Gen Z research and strategy company dcdx has released its Top 100 Most Magnetic Beauty Brands in Q4 2025 report.

dcdx measured Brand Magnetism for each brand in the report - defined as the ability to attract popular and consistent user-generated content (UGC). The measure is a 0-100 scale measuring how magnetic a brand is with Gen Z. The four tiers are Weak Brands, Functional brands, Relevant Brands, and Magnetic Brands.

There are five magnetic fields: Presence, Products, Partners, Places and Purpose.

Top 10 most magnetic beauty brands:

• Sephora - 90.66
• Huda Beauty - 87.91
• Rhode - 86.98
• Maybelline - 86.16
• Fenty Beauty - 85.10
• Ulta - 85.09
• Rare Beauty - 84.10
• NYX - 83.77
• MAC Cosmetics - 83.71
• Dyson - 83.66

For the full report, visit dcdx.co/beauty.