Which beauty products rose to the top of the social pyramid this spring?
Earned media value data from CreatorIQ shows that Huda Beauty’s Easy Bake Loose Setting Powder was the number-one beauty product by overall social media engagement and buzz, garnering $52.2 million EMV in March and April. This momentum is par for the course: the powder also ranked as the top product by EMV in 2025 and 2024, respectively, and in March Huda Beauty added a trendy matcha-green shade to its lineup.
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At number-two overall was Rhode’s cream Pocket Blush, which netted $27.1 million EMV during the two-month period. The product, which debuted in 2024, similarly added new shades to its lineup this spring and tapped “Love Story” breakout actress Sarah Pidgeon to front the hues in a since-viral campaign.
In terms of the buzziest new launches during the period, Prada Beauty’s inaugural blush came out on top with $6.5 million EMV — significantly less than that of the top products overall, but such is usually the case for new innovations as they establish their footholds.
The blush came out in March though it garnered even more EMV in April, signaling “strong post-launch staying power,” said CreatorIQ’s director of research and insights, Alexander Rawitz. The product didn’t have a particularly high volume of mentions, but it benefited from high-impact content creation, including posts from ambassador Bella Hadid and influencer content from its buzzy Touch Tour pop-ups.
Rhode also claimed a spot among the top five new launches thanks to its Peptide Lip Boost mask — marking a rare feat for a skin care product (the mask comes only in an untinted variety) to garner such high EMV.
The top five products overall by EMV this spring, per CreatorIQ.
1. Huda Beauty Easy Bake Loose Setting Powder: $52.2M
2. Rhode Pocket Blush: $27.1M
3. MAC Cosmetics Lip Pencil: $15.9M
4. Charlotte Tilbury Pillow Talk Collection: $10.1M
5. L’Oréal Paris Infallible 3-second Setting Mist: $9.8M
The top five new launches by EMV this spring, per CreatorIQ.
1. Prada Beauty Touch Cream to Powder Blush: $6.5M
2. YSL Beauty Lovenude Lip Blusher: $6.2M
3. Nars Cosmetics Natural Matte Longwear Foundation: $4.9M
4. Anastasia Beverly Hills Archibrow Pencil: $3.7M
5. Rhode Peptide Lip Boost: $3.5M