Instagram: leading beauty brands by engagement 2021

Huda Beauty was the leading beauty brand on Instagram in 2021, with 10.4 million interactions on the platform, resulting in an overall engagement rate of 2.85 percent. Glossier ranked second, with an engagement rate of 0.91 percent, followed by Kylie Cosmetics with 0.44 percent. Furthermore, KKW Beauty came in joint tenth place alongside Beauty Counter.

Leading beauty brands on Instagram worldwide as of December 2021, by user engagement

Characteristic	Total engagement	Engagement (%)	Rank
Huda Beauty	10,410,787	2.85	1
Glossier	11,450,614	0.91	2
Kylie Cosmetics	64,328,031	0.44	3
ColourPop	67,296,195	0.32	4
OPI	8,393,439	0.39	5
Fenty Beauty	45,020,354	0.27	6
Etude House	2,303,291	0.61	7
Em-Cosmetics	1,591,856	0.9	7
goop	5,350,715	0.34	9
KKW	6,401,674	0.32	10

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Release date

May 2022

More information

Region

Worldwide

Survey time period

January 1, 2021 to December 31, 2021

Number of respondents

100 beauty brands

Special properties

engagement as measurable interaction on social media posts, including likes, comments, favorites, retweets, shares, and reactions

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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