These are the most popular makeup brands on Instagram

The most popular and hashtagged Makeup Brands—some of them may surprise you

Crushed face powders and makeup brush on pink background
(Image credit: Getty Images)

Instagram and Tik Tok are great places to find the best beauty products, from the most popular sustainable beauty brands to the best retinol serums. Many brands we know and love, dominate social media, from the likes of Fenty to Glossier, but have you ever wondered which brands are actually the most popular? has done the math and has the answers for us, and some of them might surprise you.

Beauty pattern made of Red Lipstick on Pink background

(Image credit: Getty Images / Iryna Veklich)

1. Huda Beauty

Coming in at number one, the most hashtagged Instagram brand is Huda Beauty. Founded by Huda Kuttan, the brand is beloved for its diversity and pigmented eyeshadow palettes. 

It’s an obvious and clear favorite among Instagram users, with over 28 million hashtags. The brand is renowned for its gorgeous formulas—especially for lipsticks.

2. Anastasia Beverly Hills

At number two is Anastasia  Beverly Hills, with 25 million hashtags. It’s a favorite among the beauty influencers of the world, known for their bougie packaging, and killer eyebrow products.  

The majority of our favorite brands will have a little something to do with packaging, there’s something irresistible about a product that not only looks good on your face but also on your dresser.

3. MAC

In third place is MAC, with 20 million hashtags to its name, it’s a well-established brand, famous for its lip liners and Disney collaborations. Most recently, MAC has done a dreamy collab with the upcoming film Cruella Deville, and who can forget it was also Rachel Green's go-to lipstick in Friends? Talk about credentials.

4. Urban Decay

Urban Decay takes fourth, the fan favorite brand that first rose to fame with the OG Naked palette in 2010. Since then we’ve been treated to many gorgeous palettes—there’s even a special Prince edition on the way.

5. Make Up Forever

MakeUp Forever completes our top five. It's an iconic French brand with a whopping 10 million hashtags, and with a concept of bringing professional, makeup artist favorites to the public.

The rest of the top 10 include Sephora, NYX, Morphe, and L’Oreal:

  1. Huda Beauty: 28,618,098 hashtags
  2. Anastasia Beverly Hills: 25,221,039 hashtags
  3. MAC: 20,025,465 hashtags
  4. Urban Decay:  12,762,479 hashtags
  5. Make Up For Ever:  10,804,874 hashtags
  6. Sephora:  9,993,519 hashtags
  7. NYX: 8,419,883 hashtags
  8. Morphe: 7,776,382 hashtags
  9. Tarte: 7,570,619 hashtags
  10. L’Oréal: 7,473,470 hashtags
Naomi Jamieson
Lifestyle News Writer

Naomi is a Lifestyle News Writer with the Women's Lifestyle team, where she covers everything from entertainment to fashion and beauty, as well as TikTok trends for Woman&Home, after previously writing for My Imperfect Life and GoodTo. Interestingly though, Naomi actually has a background in design, having studied illustration at Plymouth University but lept into the media world in 2020, after always having a passion for writing and earned her Gold Standard diploma in Journalism with the NCTJ.

Before working for Future Publishing’s Lifestyle News team, she worked in the Ad production team. Here she wrote and designed adverts on all sorts of things, which then went into print magazines across all genres. Now, when she isn’t writing articles on celebs, fashion trends, or the newest shows on Netflix, you can find her drinking copious cups of coffee, drawing and probably online shopping.