Syncly Social Index
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Makeup
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e.l.f. on video, September 2026
e.l.f.'s biggest September videos came from its own accounts: four of its five most-viewed videos were brand posts, led by a 9.5M-view skit announcing its launch in Brazil. Creators were warm, but few independent videos broke out. e.l.f. scored 51.7 on the Syncly Social Index, sixth 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.
e.l.f. scores well on volume and tone. It had 11.3% of makeup panel mentions, second only to Rhode, and its share of beauty video grew 52% from August. Sentiment maxes out: 38% of sampled organic videos were positive and only one was negative.
Reach and untagged share pull the score down. Only 4.2% of its videos passed 100k views, the lowest in the panel, and 13.6% of sampled videos mentioned e.l.f. without naming it in the caption, tied with Rhode for second-lowest.
Key numbers
change in share of category videos vs. the prior month
Most-viewed e.l.f. videos
The most-viewed videos mentioning the brand this month.
A month of e.l.f. videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What e.l.f. videos are about
Sep 15 (230 videos): Sephora Brasil announced e.l.f.'s arrival in its app and stores (1.3M views, watch).
Sep 13 (227): a wedding-morning GRWM credited the Camo Contour among about 18 products (730K, watch).
Sep 11 (224): a redhead goth drag look used the Soft Glam Satin Foundation (560K, watch).
e.l.f. videos are about complexion and base products. "Concealer" appeared in 1,114 videos, "foundation" in 888 and "primer" in 500, and "affordable" in 332. The Soft Glam line, pushed by the brand's "Unglammy Valley" foundation campaign, appeared in up to 617 videos. Halo Glow Liquid Filter (496) nearly doubled its share from August, and Power Grip Primer (465) grew 55%. Daily volume was flat, peaking at only 230 on September 15.
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Soft Glam line (Satin Foundation, Cream Blush and Bronzer Sticks) | 617 | |
Halo Glow Liquid Filter | 496 | +94% |
Power Grip Primer | 465 | +55% |
Camo Concealer / Camo Contour | 239 | |
Glow Reviver Lip Oil | 182 | +20% |
Top keywords
Top hashtags
Where and who
TikTok carried 60% of e.l.f. videos, Instagram Reels 25% and YouTube Shorts 15%. About one in five TikToks (20%) was sponsored, but organic TikToks were four times as likely to pass 100k views (4.7% vs 1.1%). The brand's own @elfyeah and @elfcosmetics were the two most active accounts, with 20 videos each. Location data is mostly US (2,246 videos) and UK (411).
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
The untagged mentions center on Power Grip Primer. A 2.6M-view YouTube Short starts a filter-ordered routine with the "E.L.F. ginormous grip primer" and never tags the brand (watch). In a 2.1M-view tutorial, a creator says she uses "the ELF Power Grip Primer, the pink one" with no e.l.f. tag (watch). One organic video in the sample read as negative toward e.l.f. (watch).
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Brands mentioned alongside e.l.f.
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
Product reports
Compare with competitors
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.