Selena Gomez’s Rare Beauty Tops Hispanic-Owned Beauty Brands for Earned Media Value

With more than $2.5 trillion in buying power, the U.S. Hispanic community continues to be an important demographic for marketers. And in recent years, there has been a wave of savvy Hispanic entrepreneurs launching brands that connect directly with the communities and values they care about. Creator intelligence and marketing solutions company CreatorIQ, recently released a report identifying the Hispanic-owned beauty brands with the largest Share of Influence so far in 2023, as measured by Earned Media Value (EMV). The topline analysis from CreatorIQ identified over 8K creators posting about Hispanic-owned beauty brands more than 190K times, driving an estimated 7 billion impressions, 425 million engagements, and $650 million EMV. This last figure constitutes a 13% year-over-year EMV increase for the Hispanic-owned cosmetics space as a whole, which also enjoyed respective 67% and 64% YoY growths in impressions and engagements. Rare Beauty, founded and owned by singer and actress Selena Gomez, takes the top spot, with creators generating a massive $410.5 million EMV for the brand January through August 2023. Additionally, Rare Beauty was the No. 1 U.S. cosmetics brand by EMV ($42.0 million) across the entire industry in August, beating out Charlotte Tilbury ($35.3 million EMV in August), MAC ($31.7 million), and Benefit ($31.0 million). Of these brands, Rare Beauty also boasted the most engaged community, with its fans averaging $31.1K EMV each. One of Rare Beauty’s most effective posts came in March, when the brand debuted its smash-hit Soft Pinch Tinted Lip Oil. Social media star Jooshica shared an Instagram Reel of herself bonding with brand founder Selena Gomez at the product’s launch party, inspiring $205.8K EMV. For more insights, visit CreatorIQ.com.

Selena Gomez’s Rare Beauty Tops Hispanic-Owned Beauty Brands for Earned Media Value

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