Key Takeaways:

• Social engagement and retail moments outweigh legacy status for brands.
• New launches, nostalgia, and accessibility fuel climbs across Cosmetify rankings.
• Gen Z reward authenticity, transparency, and relevance over price alone.

Each quarter, Cosmetify explores the beauty landscape, keeping tabs on social growth, engagement, and search demand to identify the brands taking the top spot for consumer interest. The Cosmetify Index combines cultural influence with data to outline the biggest successes of the season, new breakout stars, and those championing popularity on TikTok, Instagram, and more.

In Q3 of 2025, Huda Beauty remained top of the leaderboard, while Kylie Cosmetics boomed into the Index as a new entry in second place. Medicube rose 13 places to number 31, as Danessa Myricks Beauty climbed 17 spots to 43. Favorites from previous lists began to show signs of slowing, as Beauty of Joseon, Patrick Ta, and Haus Labs slipped down the list, while K-beauty had a resurgence.

Hottest Brands Q3 2025:

• Huda Beauty tops the ranking with 68M combined followers, 114,788% engagement, 1M Q3 searches, and an overall score of 10/10.
• Kylie Cosmetics (new entry) secures second place, driven by 28.2M followers, 52,917% engagement, and 301K searches, totaling an overall score of 4.64.
• Fenty Beauty ranks third with 16.5M followers, 112,206% engagement, 550K searches, and an overall score of 3.13.
• NYX Cosmetics follows in fourth, backed by 15.5M followers, 108,636% engagement, 673K searches, and an overall score of 3.01.
• Dior Beauty places fifth, showing 15.6M followers, 392% engagement, 110K searches, and an overall score of 2.95.
• Maybelline NY (new entry) lands sixth with 13.4M followers, 383% engagement, 1M searches, and an overall score of 2.78.
• Rare Beauty (re-entry) takes seventh, capturing 13.3M followers, 1,072% engagement, 823K searches, and an overall score of 2.74.
• Charlotte Tilbury ranks eighth with 9.2M followers, 858% engagement, 1.5M searches, and an overall score of 2.29.
• Sol de Janeiro comes in ninth, supported by 6M followers, 727% engagement, 1.83M searches, and an overall score of 1.91.
• Rhode rounds out the top 10 with 5M followers, 1,609% engagement, 1.83M searches, and an overall score of 1.77.

The Winners

Q3 proved that big beauty players are still reigning champions, although there were a few shakeups. Huda Beauty remained number one for the third quarter running, despite public backlash around founder Huda Kattan's outspoken support for the Palestinian movement, which included the spread of anti-Semitic conspiracy theories and unfounded claims about Israel’s involvement in historical events; TikTok removed the video due to inaccurate information.

Kylie Cosmetics surged into second place, entering the Index for the first time. Cosmetify attributed the newfound attention for the brand to its recent product drops of their Body Spray and previously launched Skin Tint. The brand also saw viral moments through the nostalgic revamp of the King Kylie era, introducing the Glossy Lip Kits.

Fenty Beauty placed third, promoted by the launch of its new bodycare range. Danessa Myricks also placed at 43, climbing 17 places thanks to the vitality of its Yummy Skin Blurring Balm Powder. Rhode’s Sephora debut and Medicube’s K-beauty–fueled rise suggested the power of accessible beauty, a strong retail presence, and social commerce in shaping beauty’s most prevalent names.

Brands Losing Popularity

Charlotte Tilbury, previously a cemented top-five player, slipped down the ranks, with Cosmetify attributing this to new-generation players stealing the limelight. Younger shoppers are showing no loyalty to legacy brands like Charlotte Tilbury, as interest shifts to newer names.

Sol de Janeiro and Rhode saw their rankings dip, put down to seasonal buzz around summer fragrance and skincare hybrids. Dior Beauty and NYX also lost a few places, another indicator of a lack of loyalty from younger generations. Laneige also lost several places, despite its ever-viral Lip Sleeping Mask.

e.l.f Cosmetics lost its top 10 spot entirely, following backlash from its recent advertising campaign featuring Matt Rife, who was previously “cancelled” for comments surrounding domestic violence. Cosmetify suggests that affordability alone is no longer good enough for the next generation of consumers; they are also seeking authenticity and transparency in marketing.

Q4 Predictions

Luxury fragrance and glow-boosting indulgent skincare is expected to dominate search trends, positioning brands like Kylie Cosmetics to continue their growth. Maybelline could see further gains as budget-conscious shoppers look for high-performance products. Dior Beauty and Charlotte Tilbury could also increase performance in Q4 as both brands pick up momentum during holiday seasons.