Makeup brands are still leading the charge in relation to earned media value.

While nine out of the highest 10 brands by EMV saw month-over-month declines during August — namely attributable to a seasonal deceleration of launches — Profit Cosmetics saw a surge in momentum because of the late-July launch of its Fanfest Mascara.

The brand netted $32.2 million EMV for the month, up 15 percent versus July. The #FanfestMascara was one in every of the brand’s top EMV-driving hashtags, netting $2.6 million EMV from 445 creators in August.

“Historically, October and December are inclined to be big months for beauty EMV, largely attributable to Halloween and Christmas promotions,” said Alexander Rawitz, director of content marketing at CreatorIQ, Tribe Dynamics’ parent company.

Creator retention is “probably the most predictive metric we now have for growth,” said CreatorIQ chief strategy officer Conor Begley, noting creator acquisition, too, is one of the significant aspects fueling EMV growth for brands like Sol de Janeiro and Erborian, which don’t rank in the highest 10 but grew 144 percent and 156 percent year-over-year by the metric.

Similarly, $11.3 million of Fenty Beauty’s EMV for the month was fueled by recent creators mentioning the brand. Mikayla Nogueira and Jackie Aina — each of whom hadn’t mentioned the brand in July —were amongst Fenty’s most EMV-driving influencers in August, driving a $294,900 EMV and $166,900 EMV respectively for the brand.

The highest beauty brands by EMV gained in August, and every brand’s year-over-year change within the metric.