Top 10 Most Followed Makeup Brands on Instagram

Coty will own the 3rd Most Followed Makeup Brand with the acquisition of Kylie Cosmetics

Word is that Coty has just acquired 51% of Kylie Cosmetics for $600 million, which means that the brick-and-mortar beauty conglomerate now owns the majority of Kylie’s self-started Instagram business. This is an immensely clever move on Coty’s part to reinforce their influence on the Millennial and Gen Z generations. 

25% of Kylie Cosmetics’ 22.4 Million followers are aged between 18-25. 

Furthermore, with Kylie’s mostly unparalleled position on Instagram, it is likely that Coty will soon join the rungs of brands on Instagram with high followings. Her brand now sits at #3, which will undoubtedly give its future parent company a great social media presence which includes 22.4m followers on Instagram, 912k subscribers on YouTube, 3.8M likes on Facebook, and 897k followers on Twitter, for a total of 28 millions followers.

In the meantime, let’s take a look at the current Top 10 Most Followed Makeup Brands on Instagram. 

1 – Huda Beauty | 39.8M FOLLOWERS

2 – M.A.C. | 23.1M FOLLOWERS

3 – Kylie Cosmetics | 22.4M FOLLOWERS

4 – Anastasia Beverly Hills | 20M FOLLOWERS

5 – NYX Cosmetics | 14.3M FOLLOWERS

6 – Too Faced Cosmetics | 13.2M FOLLOWERS

7 – Urban Decay Cosmetics | 11.2M FOLLOWERS

8 – Morphe | 10.3M FOLLOWERS

9 – Tarte Cosmetics | 9.9M FOLLOWERS

10 – Benefit Cosmetics | 9.8M FOLLOWERS

Of this list, 3 brands are influencer owned: Huda Beauty by Huda Kattan, Anastasia Beverly Hills by Anastasia Soare, and Kylie Cosmetics by Kylie Jenner. As for the larger corporations, Estée Lauder and L’Oréal own 4 out of the 10 brands in this list: Too Faced & M.A.C, as well as Urban Decay & NYX respectively. It is interesting and important to note that Huda Beauty stands at the top of the list despite the fact that it isn’t backed by a large beauty corporation. 

In addition & together with Fenty Beauty, Huda Beauty has revolutionised the beauty industry for their diversity and inclusion of different skin colours before it became a ‘mainstream expectation’.

A great deal of Huda, Rihanna, and Kylie’s success with their beauty brands was derived from the sheer number of loyal Instagram followers they have, who’ve moved with them from their personal accounts to their business endeavours. This seems to be the key consideration for Coty with their recent acquirement, and a younger more social media-oriented audience is very likely to boost interest in and sales for Coty as a whole. 

We see the immense value in having a strong social media presence, and so do a bunch of other brands we have analysed. Read more about how Glossier is one of Instagram’s most personable brands, Beauty Bakerie’s humble start, marketing secrets from Huda Beauty, and KKW Beauty’s record selling out in 2 hours. 


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Written by Deesha Menon

Influencer Marketing at Popular Chips. Interested in social issues, narratives, books, social media, and machine learning.

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