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#BBMoment: The Top Beauty Collaborations of 2020

Julia Cohen

Welcome back to another installment of #BBMoment, where we explore the top trends in the beauty industry today. In this article, we take a look back at 2020 and the beauty collaborations that defined the success of brands in the midst of a global pandemic. As explored in our recent post, one of the most popular marketing strategies that brands employed, was through partnerships, whether brand to brand or brand to influencer/celebrity. This allowed companies to expand their reach and amplify their products, creating hype around exclusive online launches that consumers rushed to purchase. From BYREDO to Colourpop, today we take a look at some of the top beauty collaborations that really hit the mark in 202o.

#BBMoment: The Top Beauty Collaborations of 2020

BYREDO x Travis Scott

Perhaps one of the only individuals whose sold-out merch can resell for upwards of $1,000, fragrance brand BYREDO made a smart move in partnering with Travis Scott’s Cactus Jack brand to create Cactus Jack for BYREDO – Travx Eau de Parfum, which sold for a cool £175 a bottle. The product used the traditional BYREDO bottle combined with Travis Scott’s stylish and futuristic branding to create a small range (fragrance and candle) which quickly sold out. The fun collaboration cites top notes of “Cosmic dust & Antimatter particles”, heart notes of “Starlight & Supernova” and base notes of “Atmospheric vapour & Dark nebulae” and was the rappers first expansion into the beauty industry. Not only did the collection sell out, but it also greatly raised the value of the BYREDO brand – Their YoY MIV® increased by 146%.

 

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A post shared by BYREDO (@officialbyredo)

Lalisa Manobal x M.A.C Cosmetics

Korean girl group Blackpink’s Lisa was announced as M.A.C Cosmetics’ first female K-pop idol to be appointed as a Global Brand Ambassador, towards the end of 2020. The star is a beauty and fashion favorite, working with brands like Celine and Bulgari, and whilst she has a huge presence online, her partnerships feel authentic as she frequently features the same brands across her social media channels. Lisa has over 44.5m followers on Instagram alone and is hugely influential in her space – her announcement post as a Global Ambassador for M.A.C received over 5.6m likes and 74k comments. Taking a deeper dive into the data, Lisa’s post alone generated $1.83M in MIV®, with M.A.C’s announcement post generating $506K in MIV® – representing their top branded post of 2020.

 

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A post shared by LISA (@lalalalisa_m)

Anastasia Beverly Hills x Amrezy

Kicking off 2020 in January, Anastasia Beverly Hills partnered with makeup artist and influencer Amrezy, to create the #ABHxAmrezy makeup palette. ABH is known for its collaborations and as a long-time sponsor of cult tv classic, RuPaul’s Drag Race, the brand is also known for its high-quality products and spotlight on artistry. The below announcement post on the brand’s Owned Media (Instagram account) drummed up a total MIV® of $559K in January alone. 

Supreme x Pat McGrath

Known as the brand that makes “every product it touches” sell out, Supreme partnered with equally cool beauty brand Pat McGrath to create a classic red lipstick in the streetwear giant’s hallmark color. The lipstick was only sold on the Supreme website and featured “no product reviews and no samples” solidifying itself as an exclusive product to be sought after. This made history in a sense, as Supreme’s first-ever beauty product after collaborating with luxury fashion houses, food brands, and other household brands. 

 

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A post shared by Pat McGrath (@patmcgrathreal)

Colourpop x Disney

Colourpop is notorious for its cross-industry collaborations, and the brand had more than one partnership with Disney in 2020. Pop culture favorite and frequently meme’d star of ‘The Mandalorian’, Baby Yoda was the subject of an all-green ‘the Child’ palette, whilst cult-classic Hocus Pocus made an appearance in October for an aptly themed Halloween product. The two announcement posts for the palette’s on Colourpop’s Instagram page were amongst the top for the brand in 2020, accumulating $933K in MIV® across just two posts.

Collaborative products are lucrative for brands looking to either amplify their message or reach an untapped audience. Supreme fans for example might not usually shop with Pat McGrath, and vice versa, but the partnership allows them to discover and try new products. We hope you enjoyed this installment of #BBMoment, if you would like to explore more articles in the series just click here!

top beauty collaborations

Julia Cohen

Julia is a fashion writer and content creator based in London. She studied an MSc in Media and Communications at LSE, as well as Mandarin, Chinese, and has worked with various fashion and beauty brands within the UK.

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