The standout growth figure belonged to Rihanna\u2019s Savage x Fenty lingerie line, which collected $269.2m EMV in 2020, up 295% year-over-year.<\/p>\n
Much of this momentum came in Q2, when the brand teamed up with rapper Megan Thee Stallion to promote Savage x Fenty\u2019s summer collection.<\/p>\n
2020 also saw the success of apparel brands that encouraged customers to work out and relax at home<\/strong>.<\/p>\n Gymshark and SHEIN, which both claimed respective year on year EMV increases of 9% and 37%, were quick to respond to 2020\u2019s shift to at-home culture, embracing \u201chomebound\u201d campaigns and initiatives, the report said.<\/p>\n More broadly, 2020\u2019s high-growth apparel brands catered to self-care and supporting consumers\u2019 efforts toward self-improvement during the challenging times.<\/p>\n Activewear and loungewear both experienced success, with brands such as Fabletics, which saw a 142% YOY EMV growth, standing out with \u201csavvy campaigns surrounding high-profile collaborations,\u201d the report said.<\/p>\n Lounge Underwear ($123.1M EMV, 119% YOY growth) also rose steadily throughout the year thanks to its dedicated #FemaleFamily of brand partners, who regularly showcased the brand\u2019s comfy styles in at-home outfit posts, the report added.<\/p>\n However, while apparel shone, luxury fashion experienced a number of setbacks and EMV declines with Top 10 brands averaging an 11% YOY EMV decrease<\/strong>, as jet-setting promotional campaigns and fashion shows were largely swept off the table.<\/p>\n While topping the Top 10 Luxury brands, Gucci experienced a 35% EMV decrease, followed by Chanel at number two, which saw a 25% decline.<\/p>\n Skincare however, delivered a strong performance in 2020, with the Skincare Top 10 brands of 2020 averaging a 56% YOY EMV increase, the highest average of any Top 10 vertical.<\/p>\n Much of this momentum stemmed from 131% and 383% surges for TULA and Good Molecules, respectively.<\/p>\n Outside of the Top 10, two blockbuster launches resulted in some of the year\u2019s most dramatic EMV spikes among skincare brands.<\/p>\n In February 2020, beauty guru Huda Kattan debuted WISHFUL, which went on to garner $30.7M EMV.<\/p>\n Additionally, the launch of Fenty Skin galvanized influencers, with Fenty Skin closing out 2020 with $25.8M EMV.<\/p>\n Beauty had a more turbulent year, with successful brands having focused on hero products, self-care and famous faces<\/strong>.<\/p>\n In the UK, Anastasia Beverly Hills, Morphe, Huda Beauty, Benefit, Mac and Nars topped the Top 10 List, however many of the verticals\u2019 biggest year-over-year gains occurred among lower-ranking brands.<\/p>\n Number 10 ranked P Louise Makeup Academy\u2019s $143.2m EMV represented the largest YOY spike at 24%, followed by Nars in 6th<\/sup> place up 11% and Fenty Beauty in 7th<\/sup> place up 8%.<\/p>\n
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