Affordable beauty brands are having their moment.
Data from CreatorIQ shows that three of the top four beauty brands by global earned media value growth during the last year are known, in particular, for their accessible pricing.
Medicube tops the list, increasing 150 percent to $709 million in global EMV, a measurement of the brand’s social media engagement and reach worldwide.
The Korean skin care line is known for it sensorial and PDRN-infused products, which are generally priced under $30 though they can often be purchased for even less given Medicube’s TikTok Shop sales and bundle deals.
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Morphe, which has been raring for a comeback since its 2023 emergence from bankruptcy under new ownership, is also a top grower, increasing 105 percent to $622 million EMV. The brand is available direct-to-consumer and at Ulta Beauty, where it sells liquid eyeliners and mascaras for $13 each, while 12-pan eye shadow palettes are priced at $23.
“Consumers are favoring affordable brands that implement consistent, creator-first strategies to build affinity and awareness,” said Alex Rawitz, director of research and insights at CreatorIQ, pointing to Anua as another top grower benefiting from this shift.
Rawitz added that luxury beauty isn’t well-represented in the top 10, which otherwise indicates a balance of makeup, hair and skin care players and thus “points to a healthy, diverse beauty space.”
Hair care is another especially prominent theme in the list, with brands like Amika, Shark Beauty and L’Oréal Professionnel seeing standout growth.
