While Instagram, YouTube, and now TikTok have been the go-to platforms for most of the beauty industry, there have been over 118 million tweets about beauty from July 2019 to July 2020. Whether it’s for advice on how to fix split ends or which high-end moisturizer is actually worth its price tag, Twitter has become the go-to destination for all things real talk in the beauty world.

Twitter is the primary social platform and growth engine for the buzzy Gen Z beauty brand Topicals. Co-founders Olamide Olowe and Claudia Teng told us Twitter was their focus because it is a place for discourse, which suits the brand’s focus on conversation and education.

Twitter and Sprinklr partnered on The Beauty in Twitter Report. Sprinklr analyzed the top global 400 Twitter profiles and the top 250 hashtags in the Twitter beauty space from July 2019 to July 2020. Tweets in all languages were analyzed. This report may have you taking another look at Twitter.

The top 10 beauty brands driving the most engagement on Twitter:

1. Colour Pop Cosmetics
2. Fenty Beauty
3. Morphe
4. Kylie Cosmetics
5. Fourth Ray Beauty
6. Tarte Cosmetics
7. Anatasia Beverly Hills
8. Coloured Raine Cosmetics
9. Elf Cosmetics
10. Unilever

Just The Numbers:

• Younger brands are leading the pack, with 8 of the top 10 brands being founded in the past 20 years.
• 37% of total #BeautyTwitter engagements are tweets with photos underscoring that #BeautyTwitter is where people come to talk about beauty––not show it.
• Over the first six months of 2020, as everyone gravitated to the no-makeup look, Twitter saw a 23% increase in conversation about natural beauty.
• Digitally native Gen Z are turning to the platform, leading the way with 54% of the beauty conversation.
• 57% of the beauty conversation on Twitter is female-identifying while 43% is male-identifying.

Just The Facts:

• Most popular hashtag: #Makeup
• Most frequently used hashtag during COVID-19: #Skincare
• Most popular natural beauty topic: Natural Hair
• Highest volume of beauty tweets (by day): Wednesday
• Most popular time to tweet about beauty: 12:00 pm ET

Download the full #BeautyTwitter report here.