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2017 is coming to an end that is why I thought it was the right time to recap the best beauty moments of the year.

This year a lot of things happened, especially with social media. Instagram is becoming a real stepping stone for new brands and is now an absolute necessity for established companies which are shifting their target on millennials.

Glossier You The best beauty industry 2017

  • Glossier and the launch of its fragrance You

Our love for Glossier for its keen sense of marketing (and beautiful pink packaging) is nothing new. The beauty brand created by Emily Weiss, opened its showroom in New York last year (its first physical retail space with its digital audience), a store in London and its fragrance Glossier You earlier in 2017.


  • Fenty Beauty

The long-awaited Rihanna’s beauty line launched on September, 8th 2017 immediately became successful by generating an Earned Media Value of $72,000 000 in one month. In digital marketing, the Earned Media Value is the given value of the reach of people on social media, that is the brand’s reach through retweets, likes, comments, shares, online reviews etc… In November, the company also launched the Stunna Lip Paint – its first lipstick.

KKW Beauty Best Beauty 2017
KKW Beauty Best Beauty 2017

Kim Kardashian’s contouring kit in medium tone sold out in ten minutes right after its launch! The other shades also sold out after three hours. It was a given the line would be a success, but the fact they sold out so quickly even surprised Kim Kardashian who announced the launch on a first tweet and a second one – five minutes apart from each other – which said the light shade contouring kit was also SOLD OUT.

KKW Beauty launched the Ultralight highlighters Beam Collection Kit on December 1st and it is already not available anymore. It will be restocked on December 21st.

  • Clio Makeup

Clio Makeup Pop-up

For Clio – Italian Youtube beauty star with 1,6 millions of followers – 2017 has been an amazing year both professionally and personally. Always honest and true to herself, she managed to launch her beauty brand on ClipMakeUpShop, her online store. And in fourteen hours her CreamyLove and LiquidLove sold out. In December, she launched her first mascara and opened a pop-up store in Milan with an unprecedented concept in Italy in which people could see how lipsticks were made.



Gigi Hadid’s collection with Maybelline announced on Instagram both from the model and the brand’s profiles is one of the best examples of effective social media collaborations of 2017. The L’Oréal brand gathered 59 millions of likes on Instagram, and it is according to a Share IQ analysis, the n°1 brand on social media with the most engagement – and not only thanks to the collaboration with Gigi Hadid but also thanks to a steady influencer marketing strategy.


What were, according to you, the best beauty moments of 2017? Tell us in the comments below.

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