Makeup Brands on Instagram: Followers, Engagement and Mentions
Every makeup brand account we track, followers, engagement, and growth, ranked. Real figures only.
More beauty categories
What is being said about makeup brands
Public posts mentioning any of the 35 makeup brands we track, most recent first
🧚 @kyliecosmetics & @maccosmetics 💗 - - - - #kyliecosmetics #kyliejenner #maccosmetics #lipcombo #makeuplook
WOWWW @morphebrushes NEW $12 lip liners😮💨🙌 • • • #notsponsored #morphe #lipliner #affordablemakeup #longlastingmakeup
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
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
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
Senoras, don’t be basic. Be everything and more. Bust out of the ordinary. Try something fun with your makeup! This is an order! Get your hands on this collecti
trying the new @hudabeauty x @iamcardib easy bake powders 💗💜 #hudabeauty #hudabeautyxcardib #fyp #settingpowder
Maybe she’s born with it… Maybe it’s Maybelline!💋 @maybelline Maybelline Serum Lipstick 💄 A hydrating lipstick with hyaluronic acid that goes on like traditi
always count on @rarebeauty 🫶🏽✨ #rarebeauty #scentoftheday #fragrancelayering #perfume
Milk @milkmakeup is one of my favourite makeup brands, and I love their classic Lip & Cheek Stick in Werk. It’s a go-to muted pink, perfect for everyday wear, t
Comment “TARTE” and I’ll send you the details! Calling all girl moms 💗 @tarte cosmetics just dropped their holiday bundles and they are SO good 🎀 #tarte #tart
Wedding day tears were no match for #SelenaGomez’s #RareBeauty foundation. Watch the full interview on the #PeopleApp or comment “Selena,” and we’ll DM you the
Frequently asked questions
What is a good Instagram engagement rate for makeup brands?
The median across the 5 makeup brands we have measured is 0.01%, with the middle half falling between 0.01% and 0.11%. 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 makeup.
Which makeup brand has the most Instagram followers?
Huda Beauty, of the 35 makeup 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 makeup brands are growing fastest on Instagram?
Kosas has the steepest follower growth of the makeup brands we measure, at 0.6% over the window. Growth is read from repeated measurements of the public profile rather than reported by the brand.
How do makeup 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.