Beauty’s year-end social media report card has arrived.
Earned media value data from CreatorIQ shows that L’Oréal Paris was the number-one beauty brand by social media reach and engagement in 2025, netting $792 million EMV from January through November. The brand rose nine places versus last year, when it ranked in 10th place, and Charlotte Tilbury — now at number eight — took the top spot.
For the most part, the top 10 brands by total EMV stayed relatively similar this year versus last, though their rank order shifted. Two brands fell out of the ranking — those being Fenty Beauty, whose parent company LVMH Möet Hennessy Louis Vuitton is reportedly looking to sell off, and YSL Beauty. Hailey Bieber’s Rhode and Maybelline New York entered the list.
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With three portfolio brands on the list, L’Oréal is the most represented beauty conglomerate within the top 10.
E.l.f. Beauty is the next conglomerate by social media dominance, with its flagship brand and newly acquired Rhode making the list, while the Estée Lauder Cos. and Puig each have one brand represented: MAC Cosmetics and Charlotte Tilbury, respectively.
Other top-performing brands by 2025 EMV included Huda Beauty, Selena Gomez’s Rare Beauty and ColourPop.
The list of the top 10 brands by EMV growth is comparatively more dominated by indies, and has seen near-complete turnover versus 2024.
Sacheu Beauty, best known for its TikTok-viral peel-off lip stain, ranked number one by EMV growth in 2025, seeing a 231 percent increase versus last year. Medicube followed closely behind at number two with 221 percent growth, making it the sole brand to be a top 10 grower in both 2025 and 2024, when it also took second place.
Morphe, Byoma, Danessa Myricks Beauty, Eos and Shark Beauty were other top-growth brands this year. Last year, that lineup included brands such as Saie, L’Occitane en Provence and Dibs Beauty.
“Compared to 2024’s top risers, which exemplified the popularity of the natural cosmetics and skin care movement, 2025’s top risers draw from a wider pool; Korean Beauty, science-backed skin care, budget makeup, natural cosmetics, fragrance, hair care and hair tools are all represented,” said Alex Rawitz, director of research and insights at CreatorIQ.
THE TOP 10 BEAUTY BRANDS BY 2025 EMV, PER CREATORIQ.
1. L’Oréal Paris: $792M
2. Huda Beauty: $724M
3. Rare Beauty: $616M
4. Rhode: $614M
5. Maybelline New York: $614M
6. Nyx Professional Makeup: $599M
7. MAC Cosmetics: $597M
8. Charlotte Tilbury: $580M
9. E.l.f. Beauty: $542M
10. ColourPop: $481M
THE TOP 10 BEAUTY BRANDS BY 2025 EMV GROWTH, PER CREATORIQ.
1. Sacheu: +231%
2. Medicube: +221%
3. Morphe: +108%
4. Byoma: +85%
5. Anua: +84%
6. Phlur: +84%
7. Westman Atelier: +78%
8. Shark Beauty: +77%
9. Danessa Myricks Beauty: +77%
10. Eos: 76%
