Ulta’s Most-loved Merchandise and Extra – WWD

Magnificence went massive in 2022. 

For the primary time, status magnificence gross sales surpassed pre-pandemic 2019 ranges, rising to $6 billion for the third quarter, in keeping with The NPD Group. The mass market, too, noticed regular will increase throughout classes all yr, except for facial skincare gross sales, which dipped in the course of the third quarter, per NielsenIQ. 

General, although, trying by means of year-end knowledge, what emerges is an image of an evolving panorama when it comes to social media methods and class shifts. Whereas solely time will inform what 2023 has in retailer for magnificence — and whether or not a comedown looms — right here’s a snapshot of among the trade’s key moments this yr. 

Manufacturers Profitable on Instagram vs. TikTok

In 2022, the polarity between a profitable TikTok method and a profitable Instagram method grew to become more and more obvious. As knowledge from Traackr makes clear, content material was king.

Manufacturers delved deep into TikTok — which simply three years in the past, was principally No Man’s Land — whereas persevering with to advance their Instagram methods.

The endeavor has confirmed to be a balancing act.

“Instagram is sort of a cleaning soap field: you will have a megaphone to announce issues, however your viewers can’t deeply interact or perpetuate the message,” stated Evy Lyons, chief advertising officer at Traackr. “In the meantime, each piece of content material on TikTok has the true potential to generate a domino impact, as a result of TikTok embraces derivatives.”

Largely as a result of platforms’ inherently totally different ecosystems, their respective model leaderboards look markedly totally different.

Model Vitality Rating, or VIT, is Traackr’s proprietary metric to measure the attain, engagement and high quality of a model’s influencer content material, so as to assess how a model’s funding in such content material correlates to its gross sales efficiency. 

Right here, Traackr’s breakdown of the yr’s profitable manufacturers on Instagram and TikTok, respectively, ranked by model VIT.


  1. Kylie Cosmetics: 706k
  2. Uncommon Magnificence: 300k
  3. R.e.m. Magnificence: 245k
  4. Make-up by Mario: 218k
  5. Huda Magnificence: 215k
  6. Fenty Magnificence: 210k
  7. Skkn: 173k
  8. Charlotte Tilbury: 171k
  9. Colourpop: 168k
  10. Lancôme: 153k


  1. L’Oréal Paris: 203k
  2. Kylie Cosmetics: 198k
  3. Maybelline New York: 125k
  4. Neutrogena: 125k
  5. Uncommon Magnificence: 117k
  6. Dyson: 102k
  7. Charlotte Tilbury: 96k
  8. Fenty Magnificence: 80.8k
  9. Dove: 80.5k
  10. Cerave: 79.5k

Magnificence Manufacturers’ TikTok Engagement Charges, Ranked 

TikTok’s common engagement price is 10 occasions that of Instagram’s.

In its biannual TikTok Benchmarks Report, social media advertising software program firm Sprint Hudson reported that Instagram feed and Reels web a collective 0.49 p.c engagement price, whereas TikTok garners a 5.8 p.c common engagement price.

Equally as spectacular is Sprint Hudson’s discovering that at the same time as a model’s TikTok following grows, its engagement charges often stay on the incline, which contrasts to different channels, the place the other usually proves true.

Right here, Sprint Hudson’s rating of magnificence manufacturers’ engagement charges in 2022, categorized by model TikTok following dimension. 

Prime-performing Rising Magnificence Manufacturers (10k to 100k followers)

  1. Ouai: 15 p.c
  2. Dermalogica: 11.6 p.c
  3. Revlon: 9.4 p.c
  4. Clinique: 8.2 p.c
  5. Mario Badescu Skincare: 6.4 p.c

Prime-performing Established Magnificence manufacturers (100k to 500k followers)

  1. Anastasia Beverly Hills: 8.4 p.c
  2. Charlotte Tilbury: 8.4 p.c
  3. Drunk Elephant: 7.4 p.c
  4. NARS Cosmetics: 6.8 p.c
  5. Laneige U.S.: 6 p.c

Prime-performing Massive Magnificence Manufacturers (500k+ followers)

  1. Florence by Mills: 15.4 p.c
  2. Eos: 14.2 p.c
  3. Fenty Magnificence: 11.4 p.c
  4. Starface: 11.1 p.c
  5. Uncommon Magnificence: 10.2 p.c

Ulta Magnificence’s Most-loved Objects of 2022

Beneath the management of chief government officer Dave Kimbell, Ulta Magnificence has been flying excessive.

This yr, it unveiled a brand new retailer structure, inked a slew of main partnerships — together with one with Rihanna’s Fenty Magnificence — and within the third quarter, noticed a 17.2 p.c gross sales enhance to $2.3 billion, surpassing Wall Road estimates.

It’s been a landmark yr for the retailer, which forecasts web gross sales for fiscal 2022 to be between $9.65 billion and $9.75 billion.

Right here, a have a look at the most-loved (or wish-listed) merchandise on Ulta Magnificence’s web site that helped gas its success.


  1. Fenty Magnificence Poutsicle Hydrating Lip Stain
  2. MAC Cosmetics Macstack Mascara Superstack
  3. Tarte Cosmetics Maracuja Juicy Lip Plumping Gloss
  4. Youthforia BYO Blush Colour Altering Blush Oil
  5. E.l.f. Cosmetics Energy Grip Primer
  6. Ulta Magnificence Assortment Juice Infused Lip Oil

Pores and skin and Physique Care:

  1. Peter Thomas Roth Prompt Firmx Eye Short-term Eye Tightener
  2. Beautystat Common C Pores and skin Refiner
  3. Good Molecules Niacinamide Brightening Toner
  4. Osea Undaria Algae Physique Oil
  5. The Peculiar Multi-peptide Lash and Forehead Serum
  6. Hero Cosmetics Mighty Patch
  7. Supergoop Unseen Sunscreen SPF 40
  8. Drunk Elephant The Littles Equipment

Hair Care: 

  1. Divi Scalp Serum 
  2. Olaplex No.3 Hair Perfector
  3. Dyson Airwrap


  1. Billie Eilish Eau de Parfum
  2. Viktor & Rolf Flowerbomb Eau de Parfum

Spate’s Prime-growing Make-up Manufacturers of 2022

Make-up made a comeback in 2022. Right here, a have a look at which make-up manufacturers noticed the very best will increase in client curiosity versus final yr, in contrast to people who noticed probably the most vital constructive modifications in common month-to-month searches in 2022, in keeping with knowledge from Spate.

Most vital year-over-year progress in U.S. Google searches in 2022: 

  1. R.e.m Magnificence: +1,426.6 p.c
  2. Neogen: +652.7 p.c
  3. Dibs Magnificence: +467.4 p.c
  4. BreyleeL +377 p.c
  5. Salon Excellent: +346.7 p.c
  6. Lash Ease: +229.3 p.c
  7. Make-up by Mario: +211.4 p.c
  8. Wonderskin: +198.1 p.c
  9. Ogee: +194.1 p.c
  10. Gigi Attractive: +192.3 p.c

Most vital constructive change in common month-to-month search quantity this yr:

  1. Charlotte Tilbury: +310k
  2. Clinique: +150.9k
  3. MAC Cosmetics: +146k
  4. Fenty Magnificence: +122.1k
  5. Nars: +114.6k
  6. Too Confronted: +72.9k
  7. E.l.f. Cosmetics: +63.9k
  8. Uncommon Magnificence: +61.4k
  9. Seint: +58.8k
  10. Estée Lauder: +57.8k

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