The 2025 index arrives at an interesting moment in the beauty industry. Capturing a landscape where legacy prestige and viral agility are locked in a high-stakes battle for consumer loyalty.

Cosmetify leveraged multi-platform data to rank the world’s most influential brands and figures of the past year.

Brands reveal a major shift: while legacy powerhouses hold social scale, momentum seems to favor “skin-first” beauty.

Last year, legacy giants such as Charlotte Tilbury and James Charles held steady, while Sol de Janeiro made its mark. 

This year, search intent is being driven by clinically-proven results and innovation: enter the likes of TirTir and Dr. Althea. 

Top 10 Hottest Brands

1. TirTir
2. Huda Beauty
3. Kylie Cosmetics
4. MAC Cosmetics
5. Fenty Beauty
6. NYX
7. Dior
8. Makeup by Mario
9. Rare Beauty
10. Maybelline

The Index tracks social growth, engagement, and search demand to reveal which brands are leading the conversation.

Data combines cultural influence with real data to uncover the industry’s biggest success stories, breakout stars, and those waning in popularity across TikTok, Instagram, and beyond.

Most Searched Brands

1. TirTir
2. Sol de Janeiro
3. La Roche-Posay
4. Charlotte Tilbury
5. Rhode

Rising Beauty Stars

1. Cecred
2. Dr. Althea
3. Rael