Syncly Social Index
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Makeup
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L'Oréal (Makeup) on video, September 2026
L'Oréal Paris gets the warmest reaction of any makeup brand we track, and the most paid support. Its sampled organic videos were 43% positive with none negative, while 29% of its TikToks carried the paid-partnership flag, the highest share in the panel. It scored 55.0 on the Syncly Social Index, fifth among the top 10 makeup brands. This report covers L'Oréal's makeup only: a video counts when it names L'Oréal and a makeup term.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
Sentiment is L'Oréal's strongest component: 43% of sampled organic videos were positive, the highest in the panel, and none were negative. Reach is solid too, with 5.8% of its 4,026 makeup videos passing 100k views.
Volume and growth hold the score back. L'Oréal had 8.7% of makeup panel mentions, and its share of beauty video grew 21% from August, the third-slowest in the panel. Untagged share is mid-pack at 18.2%.
Key numbers
change in share of category videos vs. the prior month
Most-viewed L'Oréal (Makeup) videos
The most-viewed videos mentioning the brand this month.
A month of L'Oréal (Makeup) videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What L'Oréal (Makeup) videos are about
Sep 13 (163 videos): a 2.0M-view makeup-layering tutorial, marked as an ad, used Infallible setting spray and Telescopic mascara (watch).
Sep 3 (162): the top video was a Korean "cost of my face" skit whose L'Oréal item is a hair spray, an example of non-makeup products slipping into the makeup filter (1.5M, watch).
Sep 7 (162): a creator recommended a $7 L'Oréal Paris lipstick in Nature's Blush for brown skin (292K, watch).
L'Oréal makeup videos lean on mascara and base: "mascara" appeared in 876 videos, "concealer" in 825 and "setting spray" in 454. The Infallible line was named most (754 videos), then the Lumi line (365) and True Match (271). Brand events drove its biggest paid posts, including Le Défilé (#ledefile, 64 videos) and a Celine Dion karaoke tour in France (4.0M views, watch). The makeup filter is not perfect: "skincare" still appears in 558 videos and "hair" in 274, because some makeup videos credit L'Oréal skincare or hair products.
Most-mentioned products
| Product | Videos |
|---|---|
Infallible line (setting spray, foundation, liners) | 754 |
Lumi line (Lumi Glotion, Lumi bronze) | 365 |
True Match foundation | 271 |
Lash Paradise / Panorama / Voluminous mascaras | 231 |
Telescopic mascara | 214 |
Top keywords
Top hashtags
Where and who
TikTok carried 54% of L'Oréal makeup videos, Instagram Reels 35% and YouTube Shorts 11%. Paid content is a large part of the mix: 621 of 2,169 TikToks (29%) were sponsored and #lorealparispartner appeared 177 times. Organic TikToks still reached further, passing 100k views 5.0% of the time against 3.4% for sponsored. Its audience is more European than most: the UK had 463 location-tagged videos and France 149.
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
Untagged mentions come mostly from product lists and voiceovers. A Watsons Turkey giveaway shows the L'Oréal Paris lip oil only in on-screen text (2.8M views, watch). A YouTube Short says "I like to use the L'Oreal Stay in Place" with no brand tag (1.4M, watch). None of the 51 organic videos sampled were negative.
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Brands mentioned alongside L'Oréal (Makeup)
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.