Syncly Social Index
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Makeup
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e.l.f. vs Rare Beauty on video, September 2026
e.l.f. had 5,188 short videos in September 2026 and Rare Beauty 3,779, and both grew their share of beauty video by about 52% from August. Rare Beauty still ranks higher on the Syncly Social Index for makeup, fourth at 58.1 against sixth at 51.7. 578 videos named both brands, mostly in full-face tutorials.
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Side by side
e.l.f. leads on share of voice (88.9 vs 33.3), sentiment (100 vs 50) and creator breadth (44.4 vs 22.2); 38% of its organic sampled videos were positive, against 31% for Rare Beauty. Rare Beauty leads on untagged share (100 vs 0: 22% of sampled videos showed it without naming it, vs 14%), high reach (55.6 vs 0: 5.7% of its videos passed 100K views, vs 4.2%) and momentum (77.8 vs 66.7). The index tracks how brands show up on video, not which products perform better.
Syncly Social Index metrics, September 2026. The higher value in each row is bold.
| e.l.f. | Rare Beauty | |
|---|---|---|
| SSI score | 51.7 | 58.1 |
| Videos (month) | 5,188 | 3,779 |
| Change in share vs. last month | +52% | +52% |
| Untagged mentions | 14% | 22% |
| Positive (organic videos) | 38% | 31% |
| Videos with 100k+ views | 4.2% | 5.7% |
| Creator breadth | 97% | 97% |
When creators compare them
Of 40 sampled videos that mention both brands, 37 made no comparison. They were GRWMs and tutorials using an e.l.f. primer, Halo Glow or skin tint with a Rare Beauty blush, contour or brow gel, like this soft glam GRWM. The 3 that compared split evenly. A makeup artist called e.l.f.'s liquid blushes an exact dupe for the Rare Beauty blushes and keeps every shade in her kit. A base review said an e.l.f. tint broke her out and praised Rare Beauty's Positive Light tinted moisturizer. A products-I-dislike video panned items from both.
Videos that compare them
Which one to choose
Creators in these videos reach for e.l.f. when price matters and a close match is enough, as with the liquid blush dupe. They name Rare Beauty for its tinted moisturizer when skin reaction is the concern (example). Most creators simply used both brands in one look.
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Frequently asked questions
Benchmark your brand against competitors
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.