Cosmetify has released its Q1 2025 Beauty Index, showing a significant reshuffle among the most popular beauty brands this quarter. The ranking is based on a combination of Google search volume, average engagement rate, and total social media following.
Huda Beauty Tops the Chart with Massive Social Reach
Huda Beauty claimed the number one spot this quarter. Its success is largely driven by a huge social media presence, boasting 67.6 million followers and an engagement rate exceeding 1,095%. Earlier this year, the brand’s Ube Powder became a viral hit on TikTok, with searches rising 22% compared to the previous year.
Fenty Beauty Holds Strong in Second Place
Fenty Beauty maintained its second-place position. Cosmetify credits this steady performance to the brand’s broad appeal across multiple product categories and a strong, engaged community.
NYX Makes a Strong Debut at Number Three
New to the index, NYX secured third place. The brand’s Buttermilk Blush and Glaze products gained popularity on TikTok, helping boost its profile and engagement.
Established Brands Face New Competition
Traditional powerhouses like Dior Beauty and Charlotte Tilbury remain in the top 10, but they are losing ground to faster-growing challengers. Charlotte Tilbury dropped four spots to sixth place. While still benefiting from its luxury image and strategic partnerships, the brand struggles to generate new viral moments in today’s fragmented digital landscape.
Market Saturation Hits Sol de Janeiro
Sol de Janeiro, a 2024 blockbuster, fell seven spots to eighth. The brand is facing market saturation and reduced returns from its once wildly popular body spray line.
elf Cosmetics Sees Slowing Growth Despite Engagement
Despite maintaining high engagement levels, elf Cosmetics stayed in seventh place due to slowing search interest and consumer fatigue with repetitive campaigns.
Independent Brands Show Strong Growth
The quarter also highlighted the rise of independent brands, which excelled in engagement metrics. Hailey Bieber’s minimalist skincare brand, Rhode, jumped to ninth place with an impressive 1,630% engagement rate and a 50% increase in search volume. Analysts suggest this may signal early success in Rhode’s expanding makeup range.
Patrick Ta also surged, climbing nine places to tenth, driven by the popularity of his Major Headlines Blush Duos.
Popular Brands Facing Decline
Some previously popular brands are under pressure. Drunk Elephant dropped ten places and experienced a 70% fall in search volume. Similarly, Glossier and Bubble Skincare lost popularity as consumers shift toward newer, simpler brands or established brands with fresh narratives.
Summer Outlook: Brands Poised for Recovery
Looking ahead to summer, several brands could bounce back. Sol de Janeiro, known for its warm, sunny scents, typically sees seasonal sales growth. Rhode’s expansion into Sephora continues to boost its visibility. Fragrance brand Kayali is also gaining, with searches surging 123% amid ongoing interest in the category.
Emerging Trends in the Beauty Industry
Art-focused brands like Danessa Myricks, along with digital platforms such as P. Louise and K18 on TikTok, are quietly gaining momentum. This signals a future where fast storytelling, platform adaptability, and creative engagement may matter as much as product innovation.
Cosmetify’s Q1 2025 Beauty Index reveals a changing landscape in the beauty industry. The competition is heating up as new brands rise, legacy players adapt, and consumer attention shifts rapidly across platforms.
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