30th Anniversary, captivated audiences, boosting the brand’s impressions to 27.7M, a 248% MoM surge. Additionally, NARS held events for SS24 in Paris, inspiring creators like model Nabilla Vergara (@nabilla on Instagram) to tag the brand in content showcasing their gowns ($202.7k EMV). Chryssa Handis (@imhrisa) contributed $413.7k EMV, popularizing trends like #ParisianStyle ($401.1k EMV) and #OldMoney ($400.5k EMV). Overall, NARS' efforts powered a 231% MoM content volume expansion, fueling 930 posts.

Brand Highlight: Erborian

A Closer Look at U.S. Beauty

Erborian saw a significant 73% MoM EMV increase, reaching $3.8M in September. This growth was driven in part by the successful launch of the Super BB Concealer and its CC Red Correct cream, which highlighted the benefits of Korean skincare and sparked significant social media engagement. The CC Red Correct cream in particular wowed skincare enthusiasts with its ability to cover and blur red skin, generating notable organic engagement and helping #CCRedCorrect, #Redness, and #CCRed rank among the brand’s top 10 most impactful hashtags. Collectively, these hashtags drove $2.2M EMV across 45 mentions via 42 creators.

Brand Highlight: Fenty Hair

A Closer Look at U.S. Beauty

Fenty Hair enjoyed a remarkable 667% MoM surge, closing the month at $6.0M EMV. This success was driven by the brand’s impactful launch at luxury retailer Selfridges, which significantly broadened Fenty Hair's reach. The Selfridges pop-up, supported by widespread social media coverage, resulted in a 261% MoM increase in creator count to 307. Superstar Rihanna posed 1-on-1 with a select group of creators, including beauty guru Sarah New (@sarahnewsfx on Instagram), Love Island UK's Ella Thomas (@ellathomas_), No. 1 EMV-driver Uche Natori (@uchjn on TikTok), and Frishta Ghaderi (@frishtag_ on Instagram). The creators' enthusiasm about meeting Rihanna spiked the brand's post count by 518% to 940. Uche proved particularly impactful, inspiring $352.0k EMV via six posts. Overall, September was a big month for Fenty Hair, with the brand also launching in Sephora.

Brand Highlight: Gucci

A Closer Look at U.S. Beauty

Another fashion brand to come out strong from Milan Fashion Week, Gucci narrowly missed No. 1 on the EMEA Luxury Fashion leaderboard, capturing $20.7M EMV—a notable 151% MoM increase—that fell just shy of Dior’s $21.6M EMV. Actress Dakota Johnson’s (@dakotajohnson on Instagram) attendance in a sheer Gucci Maxidress drew significant attention from fashion enthusiasts, with #DakotaJohnson ranking among the brand’s top September hashtags by generating $436.3k EMV. Gucci’s Spring 2025 Women’s Ready-to-Wear was all the rage in Milan, helping the brand benefit from organic and sponsored coverage alike. In all, #MFW, #FashionWeek, and #MilanFashionWeek ranked among Gucci’s top hashtags, helping the brand garner 323.2M impressions and 21.8M engagements.

Brand Highlight: Veuve Clicquot

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Veuve Clicquot rocketed up the Alcoholic Beverages leaderboard in October, ranking at No. 2 with $4.2M EMV, an impressive 663% month-over-month surge. The annual Polo Classic by Veuve Clicquot brought creators to sunny Los Angeles, sparking a flurry of posh, refined content. The event fueled a thorough transformation of the brand’s creator community, with nearly all ($4.1M EMV) of Veuve Clicquot’s October total stemming from creators who hadn’t posted about the brand in September. Actresses, socialites, and lifestyle influencers, mostly with powerhouse followings, all got in on the fun, with Veuve Clicquot ultimately garnering 1.7k posts from 561 creators, MoM surges of 397% and 215%, respectively. In all, Veuve Clicquot popped off for 1.8M engagements and 32.7M impressions—MoM gains of 3.6k% and 2.0k%.

Brand Highlight: Rockstar Energy

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Outside of the Top 10, Rockstar Energy enjoyed a notable surge, collecting $2.8M EMV, a 62% month-over-month growth. Much of this momentum can be attributed to a dramatic increase in activity from Full Squad Gaming, a collective of lifestyle YouTubers who create videos based around humor, pop culture, and video games. After inspiring $2.0k EMV via six posts in September, the channel massively expanded its reach in October, driving $872.8k EMV via 11 posts as Rockstar Energy’s top earner. By including the brand as a sponsor for several viral videos, Full Squad Gaming helped Rockstar Energy achieve 1.1M engagements and 31.7M impressions, figures which represented respective 46% and 178% MoM improvements.

Brand Highlight: Prime Video

A Closer Look at U.S. Beauty

Coming in at No. 4 in October, Prime Video enjoyed a Top 10-leading 64% month-over-month EMV growth, netting $44.9M EMV. Throughout the month, Amazon’s streaming service was buoyed by NFL content, with #NFLPlus collecting $5.9M EMV as the brand’s No. 1 hashtag. Similarly, the owned social media accounts of the NFL ranked as Prime Video’s No. 2 source of EMV, inspiring $6.1M EMV. Coming in ahead of the NFL on Prime Video’s creator leaderboard was Victoria’s Secret, which hyped up its annual fashion show, available for streaming on the platform. Victoria’s Secret’s owned accounts generated a collective $7.1M EMV across 60 pieces of content. Thanks to heavy hitters like the NFL and Victoria’s Secret, Prime Video closed October up 201% and 123% in engagements (65.5M) and impressions (880.7M), respectively.

Brand Highlight: Los Angeles Dodgers

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To the victor go the spoils: following their decisive World Series win, the Los Angeles Dodgers also claimed the top spot on October’s MLB leaderboard. The Dodgers accrued $187.7M EMV, pouring it on with a whopping 507% month-over-month surge. A total of 6.0k creators authored 30.9k posts mentioning the Dodgers, with these totals representing respective 371% and 362% MoM improvements. Nineteen of the team’s top 20 October EMV-drivers had also mentioned the Dodgers in September, with this top-earning consistent cohort averaging an astounding 19.7k% MoM increase in EMV. With the entire sports world showing support and respect for the champions, the Los Angeles Dodgers racked up 143.4M engagements and 2.1B impressions in October, MoM growths of 454% and 542%.

Brand Highlight: Seattle Kraken

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With the NHL season kicking off in October, every team in the Top 10 enjoyed month-over-month EMV growth. No team surged higher than the Seattle Kraken, with the hockey club netting $2.5M EMV, a cool 175% MoM improvement. Buzz for the team was largely centered around the debut of Kraken assistant coach Jessica Campbell, who made history as the NHL’s first female coach. Sports organizations and accounts associated with the NHL praised the landmark moment, offering an outpouring of support for the Kraken. Mentions of Campbell accounted for $1.1M EMV, or nearly half of the team’s monthly total. Thanks largely to this momentum, the Kraken garnered 461 mentions from 200 creators in October, MoM spikes of 72% and 125%.

Brand Highlight: Los Angeles Lakers

A Closer Look at U.S. Beauty

With a new NBA season beginning in October, it was only natural for teams in the Top 10, and across the league at large, to see impressive momentum. As the NBA’s perennial No. 1 team in EMV, if not always in results, the Los Angeles Lakers claimed the top spot, netting $68.8M EMV and enjoying an impressive 496% MoM growth. NBA and sports media analyzed the Lakers throughout the month, discussing several key storylines: LeBron James’ unprecedented greatness entering his 22nd NBA season; the debut of new Lakers coach JJ Redick; and, most importantly, Bronny James’ entrance to the NBA, prompting an unprecedented and heartwarming moment in which a father and son shared an NBA court for the first time. With all this buzz propelling them to a hot start, the Lakers pulled in 76.0M engagements and 1.2B impressions, marking MoM improvements of 510% and 585%.

Brand Highlight: Pittsburgh Steelers

A Closer Look at U.S. Beauty

Midway through a tumultuous NFL season, the Pittsburgh Steelers have emerged as a sleeper contender not only on the field, but in CreatorIQ’s NFL leaderboard. In October, the Steelers ranked No. 3 with $37.3M EMV, boasting a Top 10-leading 92% MoM surge. This momentum stemmed in part from the debut of new quarterback Russell Wilson, who cooked up a scintillating start in October with wins over the Jets and the Giants. Another big factor in the Steelers’ growth was then-presidential candidate Donald Trump’s attendance at the team’s game versus the Jets, prompting an outpouring of media coverage. Mentions of “Wilson” and “Trump” yielded a respective $5.4M and $2.5M EMV.

Brand Highlight: Mehron Makeup

A Closer Look at U.S. Beauty

Mehron Makeup is back at it again with another bombshell Halloween. #HalloweenMakeup conjured up a staggering $13.5M EMV for the brand—49% of its $27.5M October total. One big reason for the brand's hold on the spooky holiday is its Paradise Makeup AQ line, which fueled $8.7M EMV, as well as its Halloween makeup competition (#31DaysOfHalloweenMakeup netted $2.6M EMV). The refillable face and body paint was a fan favorite, enabling creators like Piper Nelson to use the palette to draw up creative Halloween costumes. As Mehron Makeup’s No. 1 EMV-driver, Piper drove $3.0M via Youtube videos that imagined characters like Bob from Beetlejuice and The Joker as Monster High characters. Overall, 65% of Mehron Makeup's creator community consisted of creators who posted in both September and October. This retention helped the brand fuel its seasonal efforts, enjoying a 155% month-over-month EMV surge and a 165% MoM boost in impressions.

Brand Highlight: NYX Professional Makeup

A Closer Look at U.S. Beauty

In October, NYX Professional Makeup entered "its villain era," with a 88% month-over-month EMV surge to $24.1M, topping U.K. Beauty charts. Partnering with Warner Bros., the brand's international "Who Stole Halloween?" campaign combined mystery with episodes featuring reality stars like Love Island UK's Whitney Adebayo, as fans sought to uncover the thief for a cash prize. These efforts, combined with the Halloween season overall, propelled NYX Professional Makeup to collect $9.9M EMV from #HalloweenMakeup. NYX Professional Makeup's October performance benefited from creators who posted in both September and October, with this cohort driving 73% of the brand's October EMV total. Among them, No. 1 EMV-driver Colleen Milner (@colleen.makeupp on Instagram) wooed followers with costumes and makeup looks inspired by Inside Out's "Sad" makeup and the Minions franchise ($841.2k EMV). Overall, NYX Professional Makeup sparked 392.5M impressions, up 151% MoM.

Brand Highlight: Nexxus

A Closer Look at U.S. Beauty

Nexxus drove $5.0M EMV in October, up 173% from September. The brand tapped actress Lindsay Lohan (@lindsaylohan on TikTok) to promote its xxl volume hairspray via a nostalgic play on Lohan's role as a twin in "Parent Trap." A Nexxus partner, Lohan posted GRWMs featuring Nexxus' xxl hairspray. As the brand’s No. 1 EMV-driver, Lohan inspired $976.4k EMV via 15 posts. Creator Hang Nguyen (@nothangtw) joined in on the hairspray fanfare, labeling Nexxus products her go-tos and fueling $200.7k EMV via six posts. Overall, Nexxus revved up its activations in October: #NexxusPartner drove $2.9M EMV, and the brand enjoyed an 86% MoM community expansion to 275 creators. Nearly all (86%) of Nexxus’ October EMV stemmed from creators who hadn't posted about the brand during the previous month, a testament to Nexxus' ability to generate enthusiasm around quality products like the Allure Best of Beauty volume hairspray.

Brand Highlight: Gisou (Haircare)

A Closer Look at U.S. Beauty

Gisou Haircare inspired $3.4M EMV in Europe, up 120% from September. Known for its cult classic lip oil and honey products, Gisou's honey-infused hair products got the shine in October: the Honey Infused Hair Oil inspired $772.0k EMV, while the Honey Infused Hair Perfume sparked $577.9k EMV. The brand’s No. 1 EMV-driver, creator Emilia Marantos (@byemmaleah) included the hair perfume in an ASMR post-wash routine, and the hair oil in a Reel depicting a peaceful night in ($223.9k EMV). Meanwhile, Suzie Narden (@suzishresthabest on Instagram) made Nepali chiya (tea) and included Gisou products in a Reel showcasing her weekend activities ($112.2k EMV). The brand inspired a 96% MoM jump in its creator community to 611 creators, and boosted its post volume by 101% to 1.0k EMV.

Brand Highlight: Victoria's Secret

A Closer Look at U.S. Beauty

Not only did Victoria's Secret secure the No. 2 spot on the Apparel leaderboard, but the lingerie brand soared by 897% month-over-month thanks to its live-streamed fashion show in New York. The show featured a musical line-up complete with stars like Cher, Lisa from Blackpink, and Tyla. Back after a hiatus, the fashion show highlighted models in lingerie and eclectic wings. #VSFashionShow fueled an impressive $31.8M EMV, while #VictoriasSecretFashionShow collected another $16.4M EMV. Wearing a vibrant plumed outfit, model Bella Hadid (@bellahadid on Instagram) shared her awe at closing the show, acknowledging the efforts the brand has made to "represent so many beautiful and multifaceted versions of US" ($531.1k EMV). Meanwhile, Bella's sister Gigi Hadid (@gigihadid) shared a shot of her strutting down the runway in pink wings ($522.2k EMV). Model Taylor Hill (@taylor_hill), a Victoria's Secret Angel, shared 23 posts, driving $2.0M EMV by documenting her powerful return to the Victoria's Secret runway. Overall, Victoria's Secret $124.8M EMV in October represented a legendary month for the brand.

Brand Highlight: McDonald's

A Closer Look at U.S. Beauty

McDonald’s sizzled in October, netting $79.8M EMV, an impressive 142% month-over-month (MoM) growth. The limited-time launch of the Chicken Big Mac, amplified by creator partnerships like Twitch streamer Kai Cenat (@kaicenat), sparked widespread buzz. The campaign pushed #bigmac into the brand’s top 10 October hashtags, driving $2.8M EMV from 194 mentions by 133 creators. This momentum fueled an extraordinary 324% MoM surge in estimated impressions, totaling 2.1B served. With creative campaigns and strong creator collaborations, McDonald’s further cemented its spot as a fast-food powerhouse.

Brand Highlight: Miu Miu

A Closer Look at U.S. Beauty

Miu Miu dazzled in October, doubling its monthly EMV to $17.0M, a 105% month-over-month (MoM) increase. The debut of its Spring/Summer 2025 collection, “Salt Looks Like Sugar,” captivated audiences and earned coverage from outlets like Vogue and WWD. Social creators sharing their favorite looks helped boost the brand’s impressions by 230% MoM to 224.1M. Meanwhile, the Miu Miu x New Balance collaboration drove a 109% MoM spike in the brand’s content volume, with the coveted New Balance 530 mules igniting excitement across platforms. This partnership expanded Miu Miu’s streetwear appeal, as its community grew 44% MoM to 1.7k creators.

Brand Highlight: Louis Vuitton

A Closer Look at U.S. Beauty

Louis Vuitton claimed the No. 1 spot on the U.S. Luxury Fashion leaderboard in October, pulling in $37.9M EMV, a 31% month-over-month (MoM) growth. The brand’s Spring/Summer 2025 collections, unveiled at Paris Fashion Week by Pharrell Williams and Nicolas Ghesquière, were key drivers of this success. The event spurred a 15% MoM increase in Louis Vuitton’s community (3.6k creators), a 36% MoM rise in content (8.6k posts), and an 18% MoM boost in impressions (452.8M). #ParisFashionWeek emerged as one of the brand’s top-performing hashtags, contributing $1.6M EMV across 186 posts. Vogue (@vogue on Instagram) was Louis Vuitton’s leading EMV source, generating $1.2M via its extensive event coverage.

Brand Highlight: Dove Skincare

A Closer Look at U.S. Beauty

Outside the Top 10, Dove Skincare climbed the rankings with a 101% month-over-month (MoM) growth, collecting $8.4M EMV. This success was largely fueled by a 56% MoM expansion among its community, which grew to 590 creators. Notably, eight of the brand’s top 10 most impactful creators were newcomers, having not mentioned Dove Skincare the previous month. This incoming cohort, many of whom were tapped for a campaign surrounding the newly launched Niacinamide + Even Tone Cream Serum, contributed $7.1M EMV. This total far surpassed the $1.4M EMV driven by retained creators, highlighting the power of fresh voices in amplifying the brand's presence.

Brand Highlight: RHODE Skin

A Closer Look at U.S. Beauty

Claiming the No. 1 spot, RHODE Skin had a standout month, growing 61% month-over-month (MoM) to capture $11.3M EMV, making it the only brand in the Top 10 to surpass $10M. A new partnership with powerhouse creator and actress Claudia Schiffer (@claudiaschiffer on Instagram) played a pivotal role in this achievement. Schiffer emerged as the brand’s top EMV driver by a significant margin, generating $752.0k via 55 mentions. As an official partner, Claudia showcased a variety of RHODE Skin products—including the brand’s newest launch, the Barrier Butter—in both video and static content, solidifying her partnership's impact on the brand's success.

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Brand Highlight: Sweetgreen

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Brand Highlight: Origins

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Brand Highlight: Netflix

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Brand Highlight: CeraVe

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Brand Highlight: CeraVe

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Brand Highlight: Dessange Paris

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Brand Highlight: Chopard

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Brand Highlight: Bud Light

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Brand Highlight: UGG

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Brand Highlight: TIRTIR

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Brand Highlight: Tresemmé

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Brand Highlight: Bottega Veneta

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Brand Highlight: New York Mets

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Brand Highlight: New York Knicks

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Brand Highlight: Baltimore Ravens

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Brand Highlight: Buffalo Sabres

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Brand Highlight: Olipop

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Brand Highlight: Little Caesars

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Brand Highlight: Vaseline

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Brand Highlight: Hulu

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Brand Highlight: NARS

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Brand Highlight: Erborian

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Brand Highlight: Fenty Hair

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Brand Highlight: Gucci

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Brand Highlight: Veuve Clicquot

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Brand Highlight: Rockstar Energy

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Brand Highlight: Prime Video

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Brand Highlight: Los Angeles Dodgers

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Brand Highlight: Seattle Kraken

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Brand Highlight: Los Angeles Lakers

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Brand Highlight: Pittsburgh Steelers

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Brand Highlight: Mehron Makeup

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Brand Highlight: NYX Professional Makeup

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Brand Highlight: Nexxus

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Brand Highlight: Gisou (Haircare)

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Brand Highlight: Victoria's Secret

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Brand Highlight: McDonald's

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Brand Highlight: Miu Miu

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Brand Highlight: Louis Vuitton

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Brand Highlight: Dove Skincare

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Brand Highlight: RHODE Skin

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Brand Highlight: Patrón Tequila

A Closer Look at U.S. Beauty

Patrón Tequila toasted to a No. 6 ranking in November, enjoying a Top 10-leading 64% month-over-month EMV growth to collect $2.1M EMV. The brand boasted 1.6M engagements and 24.4M impressions, respective MoM improvements of 214% and 154%. Notably, Patrón Tequila delivered these impressive numbers despite experiencing 5% and 15% MoM declines to its community size (167 creators) and content volume (394 posts). The brand’s November momentum came from a range of activations during a star-studded series of Formula One events in Las Vegas. Patrón Tequila sponsored a “Becky’s Barrio” pop-up with musician Becky G (@iambeckyg on Instagram), while also hosting actor Darren Barnet (@darrenbarnet) and social media personality Haley Kalil (@haleyybaylee) at various branded parties. The result was a splashy, high-profile month for Patrón Tequila despite the brand’s reduced creator and post counts.

Brand Highlight: Alani Nu

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Coming in at No. 5 on November’s Non-Alcoholic Beverages leaderboard, Alani Nu racked up $12.4M EMV, a Top 10-leading 37% month-over-month jump in what was generally a down month for the vertical. One key to the brand’s success in November was finding a broader and more deeply engaged audience on TikTok. While the short-form video platform contributed roughly one-third of Alani Nu’s total EMV ($4.0M EMV), TikTok saw significant MoM surges in its engagements (2.9M) and impressions (37.2M), which boasted respective 107% and 80% MoM growth. TikTok fueled Alani Nu’s top six November posts by EMV, as well as eight of its top 10-EMV driving posts overall. Creators like Kayla Argyle (@_kaylaargyle_) took part in the #AlaniNuChallenge, a blind taste test of various flavors, or shouted out the brand in various lifestyle and everyday posts.

Brand Highlight: Netflix

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Netflix’s November success was driven by strategic expansions into live sports and ad-supported content. The live broadcast of the Jake Paul vs. Mike Tyson boxing match drew 108 million global viewers, with boxing legend Mike Tyson (@miketyson) and creator Jake Paul (@jakepaul) contributing $3.0M and $1.7M EMV, respectively, and ranking as Netflix’s top two most impactful creators. The event also fueled a 64% month-over-month (MoM) increase in impressions. Meanwhile, Netflix’s ad-supported tier, now with 70 million monthly active users, expanded the platform’s reach and integrated ads into hits like “Squid Game,” driving higher engagement and revenue. Together, these efforts propelled Netflix to $173.0M EMV in November, a 16% MoM increase.

Brand Highlight: Pittsburgh Pirates

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In the month following the end of the Major League Baseball season, with nearly every team slumping considerably, the Pittsburgh Pirates stood out. As one of just two Top 10 teams to experience month-over-month EMV growth, the Pirates sailed their way to a No. 6 ranking and a treasure chest of $2.0M EMV, which proved a 123% MoM jump. Much of this momentum stemmed from a 70% MoM expansion of the Pirates’ community, which swelled to 95 creators in November. Roughly 65% ($1.3M EMV) of the Pirates’ EMV total mentioned star pitcher Paul Skenes. The vast majority of this content either celebrated Skenes’ National League Rookie of the Year victory, or publicizing the team’s blockbuster offer of home-plate tickets for thirty years and other perks in exchange for a rare, currently undiscovered Paul Skenes rookie card, which has since set off a firestorm across sports media.

Brand Highlight: Los Angeles Kings

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With momentum for the NHL fading following the hype of the season’s opening month, the Los Angeles Kings skated in a different direction. As one of just two Top 10 teams to experience month-over-month EMV growth, the Kings netted $1.5M EMV, a 63% MoM surge, to land at No. 8. The team benefited from a series of starry guests throughout the month, with the LA Kings playing host to social media personality King Bach (@kingbach on Instagram), as well as the crew of Dancing with the Stars, as documented by Brylee Armstrong (@bryleearmstrong_ on TikTok), wife of DWTS dancer Brandon Armstrong. Thanks to these high-profile creators, the Kings garnered 783.8k engagements and 12.4M impressions, respective MoM gains of 130% and 146%.

Brand Highlight: Cleveland Cavaliers

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The surprise of the NBA season so far, the Cleveland Cavaliers raced out to a remarkable 15-0 opening record across October and November, with the team’s first loss of the season coming November 19 versus the Boston Celtics. Sports media faithfully chronicled each win during the unexpected streak, documenting plays from Cleveland stars like Donovan Mitchell and speculating as to when the team’s magic would run out. Fueled by all this hype, the Cavaliers rose all the way to No. 4 on the November NBA leaderboard, scoring $17.3M EMV, a Top 10-leading 252% month-over-month growth. Additionally, the team enjoyed 17.7M engagements and 255.0M impressions, respective MoM gains of 536% and 478%.

Brand Highlight: Philadelphia Eagles

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Amid a healthy set of month-over-month improvements within the NFL Top 10, the Philadelphia Eagles boasted a set-leading 97% MoM EMV surge, closing the month at No. 7 with $22.3M EMV. The team went undefeated in November in the midst of an extended win streak, drawing praise and reevaluation from across NFL media. Much of this media focus was centered around star running back Saquon Barkley, whose MVP-worthy season yielded two signature moments during the month: a spectacular backwards hurdle against the Jacksonville Jaguars on November 3, and a 255-yard, two-touchdown performance against the Los Angeles Rams on November 20. Mentions of Barkley by name constituted nine of the Eagles’ top 10 posts by EMV, ultimately fueling $6.4M EMV—more than 25% of the team’s monthly total.

Brand Highlight: Scott Barnes

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Known for products that enhance "the glow," Scott Barnes enjoyed a 147% month-over-month boost, garnering $1.9M EMV in November. This growth was driven almost entirely by the efforts of musician and actress Jennifer Lopez (@jlo). Lopez not only inspired $1.6M EMV—86% of Scott Barnes' November total—but also contributed heavily to the brand's 98.0M impressions, a 414% MoM increase. Lopez's posts were varied carousels including fits in nude shades, poses from a bar in London, and behind-the-scenes content en route to her Dior trip dressed in a classic plaid two-piece. J.Lo also showcased her makeup artist's work for the post-Oscar Governors Ball. Her 13 posts marked a 276% MoM EMV surge. Scott Barnes’ community size experienced a slight decrease (down 6% MoM to 46 creators), but the brand’s sharp rise in potency (up 163% MoM to an average of $41.2k per creator) suggests that the brand's close ties to J.Lo constituted the bulk of the online conversation in November.

Brand Highlight: ghd

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The girls that get it get it, at least when it comes to ghd: the hair tools brand accrued $24.4M EMV, up 93% month-over-month. Additionally, ghd enjoyed a 148% MoM boost in impressions (93.8M) thanks to its limited-edition ghd Iced Luxe Collection. Transforming its best-selling tools into icy blue hues just in time for the holidays, ghd garnered $2.5M EMV from #GHDIcedLuxe via 115 creators and 209 posts. The brand balanced its cohorts of incoming creators and retained creators: just 52% of ghd's November EMV total came from a cohort of creators who posted in November, but not October. Relatedly, among the brand’s top five creators, only ghd’s No. 1 EMV driver was among this incoming cohort, while the other four were retained creators. Top earner Sanaa El Mahalli (@sananas2106 on Instagram) contributed $571.0k EMV via 61 posts, capturing her ghd-sponsored trip to Iceland, featuring a cozy slumber party, a candlelit ghd dome, a Christmas tree complete with the Iced Luxe Collection as gifts, and ghd ice sculptures. In all, ghd's spectacular activations led to a 172% surge in engagements (13.6M).

Brand Highlight: The Doux

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In a slow month for U.S. Haircare, The Doux, known for its textured haircare products, stood out, growing its EMV by 67% from October. Unsurprisingly, its top tag was #NaturalHair, which accrued $508.7k EMV—38% of The Doux's $1.3M EMV November total. Creators who hadn't posted about the brand in October accounted for the greatest amount of online conversation, driving $949.1k EMV in November, or 71% of The Doux's total. Among this cohort, Jess Harvey (@onlyonejesss on TikTok) stood out as the No. 1 EMV-driver, encouraging her followers to "lock in" on The Doux's Bee-Girl Gel, which enabled defined curls for her Type 4 hair ($194.8k EMV). Overall, The Doux boasted a 95% year-over-year EMV expansion, as well as a 385% month-over-month growth in impressions (20.0M).

Brand Highlight: Coco & Eve

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Coco & Eve amassed an impressive $1.5M EMV and 64.8M impressions, marking a successful November for the Bali-inspired cruelty-free brand. Coco & Eve's efforts amounted to an impressive 92% month-over-month EMV increase, as well as a staggering 635% MoM surge in impressions, thanks to the brand’s commitment to curly hair. As the No. 1 EMV-driver for Coco & Eve, Millie Mclay (@milliemclay) inspired $217.4k EMV with a TikTok demonstrating to followers how swiftly Coco & Eve products could make their straight hair effortlessly curly. Meanwhile, Sasha Lillie (@sashalilliee on Instagram) credited Coco & Eve's Miracle Hair Elixir for getting her hair healthy and shiny ($213.8k EMV). Overall, Coco & Eve enjoyed a 697% MoM expansion in engagements, surging to 3.4M.

Brand Highlight: Pandora

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Pandora was the talk of the town in November thanks to its brand trip to Thailand, powering $9.0M EMV. Associated tags #PandoraTakesThailand and #FromThailandWithLove fueled $3.2M EMV and $3.0M EMV, respectively. Pandora invited select creators to enroll in its "Pandora Squad" and come on a trip to Bangkok. Among this group of creators, Venezuelan model and YouTuber Georgina Mazzeo (@georginamazzeo on Instagram) captured the trip’s unforgettable moments, featuring Pandora's high-rise event, a "Be Love" themed runway, and a Pandora-branded poolside party ($967.8k EMV). Georgina was joined by creators Gaby Asturias Ruiz (@gaby_asturias on TikTok) and Corina Smith (@corinasmith on Instagram), who generated $1.6M EMV and $1.3M EMV, respectively. As the brand’s No. 1 EMV-driver, Gaby shared footage of herself walking down the Pandora runway while pregnant. Meanwhile, Corina shared footage of her wearing charms while meeting with elephants. Pandora's Herculean efforts sparked a 171% month-over-month EMV increase, as well as a 197% MoM expansion in impressions to 96.1M.

Brand Highlight: Starbucks

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Autumn and the holidays are synonymous with Starbucks: the iconic and ubiquitous franchise claimed the top spot on the November Quick-Service Restaurants leaderboard, pulling in $32.5M EMV to go along with a Top 10-leading 45% month-over-month growth. Of this total, $15.8M EMV came from TikTok and $11.8M EMV came from Instagram, underscoring Starbucks’ popularity on the former platform. The brand’s $15.8M EMV from TikTok proved an 82% MoM improvement, on par with the channel’s 88% MoM surge in engagement (7.9M) and a 79% boost in impressions (183.4M). Throughout the month, TikTok users celebrated the return of Starbucks’ annual holiday beverages, which featured numerous promotional tie-ins with Wicked.

Brand Highlight: Elie Saab

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In November, Elie Saab achieved extraordinary growth, capturing $8.3M EMV—a staggering 1.1k% month-over-month (MoM) increase. This significant growth was driven by the “The 1001 Seasons of Elie Saab,” an opulent fashion show in Riyadh, Saudi Arabia. The event featured celebrity performances and generated $3.2M EMV through the #1001SeasonsOfElieSaab hashtag. This signature moment significantly expanded the brand’s global reach, reflected in an impressive 3.6k% rise in impressions. A key contributor to this success was coverage by Gala (@gala.fr), the official Instagram account of the French celebrity and women’s magazine, which generated $2.5M EMV and drove 108.4M impressions. Additionally, Elie Saab’s Fall/Winter 2024-25 Haute Couture Collection, inspired by One Thousand and One Nights, further boosted the brand’s EMV, with Vogue France’s coverage contributing $257.0k EMV.

Brand Highlight: Chopard

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Chopard soared to $2.3M EMV, marking a 97% month-over-month (MoM) increase, driven by the successful expansion of its Ice Cube collection. The new “Sculpted by Light” capsule, headlined by A-list celebrity Bella Hadid (@bellahadid on Instagram), captivated audiences, with Hadid’s posts alone contributing $919.8k EMV and garnering over 67.6M impressions. Chopard’s commitment to sustainability also played a pivotal role in its growth, highlighted by the launch of the brand’s “most sustainable watch yet,” the L.U.C Fleurier. This initiative, recognized at the GPHG 2024 awards, resonated with eco-conscious consumers and enhanced Chopard’s reputation as a leader in sustainable luxury. In all, these efforts drove a remarkable 369% MoM increase in impressions to 77.3M.

Brand Highlight: L'Occitane en Provence

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Ranking at No. 2, L’Occitane en Provence surged ahead of its skincare competitors with $23.6M EMV in November, reflecting a 64% month-over-month (MoM) increase. This impressive growth was fueled by the brand’s “Le Grand Holiday” campaign, which offered audiences a chance to win a trip to Provence, as well as the TikTok launch of its 2024 Advent Calendar, which generated significant buzz. The #LoccitanePartner hashtag emerged as a standout, contributing $7.9M EMV, while the brand’s robust creator marketing program experienced a 54% MoM increase in community size to 3.3k, along with a 100% MoM rise in total posts to 7.9k. L’Occitane also saw strong engagement efficiency, with EMV per creator increasing 6% MoM to $7.1K and posts per creator climbing 30% to an average of 2.4 per creator. In all, these efforts led to a 79% MoM surge in impressions, totaling 269.6M.

Brand Highlight: Rituals

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Outside the Top 10, Rituals saw a 48% month-over-month EMV increase in November 2024, reaching $4.7M. This growth was driven by the Alchemy Collection, a limited-edition autumn/winter line featuring amber and myrrh scents, which gained traction via physical retail campaigns and creator content. Creator Meggan Grubb (@meggangrubb on Instagram) led the charge, ranking as one of the brand’s most impactful creators and contributing $173.6k EMV. Additionally, Rituals’ collaboration with Spanish fast-fashion brand Mango expanded the brand’s reach, fueling a 31% MoM increase in community size (818 creators), a 28% MoM rise in content volume (1.5k posts), and a 66% increase in impressions, which soared to 33.7M.

Brand Highlight: BeatBox Beverages

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Breaking into the Alcoholic Beverages Top 10 at No. 7, BeatBox Beverages danced its way to $2.0M EMV in December, a 110% month-over-month surge that was far and away the largest in the category. The popular ‘Party Punch’ brand, featuring colorful pouches of pre-made cocktails, was a big hit on the festival circuit in December, taking on a starring role at Miami’s Rolling Loud event. As a primary sponsor and official beverage partner, attendees chronicled their time at the show with BeatBox Beverages in hand, helping mentions of ‘Rolling Loud’ contribute $451.6k EMV. Thanks largely to hype surrounding the festival, BeatBox Beverages saw impressive 380% and 360% MoM improvements to its engagements (1.8M) and impressions (31.8M).

Brand Highlight: Poppi

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Coming in at No. 8 on the non-alcoholic beverages leaderboard in December, Poppi enjoyed a 63% month-over-month EMV growth, by far the highest in the Top 10, on its way to $7.3M EMV. The probiotic soda company benefited from a 25% community expansion (1.8k creators), which in turn produced a 38% MoM bump in content volume (3.0k posts). Throughout the holiday season, Poppi’s festive Cranberry Fizz flavor was all the rage, with mentions of the offering inspiring $815.4k EMV across 168 mentions. The flavor earned shoutouts from social media royalty like star TikToker Alix Earle, as well as humor creator Ladyintgebathroom, who touted the magic of Cranberry Fizz to her 2.2M followers.

Brand Highlight: Disney+

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In a standout month for streaming brands, Disney+ led the way with an impressive 81% month-over-month surge, capturing $42.2M EMV. This growth was fueled by the December integration of ESPN+, which attracted sports fans and fueled a 39% MoM increase in post volume and a 9% MoM rise in community size for Disney+. Key partnerships with the official NBA (@nba on Instagram) and NFL (@nfl) social channels significantly boosted the initiative’s impact, collectively generating $10.4M EMV across 330 mentions. As a result, Disney+ achieved notable growth in impressions (107% MoM) and engagement (86% MoM).

Brand Highlight: New York Mets

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Following a deep postseason run, the New York Mets solidified their status as a team to watch by signing a star player from their crosstown rivals the Yankees. The acquisition of Juan Soto for an eye-popping $765M signaled a new chapter for the Mets, and a major loss for the Yankees, who benefited greatly from Soto’s heroics on their way to the 2024 World Series. In all, the Mets accrued $19.3M EMV to rank at No. 2 on December’s MLB leaderboard, right behind the Yankees’ $20.7M EMV. However, the Mets’ total proved a 357% MoM surge, giving them the edge. Mentions of Soto accounted for $13.0M EMV—over two-thirds of the Mets’ monthly total—and helped the team garner 11.9M engagements and 194.3M impressions, MoM improvements of 465% and 466%, respectively.

Brand Highlight: Chicago Blackhawks

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In the world of the NHL, the Chicago Blackhawks might be at the bottom of the league. However, the team enjoyed a Top 10-leading 112% month-over-month EMV growth, ranking at No. 7 in December with $2.6M EMV. The Blackhawks made the news for multiple reasons throughout the month. Hockey media covered star player Connor Bedard’s exploits both on and off the ice, whether he was chirping with Detroit Red Wings player Patrick Kane or taking in the action at an NFL matchup between the Chicago Bears and the Minnesota Vikings. Additionally, the Blackhawks saw hype for the NHL Winter Classic, which saw the team host the St. Louis Blues at Chicago’s Wrigley Field on New Year’s Eve.

Brand Highlight: Atlanta Hawks

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Though they fly under the radar in NBA circles, the Atlanta Hawks claimed the league’s highest month-over-month EMV growth in December, jumping 104% to land at No. 7 with $14.2M EMV. Notably, the Hawks achieved this improvement despite experiencing a slight 1% MoM contraction to its community (641 creators). However, this downtick was balanced out by a 94% MoM surge in the Hawks’ engagement (9.2M), as well as a 91% boost in the team’s impressions (160.9M). Star player Trae Young dominated the team’s content via his scintillating highlights, with mentions of Young driving $3.3M EMV. The Hawks also saw a bump via viral moments from matchups against the San Antonio Spurs and the New York Knicks.

Brand Highlight: Buffalo Bills

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Both on and off the field, the Buffalo Bills are entering the NFL Playoffs with tons of momentum. In December, the team enjoyed a set-leading 104% month-over-month EMV growth, capturing $19.3M EMV to close out the Top 10 at No. 10. Star quarterback and MVP candidate Josh Allen galvanized fans with highlight after highlight, helping the Bills notch 13.6M engagements and 225.8M impressions—MoM improvements of 122% and 90%, respectively. Mentions of ‘Josh Allen’ comprised $7.0M EMV, or over one-third of the Bills’ December total. Meanwhile, mentions of ‘MVP’ fueled $1.4M EMV.

Brand Highlight: Pixi Beauty

A Closer Look at U.S. Beauty

Pixi Beauty celebrated its 25th anniversary with a massive campaign, capturing $4.4M EMV in December, a 96% month-over-month increase. Dallas-based creators like Stephany (@its.stephj on Instagram) and Kat Dunn (@katdunn on TikTok) showcased an exclusive Pixi Beauty holiday dinner, celebrating 25 years of glow and offering sneak peeks of upcoming products. The efforts of one creator in particular stood out in December: Lindsey Rowley (@linsmakeuplooks) fueled a significant portion of Pixi Beauty's monthly total, driving $1.6M EMV via 21 posts. Lindsey's posts ranged from red-and-white eye makeup to go with her Santa hat earrings to makeup that matched her gift box earrings. Lindsey's holiday content was part of a broader trend that boosted the brand: #ChristmasMakeup inspired $840.7k EMV, while #HolidayMakeup collected another $714.5k EMV. Among creators bitten by the holiday bug, Jennifer Todryk (@theramblingredhead) included a Pixi hydra lip treat box in her holiday giveaway, sparking $183.3k EMV. In all, Pixi Beauty enjoyed an impressive 206% MoM boost in impressions to 39.8M.

Brand Highlight: Dolce & Gabbana

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In December, Dolce & Gabbana Beauty enjoyed a stellar month, powering $3.5M EMV—an impressive 171% month-over-month EMV increase. Additionally, #DGBeauty collected $1.6M EMV via 142 posts. Beauty creator Sylvia Ruiz (@sylvia_ruuiz) incorporated Dolce & Gabbana Beauty products into a TikTok that tested out the red lipstick theory. Via seven posts, Sylvia accrued $534.0k EMV, showing followers how to achieve various makeup looks. Meanwhile, creator Letizia Marcondes (@leiziamarcondez) featured the brand in her 20 days of holiday makeup looks, inspiring $351.6k EMV by showcasing products from the Devotion line. In all, Dolce & Gabbana Beauty's Devotion collection sparked $905.3k EMV, while #DGDevotion contributed $438.1k EMV. Thanks to all this activity, Dolce & Gabbana Beauty drove 67.8M impressions in December, up 56% MoM.

Brand Highlight: Gisou

A Closer Look at U.S. Beauty

Claiming the No. 2 spot on the U.S. Haircare leaderboard, Gisou Haircare finished December with $11.0M EMV, up 106% month-over-month and 391% year-over-year. Gisou's growth is thanks to effective holiday activations, as well as the brand's ability to make use of one of its hero products, the Honey Infused Hair Oil. #Christmas garnered $738.3k EMV for Gisou Haircare, and it's no wonder: the brand hosted a glam popup with a winter wonderland theme in London. Creators like Nicole Sahebi (@nicolesahebi on Instagram) shared GRWM posts showcasing how they used Gisou products to craft the perfect look ($373.5k EMV) for the event. Meanwhile, Karina Alyza (@karinaalyza) made a splash with her Hello Kitty Christmas-themed bath, which featured Gisou, pink holiday objects, and a projector made for watching Netflix while in the tub ($142.2k EMV). Overall, Gisou Haircare effectively gave creators plenty of opportunities to rave about its Honey Infused Hair Oil in December. Creators generated $2.5M EMV via content featuring the hair oil in 311 posts.

Brand Highlight: Amika

A Closer Look at U.S. Beauty

Amika closed the year with a bang, racking up $1.3M EMV in December, a 72% month-over-month increase and a 332% year-over-year surge. The brand launched the Superfruit Star Lightweight Hair Styling Oil, known for its strengthening power and shine, exclusively on Sephora. On the whole, Amika inspired the #CurlyHair gang ($360.4k EMV) to share their hair rituals. Creator Ellie Pembs (@greasyhairqueen on Instagram), Amika's No. 1 EMV-driver, demonstrated how to use the mousse and a Dyson to achieve stunning body-wave curls ($225.8k EMV). Meanwhile, creator Ami Charlize (@amicharlize ) shared a holiday giveaway, including Amika in her cohort of favorite brands. Overall, Amika enjoyed an 80% MoM rise in impressions to 8.4M.

Brand Highlight: Skims

A Closer Look at U.S. Beauty

Skims claimed the No. 6 spot in the U.S. Apparel leaderboard, securing $38.6M EMV, a 58% month-over-month boost. Skims opened a flagship store on New York’s Fifth Avenue and celebrated with the likes of celebrities like Cardi B (@iamcardib on Instagram), who posted a carousel of herself in the store wearing a cheetah print leotard ($400.1k EMV). Ice Spice (@icespice) also attended the exclusive opening, sharing a photo with Kim Kardashian at the store ($190.7k EMV). The grand opening wasn't the only big moment for Skims in December: the brand also launched a limited-edition collection with North Face. The product line matched North Face's winter gear with Skims' signature nude palette, earning the brand features from press and, of course, creators. Among them, musician Teyana Taylor (@teyanataylor) shared selfies in Skims x North Face clothing ($500.0k EMV). All of this A-list buzz fueled a 23% MoM jump in Skims’ potency, which surged to $9.9k EMV per creator.

Brand Highlight: McDonald’s

A Closer Look at U.S. Beauty

McDonald’s was lovin’ it in December, leading the quick-service restaurant category with $43.2M EMV and a Top 10-best 48% month-over-month growth. Despite experiencing just 12% and 17% MoM expansions to its creator community (2.9k creators) and content volume (6.6k posts), McDonald’s delivered a 178% MoM boost to its engagements (88.1M), as well as a 150% MoM surge to its impressions (1.4B). This indicates that creators posted far more impactful content about the brand throughout the holiday season. For example, creators like TikToker Emalizzz shared a series of compelling videos about which McDonald’s items pair perfectly with Coke Zero.

Brand Highlight: Valentino

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In Europe, Valentino soared with the launch of the Anatomy of Dreams Fragrance Collection. This haute couture-inspired line captivated audiences, driving a 29% month-over-month increase in community size and a 37% MoM rise in post volume that resulted in 210.3M total impressions. The expansion of the Born in Roma Fragrance Line, particularly the “4Ever Sweet” scent, further amplified organic buzz. A new partnership with powerhouse makeup artist and creator Danielle Marcan (@daniellemarcan on Instagram) proved especially impactful, with her 10 mentions of the brand contributing $442.6k EMV, making her Valentino’s top December creator. Valentino vaulted to No. 5 on the leaderboard, achieving $10.8M EMV, a 20% MoM increase.

Brand Highlight: Chanel

A Closer Look at U.S. Beauty

Claiming the No. 1 spot in US Luxury Fashion, Chanel grew by an impressive 46% MoM to capture $33.7M EMV, narrowly surpassing No. 2 Louis Vuitton at $31.8M. Central to Chanel’s success was its focus on community retention: the brand achieved a 79% retention rate in December,a 104% MoM increase. This figure far exceeded its next closest competitor in the Top 10, Hermès, which netted a 66% retention rate. Retained creators drove $28.0M EMV, with powerhouse-tier creators contributing nearly half ($13.4M) of this total. Lifestyle creator Lina Noory (@linanoory on Instagram) emerged as Chanel’s most impactful retained advocate, significantly increasing her EMV contribution from $442.2k in November to $1.5M in December.

Brand Highlight: Cosrx

A Closer Look at U.S. Beauty

Outside the Top 10 US Skincare brands, Cosrx achieved $5.0M EMV, marking a 61% month-over-month rise. The launch of the Alpha-Arbutin 2 Discoloration Care Serum fueled a significant portion of this growth, with #TheArbutinSerumDay TikTok challenge generating $2.1M EMV across 145 posts from 117 creators. The Advanced Snail Mucin Glass Glow Hydrogel Mask also played a key role Cosrx’s growth, dominating Amazon’s “Hot New Releases” category following a TikTok-driven launch campaign. As a result, Cosrx achieved a 222% MoM increase in impressions, rising to 111.4M.

Brand Highlight: Byoma

A Closer Look at U.S. Beauty

Byoma’s December success was driven by its strategic focus on micro-creators, who helped the brand generate $2.4M EMV—a 58% month-over-month increase. Retained micro-creators emerged as Byoma’s most impactful community segment, contributing $649.3k EMV. Creators’ “Get Ready With Me” (#GRWM) tutorials and personal testimonials resonated with audiences, with the #GRWM hashtag alone amassing 9.2M impressions. While Byoma’s creator count grew modestly by 8% MoM to 383, the effectiveness of its existing creator community was evident, with the brand’s average EMV per creator rising 46% month-over-month to $6.2k.

Brand Highlight: Bondi Sands

A Closer Look at U.S. Beauty

Outside the Top 10, Bondi Sands captured $3.1M EMV, marking an extraordinary 592% MoM surge. This growth was driven by the brand’s partnership with the Australian Open, where Bondi Sands served as the event’s official sunscreen. Content from the Australian Open’s owned social channels contributed $2.4M EMV, while the #AusOpen hashtag generated $1.5M EMV across 54 mentions. Bondi Sands’ creator count rose 11% MoM, in turn fueling a 74% MoM increase in post volume and 36.8M estimated impressions. Notably, all of the brand’s top 25 most impactful creators by EMV were part of its incoming cohort, underscoring the brand’s success in expanding its creator community in January.

Brand Highlight: Louis Vuitton

A Closer Look at U.S. Beauty

In Europe, Louis Vuitton claimed the No. 1 spot among luxury fashion brands, with its EMV surging 99% month-over-month to $36.1M. This growth was fueled by the re-release of the iconic Louis Vuitton x Takashi Murakami collection, which revived the beloved Cherry Blossom and Monogram Multicolore motifs, alongside the announcement of a formal partnership with Formula 1 ahead of the Australian Grand Prix. Organic excitement surrounding both initiatives expanded Louis Vuitton’s reach, driving a 62% MoM increase in estimated impressions to 364.3M. The brand enjoyed a further boost thanks to the unveiling of the Men’s Fall-Winter 2025 Collection by Pharrell Williams and Nigo at Paris Fashion Week, which resonated with audiences by fusing Eastern and Western streetwear influences. Actor Aaron Pierre (@aaron_pierre1 on Instagram) contributed $225.2k EMV via his appearance at the show, while #PFW generated $5.8M EMV across 339 posts, reinforcing Louis Vuitton’s cultural relevance and deepening its connection with younger consumers.

Brand Highlight: Schiaparelli

A Closer Look at U.S. Beauty

Schiaparelli achieved standout growth in January, capturing $10.8M EMV—a 271% month-over-month surge—driven by the Paris Fashion Week debut of its Icarus Haute Couture Spring/Summer 2025 collection. Designed by Daniel Roseberry, the collection’s intricate embroidery and bold feminine silhouettes captivated both media and audiences. These efforts fueled a 158% MoM increase in creator count to 856, as well as a 239% MoM rise in post volume to 2.1k mentions. Kendall Jenner’s (@kendalljenner on Instagram) runway appearance generated $413.5k EMV, while #KendallJenner fueled $1.3M EMV across 73 posts, and #PFW drove $1.2M EMV via 72 mentions. Estimated impressions climbed 48% MoM to 195.9M, further solidifying Schiaparelli’s position as a leader in luxury couture.

Brand Highlight: Apple TV+

A Closer Look at U.S. Beauty

In January, Apple TV+ captured $20.1M EMV, a 33% month-over-month increase, fueled by a multi-pronged approach combining experiential marketing, promotional offers, and fresh content releases. A standout Severance Season 2 pop-up in New York, which recreated the show’s iconic cubicles, drove $6.8M EMV via #Severance, heightening anticipation and boosting brand visibility. Additionally, the Apple TV+ Free Weekend at the start of the month further expanded the streaming service’s reach, contributing to a 43% MoM increase in creators as free access attracted new users and encouraged trial subscriptions. Content launches, including Mythic Quest and Goldie, sustained platform engagement and helped drive a 30% MoM rise in post volume, reinforcing Apple TV+’s growing influence in the streaming market.

Brand Highlight: CeraVe

A Closer Look at U.S. Beauty

Ranking No. 2 within European Skincare, CeraVe closed in on competitor La Roche-Posay’s top spot with $12.5M EMV, narrowly surpassing No. 3 RHODE Skin. A standout 70% retention rate—well above the 46% average among top 10 competitors—was key to the brand’s success in January. Retained creators drove $6.1M EMV, with powerhouse creators contributing $2.9M across 112 mentions. Among these powerhouse contributors, CeraVe’s top creator Elle Edwards (@livefitelle on Instagram) increased her EMV total by 334% month-over-month, driving $662.3k EMV across 27 mentions, up from just eight in the previous month. Notably, six of CeraVe’s top 10 most impactful creators in January were retained from December, with five increasing their EMV output MoM, underscoring the brand’s ability to nurture and grow long-term creator partnerships.

Brand Highlight: Monster Energy

A Closer Look at U.S. Beauty

Amid a mixed month for Non-Alcoholic Beverages, Monster Energy stood out with a Top 10-leading 43% month-over-month EMV growth, closing the month with $21.6M EMV. While the brand’s 652 creators represented just a 16% MoM surge, this creator cohort proved notably productive, generating 2.7k posts, a 38% MoM jump in content volume. Monster Energy achieved this momentum thanks to a range of initiatives throughout January, including a collaboration with musician French Montana (@frenchmontana on Instagram), as well as sponsorships of both the X Games and Supercross Live, further bolstering the longstanding connections between the energy drink industry and the world of extreme sports.

Brand Highlight: Budweiser

A Closer Look at U.S. Beauty

While it came in at No. 7 on the Alcoholic Beverages leaderboard for January, Budweiser enjoyed a Top 10-leading 231% month-over-month EMV growth, netting $1.9M EMV. The iconic beverage company surged thanks to the return of its classic Clydesdale commercial series, which premiered in advance of the Super Bowl. Mentions of the nostalgic ad campaign inspired $626.7k EMV, a figure poised to rise when data for the Big Game is tabulated in February. Buoyed by one of the most recognizable advertising franchises in U.S. commercial history, Budweiser delivered on 937.1k engagements 17.5M impressions, which represented respective 459% and 340% MoM improvements.

Brand Highlight: Popeyes

A Closer Look at U.S. Beauty

With other Quick-Service Restaurants suffering from a post-Holidays slump, Popeyes enjoyed a 72% month-over-month EMV surge, landing at No. 6 with $7.8M EMV. A total of 549 creators shared 914 posts about Popeyes in January, figures that represented respective 78% and 107% MoM improvements. Nearly all ($7.2M EMV) of Popeyes’ January total stemmed from creators who hadn’t mentioned the brand in December, most of whom were drawn by the fast food franchise’s partnership with tequila brand Don Julio on a limited-edition menu. Mentions of ‘Don Julio’ powered over $3.1M EMV for Popeyes, while mentions of ‘Popeyes’ fueled $3.0M EMV for Don Julio, which enjoyed $5.3M EMV overall, a 179% MoM EMV surge.

Brand Highlight: Brewers

A Closer Look at U.S. Beauty

Deep into the MLB offseason, the Milwaukee Brewers garnered $2.5M EMV, a 109% month-over-month surge that led the January Top 10. Unfortunately, these increased social media mentions stemmed largely from the passing of Bob Uecker—hometown hero, longtime Brewers announcer, and ‘Mr. Baseball’ himself. The sports world paid tribute to the icon throughout the month, posting memorials and reminiscing about a remarkable life. Mentions of the late Mr. Uecker accounted for $1.7M EMV, contributing heavily to the Brewers’ 2.6M engagements and 35.1M impressions in January—month-over-month growths of 368% and 341%, respectively.

Brand Highlight: Capitals

A Closer Look at U.S. Beauty

As in the rink, so on the leaderboard: with the Washington Capitals cementing their status as one of the NHL’s top teams in January, the team saw similar success within the Top 10. The Capitals accrued $2.1M EMV, a set-leading 108% month-over-month improvement, as they skated their way to No. 10. Much of the online buzz around the team throughout the month surrounded franchise icon and all-time great Alex Ovechkin’s quest to eclipse Wayne Gretzky’s record for NHL goals scored. Mentions of Ovechkin accounted for more than 10% of the Capitals’ monthly EMV total, which was further buoyed by mentions of the team’s crosstown standouts (and Top 10 highlightees) the Washington Commanders.

Brand Highlight: Bulls

A Closer Look at U.S. Beauty

While they might not be at the top of the NBA standings, the Chicago Bulls can take pride in their social media stats for January 2025. Coming in at No. 6 on the NBA leaderboard, the Bulls collected $13.5M EMV, a set-leading 279% month-over-month improvement. In addition to seeing 74% and 93% MoM progress across its creator count (592 creators) and content volume (1.6k posts), the Bulls also scored respective 907% and 709% MoM jumps in their engagement (23.9M) and impressions (290.4M). Nearly all of this momentum was the result of a single heartwarming moment: the team’s decision to retire the jersey of hometown hero and former MVP Derrick Rose. The entire NBA community applauded the touching announcement and subsequent ceremony, with mentions of Rose accounting for $6.1M EMV.

Brand Highlight: Commanders

A Closer Look at U.S. Beauty

Though the Philadelphia Eagles led the NFL Top 10 in both total EMV and month-over-month EMV growth, they’ll be profiled in greater detail next month, when February data from their dominant Super Bowl victory comes in. Perhaps January’s biggest surprise in the NFL world was the success of the Washington Commanders, who charged all the way to the NFC Championship Game thanks to a revamped roster led by rookie sensation Jayden Daniels. The Commanders came in at No. 9 with $20.9M EMV, a 186% MoM surge that ranked second only to the Eagles (who did, despite this close EMV growth margin, beat the Commanders 55 to 23). The Commanders’ turnaround season netted them 20.0M engagements and 257.1M impressions in January, month-over-month improvements of 286% and 253%, respectively.

Brand Highlight: Huda Beauty

A Closer Look at U.S. Beauty

Huda Beauty claimed the No. 1 spot on the U.S. Cosmetics leaderboard in January, collecting $70.1M EMV. A remarkable 45% of Huda Beauty's EMV stemmed from the brand's Easy Bake Loose Powder, which contributed $31.8M EMV via 2.4k creators. Nikki Patel (@nikkissecretx on Instagram) put on her makeup while walking through a store carrying her baby ($934.7k EMV via 10 posts), while makeup artist Christian Perez (@indigotohell) showed how he used Huda Beauty to transform his friend into a "Yassified Timothee Chalamet" ($418.1k EMV via five posts). Overall, Huda Beauty's retained creators were the bread and butter of the brand's No. 1 status: this cohort generated $48.9M EMV, or 69% of the brand's monthly total, largely by posting about the newly launched Ube Collection, featuring lilac shades of classic Huda Beauty products. Among these longtime brand fans, No. 1 EMV-driver Lindsey Rowley (@linsmakeuplooks on TikTok) powered $2.3M EMV (up 52% month-over-month), while Shima Katouzian (@herosheemaz on Instagram) inspired $1.2M EMV (up 64% MoM).

Brand Highlight: Gentle Monster

A Closer Look at U.S. Beauty

Gentle Monster experienced a 245% month-over-month EMV surge, reaching $6.5M EMV, thanks to both its 2025 Jewelry Collection and its association with K-Pop star Jennie. The highly anticipated Jewelery Collection features "eyewear embellished with intricate jewelry details" and "bold statement pieces." Gentle Monster celebrated the launch with seven global pop-ups and activations from celebrities like Blackpink's Jennie (@jennierubyjane on Instagram), actor Lin Yi (@iam_linyi), and V-pop singer Min (@minmin202121), among others. In all, #GentleMonsterJewelry drove $828.7k EMV via 52 creators. Additionally, creator Isabelle Sung (@isaasung on TikTok) emerged as the brand’s No. 1 EMV-driver, inspiring $337.0k EMV via nine posts, including an unboxing video that incorporated several Gentle Monsters glasses and the collection's signature glitzy wand. Overall, Gentle Monster's 1.1k posts powered 53.9M impressions.

Brand Highlight: La Roche-Posay

A Closer Look at U.S. Beauty

La Roche-Posay enjoyed an impressive January, claiming $14.4M EMV—a 100% month-over-month EMV increase. Additionally, the brand's 626.6M impressions represented a staggering 262% MoM surge. La Roche-Posay's Effaclar Duo Acne Spot Treatment did the trick, inspiring $1.1M EMV from 24 creators. The product, known for its fast-acting elimination of acne, was a popular inspiration for skin-conscious creators, with #Effaclar driving $1.5M EMV. Creators such as Liandro (@liovegas on TikTok) showcased before-and-after pictures of how they looked prior to using the soothing product, as well as the positive results ($199.0k EMV). Meanwhile, Anna Rink (@beautytalkmitanna) invited followers along with her to purchase the Effaclar Duo at a storefront and cure her breakout ($194.4k EMV). But La Roche-Posay's buzz extended beyond one product: #Lipikar collected $1.8M EMV, a tag associated with the brand's repair cream. Overall, La Roche-Posay's 2.5k posts in January inspired 4.3M in engagement.

Brand Highlight: Garnier

A Closer Look at U.S. Beauty

Garnier Haircare achieved $7.2M EMV in January, claiming the No. 5 spot in Europe and boasting 271.3M impressions. Garnier Haircare benefited this month from incoming creators, with fans who hadn’t posted about the brand in December representing its biggest EMV cohort in January. These new creators drove 81% of Garnier Haircare's monthly EMV total. Additionally, sponsored content constituted 42% of the brand’s creator content in January. Among these newcomers, creator Luna Paloma (@lunaa.palomaa on TikTok) showed how Garnier products took her hair from straight to curly sans frizz ($181.3k EMV). Meanwhile, Bluefish (@bluefishdedunkerque) showed moms how to transform their haircare rituals using products in Garnier's Ultimate Blends Collection, which drew $1.9M EMV via 151 creators.

Brand Highlight: Dove

A Closer Look at U.S. Beauty

Dove Haircare enjoyed a great January, generating $2.1M EMV and 42.1M impressions—up 154% month-over-month—thanks to a robust showing from its creator community and noteworthy products. The Intensive Repair Shampoo & Conditioner attracted attention throughout the month, inspiring $819.3k EMV, or 39% of Dove Haircare's January total. Abbey Yung (@abbeyyung on TikTok) was the brand's No. 1 earner, powering $775.5k EMV via 15 posts and highlighting Dove Haircare's repair products. Dove's Bond Strength Mask showed up repeatedly in Abbey’s content as one of the drugstore products she swears by. But Abbey wasn't the only one blown away by Dove Haircare: the brand's January content volume swelled to 237 posts, a 33% MoM and 98% year-over-year surge. Overall, Dove Haircare boasted 1.3M in engagement.

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The world’s top brands, ranked by EMV

January 2025

Metrics Explained

Community Size

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EMV Retention

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