Instagram: most popular beauty brands 2023, by user engagement

Published by
Stacy Jo Dixon,
Apr 8, 2024
Rare Beauty was the leading beauty brand on Instagram in 2023, with 64 million interactions on the platform, resulting in an overall engagement rate of 1.8 percent. Huda Beauty ranked second, with an engagement rate of 2.78 percent, followed by Sol de Janeiro with 2.95 percent.

Leading beauty brands on Instagram worldwide as of December 2023, by user engagement

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Release date

April 2024

Region

Worldwide

Survey time period

January 1, 2023 and December 31, 2023

Special properties

186 beauty brands; Facebook, Instagram, TikTok, and Twitter;

Supplementary notes

The source defines engagement as measurable interaction on social media posts, including likes, comments, favorites, retweets, shares, and reactions. Engagement rate is defined as the total engagement divided by audience size.

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