There’s something magical about beauty on Instagram. The before-and-after transformation. The shared celebration of skin, creativity, and self-expression. It’s no surprise the beauty industry has always thrived on the platform. But there’s one truth we can all agree on: what works today might not work tomorrow. Social platforms shift, algorithms change, and trends rise and fall faster than ever. That’s why the brands dominating Instagram today are doing more than just posting a few pretty shots and product showcases – they’re reinventing how beauty connects with people online.
At HypeAuditor, we’ve always been fascinated by what sets top-performing brands apart. So we analyzed the numbers, the strategies, and the content behind the biggest success stories. The result is our latest industry report, “Top Beauty Brands on Instagram 2025”. Backed by our extensive influencer marketing insights, this report uncovers the top 10 fastest-growing beauty and cosmetics brand accounts on Instagram and, more importantly, the strategies that got them there.
Here’s a teaser of what we found and what it means for the future of beauty marketing.
A new era for beauty on Instagram
Beauty brands have always had a home on Instagram. As a platform built for aesthetics, it’s been a solid match for the creativity and visuals that come with beauty and makeup brands. Despite this, however, things have changed a lot for influencer marketing in 2025.
Where once a single celebrity endorsement could launch a product into the spotlight, success is now driven by something deeper: community, creativity, and content that feels legitimate. The brands seeing the greatest success and virality today are those that have embraced a Reels-first mentality, built diverse networks of creators, and adapted to local preferences and consumer expectations.
All this to say, influencer marketing has matured. It’s no longer about one-off posts or out-of-touch, flashy giveaways. The brands winning on Instagram in 2025 are those that treat their creators like an extension of the team, not just a vessel for advertising.
The top beauty brands of 2025: not who you expect
Let’s just say this year’s leaderboard isn’t dominated by legacy luxury brands. While names like Dior and YSL are still growing steadily, the biggest follower surges are coming from affordable brands, regional players, and those tapping into the emotional side of branding.
Take SHEGLAM, for instance. The brand added nearly 2 million new followers in a single year, and it wasn’t by accident. Backed by fashion giant SHEIN, SHEGLAM has leaned heavily into viral, bite-sized content and a vast army of influencers across multiple continents. With a focus on high-impact visuals and tutorial-driven Reels, they’ve become a masterclass in how to scale beauty content globally.
Top markets: United States, Brazil, Mexico
Content strategy: Reels-first, makeup transitions, product reviews, and creative challenges
Engagement rate: 2.63%, well above industry average
Meanwhile, Wepink proves that you don’t need a global footprint to build massive momentum. The Brazilian skincare and personal care brand co-founded by influencer Virginia Fonseca has built an intimate grassroots following by staying laser-focused on its home market. 100% of its analyzed posts were Reels, and its micro-influencer strategy has created a loyal, relatable brand presence that feels deeply local and powerful.
Top markets: Brazil
Content strategy: 100% of analyzed posts were Reels
Engagement rate: 3.41%, among the highest in the top 10
And then there’s Rare Beauty, Selena Gomez’s wildly popular beauty brand that has done something rare in itself: built a global beauty empire fueled not just by good products but by emotion. Of course, having a massive fanbase to kickstart things doesn’t hurt. But this doesn’t work for every celebrity launching a brand, as we’ve seen countless times in the past. Rather, the brand’s approach of incorporating themes like mental health, self-expression, and inclusivity has helped its products become some of the most popular in the industry today. The content also goes beyond tutorials by including fan edits, cosplay, and even music-inspired edits, making the brand feel more like a community than a company.
Top markets: United States, UK, India
Content strategy: Mostly Reels, GRWM, close-up tutorials, fan edits, and cosplay
Engagement rate: 4%, the highest of any brand featured
What beauty brands can learn
Despite their differences in audience and brand image, the top performers are showing us a few key things:
Short-form video is non-negotiable. All three leading brands made Reels their dominant format, with snackable, mobile-first content that educates, entertains, and engages.
Micro and mid-tier creators are the new MVPs. Big names still matter, but long-term relationships with smaller influencers drive higher engagement and deeper trust.
Localization is everything. Brands that tailor their influencer strategies to regional cultures (not just languages) are growing faster and connecting more deeply.
Emotional storytelling wins. Audiences want organic content that clicks with them, not just product shots. The most successful brands are those tapping into human experiences.
Want even more data-backed insights?
The insights above are just the beginning. In the full Top Beauty Brands on Instagram 2025 report, you’ll find:
The complete top 10 list, with follower growth breakdowns
Exclusive, detailed influencer marketing data for each brand
Real-world content performance metrics
Actionable takeaways you can apply to your own brand strategy
No matter how far along you are in your influencer journey, this report is packed with the kind of insights that can help you grow smarter, faster, and more meaningfully on Instagram.
