The

Cosmetify

Index

Mid-Year 2026

It’s been six months since our annual report, and the beauty landscape has already shifted. The Cosmetify Mid-Year Index reveals the brands leading the industry so far in 2026, analysing everything from social media following and engagement to search demand and online buzz. From TikTok favourites to long-established beauty icons, we’ve tracked the names shaping the conversation.

Looking at insights from the first half of the year, we reveal which brands are holding onto their momentum, which are climbing the ranks, and which are beginning to lose ground. Last year’s leader, TirTir, has taken a tumble, while Huda Beauty has reclaimed the crown, and a wave of rising brands continue to make their mark.

So, who’s setting the pace for beauty in 2026? Let’s find out.

Rank	Brand	Combined Followers	Avg. engagement rate	Avg. monthly searches	YoY Change in Searches on Keyword Planner	Overall score /10

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The Winners of 2026 So Far…

The top 10 is largely unchanged for 2026, with many of beauty’s biggest names continuing to dominate. Huda Beauty has reclaimed the number one spot, while Kylie Cosmetics and MAC Cosmetics take second and third place.

Both Huda Beauty and Kylie Cosmetics have maintained strong momentum thanks to a series of successful product launches, particularly within the booming lip and blush stain categories. Fenty Beauty holds onto fourth place, while Fenty Skin makes an impressive appearance in the rankings at number 29, highlighting the continued strength of the brand’s wider beauty portfolio.

Rounding out the top five is Dior Beauty, which climbs two places from last year. Its rise reflects the continued growth of the luxury beauty market, with heritage brands increasingly embracing viral trends, digital-first marketing and younger audiences to compete with the rapid success of K-beauty.

Movers & Shakers

2026 has seen steady momentum among familiar beauty favourites, alongside impressive climbs and exciting new entries.

New additions to the top 20 include Kérastase, The Ordinary, and Bubble Skincare, each reflecting key shifts in consumer behaviour and emerging beauty trends.

Kérastase has gained significant traction as more consumers embark on their haircare journeys and look for targeted solutions that mirror the approach of skincare. The rise of “haircare skinification” has driven demand for ingredient-led formulas designed to address specific hair concerns, positioning the brand as a leader in premium hair innovation.

The Ordinary continues to break boundaries with its science-first, accessible approach to beauty. The brand has successfully evolved alongside consumer trends, expanding beyond its iconic skincare staples with launches such as lip balms, milky toners, and peptide lash and brow serums, while maintaining its commitment to affordable, effective formulations.

Bubble Skincare secures number 20 in the line-up, reflecting the growing influence of Gen Z beauty consumers. As younger audiences enter the skincare market, fuelled by trends such as the rise of the ‘Sephora kid’, there is increasing demand for products that are effective, ingredient-conscious, and age-appropriate. Bubble bridges this gap with gentle, affordable formulas designed for younger skin, making it a standout brand for the next generation of beauty shoppers.

The Beauty Brands Losing Popularity

While some beauty brands continue to surge ahead, others are beginning to lose their position in the spotlight.

The most significant shift comes from TirTir, which has fallen from the top spot to 41st place in the rankings. Searches for the brand are also down 18% year-on-year. While its viral Cushion Foundation propelled K-beauty into the global mainstream, maintaining that momentum has proven challenging as consumer attention continues to move quickly between trends.

Despite impressive sales growth and an expansion of its brick-and-mortar presence, British-influencer-founded brand Refy has dropped 14 places since the start of 2026. The brand’s signature minimalist aesthetic and innovative product launches have built a strong following, but the question remains: can it maintain relevance in an increasingly fast-moving, TikTok-driven beauty landscape?

This raises a bigger question: are we moving beyond the era of short-lived virality? As longevity beauty emerges as one of the industry’s fastest-growing categories, consumers are increasingly looking for science-backed innovation and products that support long-term skin health, not just instant results designed to perform in a 10-second video.

2026 End of Year Predictions

As we move into the second half of 2026, several brands are showing strong potential for continued growth. K-beauty remains one of the biggest forces shaping the industry, with consumer demand showing no signs of slowing down. Medicube is one to watch, with over 1.5 million monthly searches and a 123% year-on-year increase. Alongside a growing portfolio of viral hero products (Zero Pore Pads and Collagen Night Wrapping Mask), the brand continues to capture attention through innovative skincare launches that tap into trending ingredients and evolving consumer needs. Other K-beauty favourites, including Laneige and Beauty of Joseon, are also continuing to build momentum.

Luxury beauty is another category set to make an impact in the latter half of the year. While Dior Beauty and YSL Beauty have already secured places in the top 10, other heritage names are gaining ground. Victoria Beckham Beauty has seen a 49% increase in searches year-on-year, Prada Beauty continues to grow its digital presence with almost 2 million followers, and Armani Beauty has entered the rankings at number 23. With five luxury brands now featuring in the top 50, the category is showing impressive resilience and growth.

The relaunch of Marc Jacobs Beauty could also signal a new wave of interest in luxury makeup. With a refreshed collection built around a more rebellious and expressive approach to beauty, the brand is already generating excitement and could be one to watch as 2026 progresses.