Makeup Brands to Watch on Instagram December 2025

Breakout Signals in the Makeup Category

This post highlights five makeup brands to watch from the December 2025 Instagram ranking—brands that are currently gaining momentum, re-entering higher positions, or showing clear signs of acceleration.

The selection is drawn from my full monthly makeup ranking, published alongside equivalent lists for skincare, haircare, fragrance, and cross-category beauty. While only a handful of brands are featured here, the complete rankings track hundreds of makeup brands globally and reveal broader shifts in performance over time.

Flower Knows

Flower Knows continues to hold a dominant top position, repeatedly returning to # 1 after brief shifts. Its ranking history shows remarkable consistency at the very top of the list—an unusual achievement in a category where movement is often frequent.

Rather than relying on novelty alone, Flower Knows’ Dreamland positioning has proven highly durable. Its ornate, fantasy-driven visual language translates exceptionally well to Instagram, allowing the brand to sustain attention even as trends cycle rapidly around it.

Made By Mitchell

Made By Mitchell shows one of the strongest upward trajectories in the December ranking, climbing rapidly from much lower positions earlier in the year. This movement reflects renewed acceleration rather than a single campaign-driven spike.

The brand’s Pop Play positioning—bold colour, personality-led content, and creator-first energy—continues to resonate with an audience that values immediacy and authenticity. Its recent climb suggests expanding reach beyond its core community.

TIRTIR

TIRTIR stands out as one of the most dramatic movers in the entire makeup ranking. Historically ranked far outside the upper tiers, the brand has surged upward with exceptional speed, indicating breakout-level momentum.

This pattern is characteristic of Asian makeup brands gaining international visibility through viral product moments and highly engaged audiences. Rather than incremental growth, TIRTIR’s trajectory reflects sudden discovery followed by rapid amplification.

One/Size by Patrick Starrr

One/Size shows a notable re-entry into higher ranking positions after spending extended periods lower down the list. Its history is marked by pronounced fluctuations—sharp climbs followed by pullbacks—rather than steady linear growth.

This pattern aligns with a brand driven by launch cycles and creator visibility. When momentum aligns, One/Size moves quickly; when it fades, recalibration follows. Its recent rise suggests renewed traction rather than residual awareness.

Nabla

Nabla’s return to a stronger mid-tier position reflects long-term recovery rather than short-term hype. After dropping significantly earlier in the year, the brand has climbed back steadily, indicating regained relevance.

Unlike more volatile peers, Nabla’s Prestige Makeup positioning appears to support durability over time. Its ranking behaviour suggests a loyal audience base that re-engages when product and messaging alignment is restored.

Final Thoughts

What connects these five makeup brands is not scale, but momentum patterns. Some dominate through visual world-building, others break out through viral discovery, and several re-emerge after periods of recalibration.

Makeup remains one of the most volatile categories on Instagram, making ranking movement over time a more meaningful signal than any single month’s position. Brands that repeatedly climb, recover, or hold defensive positions tend to show stronger long-term potential than those driven purely by short-lived spikes.

These five brands represent just a snapshot of a much broader landscape. Each month, I publish full Instagram rankings for makeup, alongside skincare, haircare, fragrance, and cross-category beauty—tracking how brands rise, stabilize, or break out across categories and markets.