Beauty Brands on Instagram: Followers, Engagement and Mentions
Every beauty brand account we track, followers, engagement, and growth, ranked. Real figures only.
Inside beauty
What is being said about beauty brands
Public posts mentioning any of the 122 beauty brands we track, most recent first
🧚 @kyliecosmetics & @maccosmetics 💗 - - - - #kyliecosmetics #kyliejenner #maccosmetics #lipcombo #makeuplook
glowing skin from 9-5 with @typologyparis ⭐️ #typologyparispartner #skincareroutine #frenchskincare #tintedmoisturizer
WOWWW @morphebrushes NEW $12 lip liners😮💨🙌 • • • #notsponsored #morphe #lipliner #affordablemakeup #longlastingmakeup
turning my skincare routine into a little moment to unwind ✨🤍 @tatcha Available on Tatcha.com #tatcha #tatchacollectivepartner
Love this so much @skin1004official #skin1004 #koreanskincare
A little flush of color goes a long way 🤍✨ Obsessed with the NARS Insatiable Liquid Blush…. the prettiest buildable flush that melts into the skin and gives t
May be it’s time to switch up your mascara color @kosas #ad #kosas #soulgazermascara
A white cast will never be seeing my skin again. This @beautyofjoseon_official Day Dew Sunscreen is my new go to when it comes to daily protection of my skin no
PS - This brow pencil is 50% off today (9/18) at Ulta! . Direct link is in my Instagram stories! . @benefitcosmetics Precisely My Brow Pencil 🩷 I’m using colo
Effective doesn’t have to mean harsh. For years I’ve been loving the @caudalie Resveratrol-Lift Serum all about supporting collagen, firmness + hydration. And a
Full skincare routine with @kiehls 🤍✨ #kiehlsnyc #kiehlscolletive #kiehls #kielhspartner #edenberandoive
A pink and purple powder?! 🤯 #makeup #newmakeup #hudabeauty #hudabeautyeasybake #settingpowder
@hudabeauty make-up transition 💜 #hudabeauty #makeuptransition #cardib #easybake #settingpowder
Maybelline Matte Ink 👄 @maybelline Matte Ink - Ringleader #maybelline #matteink #lipstick #makeup #makeuplover
Mama ka vishvaas @mamaearth.in #shampoo #conditioner #mamaearth
Frequently asked questions
What is a good Instagram engagement rate for beauty brands?
The median across the 11 beauty brands we have measured is 0.08%, with the middle half falling between 0.01% and 0.48%. Anything above the median is doing better than half the category. Engagement rates are not comparable across categories, so a figure that looks weak next to a beauty brand can be strong for beauty.
Which beauty brand has the most Instagram followers?
Huda Beauty, of the 122 beauty brands in this list. Follower count is the least useful number on this page: it says how many people once pressed follow, not how many see a post or talk about the brand. The mentions further down the page answer that.
Which beauty brands are growing fastest on Instagram?
Versed has the steepest follower growth of the beauty brands we measure, at 100% over the window. Growth is read from repeated measurements of the public profile rather than reported by the brand.
How do beauty brands find out who is posting about them?
Instagram notifies a brand when somebody links its @handle and in no other case, so a caption that types the brand name as plain text reaches nobody at the company. Finding those means searching: the brand name as a hashtag, with the space removed, the product on its own, and the name as plain caption text. Every brand on this page has a public page here listing the posts we caught doing exactly that.
Where do the figures on this page come from?
Each one is a reading of a public Instagram profile, stored with the date it was taken. Nothing is estimated, modelled or filled in from an industry average. Where a brand has not been measured yet its row shows a dash, because a visible gap is more useful than a plausible invention.
Other categories
Figures are read from Instagram; an em dash means no data yet.