Rival: The Top 100 Beauty Brands on Social Media in 2022

For the first time, Rival has ranked the 100 top beauty brands on Instagram, Twitter, Facebook and TikTok for the ultimate comparison. The comprehensive report examined thousands of posts and millions of engagements to get a comprehensive look at what’s working and what’s not for beauty brands on social media.

Top Beauty Brands on Social Media

It’s been a big year for beauty brands, especially with TikTok’s rise in popularity and relevance among beauty consumers. The top beauty brands include perennial favorites like ColourPop, Kylie Cosmetics, Fenty Beauty and Huda Beauty, as well as some newer brands that have been able to rise to prominence with great content and engagement, like The INKEY List, Essie and OPI.

cooperate

A beauty brand can’t make it big on social media without partnering with another brand or influencer to co-market or launch an exclusive line. Many brands benefit from having two audiences instead of one, so many of the top posts by engagement rate feature two or more brands. These effects look different from brand to brand, but some of the most successful partnerships this year have been beauty brands teaming up with pop culture icons, influencers, and other beauty brands to work wonders on social networks.

Contests and Giveaways

Contests and giveaways continue to be one of the most attractive strategies for beauty brands on social media. These low-effort posts often yield strong returns, especially when not asking too much of participants. The average contest post on Instagram performs about 3 times better than a regular beauty post.

Social authenticity

Rival wants brands to get real with their followers, which never goes out of style on social media. This year, important posts about brands and their fans were the most engaging across the 4 platforms and helped brands build meaningful connections with their followers.

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