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15 Trending Makeup Brands Showing Steady Growth


How to determine what brands are trending

I wanted to look at what makeup brands have been showing consistent growth over the past year. Looking at brands instagram accounts I first filtered out brands that lost followers over any month in the past year. Loosing followers is a sign of stagnation, since all accounts regularly have people unfollow it means they are not even gaining enough new followers to compensate for this. It can also indicate that the brand had bought followers that are then being removed. Since we are looking for brands that are growing, not necessarily ones that are already the most popular I looked at % growth compared to where brands were a year ago. Engagement is also a great indicator, we look at engagement as average % of followers engagement per post.



Rare Beauty

Rare Beauty

2020

Cruelty Free | Vegan

Founded by Selena Gomez

United States


Followers: 2.9M

Growth: 24%

Engagement: 1.36%

Top Makeup Rank: 2


Refy

Refy

2018

Cruelty Free | Vegan

Founded by Jess Hunt

United Kingdom


Followers: 266K

Growth: 45%

Engagement: 0.62%

Top Makeup Rank: 84


Merit

Merit

2021

Cruelty Free | Vegan

Founded by Katherine Power

United States


Followers: 126K

Growth: 37%

Engagement: 0.95%

Top Makeup Rank: 101


Vieve

Vieve

2020

Cruelty Free | Vegan

Founded by Jamie Genevieve

United Kingdom


Followers: 173K

Growth: 32%

Engagement: 2.16%

Top Makeup Rank: 37


Westman Atelier

Westman Atelier

2018

Cruelty Free

Founded by Gucci Westman

United States


Followers: 198K

Growth: 36%

Engagement: 0.92%

Top Makeup Rank: 49


Persona

Persona

2016

Cruelty Free | Vegan

Founded by Sona Gasparian

United States


Followers: 132K

Growth: 24%

Engagement: 1.54%

Top Makeup Rank: 61


Tower 28

Tower 28

2019

Cruelty Free | Vegan

Founded by Amy Liu

United States


Followers: 117K

Growth: 125%

Engagement: 1.44%

Top Makeup Rank: 67