Designer beauty players — old and new — are on a tear, data shows.
Miu Miu, the category’s most recent entrant with its Miutine Eau de Parfum fronted by actress Emma Corrin, was the top-growing beauty brand in September by brand vitality score, or VIT, Traackr’s measurement of a brand’s social media visibility and impact.
Following closely behind was Dolce & Gabbana Beauty, whose fragrance business has similarly been growing fast and ranks as a favorite among teen boys and girls according to a 2025 survey by Boston Consulting Group. Buzz surrounding the women’s and men’s iterations of the My Devotion scent, fronted by Katy Perry and Michele Morrone, respectively, also gave Dolce & Gabbana a boost during the period.
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“Fragrance is having a major moment as brands ramp up creator partnerships around new launches,” said Colton Wood, senior professional services consultant at Traackr, noting TikTok fragrance influencer @oliviaolfactory as a key momentum driver for Dolce & Gabbana.
La Beauté Louis Vuitton, which debuted in August, has risen to the 36th overall rank by VIT in beauty, while Aveeno grew its VIT 163 percent month-over-month by promoting creator content around its dry skin-focused offerings heading into fall. Aveeno was notably the only skin care brand among the top-10 growers, which otherwise were mainly fragrance and hair care focused.
For instance Color Wow — which like Miu Miu Beauty is owned by L’Oréal — grew 150 percent, while Dyson, too, rose to the number-25 spot overall. Glossier, which leaned into its longtime WNBA partnership with a limited-edition hoodie drop and three new lip gloss shades fronted by players, also saw growth.
The top 10 beauty brands by month-over-month VIT growth in September, per Traackr.
1. Miu Miu, +1,999 percent
- VIT rank: 69
2. Dolce & Gabbana Beauty, +485 percent
- VIT rank: 55
3. Aveeno, +163 percent
- VIT rank: 34
4. Color Wow, +150 percent
- VIT rank: 49
5. Pravana, +136 percent
- VIT rank: 83
6. Glossier, +114 percent
- VIT rank: 65
7. Pattern Beauty, +111 percent
- VIT rank: 93
8. La Beauté Louis Vuitton, +85 percent
- VIT rank: 36
9. Covergirl, +82 percent
- VIT rank: 51
10. Dyson, +79 percent
- VIT rank: 25