Brand
Trend
Index
Mintoiro’s Brand Trend Index (BTI) is a proprietary composite ranking system designed to identify which beauty brands are genuinely trending. By combining multiple social performance indicators and applying weighted historical smoothing, the index measures sustained brand momentum across Instagram and TikTok while reducing volatility from short-term spikes in attention.
Beauty Intelligence Database (BID)
The Brand Trend Index was developed to address a central challenge in beauty market analysis: reliable performance data for independent beauty brands is rarely publicly available. While revenue figures can indicate the success of large corporate brands, these metrics are typically inaccessible for emerging or independently owned companies.
Social media activity provides one of the most consistent observable indicators of brand visibility, consumer engagement, and audience growth. However, individual metrics alone can be misleading. A large follower base may reflect historical popularity rather than current traction, while short-term viral spikes can distort the perception of sustained brand momentum.
The Brand Trend Index resolves this by evaluating multiple dimensions of social performance simultaneously. By combining reach, engagement, and growth into a structured scoring model, the system identifies brands that demonstrate consistent acceleration rather than temporary visibility.
The resulting rankings underpin Mintoiro’s monthly social media top lists and contribute to broader market analysis across the Beauty Intelligence Database, helping to identify which brands are gaining meaningful traction within the global beauty landscape.
Multi-Metric Performance Analysis
BTI evaluates brands using multiple performance indicators in order to capture different dimensions of social media momentum. Rather than prioritising scale alone, the system balances audience size with engagement intensity and growth dynamics.
Each platform is analysed using metrics native to its ecosystem. These indicators collectively measure visibility, audience interaction, and acceleration over time.
For Instagram, the index evaluates:
• Total followers
• Engagement rate
• Total engagements (followers × engagement rate)
• Follower growth, both absolute and percentage
For TikTok, the index evaluates:
• Total followers
• Total likes
• Likes per follower
• Follower growth (absolute)
• Follower growth (percentage)
• New likes generated within the past month
By combining these indicators, the index captures not only how large a brand’s audience is, but how actively that audience interacts and how quickly the brand is gaining traction.
Composite Scoring and Momentum Weighting
Each metric is converted into a relative ranking among the brands included in the dataset. The top-performing brand for a given metric receives the highest score, followed by the next strongest performers. These rankings are then averaged to generate an overall performance score.
Additional corrective adjustments are applied to ensure balanced interpretation of the data. Brands showing disproportionately weak performance in one metric may receive a small penalty, preventing single strong indicators from masking broader underperformance.
To ensure that long-term leaders maintain their position through continued dominance, brands that remain at the top of the rankings for multiple consecutive months are subject to a gradual score penalty. This mechanism requires leading brands to maintain exceptional performance in order to remain in the number one position over extended periods.
Temporal Smoothing and Stability
Social media metrics can fluctuate significantly month to month. To prevent short-term volatility from distorting the rankings, BTI incorporates weighted historical smoothing.
Each new monthly score is combined with the previous three months of results, with the most recent performance receiving the greatest weight. This structure ensures that sudden spikes or drops have a moderated impact while still allowing genuine growth trends to emerge clearly.
The result is a ranking system that reflects sustained brand momentum rather than isolated bursts of visibility.
Continuous Dataset Expansion
The Brand Trend Index evaluates a large and continuously expanding pool of beauty brands across multiple categories. While the monthly rankings present a curated list of the highest-performing brands, the underlying dataset tracks thousands of additional brands to ensure broad market coverage.
New brands are regularly added to the dataset when they demonstrate meaningful traction through audience growth, engagement performance, or increased visibility. Posting consistency is also considered, as ongoing activity is necessary for reliable performance analysis.
This continuous monitoring ensures that emerging brands showing early momentum can be incorporated into the rankings as they begin to accelerate.
How the Brand Trend Index Is Used
The Brand Trend Index forms the analytical backbone of Mintoiro’s monthly social media rankings and contributes to broader market interpretation across the Beauty Intelligence Database.
By identifying brands that demonstrate sustained engagement, audience growth, and consistent visibility, BTI provides a measurable framework for understanding which companies are gaining real traction within the global beauty landscape.
These insights feed directly into Mintoiro’s trend forecasts, market reports, and competitive analysis, helping to distinguish structural brand momentum from short-lived viral attention.
