Unveiling the Top 10 Black-Owned Beauty Brands Dominating Social Media in January
The beauty industry is witnessing a powerful shift towards Black-owned brands, and social media is at the forefront of this movement. According to the creator marketing platform Traackr, the top five Black-founded beauty brands in January, based on social media reach and engagement, were all makeup powerhouses. Fenty Beauty, Danessa Myricks Beauty, and Juvia’s Place led the pack, showcasing the immense potential of Black-owned beauty.
Pat McGrath Labs, despite filing for bankruptcy at the end of the month, still managed to secure the fourth spot, with a significant portion of its engagement coming from tutorial-led content and a mention from Candice Swanepoel. The latter half of the top 10 revealed a diverse range of brands, with hair care taking center stage. Beyoncé’s Cécred, Briogeo, and Tracee Ellis Ross’ Pattern Beauty all made the list, highlighting the growing influence of Black-owned hair care products.
Danessa Myricks Beauty emerged as a standout performer, with nearly double the year-over-year VIT and a remarkable creator retention rate. A viral TikTok video by @april.byjoiles showcased the brand's Blurring Balm powder, achieving nearly 12 million views and 600,000 likes. This simple, product-focused approach, showcasing inclusive shade ranges and product efficacy, is what's currently driving engagement in the beauty social media landscape.
The top 10 Black-founded beauty brands by VIT in January, as ranked by Traackr, were:
- Fenty Beauty: 32.6K
- Danessa Myricks Beauty: 15.3K
- Juvia’s Place: 11K
- Pat McGrath Labs: 9.7K
- LYS Beauty: 8.7K
- Cécred: 6.5K
- Topicals: 4.4K
- Mielle Organics: 3.3K
- Briogeo: 2.2K
- Pattern Beauty: 2.2K
