The

Toppling the index ranking, TirTir has been redefining the beauty market over the past year. With an unprecedented 124 million searches per month on average – near-double that of our 2nd place beauty monarch Huda Beauty – TirTir has adopted an approach to beauty that sees the gap between K-beauty innovation and global inclusivity bridged. Their "Mask Fit Red Cushion" became the definitive hero product of the year and their staggering 91,720% engagement rate on TikTok proves that their community-first approach to shade expansion has set a new benchmark for global brand recognition.

Consistently remaining the industry's undisputed social media titan, with a combined following of almost 70 million across Instagram and TikTok, Huda Beauty performs well – every time – on all metrics. Of late, the celebrity beauty market has become increasingly crowded, with both newcomers and veterans vying for a spot; yet Huda has held its ground. The makeup brand continues to keep a strong grip on consumer trust by blending personal founder transparency with fun, creative product innovation, such as the viral "Ube" powder launch. Their bold, high-performance, artistry-led makeup sits in a league of its own, balancing both legacy influencer culture and modern prestige makeup.

Now celebrating a decade in beauty, Kylie Cosmetics has made the all-important transition from a "drop-culture" phenomenon into a solidified global powerhouse. Search volumes, 301,000 per month on average, have made the transition from hype-based frenzy to a steady plateau, with 0 year-on-year changes. And yet, the brand's recent expansion into fragrance – with floral-first scent "Cosmic" – alongside its 10-year anniversary collections, has re-energised its massive 28.2 million-strong following. It remains the gold standard for celebrity-to-brand longevity under the parentage of powerhouse Coty.

MAC Cosmetics, currently experiencing something of an artistry renaissance, is making a strategic entry into U.S. Sephora and Kohl's stores in a move that will only improve both its visibility and accessibility. The appointment of Nicola Formichetti (previous artistic director of both Mugler and Lady Gaga's creative team) as Creative Director in May has given the makeup brand a potentially very beneficial – and considerably appropriate – high-fashion edge. MAC's presence in the top five proves that professional-grade heritage can still prove to be a formidable force against even the most viral, digital-native competitors.

Fenty Beauty continues to be a cultural anchor in the industry. Before TirTir's complexion-centred inclusivity, there was Rihanna's Fenty Beauty viral shade range phenomenon. Fast-forward to today and search momentum is levelling out – with an average of 67,3000 monthly searches over the past year – as the brand reaches its "legacy" phase. But its high TikTok engagement of over 111k % signals a deeply invested community. Now, Fenty is focusing on quality over quantity, doubling down on high-performance complexion staples like Eaze Drop Blurring Skin Tint and the Soft'Lit Naturally Luminous Foundation.

A combined audience of 15.6 million followers reinforced NYX Professional Makeup as a heavyweight in beauty's social landscape throughout 2025. While year-on-year search growth remained flat, this stability points to sustained demand at scale rather than declining interest. The brand's performance was driven by its ability to move quickly on trends, translating cultural moments into highly shareable collaborations – including Bridgerton, Wednesday, and Minecraft – supported by creator-led amplification. Alongside this, NYX continued to feature prominent pop culture personalities such as Paris Hilton, Saweetie, and Brittany Broski in their campaigns, helping the brand stay embedded in wider online conversation beyond traditional beauty audiences.

With a combined social following of 16.1 million and 16.9 million TikTok likes, Dior Beauty continued to assert its dominance across both prestige and social-first beauty in 2025. Interest in the brand also climbed steadily, with searches up 22% year-on-year, signalling growing demand beyond existing brand loyalty. This strength was reflected in Cosmetify's Beauty Trends Report, where Dior topped the UK's loyalty rankings for brands shoppers are most likely to repurchase in 2026. Together, this combination of visibility, growth and repeat purchase intent highlights Dior's ability to convert attention into lasting brand commitment.

A new entry to the Index in 2025, Makeup by Mario made a strong impression through a combination of scale, product buzz and creator credibility. The brand built a combined social following of 15.9 million and generated an average of 246,000 monthly searches, 22% more than the previous year. Momentum accelerated in the second half of the year following the launch of their highly anticipated SurrealSkin Natural Finish Foundation, alongside a new iteration of its viral eyeshadow palette – a long-standing hero product for the brand. Together, these launches reinforced Makeup by Mario's reputation for artist-led performance products, helping it translate professional credibility into widespread consumer demand.

Rare Beauty remained a major force in beauty in 2025, driven by strong brand affinity and consistently high social engagement. The brand generated 1 million searches per month on average, although interest softened slightly with an 18% year-on-year decline, reflecting a shift from rapid growth to a more mature demand phase. A key moment this year was Rare Beauty's expansion into fragrance with the launch of its debut perfume, marking a notable evolution of the brand beyond colour cosmetics. Supported by highly engaged audiences across social platforms and a strong emotional connection to its community, Rare Beauty continued to convert visibility into loyalty, even as search demand stabilised.