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
2020
Cruelty Free | Vegan
Founded by Selena Gomez
United States
Followers: 2.9M
Growth: 24%
Engagement: 1.36%
Top Makeup Rank: 2
Refy
2018
Cruelty Free | Vegan
Founded by Jess Hunt
United Kingdom
Followers: 266K
Growth: 45%
Engagement: 0.62%
Top Makeup Rank: 84
Merit
2021
Cruelty Free | Vegan
Founded by Katherine Power
United States
Followers: 126K
Growth: 37%
Engagement: 0.95%
Top Makeup Rank: 101
Vieve
2020
Cruelty Free | Vegan
Founded by Jamie Genevieve
United Kingdom
Followers: 173K
Growth: 32%
Engagement: 2.16%
Top Makeup Rank: 37
Westman Atelier
2018
Cruelty Free
Founded by Gucci Westman
United States
Followers: 198K
Growth: 36%
Engagement: 0.92%
Top Makeup Rank: 49
Persona
2016
Cruelty Free | Vegan
Founded by Sona Gasparian
United States
Followers: 132K
Growth: 24%
Engagement: 1.54%
Top Makeup Rank: 61
Tower 28
2019
Cruelty Free | Vegan
Founded by Amy Liu
United States
Followers: 117K
Growth: 125%
Engagement: 1.44%
Top Makeup Rank: 67
About-Face
2021
Cruelty Free | Vegan
Founded by Natalie J Sperling
United States
Followers: 229K
Growth: 24%
Engagement: 2.61%
Top Makeup Rank: 21
Tresluce Beauty
2021
Cruelty Free | Vegan
Founded by Becky G
United States
Followers: 116K
Growth: -
Engagement: 1.73%
Top Makeup Rank: 65
YouthForia
2020
Cruelty Free | Vegan
Founded by Fiona Co Chan
United States
Followers: 27K
Growth: 99%
Engagement: 1.18%
Top Makeup Rank: 275
Made By Mitchell
2021
Cruelty Free
Founded by MMMMitchell
United Kingdom
Followers: 165K
Growth: 26%
Engagement: 2.04%
Top Makeup Rank: 35
Kaleidos
2013
Cruelty Free | Vegan
Founded by Zoey Pu
China
Followers: 146K
Growth: 100%
Engagement: 1.05%
Top Makeup Rank: 43
Flower Knows
2016
Cruelty Free | Vegan
Founded by Yang Zifeng
China
Followers: 28K
Growth: 46%
Engagement: 8.86%
Top Makeup Rank: 146
Florasis
2017
China
Founded by Wu Chenglong
Followers: 580K
Growth: 85%
Engagement: 1.48%
Top Makeup Rank: 15
Palace Identity
2020
Cruelty Free | Vegan
China
Followers: 35K
Growth: 213%
Engagement: 2.57%
Top Makeup Rank: 187
Trends
Same as with the trending skincare brands it seems like a lot of people want cosmetics products that are fun and colorful. Others favor high end quality makeup with a minimalist design in soft neutrally colored packaging. There are also many Chinese brands with intricate design trending internationally. Thank you for reading! //Jennifer Carlsson
