Top 100 Beauty Brands on Social Media

Content Marketing Marketing Tools & Tips Social Media Best Practices

Social media is basically made for beauty brands: it’s visual, it encourages engagement and it gives brands a way to truly interact with their customers (and acquire new ones).

We wanted to find out which brands are killing it when it comes to social – but not just in terms of audience size. In fact, we found that brands with the biggest follower base often had lower engagement rates!

That’s why this report delves deeply into what the most engaging brands are doing across Facebook, Instagram, and Twitter to give you some great ideas and hopefully inspire your next post.

See the rankings, analysis, and recommendations for beauty industry on social media with your free download.

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What you’ll find inside

  • Analysis and ranking of the top 100 beauty brands
  • Inspiration and strategy recommendations for beauty brands
  • Best practices for beauty brands on Instagram, Facebook, and Twitter (with examples!)
  • Discover which beauty brand are killing it on the most popular social channels
  • Find out how your beauty brand stacks up to the Top 100!

Sneak Peek

Beauty brand best practices and examples:Leverage your happy customers like Kylie Kylie Jenner’s budding beauty brand has amassed a gigantic following (14 million) since launching in 2015. Unlike other brands with huge audiences, Kylie Cosmetics also enjoys very high engagement rates. Kylie Cosmetics actively reaches out to customers and encourages them to post selfies while wearing the products, then leverages this content across all channels. You can see how effective this strategy is in this post, which has a 5.78% engagement rate.


An analysis and ranking of the Top 100 Beauty Brands:

TOP 10 BRANDS: INSTAGRAM ENGAGEMENT Calculated by average engagement rate per post on Instagram.



We used Rival IQ to analyze social media posts across all social channels for 100 beauty brands in the United States across a four-month period in 2016.

We gathered data using Rival IQ’s cross-channel ranking capability, as well as channel- specific rankings for Facebook, Twitter, and Instagram. The cross-channel (or overall) ranking is defined by engagement average across all channels.

Engagement is defined as measurable interaction on social media posts, including likes, comments, favorites, retweets, shares, and reactions. Engagement rate is calculated based on all these interactions divided by total follower count.

We’ve also provided qualitative analysis with best practice examples from some of the top-performing organizations.

Torie de Jong

New to Seattle, Torie is a transplant from Sydney, where she was Head of Marketing at Squiz, a global marketing technology provider. She has a solid background in digital, content, and analytics, having built experience with a number of Australian tech business and agenices including Bang, Radar, and oOh! Beyond being a fantastic marketer, Torie is a dog lover and a huge history nerd (vikings, anyone?). This can, of course, lead to interesting meal-time conversation - particularly, when you're helping Torie complete her introduction to "real" American foods like chicken-fried steak and deep-fried anything.

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