Beauty Creators See Big New Year Boost

“New year, new audience” appears to be the trend for beauty creators leaning into consumer goals around January self betterment. Tubular Labs reveals that the top nine U.S. beauty channels all saw double-digit growth by month-over-month domestic unique viewers across Facebook and YouTube. According to Tubular:

• No. 1 beauty creator Itsgirlythings saw unique reach grow by 193% year-over-year, solely on quick, relatable Shorts and promises of Sephora gift cards. Meanwhile, Brad Mondo jumped by 36% on DIY tricks that focus on new hair approaches (for the new year).
• Brands themselves have a significant presence on this top creator list, too, either via giveaways (itsgirlythings, just girlies, iamsimplyagirl) or brands’ own content (hims leaned into weight loss, while Dr. Squatch used its products to promote betterness).

The success at the top of the beauty genre provides a roadmap for how brands, creators and publishers can all lean into specific types of content in various times of year. It also shows beauty brands the most direct way to get in front of audiences: Discounts.