Syncly Social Index
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Makeup
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Makeup on video, September 2026
Makeup video turned to fall in September. Bronzer, cream blush, tubing mascara and skin tint grew fastest, while lip liner, gloss and lip combos, still the biggest topics, stopped growing. Huda Beauty tops the Syncly Social Index for makeup, ahead of Rhode, the most-mentioned brand.
What videos are talking about
Warmth and definition are in. Tubing mascara (+38% share of beauty videos vs August), bronzer (+31%), cream blush (+27%) and skin tint (+17%) led September's makeup conversation. Fall makeup more than doubled its share, and Halloween looks started early.
Lips are big but flat. Lip liner, lip gloss and lip combos are still the largest makeup topics, each in about 6% of beauty videos, but none grew in September.
Rhode set the product pace. Its Pocket Blush roughly tripled its share, and Peptide Lip Tint more than quadrupled. Kosas Revealer Concealer doubled, and YSL Make Me Blush nearly did.
Fastest-rising ingredients
Syncly Social Index: top brands
Brands ranked by their Syncly Social Index score for the month.
| Rank | Brand | SSI score | Video share | Change |
|---|---|---|---|---|
| #1 | Huda Beauty | 70.3 | 10% | +31% |
| #2 | Rhode | 65.6 | 21% | +175% |
| #3 | Charlotte Tilbury | 64.7 | 9.3% | +24% |
| #4 | Rare Beauty | 58.1 | 8.2% | +52% |
| #5 | L'Oréal (Makeup) | 55.0 | 8.7% | +21% |
| #6 | e.l.f. | 51.7 | 11% | +52% |
| #7 | MAC | 48.3 | 6.9% | +6.2% |
| #8 | Maybelline | 40.0 | 9.6% | +4.9% |
| #9 | NYX | 38.9 | 7.1% | +22% |
| #10 | Fenty Beauty | 25.0 | 7.5% | +79% |
Most-mentioned products
Products named most often in category videos, with change vs. the prior month.
| Product | Type | Videos | Change |
|---|---|---|---|
Pocket BlushRhode | Makeup | 1,686 | +219% |
Peptide Lip TintRhode | Makeup | 1,272 | +320% |
Revealer ConcealerKosas | Makeup | 1,242 | +101% |
Easy BakeHuda Beauty | Makeup | 874 | +51% |
Pillow TalkCharlotte Tilbury | Makeup | 517 | +22% |
Halo Glowe.l.f. | Makeup | 496 | +94% |
Power Grip Primere.l.f. | Makeup | 465 | +55% |
Make Me BlushYSL Beauty | Makeup | 457 | +93% |
Gloss BombFenty Beauty | Makeup | 447 | +26% |
Lip ShapeRhode | Makeup | 424 | +126% |
Airbrush Flawless Setting SprayCharlotte Tilbury | Makeup | 415 | +20% |
Studio Radiance Skin Tint StickMAC | Makeup | 369 | +141% |
Untagged mentions by brand
How often each brand shows up in speech or on screen without a caption tag.
Brand reports
Full Syncly Social Index reports for each ranked brand.
