Syncly Social Index
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Makeup
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Rare Beauty on video, September 2026
Rare Beauty's September was about brows. The Brow Harmony gel, pushed by a new Jumbo size, appeared in up to 725 videos and starred in three of its six most-viewed. Rare Beauty grew its share of beauty video 52% from August and scored 58.1 on the Syncly Social Index, fourth 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.
Rare Beauty maxes out untagged share: 21.5% of sampled videos showed or named it with no mention in the caption, behind only Charlotte Tilbury and MAC. Momentum is strong too, with share growth of 52% from August, third in the panel behind Rhode and Fenty Beauty.
Volume and breadth hold it back. It had 8.2% of makeup panel mentions with 3,779 videos, and its top 10 creators made 3.2% of them, a narrower base than most rivals. The official @rarebeauty account alone posted 43. Sentiment is mid-pack: 31% of sampled organic videos were positive and none negative.
Key numbers
change in share of category videos vs. the prior month
Most-viewed Rare Beauty videos
The most-viewed videos mentioning the brand this month.
A month of Rare Beauty videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What Rare Beauty videos are about
Sep 6 (156 videos, the month's peak): Selena Gomez showed Brow Harmony in Tinted and Clear in an official Reel (777K views, watch).
Sep 7 (146): a French "makeup without flinching" meme challenge tagged Rare Beauty among eight brands (529K, watch).
Sep 11 (146): a lunch GRWM used the liquid contour in Gentle (430K, watch).
Rare Beauty videos center on cheeks and brows. "Blush" appeared in 1,176 videos and "brow gel" in 302. Brow Harmony led products with up to 725 mentions, ahead of Soft Pinch liquid blush (303, up 48% in share from August) and the liquid contour (283). The brand's own Reels drove its biggest moments: the Jumbo brow gel launch (3.6M views, watch) and eight new holiday sets (2.5M, watch).
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Brow Harmony Flexible Lifting Gel | 725 | |
Soft Pinch liquid blush | 303 | +48% |
Liquid contour | 283 | |
Liquid Touch / True to Myself foundation | 117 | |
Positive Light highlighter and brightener | 71 | |
Warm Wishes bronzer | 24 |
Top keywords
Top hashtags
Where and who
TikTok carried 54% of Rare Beauty videos, Instagram Reels 32% and YouTube Shorts 15%. Paid content is small: 89 of 2,026 TikToks (4.4%) were sponsored, and sponsored and organic TikToks passed 100k views at similar rates (4.5% vs 5.7%). The official @rarebeauty account was by far the most active poster with 43 videos; seven of the 15 most-viewed videos were its own. Location data is mostly US (1,324 videos).
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
Untagged mentions include brand storytelling. An artist explains in a Reel that she created a Latine Heritage Month mural with Rare Beauty in Boyle Heights (1.8M views, watch). Mikayla Nogueira tries "this rare beauty little trio with the minis" in her new-launch review, with Rare Beauty only in on-screen text (1.8M, watch). None of the 62 organic videos sampled were negative.
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Brands mentioned alongside Rare Beauty
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
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.