Cosmetify ranked the hottest beauty brands of Q1 in 2025. Huda Beauty tops the list. Fenty Beauty and NYX come in at a close second and third.

Huda Kattan’s Huda Beauty is the most followed beauty brand across Instagram and TikTok, with 67 million combined followers. Huda Beauty has an average engagement rate of 1,095.1%, Cosmetify’s report states.

“Remarkably, this is the first time Huda Beauty has made an appearance in Cosmetify’s top 50, soaring straight to number one,” Cosmetify notes. “The surge in visibility is likely driven by the viral success of its ‘Ube Powder’ launch earlier this year.”

Last May, Cosmetify named Huda Beauty the “most followed brand on Instagram.”

Here are the top brands, ranked in order:

Top 10 Hottest Brands of Q1 in 2025

1. Huda Beauty 
2. Fenty Beauty 
3. NYX 
4. Dior Beauty 
5. Rare Beauty 
6. Charlotte Tilbury 
7. ELF Cosmetics 
8. Sol De Janeiro 
9. Rhode 
10. Patrick Ta 

Fenty Beauty Claims Second Place

Ranking second on Cosmetify’s list of “hottest beauty brands of 2025” is Fenty Beauty by Rihanna. The brand moved up one spot from last year.

Fenty Beauty has a combined following of 16.4 million on social media. Its standout engagement rate is 1,125.05%. There were over 673,000 searches for Fenty Beauty in the first quarter of 2025.

NYX is New to the Cosmetify Index

NYX rounds out the top three with 15.4 million followers, according to Cosmetify’s report. The brand has an engagement rate of 1,062.87%, and over 823,000 searches.

“NYX has firmly secured its place among this year’s frontrunners,” Cosmetify says.

Cosmetify’s Predictions for Q2

Cosmetify’s report includes predictions for the second quarter.

Which beauty brands’ popularity will trend upward? Sol de Janeiro, Rhode, Kayali, and Danessa Myricks, Cosmetify says.

“Sol de Janeiro looks primed for a comeback as we head into summer,” the report states.

Rhode by Hailey Bieber is another “brand to watch,” Cosmetify says. Rhode’s minimalist skincare products are popular, and the brand recently expanded into makeup. Searches for Rhode rose 50% this quarter.

Kayali is also rising in popularity. Searches for the brand’s fragrances have soared by 123%.

Last but not least, Danessa Myricks’ popularity is growing, Cosmetify says. The brand drives buzz on TikTok with its MUA-inspired launches.

How Cosmetify Ranks Beauty

Cosmetify’s team analyzed data from the first four months of 2025 for its “Hottest Brands” report.

The following five factors determine the Cosmetify Index:

• Instagram Followers
• TikTok Followers
• Average Engagement Rate
• Global Search Volume
• % Change in Searches

Cosmetify considers year-on-year search growth, and how each brand has moved in the rankings since last year.

After analyzing each brand’s social media following, engagement rates, and Google search volumes, Cosmetify assigns each brand a score between 1 and 10—and the top 50 brands are included in the Cosmetify Index.

Read the full report—the Cosmetify Index Q1 2025.