Charlotte Tilbury’s Popularity has Fallen in 2025
Charlotte Tilbury’s dominance in the beauty world appears to be declining, according to new research from Cosmetify.
The study carried out by Cosmetify analysed how beauty brands have been performing throughout the first four months of 2025, assessing social media following and engagement, Google search trends and year-on-year search interest. It also measured how brands have moved within Cosmetify’s rankings since their 2024 Beauty Index.
Perhaps surprisingly, makeup mogul Charlotte Tilbury has dropped four places to 7th position. Although the staple brand still has its prestige positioning and loyal customers, recent controversies including a series of copyright lawsuits against smaller, independent brands may be impacting its wider consumer appeal.
Similarly, Sol de Janeiro, which was named Cosmetify’s hottest brand of 2024, fell eight places over the winter period. This decline could be attributed to oversaturation, overexposure and lacking interest, particularly around its once-viral body mist range.
ELF Cosmetics, a Gen Z favourite known for its affordable “dupe” products, continues to perform well but also shows signs of slowing momentum. Cosmetify’s data reveals a plateau in search interest and a sense of market overfamiliarity, suggesting that even successful brands must innovate to sustain growth.
Meanwhile, other cult favourites such as Glossier and Bubble Skincare are also losing traction. Consumer interest appears to be shifting towards either established heritage brands or newer minimalist entrants like Rhode, which emphasise clean formulations and streamlined product offerings.
See how the top 10 hottest brands of 2025 so far rank in the study:
1. Huda Beauty – 10/10
2. Fenty Beauty – 3.2/10
3. NYX – 3.1/10
4. Dior Beauty – 3/10
5. Rare Beauty – 2.8/10
6. Charlotte Tilbury – 2.3/10
7. ELF Cosmetics – 2.2/10
8. Sol De Janeiro 2/10
9. Rhode – 1.8/10
10. Patrick Ta – 1.8/10