Huda Beauty, Anastasia Beverly Hills and Fenty Beauty Lead Most Popular Makeup Brands: Hey Goldie

A new study conducted by booking app Hey Goldie found that Huda Beauty is the most popular makeup brand at the moment.  

 

The analysis included over 60 makeup brands. For each one, average Google searches for the United States and Instagram posts containing the brand’s name were counted, then dividing the sum by the years the brand has been around, in order to even out the results and discover which one is currently the most popular.

 

A spokesperson for Hey Goldie commented on the findings: “It is really interesting to see how all of the brands in the top three have been founded by women in different stages of their lives. In fact, at the time of their founding, Huda Kattan was 30 years old, Anastasia Soare was 41 and Rihanna was 29, proving that it’s never too late to follow your dreams and start a successful business. The data also shows how most of these makeup brands are more popular on Instagram than Google, showing how most people nowadays use the photo-centered social media to discover new products and know more about them, as well as making purchases thanks to the app’s recent features that from the brand’s official page takes you directly to its website.”

Huda Beauty came in No. 1 with 77,000 US average monthly searches and 30.3 million Instagram posts containing the brand name, for a combined internet interest of 30,398,554.  

 

The brand was created in 2013 by Huda Kattan, an Iranian-American businesswoman who, unsatisfied by the false eyelashes sold on the American market, decided to make her own. The lashes started a snowball effect, which was followed by a line of products that are now exclusively sold in Sephora shops all around the world and is among its bestsellers. 

 

Since the brand’s inception a decade ago, the relation between them and the total searches and posts is 3,039,855— the highest on the list. 

In second, comes Anastasia Beverly Hills. The brand, founded in 1997 by Romanian-born Anastasia Soare and based in Beverly Hills, CA, registered 63,000 average monthly searches in the US, which combined with the 25,6 million Instagram posts containing the brand’s name totals 25,740,666. This number, divided by the 26 years Anastasia Beverly Hills has been around gives a final score of 990,026, almost a third of Huda’s result.

Pop singer Rihanna’s brand, Fenty Beauty, charts at No. 3 with 194,000 average monthly searches in America and 5,598,525 Instagram posts, for a total of 5,792,525.  

 

Founded in 2017, Fenty Beauty was among the first of a series of celebrity-led beauty companies. The brand was launched in September of that year during New York Fashion Week. 

 

The total searches and posts divided by the years the brand has been around results in a final score of 965,421. 

MAC Cosmetics came in at No. 4. The Canadian brand was founded in 1984 by Frank Toskan and Frank Angelo with headquarters in New York since its incorporation as a subsidiary of Estée Lauder Companies. 

 

MAC registered 474,000 US average monthly searches, the second highest on the list, and was mentioned in 29,190,380 Instagram posts for a total of 29,664,380. Then divided by 39, the final score is 760,625. 

 

The top five closes with Morphe Cosmetics, founded by Chris and Linda Tawli in 2008 and is famous for its eyeshadow palettes and brushes. The total between average monthly searches and Instagram posts is 8,478,528, which divided by the 15 years since its creation results in 565,235.