Last year Cosmetify launched the first-ever Cosmetify Index, ranking and rating 200 of the hottest beauty brands on the planet based on factors such as social following, engagement, Google searches and more.
It was Huda Kattan’s all-conquering Huda Beauty that reigned supreme, but will she hold onto her crown in 2020's first quarterly refresh of the Cosmetify Index? Keep on reading to find out what brands made the top 10.
"For the main ranking, we’ve once again taken five factors into account for each brand: number of Instagram followers, Instagram hashtags, Instagram engagement, global search volume and increase in searches compared to last quarter," said Cosmetify.
Top 5 brands:
1. Huda Beauty - Once again, it was Huda Beauty which came out as the top beauty brand in the world, beating out competition from industry heavyweights. With almost twice as many social followers than any other brands, as well as being the most mentioned brand on Instagram, Huda Beauty has over 24 million hashtag mentions.
2. Anastasia Beverly Hills - In second place is Anastasia Beverly Hills, which boasts over 23 million hashtag mentions on Instagram. The brand is mostly known for its brow shaping products, however more recently the company's president, Norvina, starred as a judge on James Charles' YouTube series, Instant Influencer.
3. M.A.C Cosmetics - M.A.C has been one of the big players in the industry for decades, so it's no surprise to see it placed in the top 3, with an impressive social media presence of over 23 million followers and 18 million hashtags. View the M.A.C Cosmetics brand listing for more information and to download hi-res images, here.
4. Yves Rocher - This French beauty company has proved to be one of the most searched brands worldwide. In the last month, Yves Rocher had to switch up its strategy and has started producing hand sanitiser in light of the coronavirus pandemic.
5. LUSH - LUSH has gone from strength to strength and was the second most searched brand in the world in the Cosmetify rankings, with more than a million searches per month. In January, the brand hit the headlines for the right reasons, launching a limited-edition koala soap to raise money for the wildlife affected by the Australian bushfires. View the LUSH brand listing for more information and to download hi-res images, here.
Rounding out the top 10:
6. Florence by Mills - The beauty brand launched by Millie Bobby Brown, hit the ground running, with major support. The hype has settled a little, however out of the top 10, Florence by Mills remains the most engaged on Instagram, with an impressive rate of just below 8 per cent.
7. NYX Professional Makeup - This industry giant has jumped from 15th to 7th in this edition of the report, with huge numbers across the board. And as BD reported, NYX has also just been announced as the official Backstage Makeup Partner of The Voice Australia 2020. View the NYX Professional Makeup brand listing for more information and to download hi-res images, here.
8. Merci Handy - One of Merci Handy's most popular products is its vegan and cruelty-free hand cleansing gels, which led the brand to receive an incredible 86.35 per cent increase in searches, compared to the previous quarter.
9. ColourPop Cosmetics - Another brand that has jumped into the 10 top is ColourPop Cosmetics, who has proved hugely popular with its pop culture-inspired collections.
10. Morphe - Morphe is the queen of collaborations, and it was the partnership with Jaclyn Hill, releasing a 35-shade eyeshadow palette in February, as well as collabs with Saweetie and Pony, that helped push the makeup brand into the top 10.
For the full Cosmetify Index report, click here.
