Date posted on DIARY directory: Wednesday 17th December 2025
Beauty comparison platform, Cosmetify has released its Q3 Beauty Index for 2025.
Here are 25 out of 50 brands in the beauty index:
| Rank | Brand | Combined Followers | Avg. Engagement Rate | Q3 Searches | 3 Month Change | Overall Score |
|---|---|---|---|---|---|---|
| 1 | Huda Beauty | 68M | 114788.25% | 1,000,000 | 0% | 10 |
| 2 | Kylie Cosmetics (New) | 28.2M | 52916.97% | 301,000 | -33% | 4.64 |
| 3 | Fenty Beauty | 16.5M | 112205.96% | 550,000 | 0% | 3.13 |
| 4 | NYX Cosmetics | 15.5M | 108636.38% | 673,000 | 0% | 3.01 |
| 5 | Dior Beauty | 15.6M | 391.78% | 110,000 | -19% | 2.95 |
| 6 | Maybelline NY (New) | 13.43M | 383.32% | 1,000,000 | -18% | 2.78 |
| 7 | Rare Beauty (Re-entry) | 13.3M | 1071.86% | 823,000 | 22% | 2.74 |
| 8 | Charlotte Tilbury | 9.2M | 857.57% | 1,500,000 | 0% | 2.29 |
| 9 | Sol De Janeiro | 6M | 726.89% | 1,830,000 | -18% | 1.91 |
| 10 | Rhode | 5M | 1609.27% | 1,830,000 | -33% | 1.77 |
| 11 | P Louise | 4.8M | 1161.02% | 301,000 | 50% | 1.54 |
| 12 | Bubble Skincare | 4.53M | 308.50% | 165,000 | -18% | 1.49 |
| 13 | Glossier | 4.3M | 731.94% | 368,000 | -18% | 1.49 |
| 14 | Olaplex (Re-entry) | 2.9M | 453.65% | 673,000 | 0% | 1.34 |
| 15 | OUAI | 3.07M | 778.47% | 201,000 | 0% | 1.30 |
| 16 | Summer Fridays | 2.05M | 47088.82% | 550,000 | 0% | 1.21 |
| 17 | Hourglass Cosmetics | 2.35M | 177.99% | 27,100 | 49% | 1.18 |
| 18 | Medicube | 1.28M | 795.92% | 1,000,000 | -18% | 1.17 |
| 19 | Haus Labs | 2.11M | 369.20% | 135,000 | 22% | 1.17 |
| 20 | Byoma | 1.93M | 307.90% | 301,000 | 0% | 1.16 |
| 21 | ColorWow | 2.02M | 600.56% | 110,000 | -18% | 1.15 |
| 22 | Beauty of Joseon | 1.35M | 227.85% | 673,000 | -18% | 1.14 |
| 23 | Kayali | 1.61M | 625.96% | 301,000 | 0% | 1.12 |
| 24 | SAIE | 1.56M | 638.49% | 165,000 | -18% | 1.10 |
| 25 | Prada Beauty (New) | 1.68M | 331.27% | 22,200 | 0% | 1.09 |
The Winners of Q3
- Huda Beauty holds firm at number one for the third quarter running, continuing its reign as the beauty brand to beat.
- A huge new contender this quarter is Kylie Cosmetics, entering the index for the first time and immediately landing in second place.
- Meanwhile, Fenty Beauty continues to impress in third place, with the launch of its new Fenty Skin Bodycare range extending Rihanna’s empire further into another category.
- Meanwhile, Rhode’s Sephora debut and Medicube’s K-beauty-fuelled rise reflect the growing power of accessibility, retail presence and social commerce in shaping beauty’s biggest winners this quarter.
Movers & Shakers
- Maybelline New York - and the continued social media virality of products like their Lash Sensational Sky High mascara - appeals to a growingly cost-conscious climate, jumping into the top 10 at sixth place.
- Gen-Z favourite Rare Beauty, the beauty brand of social media’s current hot topic, Selena Gomez, also climbs the ranks, landing at number seven.
- On the flip side, both Charlotte Tilbury and Sol de Janeiro have slightly slipped this quarter - but still remain long-term strong contenders within the top tier.
The Beauty Brands Losing Popularity
- Legacy brand Charlotte Tilbury, once a top-five staple, slipped down the rankings as new-generation competitors are stealing the scene.
- Sol de Janeiro and Rhode both saw their seismic momentum slow, sliding a few spots as the seasonal buzz around summer fragrance and skincare hybrids cools.
- Dior Beauty and NYX also edged down slightly; another indicator that suggests that legacy names could be facing more renewed competition from influencer-led powerhouses, like Kylie Cosmetics.
- K-beauty is ever-popular, yet increasingly saturated: Laneige, too - a viral mainstay thanks to its Lip Sleeping Mask and dewy skincare aesthetic - has also taken a notable tumble.
- e.l.f. Cosmetics dropped out of the top 10 entirely, social media criticism over a recent ad campaign reveals that - in a market often driven by personality, storytelling and innovation - affordability alone is no longer the brand’s load-bearing pillar, especially with more budget-brand options.
Q4 Predictions
- Expect luxury fragrance and glow-boosting, indulgent skincare to dominate search trends once more. This sees Rare Beauty and Kylie Cosmetics poised to continue their upward momentum, fuelled by their viral launches and loyal online communities.
- It appears equally as likely that, given the current economic climate, Maybelline could see further gains as budget-conscious shoppers seek high-performing yet affordable staples.
- On the prestige front, watch out for a potential resurgence from Charlotte Tilbury and Dior Beauty - both brands traditionally shine during festive campaigns and limited-edition drops.
- Emerging indie and influencer-founded brands - like Rhode, OUAI and Summer Fridays, both of which narrowly missed out on a top ten spot - continue to embody the qualities today’s consumers value most: authenticity, inclusivity and creativity.
For more information, visit cosmetify.com