Syncly Social Index
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Makeup
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Maybelline on video, October 2026
Mascara, lip products and makeup tutorials are recurring parts of Maybelline’s visibility. Maybelline scores 52.2 on the Syncly Social Index, ranking #5 in the makeup panel, up 3 places from September. This report covers October 1 through 31, 2026.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
The strongest component scores are untagged exposure (100/100) and share of voice (66.7/100). Maybelline appears in 3,313 videos and accounts for 9.6% of this ten-brand panel’s volume. Its share of the tracked beauty video conversation is up 3.9% from September after normalizing each month’s collection.
The lowest component scores are sentiment (0/100) and momentum (33.3/100). 7.7% of matching videos reach 100,000 views; the top ten creators account for 3.3% of volume. Untagged exposure is 22.7% of the reviewed sample. Among 57 sampled videos not labeled sponsored, 3 are positive and 1 negative. Component scores are relative to the category panel.
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
Oct 1 (162 videos): Grief storytime GRWM; she says of a Maybelline Tattoo Studio brow pencil, "Not a fan.". This is the day’s most-viewed matching post; it does not establish what caused the volume peak.
Oct 8 (158 videos): Ad-marked Halloween zombie tape hack using Fit Me loose powder and Sky Tubes mascara. This is the day’s most-viewed matching post; it does not establish what caused the volume peak.
Oct 2 (155 videos): Spanish-language Reel praising Maybelline's new serum lipstick, worn in shade 101. This is the day’s most-viewed matching post; it does not establish what caused the volume peak.
Common extracted terms include maybelline (2,648 videos), makeup (1,903 videos), mascara (836 videos). #AD review of the new Sky Tubes tubing mascara for Maybelline India: volume test, then removal with water (10,499,048 views). This example illustrates a matched video and does not explain the whole conversation. The most-mentioned products among those tracked are SuperStay line (495 videos, share up 33.1% from September); Lifter Gloss and Lifter Liner (328 videos, share up 2.6% from September); Lash Sensational Sky High mascara (261 videos, share up 3.6% from September). Product queries can overlap.
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
SuperStay line | 495 | +33% |
Lifter Gloss and Lifter Liner | 328 | +2.6% |
Lash Sensational Sky High mascara | 261 | +3.6% |
Grippy Serum Primer and Setting Mist | 126 | −18% |
SuperStay Vinyl Ink | 118 | +86% |
Lash Sensational Sky Tubes mascara | 102 | +4.8% |
Top keywords
Top hashtags
Where and who
TikTok 39.8% (1,320 videos), Instagram Reels 37.9% (1,257 videos), YouTube Shorts 22.2% (736 videos). Of 1,320 TikTok videos, 177 (13.4%) are labeled sponsored and 1,143 are not. The most active matched accounts are @maybelline (36 videos), @radiancebytanisha (14 videos). Among videos with a known creator location, US (728 videos), GB (128 videos) lead. Location does not identify the audience.
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
22.7% of sampled videos contain the brand in video-derived text without naming it in the caption, title or hashtags. Open a reviewed video with a video-derived brand mention (2,400,000 views). Open a reviewed video with a video-derived brand mention (2,400,000 views). Open a reviewed video with criticism of Maybelline. The non-sponsored sample contains 1 negative videos out of 57; it is a selected review sample, not a population estimate.
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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.