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Taking storm of the beauty world globally is the brand renowned for their famed Brazillian Bum Bum Cream and tropical-inspired scents: Sol De Janeiro. As the most Googled brand of 2023, with a triple-figure net sales growth this year of just under 160%, it’s clear just how big of a force the brand has come to be. A must-have for beauty lovers seeking indulgent body care, you’d be hard-pressed not to have come across their brightly-coloured and ever-expanding offerings: or their campaigns—which have seen a 35% rise in engagement, fuelled by influencer collaborations. Alongside its coveted sensory appeal, Sol de Janeiro has established itself as the go-to brand for those in the know.

Charlotte Tilbury claims a strong second place, cementing its status as a beauty powerhouse. Known for its high-end, glamorous aesthetic, the brand has drawn nearly 26 million monthly Google searches over the last 12 months. Their high-profile collaborations, including a recent campaign with Kate Moss, have not only served to help bolster its growth but to also strengthen its enduring appeal across several demographics. Its iconic Pillow Talk collection remains a bestseller, while recent launches, such as the highly-anticipated Airbrush Flawless Lip Blur, saw a spike in social media engagement: Charlotte Tilbury has a current combined following of 8.6 million across TikTok and Instagram.

The ever-expanding Fenty empire has been a force to be reckoned with since the initial announcement of Fenty Beauty 7 years ago. With the launch of newer branches including Fenty Skin and Fenty Hair, the brand’s reach is only growing, but Fenty Beauty has gathered no moss. Having amassed a devoted and engaged social media reach, the brand has over 16 million followers across Instagram and TikTok – thanks in part to its groundbreaking 40-shade foundation range, which sparked a revolution for diversity in the beauty space. From limited-edition drops to buzz-worthy new products like the Gloss Bomb Stix, the brand has its finger on the pulse and continues to appeal to a wide, diverse audience, solidifying its place among the top beauty brands in the world.

Influencer-favourite Drunk Elephant has carved out a niche in the beauty industry, known for its “clean-clinical” approach and skin-friendly formulas free from their so-called "Suspicious 6" ingredients. Loved for products like their C-Firma Day Serum and Protini Polypeptide Cream, the brand has consistently garnered acclaim for its research-backed formulas and visually vibrant packaging. Videos online from big-name beauty influencers – alongside the well-documented rise of the infamous ‘Sephora kids’ online with their tweenage skincare obsessions – have led to viral product reviews, particularly on TikTok, where the hashtag #DrunkElephant has a reach of 4.5 million. With a strong foothold in both the luxury and clean beauty sectors, Drunk Elephant is set to maintain its position as a skincare staple.

The beauty brand responsible for “strawberry girl” makeup and undoubtedly a plethora of other social media beauty trends, Rhode Beauty is redefining the landscape with its minimalist, skin-first approach. Founded by Hailey Bieber, Rhode has become both a beauty and social media favourite, especially for its Peptide Glazing Fluid, which has been a key player in the “glazed doughnut” skin trend, having sold out within three days and building a waitlist of over 100,000*. The brand experienced explosive growth: consumer data found that the average monthly Google searches for Rhode Beauty have grown by 232 66.9% year-on-year.

An extension of the multinational luxury couture house, Dior Beauty embodies the same timeless elegance and sophistication, bottled. Known for their spotlight products such as the Dior Addict Lip Glow and the Dior Prestige skincare line, this beauty division continues to thrive in both the skincare and makeup sectors – with a huge increase of over 232% in searches in the past year. The release of high-profile campaigns featuring stars like Natalie Portman, Jisoo from BLACKPINK and more recently, Rihanna, saw a surge in interest, particularly among younger audiences, even despite Dior being an older, heritage brand.

Catering to eyes, lips, face and beyond, E.L.F. Cosmetics continues to redefine affordable beauty without compromising on quality. This particular brand has become a favourite among casual beauty lovers and influencers alike. E.L.F. Beauty's sales have grown 91% year-on-year (Forbes); having risen to No. 4 mass makeup brand in the UK from 8th place last year (elfbeauty.com). Over the past \year, the brand has seen a surge in social media engagement and a significant rise in TikTok mentions, driven by viral sensations like the Halo Glow Liquid Filter​. With the hashtag #dupes having over 3 billion views on TikTok, E.L.F.’s ability to also create dupes for high-end products at a fraction of the price has kept it at the forefront of beauty trends, particularly among Gen Z.

Skincare and makeup brand Glossier and its signature millennial pink branding have long been a mainstay of trendy beauty. With a focus on enhancing natural beauty, Glossier has kept its cult status intact, even expanding globally to meet growing demand. The brand's unique connection with its community, powered by user-generated content and in-real-life events and pop-ups keeps Glossier’s buzz circulating, with around 1.5 million monthly website visits a month. A recent switch in leadership led to a subsequent change in direction for the zeitgeist and culture-driven brand: with a stronger emphasis on retail stores and a partnership with beauty behemoth Sephora, resulting in around $100 million in sales. The beauty brand also adopted a more targeted approach to social media where, on TikTok, views shot from about a billion views on #Glossier to about 3 billion, positioning them to be well on track to stay on the radar.

One of the biggest players in the K-beauty game, Laneige’s products have been the talk of Tiktok for a while, with #Laneige having a reach of just under 3 million. The brand’s unique formulas and flavours - including everything from eggnog latte to original berry - are just one example of how they have managed to pique the interest and devotion of a large, young fan base. The sleek packaging, combined with lauded results across social media platforms, have ensured Laneige remains a leader in the skincare space, with a strong foothold in both traditional and digital beauty communities. With an increasingly global reach, the brand’s reach is steadily growing each year, with over 8 million searches in 2024.