Gen Z research and strategy company dcdx has released its Q3 2024 Gen Z's top 50 beauty brands industry ranking report.

Findings:

• This past quarter saw a surge in organic beauty content, compared to the rest of the year.
• Consistency levels have surged to an all-time high, signifying more loyal audiences across nearly every beauty brand.
• Year over year, beauty popularity rose more than 5 points, highlighting the category’s growing relevance and popularity with Gen Z.

dcdx measured Brand Magnetism® for each brand in the report - defined as the ability to attract popular and consistent user-generated content (UGC). The measure is a 0-100 scale measuring how magnetic a brand is with Gen Z. The four tiers are Weak Brands, Functional brands, Relevant Brands, and Magnetic Brands.

Of the top 50 beauty brands, the following 25 fell into the Magnetic tier:

• Sephora
• Charlotte Tilbury
• Rare Beauty
• Dior
• Maybelline
• e.l.f. Cosmetics
• NARS
• Rhode
• Benefit
• ColourPop
• ABH
• Huda Beauty
• Fenty Beauty
• Lush
• Saie
• NYX
• Kosas
• Mac
• Kylie Cosmetics
• The Ordinary
• Ulta Beauty
• Tarte
• Milk Makeup
• Urban Decay
• Drunk Elephant

Beauty industry relevance factors - by analysing UGC from nearly 50 brands, dcdx identified the recurring content themes within the industry. These factors can be used to understand the composition of organic conversations in the beauty industry for Gen Z.

• Tutorials & Trends - 25.1%
• Lifestyle - 20.3%
• Random - 16.7%
• GRWM (Get ready with me) - 15.9%
• Brand Experiences - 12.3%
• Product Reviews - 9.8%

For the full report, visit dcdx.co.