The year-end social media report card for beauty brands in 2025 reveals a dynamic landscape, with L’Oréal Paris emerging as the leading brand in social media reach and engagement. It achieved an impressive earned media value (EMV) of $792 million from January to November, demonstrating a remarkable rise from its previous tenth-place ranking. Charlotte Tilbury, now in the eighth position, was the top brand in the prior year. This shake-up underscores how competitive and rapidly changing the beauty industry has become, as two notable brands—Fenty Beauty and YSL Beauty—have tumbled off the top ten list, while Hailey Bieber’s Rhode and Maybelline New York have made their debut.
L’Oréal’s success at the top is not solely due to its flagship brand; it boasts three brands within the top ten, solidifying its status as the leading beauty conglomerate on social media. Following closely is E.l.f. Beauty, which makes its mark with both its primary brand and the newly acquired Rhode. Other key players like Estée Lauder and Puig are also present, with MAC Cosmetics and Charlotte Tilbury representing their respective portfolios. This highlights a trend where established conglomerates are striving to maintain their influence amidst rising indie brands.
The subscription to social media growth is reflected in the EMV rankings, with multiple indie brands making a significant impact on the market. Emerging brands like Sacheu Beauty and Medicube have reported phenomenal growth rates; Sacheu led the growth category with an impressive 231% increase, thanks to its viral peel-off lip stain. Medicube follows closely, also making its mark in 2025 after ranking as a top grower in 2024, showcasing the emerging trend of indie brands capturing young consumers’ interest.
The shifting landscape of the beauty industry isn’t just a reflection of brand loyalty but also an indication of evolving consumer preferences. While last year’s top performers largely focused on natural cosmetics and skincare, 2025’s breakthroughs come from a diverse array of products, including Korean Beauty, budget-friendly makeup, fragrance, and hair care. Alex Rawitz, Director of Research and Insights at CreatorIQ, notes that this year’s growth indicates a diversification of interests among consumers who actively engage with beauty products across multiple categories.
When examining the top beauty brands by EMV in 2025, L’Oréal Paris tops the list with its $792 million, followed by Huda Beauty and Selena Gomez’s Rare Beauty. Rhode and Maybelline share fourth place, each reporting $614 million, indicating a neck-and-neck battle for consumer attention. Brands like Nyx Professional Makeup and MAC Cosmetics also demonstrated strong performances, reaffirming their places within the top ten. The rankings reveal a healthy mix of legacy brands that continue to innovate alongside newer entrants in the market.
In summary, the 2025 beauty brand social media landscape reflects a vibrant and diverse industry that thrives on innovation and adaptability. With L’Oréal Paris firmly at the top, the report captures a moment of transformation where both established conglomerates and indie brands intersect to create compelling narratives around beauty. The year ahead looks promising, with brands across the spectrum poised to evolve alongside changing consumer desires, redefining what it means to be a leader in beauty.