What is the most followed Beauty Brand on Instagram?
Huda Beauty is by far the most followed Beauty Brand on Instagram. Currently in July 2023 Huda Beauty has over 53 Million followers on Instagram. That's over double the amount of followers as the runner up Kylie Cosmetics has. On many lists of the most followed beauty brands on Instagram you will see Kylie Cosmetics in first place, completely overlooking Huda Beauty. On any list I've found there's always a lot of top followed brands so I wanted to share a more complete top list.
After Kylie Cosmetics in second place the brands that follow are MAC, Anastasia Beverly Hills and NYX Cosmetics. These brands have occupied the top five in the same order for at least the past two years.
As you can see from the graph bellow there's a huge gap between the top brands and the brands after them.
Are the most followed beauty brands trending?
I do monthly lists of the top trending Beauty Brands on Instagram. I have lists for Skincare, Makeup, Haircare and Fragrance. I often point out that the lists are not lists of the most followed brands, instead the lists try to capture brands that are actually gaining traction and an engaged audience. The lists are completely data driven and based on followers, engagement and growth over time. So I figured it would be interesting to look at how the 60 most followed Beauty Brands rank on my trending lists.
Under here you can see the top 20 most followed brands over the last three years and their ownership, I though it was interesting to see which corporations were performing best on Instagram. I'm also impressed by the rise of Makeup by Mario over the last three years, you can see them consistently moving up the list year over year. I predict that they will take the fifth spot from NYX a year from now.
What brands do you think will move up the list in the next year? Thank you for reading! //Jennifer Carlsson
