Which beauty brands are generating the most buzz online? Here are the top 10 beauty brands by month-over-month VIT growth in September, per Traackr
There’s a new buzz in the beauty industry, and this time the digital chatter is crystal clear: fragrances are dominating online conversations. Leading the race is Miu Miu Beauty, a name that, until recently, wasn’t even among the main players in the field. Today, thanks to its new fragrance Miutine Eau de Parfum, it takes the lead as the most talked-about beauty brand online, according to Traackr data. Launched with an elegant yet rebellious campaign starring actress Emma Corrin, Miutine has skyrocketed its VIT score (Visibility Impact Tracking), the metric that measures brand impact across social media.
The power of perfume: when fragrance goes social
In the waves of digital beauty marketing, perfume has returned to the spotlight. Today’s luxury fragrances are no longer just worn: they’re told, shared, and turned into collective experiences. In this context, Dolce & Gabbana Beauty stands out as a key player, ranking right behind Miu Miu with an impressive +485% growth in VIT score. The credit goes to the dual launch of My Devotion, male and female fragrances presented by Katy Perry and Michele Morrone, two icons of charisma and sensuality. The result? A flood of viral content on TikTok and Instagram, turning perfume into a symbol of belonging. “The luxury fragrance sector is experiencing a renaissance led by creators,” explains Colton Wood, senior consultant at Traackr for WWD, highlighting how digital collaborations are reshaping the way people discover and desire scents. A perfect example is @oliviaolfactory, one of the most influential voices in the TikTok fragrance community, capable of generating millions of views just by describing a scent accord. The new trend is clear: perfumes are no longer whispered secrets, but sensory stories meant to be shared. In a market where image and emotion matter as much as formulation, the social fragrance has become the new language of contemporary seduction.
Beyond fragrance: the return of skincare (by Aveeno)
Amid the wave of olfactory launches and glamorous campaigns, one name stands out for its simplicity and consistency: Aveeno. The brand, an icon of natural skincare, recorded a +163% increase in VIT score, becoming the only skincare-focused brand among the top ten most discussed online. Its strength lies in its authenticity. No glittery effects, just real results and communication that speaks the language of everyday care. With autumn’s arrival, Aveeno tapped into a real need: protecting dry and sensitive skin, turning it into a genuine dialogue with content creators who shared their experiences and the benefits of products for dry skin in an authentic and personal way. In the world of beauty marketing, where appearance often overshadows substance, Aveeno stands out as a brand that builds trust and conversation, not hype, reminding us that skin wellness remains a priority for today’s conscious consumers.
The new frontier of haircare
If fragrance captures the imagination, the world of haircare dominates the conversation. Hair brands today are adapting to consumers’ desires, no longer simply selling products, but telling stories of empowerment, freedom, and transformation. Take Color Wow, now part of the L’Oréal universe, which has seen a +150% growth in VIT, establishing itself as a leader in professional haircare. How? By focusing on high-performance formulas and visible results, supported by a network of hairstylists and influencers who showcase real outcomes without filters. Similarly, Pravana has stood out for over 20 years for its color, care, and styling products, achieving a +136% rise in VIT. Meanwhile, Dyson Beauty continues to push technological innovation, redefining smart styling with cutting-edge tools that combine design and performance, confirming a +79% increase in VIT. Yet, the most heartfelt side of this revolution comes from Pattern Beauty by Tracee Ellis Ross. With its inclusive vision, the brand celebrates natural textures and the pride of curly hair, telling a story of beauty that doesn’t need to conform, only to shine.
Glossier, Covergirl, La Beauté Louis Vuitton
Among the most discussed brands online are three names that perfectly embody the new beauty values: authenticity, representation, and creativity. Glossier (+114%) strengthened its “community-first” identity with a partnership with the WNBA and the launch of a limited-edition hoodie, alongside three new shades of its iconic lip glosses. Covergirl (+82%) surfed the pop nostalgia wave with its Stranger Things-inspired collection, released alongside the Netflix show’s final season, proving that beauty marketing can also be entertainment. And finally, La Beauté Louis Vuitton, launched in August under the creative direction of Pat McGrath, generated major hype with its debut collection featuring 55 lipsticks, 10 lip balms, and eight eyeshadow palettes, marking a +85% increase in VIT.
The Top 10
Traackr data confirms that the most talked-about beauty brands online are those able to blend storytelling, aesthetics, and community. It’s no longer enough to have a great product: you need a narrative, a shared vision, and a consistent voice across social media. From Miu Miu’s retro sensuality to Pattern Beauty’s inclusive power and Covergirl’s pop heritage, the future of beauty is a continuous dialogue between brand and audience. A dialogue that, now more than ever, smells like virality.
Here’s the full list of the Top 10 beauty brands by monthly VIT growth in September, according to Traackr:
- Miu Miu, +1,999%, VIT rank: 69
- Dolce & Gabbana Beauty, +485%, VIT rank: 55
- Aveeno, +163%, VIT rank: 34
- Color Wow, +150%, VIT rank: 49
- Pravana, +136%, VIT rank: 83
- Glossier, +114%, VIT rank: 65
- Pattern Beauty, +111%, VIT rank: 93
- La Beauté Louis Vuitton, +85%, VIT rank: 36
- Covergirl, +82%, VIT rank: 51
- Dyson, +79%, VIT rank: 25
