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HypeAuditor ranks the Top 10 brands, with SheGlam, WePink, and Rare Beauty leading the charge.
May 8, 2025
By: Rachel Klemovitch
Assistant Editor
HypeAuditor ranked the Top 10 fastest-growing Beauty & Cosmetics brand accounts on Instagram in 2025.
Rankings were determined based on influencer and audience data, which was analyzed by HypeAuditor’s platform.
Data was collected from March 2024 to March 2025 and was sourced using the company’s analytics engine, monitoring over 200 million global profiles and brand mentions in real time.
This data looks solely at Instagram and focuses on Beauty & Cosmetics, including skincare, makeup, haircare, fragrance, personal care, and wellness brands.
Alex Frolov, HypeAuditor CEO, commented,
“What stands out most is that nearly all of these top-growing brands share a common trait: they’re heavily mentioned by influencers. This isn’t a coincidence—it’s a core strategy for growth. Influencer advocacy drives visibility, credibility, and ultimately, loyalty.”
SheGlam is known for its affordable makeup products, offering high-impact formulas in stylish packaging. The brand targets Gen Z and Millennial consumers.
While the brand suggests a strong international expansion strategy, it is most popular in the United States, Brazil, and Mexico.
On Instagram, the brand provides mostly short-form videos (Reels) on makeup tutorials and transitions, product reviews, swatches, as well as challenges.
WePink ranked second. It is a Brazilian band co-founded by influencer Virginia Fonseca.
The brand is known for its skincare and personal care products, including perfumes, body lotions, and facial treatments.
WePink also posts a lot of Reels highlighting personal testimonials, unboxing, and public appearances to drive brand authenticity.
The brand has a strong engagement with micro/nano creators in Brazil, which drives authenticity and relatability.
Selena Gomez’s Rare Beauty came in third place with a large global outreach, especially in the United States, the UK, and India.
Rare Beauty features Get Ready With Me (GRWM) videos, tutorials, close-up product reviews, and Selena Gomez-inspired looks or edits.
Leveraging fan culture, Rare Beauty taps into emotional connections rather than traditional promos.
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