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The world’s top brands, ranked by EMV

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Date
Region
Industry
U.S. Cosmetics

September 2024

Rank
Brand Name
Total EMV

Earned Media Value (EMV) is CreatorIQ's metric estimating the value of social engagement with digital content. This value derives from user engagements like likes and shares, the publishing platform (e.g., Instagram, YouTube), and mentions of brands in the content.

While informative, EMV shouldn't be the sole metric for assessing a brand's overall health; consider it alongside other metrics presented.

EMV is in shown in USD.
Compare Total EMV with:

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.
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