Obviously tapped over 320 beauty influencers to weigh in on their favorite holiday beauty brands this year. Find out what our tastemakers will be wearing and sharing with their communities to ring in this holiday season!
When choosing their favorite drugstore brands, influencers were willing to prioritize affordability, but refused to sacrifice quality for it. NYX is poised to be the biggest seller this season, with 48% of influencers planning to purchase their products at some point and Colourpop not far behind at 46%. These beauty brands are known for keeping up with the seasonal collections and trendy collaborations, but what truly puts them in front of the other drugstore brands? Quality.
“What truly puts them in front of the other drugstore brands?
Search “NYX dupe” on the internet and you’ll find endless articles and YouTube videos where brand loyalists champion NYX products in comparison to other luxury brands. As for Colourpop, their products are made by the same company as Kylie Cosmetics, showing consumers that they can get a similar quality product for less. Both of these brands are also cruelty-free, confirming that consumers care about the brand values they are investing in.
“Search ‘NYX dupe’ on the internet and you’ll find endless articles and YouTube videos where brand loyalists champion NYX products in comparison to other luxury brands.”
The original Urban Decay Naked palette was the beauty community go-to long before Morphe, Kylie, and Jeffree Star palettes entered the scene. Urban Decay’s All Night Setting Spray is another fan favorite. The spray promises to keep your makeup in place for 16 hours and it delivers! It has hundreds of five star reviews, many of them describing long, late nights with no-budge makeup and some even saying they opted to keep their makeup on for a second day.
“Beauty influencers stayed loyal to the tried and true, making Urban Decay the stand-out favorite when choosing their top luxury beauty brands.”
Beauty influencers stayed loyal to the tried and true, making Urban Decay the stand-out favorite when choosing their top luxury beauty brands, leading with 43%. Urban Decay knows what they do well, constantly creating new palettes and resharing customer setting spray stories on the brand’s Instagram. Their community is fiercely loyal.
It’s no surprise that influencers love shopping for beauty products at Sephora and Ulta. When asked their top two favorite places to shop for makeup, 85% chose Sephora while Ulta was a close second at 80%. Sephora and Ulta are constantly innovating, creating ambassador programs, partnering with innovate new beauty brands and stocking their stores with industry-educated employees. By comparison, 5% of influencers reported shopping for beauty products at department stores, with Nordstrom being the strong favorite.
“85% chose Sephora while Ulta was a close second at 80%.”
One thing is for sure - beauty influencers are pros at mapping this industry’s landscape! When asked which brands they’d most like to collaborate with, they named a staggering 115+ different companies. The top three brands influencers dream of collaborating with are Fenty, Urban Decay, and Tarte.
For brands, partnering with influencers, especially during the holiday season, is a great way to reach a wider audience. Their followers often look to them as experts on what new products to add to their holiday wish list and how to use them.