Huda Beauty Crowned 2025’s Most Influential Brand as Kylie Cosmetics Makes a Huge Comeback
Huda Beauty remained the most influential beauty brand of 2025, but Kylie Cosmetics rose sharply as one of the year’s fastest-growing competitors.
Huda Beauty holds firm at No.1 for the third quarter in a row, maintaining its position as the beauty brand to beat. Huda has a combined following of 68 million and has gained a whopping 1 million searches this quarter alone.
A major new challenger this quarter is Kylie Cosmetics, entering the ranking for the first time and landing straight in second place. Renewed viral buzz around its Body Spray, Skin Tint and glossy Lip Kits helped drive huge traction on TikTok, pushing the brand’s following past 28 million. Not only that, but King Kylie has catapulted the brand back to success.
Top 5 beauty brands for 2025:
- Huda Beauty – 10
- Kylie Cosmetics – 4.6
- Fenty Beauty – 3.1
- NYX Cosmetics – 3
- Dior Beauty – 2.9
Fenty Beauty remains strong in third, fuelled by the launch of its new Fenty Skin Bodycare range. Danessa Myricks also surged 17 places thanks to creator-led content and the success of its Yummy Skin Blurring Balm Powder.
