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.
2019
Cruelty Free | Vegan
Founded by Millie Bobby Brown
United States
Followers: 2.7M
Growth: 17%
Engagement: 3.41%
Top Skincare Rank: 1
2017
Cruelty Free | Vegan
Founded by Sarah Lee and Christine Chang
United States
Followers: 1M
Growth: 14%
Engagement: 0.59%
Top Skincare Rank: 7
2013
Cruelty Free | Vegan
Founded by Maxx Harley Appelman
United States
Followers: 684K
Growth: 36%
Engagement: 0.91%
Top Skincare Rank: 6
2014
Cruelty Free
Founded by Priscilla Tsai
United States
Followers: 302K
Growth: 15%
Engagement: 0.98%
Top Skincare Rank: 18
2019
Cruelty Free
Founded by Alison Haljun and Christin Powell
United States
Followers: 41K
Growth: 29%
Engagement: 0.99%
Top Skincare Rank: 220
2018
Cruelty Free | Vegan
Founded by Katherine Power
United States
Followers: 309K
Growth: 21%
Engagement: 0.86%
Top Skincare Rank: 17
2019
Cruelty Free | Vegan
Founded by Alisa Metzger and Jen Shane
United States
Followers: 60K
Growth: 46%
Engagement: 1.10%
Top Skincare Rank: 152
2017
Cruelty Free | Vegan
Founded by Ju Rhyu
United States
Followers: 84K
Growth: 74%
Engagement: 1.46%
Top Skincare Rank: 93
2018
Cruelty Free | Vegan
Founded by Nils Johnson
United States
Followers: 358K
Growth: 48%
Engagement: 0.67%
Top Skincare Rank: 16
2004
Cruelty Free | Vegan
Founded by Jerry Kim
South Korea
Followers: 39K
Growth: 62%
Engagement: 1.21%
Top Skincare Rank: 201
2020
Cruelty Free
Founded by Bobbi Brown
United States
Followers: 164K
Growth: 43%
Engagement: 0.60%
Top Skincare Rank: 60
2018
Cruelty Free
Founded by Nima Jalali
Chile
Followers: 43K
Growth: 51%
Engagement: 1.05%
Top Skincare Rank: 194
2016
Cruelty Free | Vegan
Founded by Jenn Tardif
United States
Followers: 54K
Growth: 26%
Engagement: 2.51%
Top Skincare Rank: 95
2019
Cruelty Free
South Korea
Followers: 33K
Growth: 29%
Engagement: 1.39%
Top Skincare Rank: 227
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
