Sephora is the leading retailer for beauty consumers, per a new Cosmetify analysis.
Tobias Arhelger at Adobe Stock
Cosmetify has launched its annual rankings of beauty brands, retailers and influencers. Winners include upstart brands and beauty retail specialists.
Below is our full breakdown (full report and methodology here).
Top 10 Beauty Brands Overall, 2024
Top 10 beauty brands, according to Cosmetify, based on 2023 online searches and Instagram followers, engagement rates and posts, are:
- Rare Beauty
- Charlotte Tilbury
- Kiko Milano
- M·A·C Cosmetics
- Kérastase
- The Ordinary
- Fenty Beauty
- Huda Beauty
- Olaplex and Maybelline (tie)
Top 10 Fastest-growing Beauty Brands, 2024
While the most searched beauty brand between 2022 and 2023 was K-beauty favorite Oh K! (with 73.4 million searches worldwide), the brands with the fastest-growing search volume (2022 vs 2023) are as follows:
- Bubble Skincare
- Byoma
- Qure Skincare
- Hello Klean
- HiSmile
- Sol de Janeiro
- Liz Earle
- Glow Recipe
- Drunk Elephant
- Luna Daily
Top 10 Beauty Retailers, 2024
Top 10 retailers based on 2023 online searches and Instagram followers, engagement rates and posts are as follows:
- Sephora
- Beauty Bay
- Ulta Beauty
- Nykaa
- Boots
- Superdrug
- Douglas
- Space NK
- Watsons
- Cult Beauty
Top 10 Beauty Influencers, 2024
It's notable that Huda Beauty, a brand founded by a high-profile influencer, had more than twice as many followers as any other brand. (54.1 million) in 2023, according to Cosmetify. This points to enduring power of influencers.
The top 10 beauty influencers as ranked by combined followers across platforms and earnings per post (estimated) are as follows:
- Nikkie de Jager
- Bretman Rock
- James Charles
- Nikita Dragun
- Huda Kattan
- Mari Maria
- Safiya Nygaard
- Alix Earle
- Jeffree Star
- Mikayla Nogueira
