L’Oréal is flying high on social media.

The corporate — which was the largest beauty manufacturer by sales in 2022, per Beauty Inc’s annual rating of the highest 100 beauty manufacturers — is seeing unusual, cross-category growth in earned media value across its skincare, hair care and makeup portfolios, reports CreatorIQ.

While these categories at large are all seeing healthy year-over-year EMV growth of 45 percent, 29 percent and 23 percent, respectively, L’Oréal’s top brands by the metric are growing even faster.

On top of that, L’Oréal-owned Maybelline Latest York, L’Oréal Paris and La Roche-Posay are harnessing TikTok more effectively than the common beauty company, each garnering greater than 30 percent of their respective EMV from the platform — above the industry average of roughly 10 to 11 percent.

Garnier, which is L’Oréal’s fastest-growing hair care brand on social media, generates greater than 54 percent of its EMV through TikTok.

L’Oréal’s top skincare brands by year-over-year EMV growth.

L’Oréal’s top makeup brands by year-over-year EMV growth.

L’Oréal’s top hair care brands by year-over-year EMV growth.

CreatorIQ’s director of content marketing Alexander Rawitz said L’Oréal’s “expansion of TikTok and concentrate on authenticity” are largely fueling its standout social media success, noting the corporate’s emphasis on creator retention and “giving creators more control over their content” have bolstered this strategy.

For instance, top EMV generator for Kiehl’s, Yuri Lamasbella, is best known for her Kardashian parody videos — a theme she’s stuck to even whilst promoting the brand. Similarly, Meg Murphy (@megssfx on TikTok) was the highest EMV earner for Garnier, routinely using the brand’s products to the touch up her signature red hair and using the Garnier micellar water to remove makeup from her blemishes before heading out, in step with her page’s concentrate on pimples positivity.

L’Oréal Paris, Rawitz said, has demonstrated a selected apt for turning its presence at in-person events like Cannes Film Festival into a major source of online buzz: this 12 months, posts mentioning “Cannes” generated $3.6 million EMV for the brand.

Fashion week, too, was an enormous moment for L’Oréal Paris, which hosted its sixth annual “Walk Your Price” runway show in Paris in October. Participants included Monet McMichael, who generated $639,400 EMV for the brand in the course of the event, and Kendall Jenner, whose mother Kris generated $542,800 EMV whilst promoting Kendall’s performance.

“We’re seeing fewer influencer trips or those type of ostentatiously splashy engagements than we’ve got prior to now, nonetheless once we do see them, they do drive EMV,” said Rawitz, noting the resumption of frequently scheduled events post-COVID-19 has been an enormous win for L’Oréal. “Every 12 months, we all know Cannes [Film Festival] goes to be an enormous hit for L’Oréal, principally every fashion week — definitely Paris Fashion Week — as well…L’Oréal and its family of brands have been particularly effective at capitalizing on the momentum of and enthusiasm for these events.”