The most popular beauty brands for Q1 2025 have been revealed.
Each quarter, Cosmetify analyses the top beauty brands to crown The Beauty Index top 50, after analysing the below five factors to give each brand an average based on the data:
Instagram followers - The number of followers on the brand’s main Instagram account, as of 08/04/2025.
TikTok followers - The number of followers on the brand’s main TikTok account, as of 08/04/2025.
Average engagement rate - The average of the brand’s Instagram engagement rate (taken from Hype Auditor’s Engagement Rate Calculator) and their TikTok engagement rate combined (Keyhole’s formula was used to calculate TikTok engagement rate).
Global search volume - The total number of global searches for the brand between January and March 2025, according to Google Ads’ Keyword Planner.
Percentage change in searches - The change in average search volume between January to March 2025 vs January to March 2024 according to Google Ads’ Keyword Planner.
The Q1 2025 leaderboard uncovers the latest in beauty trends, analytics and developments as we close the first quarter of 2025, and cast an eye to the future of this year’s beauty.
The winners of Q1
The first quarter of 2025 sees a bit of a shake-up: it’s not just the viral brands dominating the beauty world. Consistency, community and cultural capital play a big role in a brand’s ability to steal the scene.
Sitting at the top is Huda Beauty, the staple makeup brand fronted by makeup mogul Huda herself, with an unparalleled mix of legacy influence, cult-product virality and an unmatched collective follower scale of over 67 million.
While Fenty Beauty came in at second place, its steady engagement and cross-category, cross-platform presence remain a masterclass in brand durability.
Meanwhile, NYX snuck into third place with a strong combo of TikTok virality and affordable accessibility.
The top 50
1. Huda Beauty
2. Fenty Beauty
3. NYX
4. Dior Beauty
5. Rare Beauty
6. Charlotte Tilbury
7. ELF Cosmetics
8. Sol De Janeiro
9. Rhode
10. Patrick Ta
11. P Louise
12. Glossier
13. Bubble Skincare
14. Drunk Elephant
15. Gisou
16. OUAI
17. Laneige
18. Hourglass
19. Summer Fridays
20. Haus Labs
21. Byoma
22. ColorWow
23. Kayali
24. Beauty of Joseon
25. Tatcha
26. Made by Mitchell
27. Coco and Eve
28. SAIE
29. Danessa Myricks
30. Ilia
31. Refy
32. Lemme
33. Cosrx
34. Kosas
35. ONE SIZE
36. K18
37. Vital Proteins
38. Tower 28
39. Maёlys
40. Amika
41. Merit Beauty
42. Eva NYC
43. BondiBoost
44. Rael
45. Versed
46. Medik8
47. CECRED
48. Les Secrets de Loly
49. Monday Haircare
50. Amouage
*Methodology: For the main ranking of the Cosmetify Index, Cosmetify collected a seed list of hundreds of top beauty brands from listicle articles including Beauty Matter’s list of the 2025 brands that are defining the future of beauty. They then ranked the brands based on the following five factors and gave each brand an average based on the data: Instagram followers, TikTok followers, average engagement rate, global search volume and percentage change in searches. Each brand was given a normalised score between 1 and 10 based on these averages, and the top 50 brands were included in the index.
Image credit: Charlotte Tilbury, MERIT, @haileybieber, Getty Images, Drunk Elephant, Summer Fridays, Rare Beauty.
