"The holiday shopping season is the Super Bowl for most consumer brands. But in order to succeed, brands need to be training all year long, according to Traackr CEO Pierre-Loïc Assayag. "This is a year-long effort. There's no such thing as succeeding during a period of time without having done the legwork beforehand," he said. "For a creator post to resonate with their audience, there needs to be a sense of authenticity.""
"For its 2025 Holiday Shopping Report, the influencer marketing platform tracked the top brands according to VIT, Traackr's proprietary metric for visibility, impact and trust, for the 2024 holiday season and found they were the same five brands that led in VIT from Q1 to Q3 of that year. That included L'Oréal Paris, Rare Beauty, Rhode, R.E.M. Beauty and Kylie Cosmetics. Looking at the top beauty brands in VIT from Q1 to Q3 of this year, Traackr found L'Oréal Paris, Rare Beauty, Rhode and Kylie Cosmetics still leading the way, with Huda Beauty newly cracking the top five."
"While many of those brands rely on a celebrity founder, Assayag said celebrity-backed brands able to sustain momentum need to expand their social media presence far beyond their star founder. "Those that succeed at scale and dominate the rankings typically have already outgrown the celebrity founder," said Assayag. "I wouldn't say that it would be the same with or without the celebrity founders. However, their role is probably much smaller than what you would imagine, in [terms of] the contribution they have to the success of the brand." Rare Beauty has been busy promoting its holiday gift sets and Pinterest gift guide on its TikTok and Instagram pages in recent weeks. While founder Selena Gomez remains a prominent face of the brand, Rare has been expanding its network in 2025 to include numerous collaborations with the likes of Tajín and Béis."
The holiday shopping season functions as a peak moment requiring extensive year-round preparation and creator authenticity to resonate with audiences. Traackr's 2025 Holiday Shopping Report used VIT, a proprietary metric for visibility, impact and trust, to identify top performers during the 2024 season. L'Oréal Paris, Rare Beauty, Rhode, R.E.M. Beauty and Kylie Cosmetics led VIT rankings across Q1–Q3. Top beauty brand momentum remained largely consistent, with Huda Beauty newly entering the top five. Celebrity-backed brands that sustain scale expand their social presence beyond a single founder and diversify creator collaborations and partnerships.
Read at Digiday
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