We recently published our annual report on the top 10 fastest-growing beauty brands on Instagram, based on follower growth from March 2024 to March 2025. These are the brands seeing real momentum – the ones cutting through a crowded space with smart strategies, strong creator partnerships, and content that’s working right now.
Some of the expected names are here, the luxury brands with years of legacy behind them. But a few stood out for different reasons. One of them was SHEGLAM.
In the space of 12 months, SHEGLAM grew its Instagram following by 1.9 million, topping our list for 2025. So, what’s driving that kind of growth? And more importantly, what can other brands learn from it?
Let’s take a look.
From affordable makeup to global recognition
SHEGLAM is the beauty label launched by global fashion retailer SHEIN. Like its parent brand, it’s built to be trend-driven, fast-moving, and accessible. The products are affordable, often under $10, and come in packaging that looks right at home on a beauty shelf or in an influencer’s flatlay.
But price point and packaging only go so far. What really sets SHEGLAM apart is how it's using Instagram. The brand has taken a fully social-first approach, treating content and influencer marketing not as an add-on but as the foundation of its growth strategy.
It’s not trying to keep up with legacy brands. Rather, it’s building something different.
Reels, Reels, Reels
Scroll through SHEGLAM’s feed, and one thing becomes obvious: almost every single post is a Reel.
However, this has nothing to do with just mindlessly chasing a trend. Reels have become central to how users consume content on Instagram, and the platform continues to prioritise short-form video in its algorithm. SHEGLAM leans into this hard.
What you’ll typically see:
Before-and-after makeup transitions
Product demos and swatches
Creator challenges
GRWM-style videos and tutorials
The content feels natural on the feed. It’s often informal, sometimes filmed on a phone, and usually features creators doing what they already do. They’re just using SHEGLAM products.
This type of content is faster to produce, easier to test, and more adaptable to trends. It also performs well in global markets where short-form video is the default for beauty content.
A creator strategy built for volume
SHEGLAM’s success on Instagram is closely tied to its massive creator strategy. Over the last year, the brand has engaged thousands of influencers, resulting in being featured in over 41,000 Instagram posts.
That scale is unusual, even for big brands. But SHEGLAM doesn’t just focus on numbers. They work with creators across tiers, prioritising micro and mid-sized influencers who have more niche but highly engaged audiences.
Instead of betting everything on a few high-profile partnerships, they’ve built a model where dozens (or even hundreds) of creators are posting regularly, in their own voice, and speaking directly to their local audience.
This isn’t about being everywhere at once. It’s about consistently showing up in a way that feels familiar and organic, especially in key growth markets like:
United States
Brazil
Mexico
That localisation matters. The same product might be positioned differently in São Paulo than in Los Angeles, and SHEGLAM’s content reflects that flexibility. They don’t just translate, they adapt.
SHEGLAM’s Instagram performance by the numbers
Here’s how the brand performed from March 2024 to March 2025, based on verified data from our report:
Follower growth: +1.9 million
Reach: 2.5 billion
Engagement rate: 2.63%
Influencers engaged: 12,799
Posts featured: 41,584
Primary content type: Reels (nearly all posts)
Average views per post: ~25,763
Average likes per post: ~3,026
Average comments per post: ~57
Top markets: United States, Brazil, Mexico
For context, a 2.63% engagement rate at this size is strong and sits above the industry average. It tells us the content isn’t just getting reach, but real interaction. That’s not easy to maintain at scale.
What SHEGLAM is doing right
Looking at their growth, there are a few clear takeaways for other beauty brands.
1. Short-form video isn’t optional anymore
SHEGLAM has made Reels the foundation of its content. It’s fast, consistent, and aligns with what Instagram is actively promoting. The lesson here is simple: if you want to grow, meet the algorithm where it lives.
2. Micro and mid-tier creators drive momentum
Big-name influencers have their place, but SHEGLAM is winning with creators who post regularly, speak their audience’s language, and make content that doesn’t feel like an ad. The more creators you work with, the more momentum you build, as long as the content stays high quality.
3. Global strategy, local voice
SHEGLAM’s creator partnerships span multiple countries and cultures. But instead of sending the same brief to everyone, they let local creators interpret it in ways that make sense for their audience. That nuance helps build trust and long-term loyalty.
4. Consistency over complexity
There’s nothing overdesigned about SHEGLAM’s Instagram. No big campaigns, no overly staged product shots. Just a steady flow of relevant, creator-driven Reels. That consistency is part of what makes the brand so visible.
Final thoughts
SHEGLAM’s rise on Instagram is a great example of what’s possible when a brand focuses on the right things: content that fits the platform, creator relationships that scale, and a tone that feels natural in every market.
They’ve kept things simple, but intentional. No flashy gimmicks, just regular, engaging content from creators people trust. And that’s working better than ever in 2025.
For brands looking to grow in beauty or any consumer space, SHEGLAM offers a clear model: stay active, stay agile, and stay aligned with how people use platforms today.
Want more insights like this?
Download the full Top Beauty Brands on Instagram 2025 report to see who else is winning on Instagram and how they’re doing it.
