Huda Beauty is Officially the Biggest Beauty Brand of 2025 so far
Huda Beauty has officially been named the biggest beauty brand of 2025 so far, according to new research from Cosmetify.
A new study has analysed data from the first four months of 2025, looking at each brand’s social media following, engagement rates, and Google search volumes. It also considered year-on-year search growth and how each brand has moved in the rankings since Cosmetify’s 2024 index.
Huda Beauty topped the list with a perfect score of 10 out of 10. The brand, fronted by makeup mogul Huda Kattan, stands out for its blend of cult products, strong legacy presence, and a massive social media following of more than 67 million.
The report revealed that Huda Beauty boasts an average engagement rate of 1,095.1%, over 823,000 searches in the first three months of 2025, and a 22% increase in year-on-year search interest.
Remarkably, this is the first time Huda Beauty has made an appearance in Cosmetify’s top 50, soaring straight to number one. The surge in visibility is likely driven by the viral success of its ‘Ube Powder’ launch earlier this year.
In second place is Fenty Beauty, up one spot from the previous year.
The brand, backed by Rihanna, has a combined following of 16.4 million across social platforms, a standout engagement rate of 1,125.05%, and 673,000 searches in the first quarter of 2025.
Another newcomer to the index and rounding out the top three is NYX. With 15.4 million followers, an engagement rate of 1,062.87%, and over 823,000 searches, the brand has firmly secured its place among this year’s frontrunners.
See how the top 10 hottest brands of 2025 so far rank in the study:
- Patrick Ta – 1.8/10
- Huda Beauty – 10/10
- Fenty Beauty – 3.2/10
- NYX – 3.1/10
- Dior Beauty – 3/10
- Rare Beauty – 2.8/10
- Charlotte Tilbury – 2.3/10
- ELF Cosmetics – 2.2/10
- Sol De Janeiro 2/10
- Rhode – 1.8/10
