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15 Trending Skincare Brands Showing Steady Growth


How to determine what brands are trending

I wanted to look at what skincare 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.



Florence by Mills

2019

Cruelty Free | Vegan

Founded by Millie Bobby Brown

United States


Followers: 2.7M

Growth: 17%

Engagement: 3.41%

Top Skincare Rank: 1


Glow Recipe

2017

Cruelty Free | Vegan

Founded by Sarah Lee and Christine Chang

United States


Followers: 1M

Growth: 14%

Engagement: 0.59%

Top Skincare Rank: 7


Truly

2013

Cruelty Free | Vegan

Founded by Maxx Harley Appelman

United States


Followers: 684K

Growth: 36%

Engagement: 0.91%

Top Skincare Rank: 6


Cocokind

2014

Cruelty Free

Founded by Priscilla Tsai

United States


Followers: 302K

Growth: 15%

Engagement: 0.98%

Top Skincare Rank: 18


Kinship

2019

Cruelty Free

Founded by Alison Haljun and Christin Powell

United States


Followers: 41K

Growth: 29%

Engagement: 0.99%

Top Skincare Rank: 220


Versed

2018

Cruelty Free | Vegan

Founded by Katherine Power

United States


Followers: 309K

Growth: 21%

Engagement: 0.86%

Top Skincare Rank: 17


iNNBEAUTY Project

2019

Cruelty Free | Vegan

Founded by Alisa Metzger and Jen Shane

United States


Followers: 60K

Growth: 46%

Engagement: 1.10%

Top Skincare Rank: 152


Hero Cosmetics

2017

Cruelty Free | Vegan

Founded by Ju Rhyu

United States


Followers: 84K

Growth: 74%

Engagement: 1.46%

Top Skincare Rank: 93


Good Molecules

2018

Cruelty Free | Vegan

Founded by Nils Johnson

United States


Followers: 358K

Growth: 48%

Engagement: 0.67%

Top Skincare Rank: 16


Aromatica

2004

Cruelty Free | Vegan

Founded by Jerry Kim

South Korea


Followers: 39K

Growth: 62%

Engagement: 1.21%

Top Skincare Rank: 201


Jones Road

2020

Cruelty Free

Founded by Bobbi Brown

United States


Followers: 164K

Growth: 43%

Engagement: 0.60%

Top Skincare Rank: 60



Salt & Stone

2018

Cruelty Free

Founded by Nima Jalali

Chile


Followers: 43K

Growth: 51%

Engagement: 1.05%

Top Skincare Rank: 194


3rd Ritual

2016

Cruelty Free | Vegan

Founded by Jenn Tardif

United States


Followers: 54K

Growth: 26%

Engagement: 2.51%

Top Skincare Rank: 95


One Thing

2019

Cruelty Free

South Korea


Followers: 33K

Growth: 29%

Engagement: 1.39%

Top Skincare Rank: 227


Bathing Culture

2017

Cruelty Free | Vegan

Founded by Tim Hollinger and Spencer Arnold

United States


Followers: 48K

Growth: 21%

Engagement: 2.78%

Top Skincare Rank: 183


Trends

From look at these and other trending skincare brands I think it’s clear that a lot of people want something fun and colourful to cheer them up. I also see brand with a sustainable focus getting significantly higher engagement. People are getting more concerned about climate change and want brands that are doing more to be on the right side of the fight. Thank you for reading! //Jennifer Carlsson

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Portrait photo of Jennifer Carlsson, short neon green hair and rainbow colored eye makeup
Jennifer Carlsson
The Beauty Brand Expert

I'm Jennifer Carlsson, a 30 year old strategy consultant, competitive market researcher, data analyst and designer from Stockholm, Sweden. I know more about more beauty brands than anyone else and I'm an expert in what it takes for beauty brands to succeed.
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