The top 100 beauty brands across makeup, skincare and fragrance generated $39.9B in total Earned Media Value in 2025, up +17.1% YoY, but growth is concentrated, category leadership is shifting, and the platform landscape is fundamentally changing.
TikTok overtook Instagram as the #1 beauty platform for the first time.
The Brands Winning the Beauty Social Conversation L’Oréal Paris leads at $2.8B (+49% YoY). Rhode entered the top 10 with $1B EMV (+95%). Full insights across makeup, skincare, and fragrance, with YoY growth for all 100 brands.
Fragrance Is Beauty’s Fastest-Growing Sub-Sector +22.5% YoY, driven by luxury houses and a surge in scent layering content, one of 2025’s most commercially effective and underexploited content formats.
K-Beauty Nearly Doubled Overnight +90.3% EMV growth. Medicube posted the biggest brand jump in the entire index (+293%), driven by precise creator activations rather than broad campaigns.
Platform & Regional Shifts You Need to Act On TikTok generated $18.1B EMV (+55.6%). Instagram declined 8.2%. France was the fastest-growing major market at +61% YoY. Full platform breakdowns by format and region inside.
The Creator Tier Generating the Strongest Returns Macro influencers (250K–500K followers) grew +22.6% YoY – the strongest-growing tier in beauty – with TikTok macro creators generating 3.5× more EMV per post than their Instagram equivalents.
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State of Influence Index 2026 now LIVE - Explore the creators, trends and platforms driving conversations