Each year, Cosmetify analyses the top beauty brands by tracking their social following, engagement, and number of Google searches to see which are en vogue, and which have fallen out of favour
From TikTok and Instagram to the bombardment of beauty adverts on TV, it can feel overwhelming to keep up with beauty trends and products. Or if you’re less interested in trends and just want the best value for money, not being in the know can mean you miss out on new affordable, hero products.
To shed some light on the fast-moving industry, every year Cosmetify analyses the top beauty brands by tracking their social following, engagement, and number of Google searches. Last year, the 2023 Cosmetify Index saw Rare Beauty taking the top spot, Huda Beauty reigning supreme on social media, and Bubble Beauty as the rising star.
For 2024, in addition to identifying the most popular beauty brands and influencers, Cosmetify has also looked at which brands have lost popularity, which K-Beauty brands and products have gained the most traction, and highlighted Cosmetify’s hottest beauty products of 2024.
Sol de Janeiro Topping the Cosmetify Index of most popular beauty brands in 2024 is Sol de Janeiro, the Brazilian-inspired brand best known for its Bum Bum Cream. This cult favourite has been a mainstay on Instagram and TikTok feeds and has seen a 160% growth in net sales this year. While its advertising and social campaigns have driven a 35% rise in engagement.
Charlotte Tilbury follows closely behind. Over the past 12 months, the brand has gathered nearly 26 million monthly Google searches with its Pillow Talk range dominating these searches, and new launches, like the Airbrush Flawless Lip Blur helping driving new conversations. Cosmetify put this down to Charlotte Tilbury’s ability to bridge generations – appealing to both Millennials and Gen Z.
Fenty Beauty, in third place, then exemplifies what it means to be a truly inclusive brand. Rihanna’s empire, which now includes Fenty Skin and Fenty Hair, has over 16 million followers across Instagram and TikTok. Its 40-shade foundation range remains a gold standard for diversity, and new products like the Gloss Bomb Stix show the brand’s commitment to innovation.
Top Brands in 2024:
La Roche-Posay In terms of skincare, La Roche Posay takes the top spot as the most searched-for brand in 2024 with 3.9 million Instagram followers, 299.1k on TikTok and 33.62 million annual searches. At the same time, CeraVe has skyrocketed in popularity in recent years. In 2024, it saw 33.43 million annual searches and has more than 1.3 million Instagram followers and 1.7 million on TikTok.
This has been down to a number of products, including the CeraVe Hydrating Cleanser and Moisturising Cream becoming viral sensations, and the fact its products are affordable yet effective.
Huda Beauty For the second year in a row, Huda Beauty tops Cosmetify’s social media and influencer ranking with 64.4 million combined Instagram and TikTok followers. Its founder, Huda Kattan, is one of the original makeup influencers and often posts tutorials, product reviews, and behind-the-scenes videos to help with both social media and sales.
Elsewhere, e.l.f. Cosmetics dominates on social. It’s become known for creating affordable dupes of high-end products and taps into Gen Z – and most people’s! – love for beauty on a budget. Viral hits like the Halo Glow Liquid Filter, which is a dupe for Charlotte Tilbury’s Flawless Filter, have helped and TikTok, in particular, has been a boon for the brand, with hashtags like #dupes getting over 3 billion views.
In terms of influencers, James Charles tops Cosmetify’s list of beauty influencers with a combined reach of over 45 million followers across platforms. Mari Maria follows, while Bretman Rock now has a following of over 36 million.
Laneige Searches for ‘Korean skincare’ jumped 83% year-on-year in 2024 with Laneige continuing to lead with products like its Lip Sleeping Mask and Neo Essential Blurring Finish Powder.
The K-beauty brand had over 8 million searches in the past year.
Beauty of Joseon is another K-beauty brand growing in popularity.
Known for its use of traditional Korean ingredients, it has seen a 77.3% increase in monthly searches.
Social media engagement is through the roof, too, with TikTok videos showcasing its products getting millions of views.
Top 5 K-Beauty brands:
Top 5 K-Beauty products:
However, not every brand is thriving. Nudestix, once a staple of the minimalist makeup trend, has seen a 33% decline in searches. Olaplex, another former favourite, faces even steeper challenges. Controversies around its products, lawsuits and complaints from customers have seen a 66.64% drop in searches.
Vicky Woollaston Among the rising stars, Hailey Bieber’s Rhode stood out in 2024 thanks to the brand’s skin-first philosophy and hero product, the Peptide Glazing Fluid. This saw a 232% increase in searches year-on-year.
Fragance brand Phlur has also captured attention with a 400% increase in searches. Its Missing Person scent went viral and Phlur’s focus on sustainability feels well timed too.
On the product front, The Ordinary’s Niacinamide 10% + Zinc 1% serum remains a bestseller, while Elemis’ Pro-Collagen Cleansing Balm and Olaplex No. 3 Hair Perfector continue to dominate in their respective categories.
Victoria is founder and editor-in-chief of mamabella, freelance journalist and Mum. She has a passion for empowering people to feel beautiful whatever their age, size, skin type and budget
