Eyeliner, mascara, lipstick … a great part of the content created on Instagram revolves around makeup and beauty products. Beauty brands know quite well how to launch new products in cooperation with highly skilled beauty influencers. But which beauty brand is the biggest player on Instagram?
1 Chanel (24.3m)
Beauty begins the moment you decide to be yourself – With this quote, fashion icon Coco Chanel revolutionized women’s haute couture and already represented the elegance of simplicity in the 1920s.
Nearly 100 years ago, the global brand’s journey started in New York without the support of social media, which was non-existent at that point. Nevertheless, Chanel is by far the no. 1 of the top ten beauty brands worldwide on Instagram!
Chanel is adored by many celebrities who are willingly tagging the Chanel account in their postings and engage with the profile’s content.
2 MAC (16.5m)
With more than 16 million followers, MAC is the second biggest beauty brand on Instagram worldwide! From lipstick, to eyeliner and face palettes – every single product is adored by men, women, influencers, celebrities and makeup artists.
During the Milan fashion week in September, the channel was able to accumulate an earned media value of 2,5 million Dollars! Numerous celebs cooperate with MAC to create their own product lines, like Nicki Minaj just recently did.
3 Anastasia Beverly Hills (14.6m)
Founded in 1997, the beauty salon in Beverly Hills with its own beauty products celebrated its 20th anniversary this year.
Well-known as the Queen of brows, Anastasia Beverly Hills quickly became the go-to destination for supermodels and actresses.
4 Kylie Cosmetics (14.4m)
Kylie Cosmetics was just launched in 2016 and is quite successful on Instagram with more than 14 million followers already.
With just 20 years, the youngest Kardashian-Jenner offspring Kylie Jenner already strongly influences the beauty and makeup market! As a social media power user, the influential star probably knows best how to distribute the makeup goods on social media platforms.
5 Sephora (12.7m)
Once walked into a Sephora store, not only women find themselves wandering around between hundred different shades of lipsticks and eye-shadows for hours. Of course, Sephora has celebrities like Victoria Beckham take over their Instagram stories.
To be fair, we have to mention that Sephora also distributes products from Benefit Cosmetics, NARS Cosmetics and Make Up For Ever, but the company also sells their own products with the brand name Sephora Collection.
6 NYX (11.8m)
NYX – three letters, one Greek goddess and more than 11 million fans! Compared to other beauty brands, NYX is still a young company, founded in 2010 in Los Angeles.
It is a subsidiary of L’Oréal but still beating the parent company in the number of followers on Instagram.
7 Too Faced (9.4m)
After working for Armani, Chanel, and Estee Lauder, Jeremy Johnson founded the feminine and pinkish beauty brand Too Faced together with Jerrod Blandino in the 90’s.
Kandee Johnson has her own make up collection with Too Faced – in case you want to get her vintage vibrant look.
8 Urban Decay (8.9m)
The name is quite suitable for the beauty brand which is a bit more edgy and rocking.
The metal look is perfectly represented by Ruby Rose who is a huge fan of the brand – see for yourself below!
9 Benefit (7.2m)
The brand counts more than 7 million fans on Instagram and more than 1,700 influencers engaged with the brands Instagram channel during the last week.
In the middle of September the channel established an earned media value of more than $ 836,000!
10 Tarte (7.1m)
High-performance natural beauty and cruelty free products are what the no. 10 of the top ten beauty brands worldwide stands for. Founder and CEO Maureen Kelly is environmentally committed beyond the world of beauty and makeup.
Due to the natural disaster in southern Florida she started a crowdfunding with #stormoflove to help the people who have been affected by the devastation.