The most popular women-owned beauty brands have been revealed, with Kylie Jenner’s cosmetic brand and a former UK high street favourite making the cut, but which brand came out on top?
The beauty industry is rapidly growing, with more brands popping up with viral mascaras and must-have foundations – there’s so much choice, maybe even too much.
But, when I’m scouring the shelves of Boots or Superdrug, I find myself drawn to my personal selection of brands that I hold a sweet spot for, ranging from premium favourites to affordable picks. I’m sure if you’re a beauty fanatic like myself, you can reel off a list of brands you love so much, you even follow them on social media to be the first to see their new releases.
A new study by Rare Carat has revealed exactly which brands have fallen in favour among social media users who are keen to stay in the loop with the chosen beauty line and surprisingly, a brand that faced administration in 2024 has made the cut, proving that the love of beauty products lives on even if the high street store doesn’t.
Rihanna’s Fenty Beauty was included in the ranking, with 13.1 million Instagram followers and Selena Gomez’s Rare Beauty has a strong following on TikTok, with an audience of 4.4 million.
The Body Shop was hit hard by losses in 2024 when the retailer fell into administration which resulted in 82 of its high-street shops being closed. Nonetheless, the UK high street favourite, founded by Anita Roddick, has a loyal following of 10 million on Facebook, as fans are eager to hear updates on whether the brand will make a comeback.
Finishing second in the popularity list is none other than Kylie Cosmetics. The brand was founded by billionaire reality star Kylie Jenner and has 24.7 million Instagram followers. Jenner has made a name for herself in the beauty space, selling high quality makeup products, skincare and perfume – even former Love Island star Molly-Mae Hague is a fan.
But taking the top spot is Huda Beauty, the beauty brand founded by Huda Kattan and has a higher engagement and follower count than Jenner’s business, holding a whopping 56.9 million followers on Instagram and dominating TikTok, with 10.5 million followers.
Earlier this year, Huda Beauty went viral when the makeup mogul released an exclusive new ‘Ube’ colour collection on January 10, inspired by the root vegetable of the same name, which is popular in the Philippines. Every year on her birthday, Huda celebrates with an Ube cake, and that tradition is what inspired this limited-edition electric lilac shade that runs through the new line up.
The collection is made up of the Easy Bake Powder in Ube Birthday, Blush Filter in Ube Cream and finally, the Faux-Filler Lip Gloss in UUU-Baby. According to Kattan, the new shades are best suited to medium to tan skin tones with warm to gold undertones. Together, they deliver a flawless, blurred-skin finish for an almost filter-like effect. Read The Mirror’s review of the collection here.
