We know what the top makeup brands in the world are right now

These are the top beauty must-haves you've been hitting up on Insta

collage of makeup brands and products
(Image credit: Getty Images / TriOcean / Kat-Ka / Tanya Row / Stella / Anna Efetova / Goir / iStock)

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. 

So without further ado, here's the list of the top beauty movers and shakers of 2020.

According to the Cosmetify Index,  Huda Beauty holds onto her crown as No1 for the highest number of Instagram followers, hashtags, and Google searches. While Florence By Mills and The Body Shop make well-earned appearances, too.

Keep scrolling for the brands that were sprinkled with stardust in 2020.

Huda Beauty

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 this despite Huda Kattan 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. 

MAC Cosmetics

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 prize mobile phones out of Gen Zers' hands.

L'Oreal Paris

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.

Fiona Embleton

Fiona Embleton is a multi-award-winning beauty editor who has tested over 10,000 products in her 10 years +  of writing and shooting beauty stories. For the past four years, she was the Senior Beauty Editor at Marie Claire, having previously worked in the role of Beauty Editor at both Stylist and Cosmopolitan. She has recently gone freelance and alongside My Imperfect Life, she has written for titles including ELLE UK, ELLE Canada, Buro 247, Harper's Bazaar Arabia, Vogue Scandinavia, and ES Magazine. Beauty journalism allowed her to marry up her first-class degree in English Literature and Language (she’s a stickler for grammar and a self-confessed ingredients geek) with a passion for make-up and skincare, photography, and catwalk trends. She loves jumping on the latest internet-breaking beauty news, dissecting the best red carpet looks, and having the crème de la crème of dermatologists, make-up artists, and hairstylists on speed dial so she can tap them for the best advice. She’s a discerning beauty shopper and knows it can be confusing trying to navigate what’s hype and what really works. So if she really likes something, you can trust that she has reached that opinion by vetting it against everything else she’s ever tried. Her career highs? Interviewing Cate Blanchett and winning a Jasmine Award for the deeply personal feature Cancer Stole My Mother’s Scent.