Beauty brands on social media - statistics & facts

In a world where celebrities have turned entrepreneurs and users into sellers, consumers’ feeds are saturated with make-up and skincare product posts and shoppable ads. Whether it is latte make-up or brown lip pencils, beauty trends come in and out of vogue seemingly as fast as the TikTok algorithm works. Under the all-seeing eyes of the online community, beauty influencers such as Jeffree Star and Tati Westbrook can get cancelled as quickly as they rise to fame.

Deeper dive into the beauty industry

Influencer content about aesthetic, colorful, and nurturing facial and hair products is blooming. In 2023, in the United States, the beauty sector’s fragrance category alone grew by 45 percent in engagement rates. Regarding video viewership, fragrance and skincare skyrocketed with an 80+ percent growth rate. From luxury and celebrity brands to everyday cosmetics, beauty products are purchased by different target groups regardless of their prices. However, their impact value derives more and more from sustainability scores based on ingredients, waste, packaging. The sector's growth between 2022 and 2027 is expected to fluctuate widely across regions, from four percent (in Europe) and 12 percent (in Africa and the Middle East).

Success stories: branded beauty on social media

As of late 2023, Huda Beauty – a brand founded by beauty influencer Hudda Kattan – was the most viewed brand on Instagram, with almost 40 percent of users seeing its hashtags. As of early 2023, the leading voice for the beauty sector on Instagram in terms of media impact value – a unique metric that allows brands to assign a monetary value to posts and interactions – was superstar make-up artist Mario Dedivanovic, with 19.2 million U.S. dollars. Kylie Jenner’s media impact value stood at 14.6 million, for comparison. Meanwhile, on TikTok, more than three million people follow ed each celebrity-owned brand of Rare Beauty (by Selena Gomez) and Florence by Mills (by Stranger Things star Millie Bobby Brown).

But how do consumers feel about it all?

In 2023, half of Millennial consumers were willing to pay more for high-quality beauty products. Meanwhile, the emotion of joy prevailed regarding Instagram beauty posts by selected brands. When it comes to consumer sustainability expectations, the French and the Chinese put the most value on a beauty product that is 100 percent natural. In Germany, cruelty-free products and non-harmful ingredients were the most sought-after aspects of sustainable beauty purchases.

The future of beauty purchases

While beauty product demands have not dropped, expectations about their marketing have changed. As younger consumers engage more willingly with influencer content than regular advertisements, branded beauty content can be expected to remain popular on social platforms. However, with consumers becoming more aware of marketing tactics, brands should be cautious about their future unique selling point (USP) claims.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Valentina Dencheva, Feb 13, 2024

Key insights

Number of celebrity brands launches globally in 2022
13
Leading beauty brand in terms of Media Impact Value
Dior
Beauty influencer content category with highest growth in the United States
Video
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Editor’s Picks Current statistics on this topic

Compound annual growth rate (CAGR) of selected beauty product categories between 2022 and 2027, by region

Brands & Leaders

CAGR of selected beauty product categories 2022-2027, by region

Leading beauty brands worldwide in 2nd half 2022, by Media Impact Value (MIV) (in million U.S. dollars)

Marketing

Leading beauty brands worldwide 2022, by Media Impact Value

Influencer beauty content categories' annual growth rate in the United States in 2023, by content type

Online marketing

Influencer beauty content's annual growth in the U.S. 2023, by content type

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