Beauty’s Most Affordable Brands Are Also Growing Faster

New data from CreatorIQ indicates that affordable makeup and skin care brands are currently outpacing their prestige counterparts in global earned media value (EMV) growth. This shift suggests that consumers are increasingly prioritizing accessible pricing and creator-driven marketing over luxury branding. The trend is significant for the Beauty & Cosmetics sector as it reflects a democratization of influence where social media engagement is heavily concentrated on value-oriented products.

According to CreatorIQ, three of the top four beauty brands by global EMV growth over the last year are known for their accessible price points. Medicube took the top spot, experiencing a 150 percent surge to $709 million in global EMV, a metric that tracks social media reach and engagement. The Korean skin care line has gained traction for its PDRN-infused products and sensorial offerings, which are typically priced under $30 and further discounted through TikTok Shop bundles and sales.

Morphe has also emerged as a top performer, growing 105 percent to $622 million in EMV as it continues its recovery following a 2023 bankruptcy exit. The brand maintains a competitive edge at retailers like Ulta Beauty by offering essential items such as eyeliners for $13 and larger eye shadow palettes for $23. Alex Rawitz, director of research and insights at CreatorIQ, attributed this success to creator-first strategies that build brand affinity, noting that brands like Anua are also benefiting from this consumer shift toward affordability.

The research highlights a lack of luxury representation in the top 10 growth rankings, suggesting a broader industry move toward a diverse mix of makeup, hair, and skin care players. Hair care specifically showed strong momentum, with brands like Amika, Shark Beauty, and L’Oréal Professionnel recording standout growth. Rawitz noted that the balance across these different categories points to a healthy, diverse beauty space where accessible brands are effectively leveraging digital platforms to dominate the conversation.