The Numbers Behind Danessa Myricks’ Magnificence Empire (HBBIP #108)

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Although I mentioned final week that I used to be shifting on, it seems that I’m nonetheless not over CreatorIQ Join. 

I do know, I do know—we’ve been speaking about it rather a lot these days. However consider it this fashion: we’re not attempting to rub it in if you happen to missed the big day; we’re attempting that can assist you see what all of the fuss is about, and really feel such as you have been there. Plus, if you happen to have been in a position to make it, we’re serving to you relive all of the highlights.

One spotlight for me, and hopefully for no less than a number of different folks, was the panel that I used to be fortunate sufficient to conduct with an all-star lineup of friends:

The HBBIP Stay panel at CreatorIQ Join

My thanks as soon as once more to Mindy Chun of OneSkin, Malena Higuera of NOYZ, and Romain Gaillard of The Detox Market: nice folks, unbelievable model leaders, and even higher co-panelists. Superstars all! Relaxation assured that when I get my fingers on a session recording, it’ll be throughout this article.

However wait. Dangle on. Maintain the cellphone. Is it attainable that this picture accommodates one other famous person? (And no, I’m not speaking about myself.)

Zoom…improve…

A closeup of a VIP CreatorIQ Join attendee

Why, that’s magnificence icon and CreatorIQ Join speaker Danessa Myricks! 

After I say that as I gazed out into the entrance row of the session viewers and noticed Danessa gracing us along with her presence, please consider that I used to be starstruck. In spite of everything, it’s not each day {that a} face from my native Sephora show is looking at me IRL.

Now consider it or not, I’ve truly had Danessa Myricks Magnificence circled as a goal model for this article for fairly a while—many months, in truth. So her attendance at this session, to not point out the important thing position she performed in making CreatorIQ Join so fantastic, is simply the cherry on high.

And talking of the highest…

The Prime Model of All Time (of the Week): Danessa Myricks Magnificence

Usually after I profile manufacturers for this article, I follow full-year progress charts for the prior 5 years, 2020 to 2024, after which deal with 2025 on a bit extra of a qualitative foundation. In spite of everything, the complete yr hasn’t elapsed but: it’s not truthful to check 12 months to 9. Proper?

Not essentially. Danessa Myricks Magnificence had different concepts:

Danessa Myricks Magnificence’s EMV, 2020 – 2025

You’re studying this accurately, of us—except you’re not, wherein case, let me appropriate you. Danessa Myricks Magnificence actually did gather extra EMV in simply the primary 9 months of 2025 than it had in all of 2024. And it wasn’t a slender margin, both: $132.3M EMV in 2024, and $166.2M EMV from January to September 2025. That will be a wholesome enchancment for a full yr, however we’ve nonetheless acquired all of This fall—usually a really energetic interval on the earth of magnificence—to go.

Danessa Myricks Magnificence’s Engagements, 2020 – 2025

It was the same story for Danessa Myricks Magnificence’s engagements, which jumped from 77.1M in 2024 to 103.7M for the primary 9 months of 2025…

Danessa Myricks Magnificence’s Impressions, 2020 – 2025

…In addition to the model’s impressions, which surged from 1B to 1.6B.

Was this progress prompted by an enormous spike within the model’s creator or put up depend?

Danessa Myricks Magnificence’s Creator Depend, 2020 – 2024

In a phrase, no. This chart doesn’t present Jan-Sep 2025, as a result of I don’t wish to taint Danessa Myricks Magnificence’s momentum by displaying a decline. Whereas the model’s 2025 creator depend comes shut, it doesn’t surpass Danessa Myricks Magnificence’s 2024 whole, which completes a really fairly staircase-like progress sample.

Danessa Myricks Magnificence’s Put up Depend, 2020 – 2024

Put up depend entails a barely extra jumbled staircase, however issues are nonetheless trending in the fitting course. Danessa Myricks Magnificence’s 2025 put up depend was even additional off from its 2024 whole, so the model’s enchancment didn’t come from a sudden inflow of mentions.

Whereas which may look like a adverse, I view this as an excellent factor: it signifies that regardless of seeing fewer creators and posts, Danessa Myricks Magnificence is surging throughout efficiency metrics, with its 2025 content material resonating extra deeply than ever.

Per-Channel Impressions Share, Danessa Myricks Magnificence, Oct 24 – Sep 25

After we delve into the per-platform numbers, we see that there’s no single social channel fueling impressions for Danessa Myricks Magnificence. Whereas we would anticipate TikTok to have the lead right here, because the platform is usually chargeable for the majority of magnificence manufacturers’ impressions, it’s nearly completely balanced with Instagram. YouTube, for its half, occupies a bigger share of the pie than I usually see from magnificence manufacturers.

Per-Channel Engagements Share, Danessa Myricks Magnificence, Oct 24 – Sep 25

In one other counter-intuitive discovering, TikTok truly drives a better share of engagements for Danessa Myricks Magnificence. Often, we’d anticipate this to go the opposite means.

So right here we’ve a model whose spectacular progress is breaking the mould in a number of methods. What’s behind Danessa Myricks Magnificence’s success?

Right here’s a reasonably telling place to start out: 118%.

That’s not one other progress determine, or no less than not solely. To be much less cryptic, that’s the model’s creator retention for the interval of October 2024 to September 2025. We measure creator retention by taking the EMV generated by a model’s retained creator inhabitants throughout a sure time interval, then dividing that by the overall EMV generated for the model through the earlier corresponding time interval. And by retained, I imply the creators who posted in regards to the model throughout each time durations.

So proper right here with Danessa Myricks Magnificence, we’re taking a look at what retained creators generated in October 2024 to September 2025, versus what those self same creators, plus creators who subsequently dropped off, generated from October 2023 to September 2024.

The end result: Danessa Myricks Magnificence’s devoted followers simply stored posting and posting and posting.

Retention is vital to understanding which manufacturers are constructed for long-term success. As former CreatorIQ Chief Technique Officer and present beer hype-man Conor Begley mentioned roughly twenty thousand occasions throughout his time right here, retention builds empires. In case you’re seeing a retention charge of ~80%, you then’re doing fairly effectively. In case you’re seeing 118%, then it’s time to start out constructing statues for the Myricks Dynasty.

What stands out to me in regards to the content material for Danessa Myricks Magnificence, greater than any particular person marketing campaign or second, is how constant creators are of their ardour for the model, and the way totally built-in Danessa Myricks Magnificence is inside not solely their posts, however their lives at massive. It’s Monica Ravi-Conway giving the model high billing at her conventional Indian marriage ceremony; it’s fellow CreatorIQ Join spotlight Shima Katouzian shouting out the model in a collection of TikTok tutorials, cementing her place as considered one of Danessa Myricks Magnificence’s high incoming EMV-drivers; it’s creators expressing their love of the model through a flurry of summer season content material praising Danessa Myricks Magnificence as a ‘flawless pores and skin’ resolution.

Whereas my panel at CreatorIQ Join offered three manufacturers which have mastered the sweetness recreation, it turned out that there was one other masterclass within the room all alongside. Thanks, Danessa, for being there. Subsequent time, I promise to get a greater image of you than simply the again of your head—hopefully since you’ll be up on stage with me.

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