The Cosmetify Index 2020 Highlights Leading Beauty Brands

Dec 6th, 2020
Jacquelyn Schlabach
The Cosmetify Index 2019's map reveals every country's favorite beauty brand.
The Cosmetify Index 2019's map reveals every country's favorite beauty brand.

Cosmetify's 2020 Q3 report features the Cosmetify Index of brands sold on its platform, identifying the top beauty brands, most powerful beauty influencers, rising beauty stars and beauty brands with the biggest social following. 

Previously: The Cosmetify Index 2019 Reveals Heavy Hitters in Beauty

According to the report, ColourPop was the favorite beauty brand of 2020 in the United States. In 2019, Glossier was the favorite. 

Top 10 Beauty Brands

The Top 10 beauty brands in the world are based on Instagram followers, Instagram engagement, Instagram mentions, Google search volume and change in search volume. 

  1. Huda Beauty
  2. Anastasia Beverly Hills
  3. MAC Cosmetics
  4. The Body Shop
  5. Florence by Mills
  6. L'Oreal Paris
  7. Yves Rocher
  8. Colourpop Cosmetics
  9. PÜR 
  10. Morphe

Top 3 Powerful Beauty Influencers

Cosmetify also looked at the most powerful beauty influencers and based their results on follower counts on Instagram and YouTube, as well as how much money they could be making from sponsored posts. 

  1. Huda Kattan
  2. James Charles
  3. Bretman Rock

Rising Stars of Beauty

In this category, Cosmetify examined which beauty brands saw the biggest increase in interest over the last three months. 

  1. PÜR 
  2. Kitsch
  3. Merci Handy

Biggest Social Following

Huda Beauty according to Cosmetify is the most followed brand on Instagram with more than 47.9 million followers since the latest edition of the index. 

  1. Huda Beauty (47.9 million followers)
  2. Kylie Cosmetics (24.8 million followers)
  3. MAC Cosmetics (23.4 million followers)

Most Tagged Brands on Social

  1. Huda Beauty (27 million Instagram hashtags)
  2. Anastasia Beverly Hills (24.4 million Instagram hastags)
  3. MAC Cosmetics (19.2 million Instagram hashtags)

Best Brands for Engagement on Social

  1. Florence by Mills (4.41% Instagram engagement rate)
  2. Merci Handy (2.47% Instagram engagement rate)
  3. L'Oreal Paris (2.09% Instagram engagement rate)

Favorite Beauty Brand by Country

Previously Yves Rocher was the favorite brand but according to Cosmetify, Yves Rocher and The Body Shop are tied for the top brand in 31 countries in the world. 

  1. Yves Rocher & The Body Shop
  2. Dove (15 countries)

Most Popular Sustainable Brands

As consumers are making a more conscious effort to reduce their impact on the planet, this category highlights those brands that are some of the most sustainable. 

  1. Origins
  2. Liz Earle
  3. Weleda
  4. Rituals
  5. Burt's Bees
  6. Nuxe
  7. Bleach London
  8. Malin + Goetz
  9. Ren
  10. Maui Moisture
Related
The most popular beauty brands in 2021 by country are Avon (37 countries), Oriflame (25 countries) and The Body Shop (21 countries).
2021's Most Popular Beauty Brands: Cosmetify
Dec 1st, 2021
More in Color Cosmetics
e.l.f. Beauty's updated forecast places net sales between $1,300 million and $1,310 million, compared to the previous range of $1,315 million to $1,335 million.
e.l.f. Beauty Lowers Full-year Forecast Despite Strong Q3 Sales Growth
Due to softer-than-expected sales trends in January 2025, e.l.f. Beauty now expects net sales growth of 27-28% for the fiscal year, slightly lower than the previously projected 28-30%.
Feb 6th, 2025
During 'Glow Recipe x MAËLYS: Category-defining Buzz Brands,' Anna Vorrias, senior vice president of brand for Glow Recipe (at right), and Jessie Reder, SVP of product development and regulatory at MAËLYS (at left), will sit down to discuss the keys to their brands' category-defining successes and address questions from a live audience.
K-Beauty Meets Body Care: Glow Recipe and MAËLYS Share Secrets to Success at Beauty Accelerate
This will be a rare opportunity for attendees to hear directly from two buzzy brands that can offer insights for R&D and marketing innovation at any scale.
Feb 4th, 2025
The Iconic Essentials collection from MPlus Cosmetics, showcased at Cosmoprof Miami 2025.
MPlus Cosmetics at Cosmoprof Miami 2025
MPlus Cosmetics has recently unveiled its Iconic Essential collection during the Cosmopack North America Miami 2025 event. The collection includes a variety of cosmetic products, and features the new Black Gold jumbo mascara.
Jan 31st, 2025
ICONS|America Drives Sustainable Packaging with USA Supply
Sponsored
ICONS|America Drives Sustainable Packaging with USA Supply
Combining cutting-edge IML tube technology and domestic production, ICONS|America is paving the way to a sustainable future without compromising luxury. 360º tube decoration with virtually no limits, recyclable, mono-material & available with PCR.
Jan 28th, 2025
The campaign features heartfelt anecdotes from Laura Geller herself (center), alongside inspiring female founders who share their own aging journeys.
Celebrating Aging with Confidence: Laura Geller Beauty’s ‘Who Hasn’t?’ Campaign and Ulta Relaunch
At Beauty Accelerate 2025, thought leader Laura Geller, founder of her namesake beauty brand, and Sarah Kugelman, founder of All Golden, will join forces to shed light on the potential of the Gen X market.
Jan 29th, 2025
The Estée Lauder Companies has announced that Peter Jueptner, Group President, International, will step down from his role.
Estée Lauder Announces Departure of Peter Jueptner, Group President, International
The Estée Lauder Companies has announced that Peter Jueptner, Group President, International, will step down from his role on April 1, 2025, and depart the company entirely on June 30, 2025.
Jan 29th, 2025
Chapell Roan, Victoria Monét, and Becky G share their personal beauty journeys and creative inspiration in Sephora’s 'Faces of Music' docuseries on Hulu.
Sephora Launches Sponsored Hulu Series
"Faces of Music," a Hulu-exclusive docuseries by Sephora, explores the intersection of music, beauty, and self-expression. Featuring artists such as Chapell Roan, Victoria Monét, and Becky G, the series highlights how makeup and identity shape today's top
Jan 29th, 2025
Peptides are powering everything from lip-shaping color cosmetics to aesthetic neurotoxin treatment alternatives. Suppliers are also working to enhance performance and penetration of these key materials.
Peptide Beauty is Leveling Up in 2025
Peptides are everywhere; why is that?
Jan 28th, 2025
Lead Image Arbelle Foundation Inclusivity Analysis
Arbelle helps brands create foundation ranges that celebrate diversity
Arbelle’s Foundation Inclusivity Analysis offers brands a deeper understanding of how their foundation shade ranges align with diverse skin tones, providing insights to support inclusivity and representation in beauty.
Jan 28th, 2025
Ba25 Lormejuste Editorial
⚠️ Manessa Lormejuste to Probe Science-backed Beauty at Beauty Accelerate 2025👀
As co-moderator, Lormejuste will draw upon her role as a beauty scientist and product developer to help uncover drivers behind consumer demand for science-based beauty, identify ways to communicate the science, realize the impact of this demand, and more.
Jan 28th, 2025
Chaoqun Wang, Global 2D Design Director, Tom Ford Beauty, Janty Karaf, Senior Creative Designer, Huda Beauty, and Sebba Alqetrani, Director of Sustainable Packaging, MAC Cosmetics and Adjunct Professor at FIT
MAC Cosmetics, Huda Beauty and Tom Ford Beauty Join 2025 Pentawards Jury
The Pentawards will celebrate its 19th edition in 2025, featuring an enhanced jury panel with experts from Tom Ford Beauty, Huda Beauty, and MAC Cosmetics.
Jan 24th, 2025