Marketing platform Traackr reveals which content creators are having the biggest impact in make-up, skin care, hair care and fragrance says Cosmetics Business.
Hailey Bieber and Kim Kardashian have been named 2023’s top beauty content creators. Both beauty entrepreneurs have experienced growth in reach and engagement across social media over the past year thanks to authentic campaigns and an ability to jump on microtrends.
The influencer marketing platform has used its Brand Vitality Score (VIT) metric to measure the “visibility, impact and trust” of beauty influencer content mentioning a brand. It examined the reach of the content and engagement generated, as well as the quality of content on brand image to assess how it correlates to sales performance. Using this data, Traackr has listed the influencers who drove the most VIT across four key beauty categories in the US – make-up and cosmetics, skin care, hair care and fragrance.
Hailey Bieber has been named skin care’s biggest influencer, with a VIT score of 133,000 in 2023 – a +26% increase in comparison to 2022’s figure.The model, who owns beauty brand Rhode Skin, has become a crucial force thanks to her presence on social media. Kim Kardashian, owner of beauty business SKKN, is the second most influential content creator in skin care with a VIT score of 106,000. Although this is a -42% decline on her 2022 score (184,000), the reality star has managed to regularly keep her name in the spotlight with fresh launches and news.
*Imagery credits of Cosmetics Business and content by By Amanda Pauley