Anastasia Beverly Hills tops social media engagement in July

Last month, the brand's debt was downgraded to a single-B plus loan, as cracks emerged in its US$1.2tn leveraged loan market

Image via Instagram @anastasiabeverlyhills

Anastasia Beverly Hills has topped July’s ranking for consumer engagement online, netting more than US$62m.

The firm managed to retain its title despite a 9% slump in last month’s results.

ColourPop saw the greatest increase with a 14% boost in earned media value (EMV), up to $59.6m, climbing above Huda Beauty in the rankings to second place.

It was revealed earlier this year that Anastasia Beverly Hills’ debt was downgraded to a single-B plus, as cracks emerged in its US$US1.2tn leveraged loan market.

According to the US credit rating agency Fitch Ratings, disappointing revenues and declining sales raised concerns about the brand’s growth.

However, it had considerably more ambassadors posting online than its competition, almost 1,000 more than second place ColourPop.

It is the second most popular brand of social media with nearly 20 million followers on Instagram, behind MAC Cosmetics with more than 21 million and ahead of retailer Sephora with 17.6 million.

Endorsers for the brand include influencer Jackie Aina, Alyssa Edwards, Victoria Beckham and NikkiTutorials.

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