How do you become the most in-demand beauty brand globally? Is it the science-first ingredients, lust-worthy shade range or the kind of prices that won't make your credit card break out in a sweat? All of the above, it seems, plus social reach and engagement. Which brings us to the best makeup brands and biggest skincare movers and shakers of 2020.
According to the Cosmetify Index, Huda Beauty holds onto her crown as No1 for the highest number number of Instagram followers, hashtags and Google searches. While Florence By Mills and The Body Shop make sneaky appearances, too.
Keep scrolling for those brands that were sprinkled with stardust in 2020:
With 47.9 million followers on Insta and 27 million hashtag mentions, it's not hard to see why Huda Beauty is the world's most in-demand brand. All despite Huda Kattan herself stepping down as CEO of the company.
Anastasia Beverly Hills
Over 24 million people have posted about Anastasia Beverly Hills' products (think the Brow Whizz and Lip Stains) on social media.
No surprises there then. Canadian brand MAC has clung on to the number 3 slot thanks to an impressive Insta following of 23.4m. This was no doubt jogged along by the fact that MAC launched into Walmart in the US and Boots in the UK (the latter saw an unprecedented 48,000 join the waiting list).
The Body Shop
Multiple studies reveal that lockdown has caused us to reassess how earth-friendly and ethical our lifestyles are. The Body Shop Drop of Youth Concentrate, which is made with 99% ingredients of natural origin, ticks those eco boxes plus the brand also launched a CBD range for stressed-out skin. Perhaps this explains the 8.2 million searches for The Body Shop between July and September.
Florence By Mills
Created by Stranger Things star Millie Bobby Brown, this teen beauty brand had the highest level of social engagement. Again, not surprising, considering it's hard to prise mobile phones out of Gen Z'ers' hands.
This behemoth beauty brand has grown its Instagram following by about 750,000 since the summer. One standout launch could be responsible for the uptick: the recent Revitalift Filler + Hyaluronic Acid Eye Cream For Face , which is L'Oreal's bestselling product of all time, selling once every 10 seconds.