Syncly Social Index
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Makeup
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Huda Beauty on video, September 2026
Huda Beauty ranked first on the Syncly Social Index for makeup in September with a score of 70.3. Rhode and e.l.f. had more videos, but more of Huda Beauty's videos broke out than any rival's, and its creator base was the widest. Its own biggest video was a warning about counterfeit Huda Beauty products.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
Huda Beauty maxes out reach and creator breadth. 6.6% of its 4,747 videos passed 100k views, the highest share in the panel, and the top 10 creators made only 1.9% of its videos, the most spread-out base in the panel. It also holds 10.3% of makeup panel mentions, third behind Rhode and e.l.f.
The rest is mid-pack. Its share of beauty video grew 31% from August. About 17.5% of sampled videos mention Huda Beauty without naming it in the caption, and 25% of organic sampled videos were positive, with two negative.
Key numbers
change in share of category videos vs. the prior month
Most-viewed Huda Beauty videos
The most-viewed videos mentioning the brand this month.
A month of Huda Beauty videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What Huda Beauty videos are about
Sep 6 (219 videos, the month's peak): an Arabic-English comedy Reel about lipstick that survives a burger led the day (809K views, watch).
Sep 13 (192): a wedding-morning GRWM reported that the Cherry Blossom powder "made the cut" (730K, watch).
Sep 11 (189): a French luxury-vs-drugstore test called a Maybelline concealer the perfect dupe for Huda Beauty's (1.1M, watch).
Huda Beauty videos are full-face tutorials and GRWMs, with base products at the center: "concealer" appeared in 1,453 videos, "powder" in 847 and "setting spray" in 653. Lip Contour (up to 928 videos) and Easy Bake setting powder (874) were the most-named products, and Easy Bake grew its share 51% from August. The new Ultra Snatched collection drew a 5.1M-view launch Reel with Cardi B (watch), but only 31 videos named it.
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Lip Contour | 928 | |
Easy Bake setting powder | 874 | +51% |
Blush Filter | 320 | +25% |
Easy Blur foundation | 263 | |
Faux Filter | 119 | |
Ultra Snatched collection | 31 |
Top keywords
Top hashtags
Where and who
TikTok carried 54% of Huda Beauty videos, Instagram Reels 36% and YouTube Shorts 10%. Paid content is rare: 81 of 2,547 TikToks (3.2%) were flagged sponsored, and none of them passed 100k views, against 5.8% of organic TikToks. No single creator dominates; the official @hudabeauty account posted 8 videos. Location data leans US (1,271 videos) and UK (398), with 53 from the UAE and 74 videos in Arabic.
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
The biggest untagged mentions come from the brand's own channel. Cardi B names "the Huda Beauty Ultra Snatched collection" out loud in a launch Reel that tags only @huda (5.1M views, watch). The negatives in the sample are about packaging. A cosmetic chemist noted that Fenty Skin, Glow Recipe and Huda Beauty launched the same component in the same week (2.1M, watch), and another creator called the exclusivity claims misleading (899K, watch).
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Brands mentioned alongside Huda Beauty
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
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.