Beauty brands lead in the sentiment stakes

Recently we discovered that when discussing department stores beauty brands are the biggest conversationalists and are also driving the most engagement on behalf of those stores.

With Halloween approaching we wanted to take a look at a couple of our Instagram favourites, Urban Decay and Huda Beauty, to understand the sentiment behind the conversation about these cult classic cosmetic brands.

Looking at the details

Prepping the base

When it comes to achieving the perfect winged liner or enviably contoured and chiselled cheekbones, both Urban Decay and Huda Beauty are firm favourites among the beauty-loving community. Through October there have been 22,819 conversations about Urban Decay, while Huda Beauty has seen 13,141.

Beauty lovers adore playing with make-up, creating every day to date night transformations, and of course, frightfully fierce Halloween lewwwks. Making it look like magic makes for incredibly consumable content that is just another trick up their wizarding sleeves. The beauty community are positive and supportive in the props they give one another for their creativity.

Here are some of the most successful and engaging posts created about the brands:


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CAPTAIN JACK SPARROW! ❤️⚔️🌊☠️ But WHY is the rum ALWAYS gone?! 🤫 I love the @disneypirates movies and this look was so much fun☺️Head over to my @YouTube channel to see the full tutorial + Behind the scenes and bloopers from this look! 😜 Link in my stories 🌊 • • • @farsalicare Haldi Eyes Brightening Turmeric Eye Cream @herbivorebotanicals Emerald Cannabis Sativa Deep Moisture Glow Oil @nyxcosmetics Bare With Me Hydrating Jelly Primer @anastasiabeverlyhills Dewy Mist Light to Medium Contour Kit Liquid Lipstick in Ashton Bronze Lipgloss So Hollywood Loose Highlight @kevynaucoin Glass Glow Face Liquid Highlighter on Spectrum Bronze @lauragellerbeauty Filter First Foundation @narsissist Liquid Laguna Bronzer @milkmakeup Flex Concealer In light @hudabeauty Tantour Bronzer & Contour Cream In Medium Easy Bake Loose Setting Powder in Cupcake NYMPH all over body highlight In Aphrodite @katvondbeauty Superbrow Pomade in Dark Brown GBOGH mascara @benefitcosmetics 24Hr Brow Setter & High Brow Pencil @bennyemakeup All-For-One Lip Colors Studio Palette Illuminator In Original @plouise_makeup_academy Badda Black Base @natashadenona Blackest Black Matte Eyeshadow & Gold Palette @urbandecaycosmetics 24/7 glide on pencil in zero heavy metal glitter liners in Starfire & Goldmine @smithandcult Glitter Shot All Over Glitter Crush In Iridescent Paradise Beef SpaceJam @makeupforeverofficial Artist Color Pencil In Up & Down Tan Flash Color Palette #halloween #halloweenmakeup #halloweencostume #disney #jacksparrow #johnnydepp #piratesofthecaribbean

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Building up colour

Engagement on posts about the brands is in the millions in both cases. This provides these brands with a constant supply of user-generated content and positive sentiment about the endorsement of their brands.

Our social media monitoring revealed Huda’s sentiment is double Urban Decay’s. A lot of this is driven by the fact founder Huda Kattan personally rewards and engages with her community by celebrating their looks, showcasing them on her own page and sending out fabulously packaged and much-coveted first looks at her products. 


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A post shared by Huda Kattan (@huda) on

Fresh looks and exciting essentials

Both Urban Decay and Huda Beauty launched new eye shadow palette products in the Autumn. 

While the social media analysis behind the conversation about both brands reveals their loyal customers couldn’t wait to sweep them across their lids, neither brand see a spike in positive sentiment. 

Positive sentiment about the brands stays consistently high throughout the month proving that the excitement and affection consumers have for these has the staying power you’d want from a setting spray.

The Maybe* 'How they feel' report revealing the positive social media sentiment about Huda Beauty. See how people feel about your organisation.

The Maybe* 'How they feel' report revealing the positive social media sentiment about Urban Decay. See how people feel about your organisation.

Highlight to finish

Monitoring the conversation about yourself and your competitors is a great way to build brand engagement, identify influencers and ensure that there is always excitement around your product in the sentiment stakes. Make like beauty boss, Huda, and get personally involved in the conversation, or you can talk as your brand in the case of Urban Decay. Both brands delight their customers and are demonstrably delighted by them and their beauty looks.

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