Syncly Social Index
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Makeup
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Charlotte Tilbury on video, September 2026
Charlotte Tilbury is the makeup brand creators use most without tagging it. About a quarter of sampled videos showed or named it with no mention in the caption, the highest share in the panel, often in the full-face routines of big creators like Mikayla Nogueira. It scored 64.7 on the Syncly Social Index, third among the top 10 makeup brands.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
Two components carry the score. Untagged share maxes out at 24.2% of sampled videos, and reach is strong: 6.2% of its 4,272 videos passed 100k views, second only to Huda Beauty. Organic sentiment is mid-pack, with 30% of sampled organic videos positive.
Volume and breadth are weaker. Charlotte Tilbury held 9.3% of makeup panel mentions, and its share of beauty video grew 24% from August, slower than five other panel brands. The top 10 creators made 2.9% of its videos, including two official brand accounts.
Key numbers
change in share of category videos vs. the prior month
Most-viewed Charlotte Tilbury videos
The most-viewed videos mentioning the brand this month.
A month of Charlotte Tilbury videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What Charlotte Tilbury videos are about
Sep 13 (182 videos, the month's peak): a wedding-morning GRWM finished with the lipstick in Kidman's Kiss (730K views, watch).
Sep 11 (167): a French luxury-vs-drugstore test matched four Charlotte Tilbury products against cheaper dupes (1.1M, watch).
Sep 15 (164): a full-face "makeup therapy" Reel credited the Airbrush Flawless blur concealer (727K, watch).
Charlotte Tilbury videos are complexion and cheek routines: "blush" appeared in 1,296 videos, "concealer" in 1,195 and "setting spray" in 624. Pillow Talk (517 videos) and Flawless Filter (311) each grew their share about 22% from August, and the Airbrush Flawless Setting Spray was named in 415, with share up 20%. The 2026 Advent Calendar started appearing in unboxings, with 94 videos by month end (watch). Daily volume was flat, never above 182.
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Pillow Talk | 517 | +22% |
Airbrush Flawless Setting Spray | 415 | +20% |
Flawless Filter | 311 | +22% |
Hollywood Contour Wand / Beauty Wands | 216 | |
Unreal line (foundation stick, blush) | 177 | |
2026 Advent Calendar | 94 |
Top keywords
Top hashtags
Where and who
TikTok carried 50% of Charlotte Tilbury videos, Instagram Reels 33% and YouTube Shorts 17%. Only 72 of 2,136 TikToks (3.4%) were sponsored, but one paid video was among its biggest: a setting-spray tutorial with 5.5M views (watch). Organic TikToks passed 100k views 6.3% of the time, against 1.4% for sponsored. The official @charlottetilbury account was the most active poster with 23 videos.
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
Mikayla Nogueira accounts for much of the untagged reach. She adds "Charlotte Tilbury blush in Naughty Talk" in a podcast GRWM (3.1M views, watch) and uses the contour wand in a wedding GRWM (2.1M, watch), with no tag in either caption. A filter-ordered routine applies Pillow Talk lipstick over gloss, also untagged (2.6M, watch). One of the two sampled videos labeled negative is a sarcastic "products I regret buying" Reel that actually praises a limited-edition face palette (watch).
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Brands mentioned alongside Charlotte Tilbury
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
Product reports
Frequently asked questions
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.