What is the Most Popular Makeup Brand Right Now?
The beauty industry is experiencing a few changes in early 2025. While "most popular" depends on how you measure it - sales, social media, chatter, engagement, inclusivity or innovation - the brand leading across a few measurement metrics is Huda Beauty.
Why Huda Beauty is on Top
Huda Beauty was ranked first in the Cosmetify Beauty Index for Q1 2025, due in part to their substantial social media presence of roughly 67-68 million combined followers and very high engagement - above 1,095%. There was also a boost of interest related to Huda Beauty's Ube Powder launch, which went viral, and search volume increased nearly 22% year over year.
Fierce Competition
While Huda Beauty is the current front runner according to Cosmetify, other brands are close behind and perhaps more importantly their sales and beauty rankings are escalating:
Perennially H.I.T - Fenty Beauty: Rihanna'sbrand endures at the top; the brand's shades and shade inclusivity, cross-platform brand-awareness, and consistent inventiveness allows it to maintain second place in quite a number of popuality rankings.
NYX Professional Makeup: Particularly popular with younger consumers due to its affordability and recent viral product launches (on a TikTok type basis), it continues to maintain a considerable level of popularity. Many places it third in the most recent rankings.
Rare Beauty (founded by Selena Gomez) is often cited as a "brand to watch" because of its mission, clean for beauty makeup-skincare hybrids, and deep emotional connect with its consumers.
What "Popular" Means Today
When it comes to the popularity of makeup brands, it involves much more than how many units are sold. To put it simply, a variety of trends determine what makes a brand "the most popular":
1. Social media & virality: The engagement rates, the number of followers, and if a product goes viral are all extremely important. Any product that blends into the realm of a meme, challenge, or notable influencer will certainly propel a brand to be that much more popular.
2. Inclusivity & shade ranges: Brands that feature a variety of inclusive shades for a range of skin tones and promote themselves authentically tend to foster more trust. Fenty has made great strides in leading the pack in this area.
3. Clean, hybrid formulas: From skincare-infused makeup, to clean ingredients, to cruelty-free promises, to packaging that doesn't hurt the planet, consumers have a preference for hybrids of product that perform for better- for-you ingredients.
4. Affordability + accessibility: Brands that have a good balance of cost and quality, and that are easy to purchase (online, on social, at the drug store etc.) are thriving. NYX is a great example.
5. Cultural resonance / authenticity: Brands that are led by founders that engage with their audience, or that reflect cultural diversity, and other factors, tend to develop loyal communities. It leads to longevity. Huda Beauty gets some of this effect, as doRare Beauty and others.
What It Could Mean Going Forward
If trends continue, Huda Beauty may be able to maintain a lead for the rest of the year — particularly if they continue to launch viral products and stay on top of audience engagement. But, the distance between them and their closest competitors is not that far, particularly with brands like Fenty, NYX, and Rare Beauty all working quickly and building trust.
The growth of the market does have impact from emerging markets, online sales, influencer marketing, and consumers wanting more than aesthetics — they expect ethics, skin health and representation. Brands that are able to reposition in those areas will continue to contend for the top position.
Conclusion
Currently, Huda Beauty is the leading makeup brand, according to a blend of factors: social media engagement, search volume, and recent viral product launches. However, popularity is malleable. As consumer values pivot—toward inclusive, sustainable, and authentic branding—so can the “top” brand.
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