A brand’s popularity is no longer measured only by the volume of products it sells. Since the advent of social networks, all beauty professionals work on their online image and make sure to post content that appeals to their community. For the second year in a row, Cosmetify (cosmetics comparison platform) has published a barometer of the most reputable brands.
To make this ranking, Cosmetify collected and analyzed different types of data (number of followers on Instagram, number of hashtags, post engagement rate…).
In the general list, we find in order:
• Florence By Mills
• CeraVe
• Glossier
• The Body Shop
• Estée Lauder
• Revolution
• Yves Rocher
• Olaplex
• Fenty Beauty
• Caudalie
Cosmetify also looked at which hair brands are the most popular.
The top 5 are:
• Olaplex
• Ghd
• Babyliss
• Paul Mitchell
• Davines
Focus on retailers
Online or in-store, consumers have their own preferences for beauty shopping.
Cosmetify therefore looked at the engagement rate and traffic of the e-commerce sites of major American and British retailers.
American women mostly go to Sephora, Ulta and Sally Beauty.
British women like to go to BeautyBay, Boots and Superdrugs.
Brands that are losing popularity
No top without a flop. BH Cosmetics, Foreo and Palmer’s lost engagement in 2022.
These brands saw their social media audience drop by nearly 70%.
Popularity by country
Cosmetify had fun mapping the most liked brands in each area of the world. Avon is in first position in 21 countries.
Special mention to Yves Rocher which seduces the …
