Top Haircare Brands in the US by Earned Media Value

According to a new report from CreatorIQ, Redken was December's top haircare brand in the US based on earned media value* (EMV), with nearly $7.4 million. Close behind was Olaplex, with $7.1 million in EMV while K18 Hair took third ($5.5 million EMV). As a whole, in December the haircare industry had $116.8 million in EMV generated by nearly 24K creators for 247 haircare brands.

More from the report:

• Living Proof, which was in fifth place with $3.7 million EMV, had the highest growth: a 66% month-over-month increase and a notable year-over-year increase of 253%. Living Proof benefited from press around the release of two Netflix series: Emily in Paris and Wednesday. Emily in Paris star Lily Collins emerged as the brand’s primary EMV-driver, contributing $1.7M across 17 posts.
• Ouai, which was at No. 7 with $3.3 million EMV, was the only month-over-month ranking newcomer. The brand’s performance in December benefited from a 26% increase in mentions and a 16% community expansion inspired in part by the holiday season. A-lister Kim Kardashsian contributed $271.6K EMV via three mentions about her holiday work with Alexandria House, a nonprofit focused on unhoused women and children in LA.
• The top five tools, wigs & extensions brands were Dyson Haircare ($10.6 million EMV), ghd ($4.2 million), Framar ($3.9 million), T3 Micro ($2.1 million) and Bellami ($2 million).  

*Earned media value (EMV) quantifies the estimated value of consumer engagement with digital earned media and can be used to evaluate the earned performance of individual marketing campaigns and benchmark brands within the competitive landscape.