Anastasia Beverly Hills named the top performing beauty brand on social for third month

Jackie Aina's collaboration with the brand and its Luminous Foundation were key to Anastasia Beverly Hills’ social media success

Jackie Aina for Anastasia Beverly Hills

Anastasia Beverly Hills has retained its title as the top performing US beauty brand for social media engagement in August.

In August, the brand netted more than US$$75m in earned media value (EMV), a 21% boost on its July results.

The results are also an improvement on its month-on-month engagement in June at $68.6m.

EMV is a metric used for quantifying the estimated value of consumer engagement with digital earned media.

Marketing analyst Tribe Dynamics, which collated the results, said the success could be attributed to its latest product launches.

In July, the brand tapped beauty influencer and YouTuber Jackie Aina (pictured) for a limited edition eyeshadow palette, which generated $10.3m EMV from 809 influencers, according to Tribe Dynamics.

Meanwhile, its Luminous Foundation launch powered $5.7m EMV from 433 content creators.

Most other brands on the leaderboard saw a dip in their results, including cosmetics brand ColourPop, which trailed more than $16m in EMV behind Anastasia Beverly Hills in second place, while Huda Beauty came in third with $48m, despite a 6% fall.

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