Rhode Climbs, L'Oréal Paris Holds Top Spot in Q2 Social Media Rankings

The second quarter of the year saw beauty brands leverage major cultural events like Coachella, the Met Gala, and the Cannes Film Festival to boost their social media presence. According to data from Traackr, L'Oréal Paris held the top spot in the U.S. by brand vitality score (VIT) for the second quarter in a row.

Rhode, the brand founded by Hailey Bieber, climbed one position to number three, fueled by summer activations including a prominent presence at Coachella, which was dubbed 'Bieberchella' due to the couple's dominance. The brand's strategy relied almost entirely on organic content, with over 98% of its VIT coming from non-paid posts, including gifted product features.

CeraVe, another L'Oréal-owned brand, secured the number-two position. Unlike Rhode, CeraVe's social success was largely driven by paid content, which accounted for 80% of its VIT during the period. L'Oréal Paris itself saw a more balanced split, with 51% organic and the remainder from paid partnerships.

YSL Beauty also ranked among the top 10. Traackr cofounder and CEO Pierre-Loïc Assayag noted that different strategies propelled the leading brands, from organic engagement to influencer partnerships. L'Oréal Paris benefited from Kendall Jenner's Met Gala appearance, which generated the brand's highest single-performing post of the quarter.