Syncly Social Index
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Makeup
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Makeup on video, October 2026
Halloween looks and holiday sets gain share in October makeup video. Charlotte Tilbury leads the makeup panel with an SSI score of 80.8. This report covers October 1 through 31, 2026.
What videos are talking about
Halloween brings a sharp styling shift. Halloween-makeup mentions rise 433% in normalized share from September, reaching 2,208 videos. SFX and costume-makeup mentions rise 149%.
Shopping events are already in the feed. The makeup-context Black Friday query rises 969% and Sephora sale/Savings Event terms 952%. Holiday gift sets and advent calendars rise 140%; the gift-set report examines how creators frame value and unboxings.
Existing product lines stay visible. The largest tracked category product queries are Rhode Pocket Blush (940 videos), Rhode Peptide Lip Tint (936 videos), Huda Beauty Easy Bake (554 videos). Their counts reflect mentions, including full-face routines that feature several brands.
Fastest-rising topics
Syncly Social Index: top brands
Brands ranked by their Syncly Social Index score for the month.
| Rank | Brand | SSI score | Video share | Change |
|---|---|---|---|---|
| #1▲2 | Charlotte Tilbury | 80.8 | 10% | +13% |
| #2▲2 | Rare Beauty | 65.0 | 8.2% | +4.2% |
| #3▼1 | Rhode | 61.7 | 22% | +8.8% |
| #4▼3 | Huda Beauty | 55.3 | 9% | −8.6% |
| #5▲3 | Maybelline | 52.2 | 9.6% | +3.9% |
| #6– | e.l.f. | 51.7 | 11% | +0.3% |
| #7▼2 | L'Oréal (Makeup) | 50.0 | 8.4% | +0.3% |
| #8▼1 | MAC | 47.2 | 8% | +17% |
| #9▲1 | Fenty Beauty | 28.3 | 7.6% | +5.5% |
| #10NEW | Patrick Ta | 25.3 | 6.7% | +4.1% |
Most-mentioned products
Products named most often in category videos, with change vs. the prior month.
| Product | Type | Videos | Change |
|---|---|---|---|
Pocket BlushRhode | Makeup | 940 | +0.3% |
Peptide Lip TintRhode | Makeup | 936 | +3.6% |
Easy BakeHuda Beauty | Makeup | 554 | −10% |
Glow Reviver Lip Oile.l.f. | Makeup | 483 | +26% |
Pillow TalkCharlotte Tilbury | Makeup | 459 | +21% |
Gloss BombFenty Beauty | Makeup | 457 | +48% |
Power Grip Primere.l.f. | Makeup | 316 | −5.1% |
Lip ShapeRhode | Makeup | 298 | +36% |
Halo Glowe.l.f. | Makeup | 274 | −22% |
Sky HighMaybelline | Makeup | 255 | +4.8% |
SOS / Lip JellyTower 28 | Makeup | 239 | +38% |
Soft PinchRare Beauty | Makeup | 232 | +5.1% |
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.
