Cosmetify has released its new 2024 Cosmetify index, highlighting the most popular beauty brands, the biggest beauty influencers and retailers, each country’s favorite beauty brand and which brands have been on the rise in the last 12 months.

 

Per their research, the most searched brand in the last year was Korean skincare brand Oh K!, with 73.4 million searches worldwide. Oh K! is a brand that has become synonymous with the global fascination for K-beauty products.

 

In tallying the most-followed brand on Instagram, Huda Beauty takes the crown with 54.1 million followers. Founded by Huda Kattan in 2013, what started a beauty blog in 2010 transformed into a beauty empire, thanks to Kattan's passion for makeup, expertise, and ability to connect with fans. The brand is headquartered in Dubai, reflecting Kattan’s roots.

The 2024 Cosmetify Index also revealed that Rare Beauty, the makeup and cosmetics brand owned by Selena Gomez, is the hottest beauty brand with a score of 7.81 out of 10. 

 

Sol de Janeiro has the best engagement rate on Instagram, which shows the percentage of likes and comments per post. 

 

Bubble Skincare is the brand on the rise for 2024 with an astounding 2,872% increase in searches, rising from 131,700 to 3.9 million.

 

Nikkie de Jager was 2023’s most powerful beauty influencer with a combined following of 42.7 million across Instagram, TikTok, and YouTube, and the highest estimated combined earnings per post at $61,450. 

 

Sephora boasted the highest organic search traffic at 16,100,000 and a massive Instagram following of 22.1 million.