Syncly Social Index
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Makeup
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Maybelline on video, September 2026
Maybelline appears in a wide range of makeup videos, though it is rarely their subject. Most of its most-viewed videos list it as one product among many, and its share of beauty video barely moved from August. It scored 40.0 on the Syncly Social Index, eighth 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.
Volume is Maybelline's strength. It held 9.6% of makeup panel mentions with 4,409 videos, and its creator base is broad: the top 10 creators made 2.6% of its videos. About 4.9% of its videos passed 100k views, near the panel middle.
Momentum and sentiment both score zero. Its share of beauty video grew only 5% from August, the slowest in the panel, and 25% of sampled organic videos were positive, among the lowest, though none were negative. Creators use Maybelline as a staple and rarely rave about it.
Key numbers
change in share of category videos vs. the prior month
Most-viewed Maybelline videos
The most-viewed videos mentioning the brand this month.
A month of Maybelline videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What Maybelline videos are about
Sep 20 (187 videos, the month's peak): a "products I regret buying" Reel, where the regret is that she's on her 8th bottle of a Maybelline eyeliner (1.4M views, watch).
Sep 6 (175): a roundup of free NYFW pop-ups listed the Maybelline Fit Me Casting Call (311K, watch).
Sep 10 (172): French back-to-school tips picked Sky High as the tubing mascara to use (374K, watch).
Maybelline shows up across the whole face: "blush" (999 videos), "mascara" (985), "concealer" (972) and "foundation" (758) all rank high. The SuperStay line (516 videos) and Fit Me (437) were named most. Its two best-known viral products, Sky High mascara and Lifter Gloss, each lost about 5% of their share from August. In dupe videos it plays the budget side: a French luxury-vs-drugstore test called a Maybelline concealer the perfect dupe for Huda Beauty's (1.1M, watch).
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
SuperStay line | 516 | |
Fit Me | 437 | |
Lash Sensational Sky High mascara | 353 | −5.4% |
Lifter Gloss | 292 | −5.1% |
Grippy primer and setting spray | 211 |
Top keywords
Top hashtags
Where and who
Maybelline has the most even platform mix in the panel: TikTok 45%, Instagram Reels 34% and YouTube Shorts 21%, the highest Shorts share. The official @maybelline account was the most active poster with 37 videos. On TikTok, 8.7% of videos were sponsored, and organic TikToks were twice as likely to pass 100k views (5.2% vs 2.3%). Its audience is more international than most: 92 videos were in Hindi and 48 in Turkish.
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
Untagged mentions come from product lists and voiceovers. A Watsons Turkey giveaway shows Maybelline products only in on-screen text (2.8M views, watch). In a full-coverage tutorial, a creator calls the Maybelline Grippy Serum Primer "my favorite primer of all time" (2.5M, watch). None of the 63 organic videos sampled were negative.
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Brands mentioned alongside Maybelline
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.