This is the most coveted beauty brand in the world. The cosmetics are selling like hot cakes
In a world where a brand's success is determined not only by perfume shelves but also by TikTok algorithms, one thing is certain - we can't be sure of anything. The latest Cosmetify Q1 2025 ranking reveals surprising changes in the beauty world and indicates the hottest cosmetic brand.
If popularity could be measured in hearts and shares, Huda Beauty would have hit the ceiling a long time ago. But the latest Cosmetify Beauty Index 2025 Q1 ranking provides real confirmation of this - the brand created by Huda Kattan has officially become the most desirable and influential cosmetic brand in the world. However, the success did not come out of nowhere - it is backed by 67.6 million followers on social media and a dizzying, almost unbelievable, average engagement of... 1,095%.
What set TikTok users’ digital senses on fire earlier this year was her viral Ube Powder —a product that not only worked, but looked exactly like a beauty hit should: mesmerizing color, dramatic finish, and enough of a wow factor to keep your eyes glued to it for more than a few seconds. The result? Searches for the brand increased by 22% compared to 2024.
Ube Powder/photo: Huda Beauty press materialsWhile Huda Beauty steals the spotlight, right behind it in the rankings is the ever-strong Fenty Beauty – Rihanna’s brand, proving that you can combine a variety of product categories with an authentic, loyal community. It’s “commitment” and “versatility” that are the new gold in beauty today.
The surprise of the quarter is NYX – a brand known for years, which, thanks to TikTok and the word-of-mouth power of Buttermelt Blush and Glaze lip glosses, advanced to third place, outclassing its rivals.
Charlotte Tilbury and Sol de Janeiro lose their shineSome brands that we considered unquestionable pillars of luxury not long ago, such as Charlotte Tilbury or Sol de Janeiro , are starting to feel the breath of younger, faster rivals. Charlotte, although still in the top ten (sixth place to be exact), has dropped four positions – Cosmetify points out that despite solid collaborations and a luxury image, it lacks the virality spark that today's consumer craves.
Sol de Janeiro – the former star of 2024 – suffered an even stronger blow, dropping to eighth place. In the background, there are echoes of consumer satiety with cult body mists, which – as it turns out – are no longer "hot" enough to keep the interest of the crowd.
Rhode steps into the world of makeup with a bangAmong the new blood shines Rhode , Hailey Bieber’s minimalist brand, which is winning the hearts (and faces) of a new generation of users with its simplicity and focus on skincare. A 1,630% engagement rate and a 50% increase in searches clearly show that this charming, sleek brand is on the right track—especially now that it’s entering the makeup world and squeezing its way onto Sephora shelves.
In tenth place is Patrick Ta , who climbs nine spots on the back of the success of his double rose Major Headlines . This is further proof that if it works, is well-told and looks good on Instagram, it doesn’t take much more to win over the market.
What's next? Beauty market developmentAs Cosmetify shows, it’s no longer enough to have a great product – you also need a story, quick reflexes and the ability to dialogue with the digital community. Brands like Danessa Myricks, P. Louise and K18 are starting to stand out thanks to their creative identities and understanding of the rhythm of social media.
And old stars like Laura Mercier, Chanel or Armani Beauty? They still have a chance to relive their five minutes. They just have to learn to reinvent themselves.
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