Date posted on DIARY directory: Monday 12th May 2025
Beauty comparison platform, Cosmetify has released its Q1 Beauty Index for 2025.
| Rank | Brand | Followers | Engagement % | Q1 Searches | YoY Change | Change vs 2024 | Score |
|---|---|---|---|---|---|---|---|
| 1 | Huda Beauty | 67.6M | 1095.71% | 823,000 | 22% | New | 10 |
| 2 | Fenty Beauty | 16.4M | 1125.05% | 673,000 | 0% | 1 | 3.18 |
| 3 | NYX | 15.39M | 1062.87% | 823,000 | 22% | New | 3.06 |
| 4 | Dior Beauty | 15.3M | 328.15% | 135,000 | 0% | 2 | 2.96 |
| 5 | Rare Beauty | 12.7M | 984.65% | 1,000,000 | -18% | New | 2.73 |
| 6 | Charlotte Tilbury | 9M | 861.15% | 1,500,000 | -18% | -4 | 2.30 |
| 7 | ELF Cosmetics | 9.5M | 1119.07% | 201,000 | -33% | 0 | 2.20 |
| 8 | Sol De Janeiro | 5.4M | 735.45% | 2,240,000 | 0% | -7 | 1.92 |
| 9 | Rhode | 4.4M | 1629.52% | 1,830,000 | 50% | -4 | 1.74 |
| 10 | Patrick Ta | 5.8M | 1071.48% | 201,000 | 0% | 9 | 1.71 |
| 11 | P Louise | 4.7M | 1140.34% | 368,000 | 22% | 0 | 1.58 |
| 12 | Glossier | 4.09M | 50.15% | 450,000 | -18% | -4 | 1.51 |
| 13 | Bubble Skincare | 3.95M | 326.73% | 246,000 | -45% | -3 | 1.47 |
| 14 | Drunk Elephant | 3.3M | 284.63% | 368,000 | -70% | -10 | 1.40 |
| 15 | Gisou | 3.2M | 688.98% | 301,000 | -18% | 0 | 1.37 |
| 16 | OUAI | 3.14M | 865.07% | 201,000 | -18% | 2 | 1.35 |
| 17 | Laneige | 2.24M | 1515.40% | 673,000 | 0% | -8 | 1.30 |
| 18 | Hourglass | 2.22M | 139.14% | 450,000 | 0% | 0 | 1.26 |
| 19 | Summer Fridays | 1.75M | 429.61% | 673,000 | 0% | -7 | 1.23 |
| 20 | Haus Labs | 2.05M | 361.69% | 165,000 | 0% | 1 | 1.20 |
| 21 | Byoma | 1.65M | 300.13% | 368,000 | -18% | -7 | 1.18 |
| 22 | ColorWow | 1.83M | 571.40% | 110,000 | 0% | 1 | 1.17 |
| 23 | Kayali | 1.43M | 555.88% | 450,000 | 123% | -3 | 1.16 |
| 24 | Beauty of Joseon | 1.12M | 202.86% | 673,000 | 22% | -11 | 1.15 |
| 25 | Tatcha | 1.45M | 1083.43% | 165,000 | 22% | -3 | 1.12 |
| 26 | Made by Mitchell | 1.45M | 1423.08% | 74,000 | 22% | 11 | 1.11 |
| 27 | Coco and Eve | 1.42M | 649.17% | 90,500 | -18% | New | 1.11 |
| 28 | SAIE | 1.28M | 627.11% | 201,000 | 83% | 2 | 1.11 |
| 29 | Danessa Myricks | 1.39M | 232.45% | 90,500 | 22% | 7 | 1.11 |
| 30 | Ilia | 1.27M | 344.46% | 201,000 | 0% | -5 | 1.11 |
The Winners of Q1
- Consistency, community and cultural capital play a big role in a brand’s ability to steal the scene.
- In Q1 2025, the true winners are those who have a good story, speed and scale.
Movers & Shakers
- Making its first-ever appearance on the index, Huda Beauty has climbed to the top spot.
- New to the Index, NYX lands third with its buzz-worthy Buttermilk Blush and Glaze.
- Made by Mitchell has shot up 11 places to 26th, with their personal appearance earlier this year sparking plenty of attention.
The Beauty Brands Losing Popularity
- Charlotte Tilbury, a long-time darling of both red carpets and make-up bags, dropped down to 7th place.
- Even brands like Drunk Elephant, which once thrived on aspirational skincare aesthetics in a way similar to Laneige and Tatcha, now seem caught between influencer-era legacy and TikTok’s attention economy.
- This is in contrast to brands that are increasingly TikTok literate - with the top engagement and following - including P. Louise, NYX Cosmetics, K18 and Monday Haircare.
Q2 Predictions
- Sol de Janeiro looks primed for a comeback as we head into summer, a season when the brand’s tropical scents and body care essentials typically thrive.
- Rhode is another brand to watch, continuing to build momentum with its minimalist skincare approach and recent expansion into make-up, with a 50% rise in searches this quarter.
- Kayali is also on the rise, with fragrance having a viral moment and searches for the brand soaring by 123%.
- But while some brands are rising, others could be at risk of losing momentum. Drunk Elephant saw one of the biggest drops this quarter, down 10 places, with searches falling by 70%.
- Bubble Skincare and Cosrx also saw notable drops, suggesting the Gen Z skincare hype may be settling as consumers look for the next big thing.
For the full report, visit cosmetify.com.