Top 10 Most Popular Makeup Brands—According to Hey Goldie (2024)

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Huda Beauty is #1, followed by Anastasia Beverly Hills and Fenty Beauty.

Top 10 Most Popular Makeup Brands—According to Hey Goldie

#1. Huda Beauty

Huda Beauty comes in first with 77,000 U.S. average monthly searches and a whopping 30,3 million Instagram posts containing the brand’s name, for a combined Internet interest of 30,398,554.

#2. Anastasia Beverly Hills

In second comes Anastasia Beverly Hills, founded in 1997 by Romanian-born Anastasia Soare and based in Beverly Hills, California.

Recently, Soare curated an “Icon Box” for beauty subscription company IPSY.

The brand registered 63,000 average monthly searches in the U.S., 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.

#3. Fenty Beauty

Rihanna’s brand, Fenty Beauty, is third with 194,000 average monthly searches in America and 5,598,525 Instagram posts, for a total of 5,792,525.

Fenty Beauty was founded in 2017 and was among the first of a series of celebrity led beauty companies. The brand was launched in September of that year during the New York Fashion Week, where the Barbadian singer and actress completely stole the show.

When the singer blotted her face using Fenty Beauty’s Invisimatte Blotting Powder during the Super Bowl halftime show in February, Google searches for Fenty Beauty increased 883%.

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

#4. MAC Cosmetics

Further down on the list, MAC Cosmetics comes in fourth. The Canadian brand was founded 39 years ago, 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 U.S. 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.

#5. Morphe Cosmetics

The top five closes with Morphe Cosmetics, founded by Chris and Linda Tawli in 2008 and mostly famous worldwide for its eyeshadow palettes and brushes.

The brand remains popular despite the fact that its parent company, Forma Brands, filed for Chapter 11 Bankruptcy earlier this year.

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.

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As a makeup industry expert, I have closely followed trends, innovations, and market dynamics within the beauty and cosmetics sector. My extensive knowledge is grounded in a deep understanding of the industry's history, key players, and the factors influencing consumer preferences. I've stayed informed about the latest product launches, marketing strategies, and the overall evolution of the makeup industry.

Now, delving into the recent article about the most popular makeup brands according to Hey Goldie's study, let's break down the key concepts and provide additional insights:

Huda Beauty (#1):
- Monthly Searches: 77,000
- Instagram Posts: 30.3 million
- Combined Internet Interest: 30,398,554
Anastasia Beverly Hills (#2):
- Monthly Searches: 63,000
- Instagram Posts: 25.6 million
- Founded in 1997 by Anastasia Soare
- Final Score: 990,026
Fenty Beauty (#3):
- Monthly Searches: 194,000
- Instagram Posts: 5,598,525
- Founded in 2017 by Rihanna
- Noteworthy mention: Rihanna's use of Fenty Beauty during the Super Bowl halftime show led to an 883% increase in Google searches.
- Final Score: 965,421
MAC Cosmetics (#4):
- Monthly Searches: 474,000 (second-highest on the list)
- Instagram Posts: 29,190,380
- Founded in 1984 by Frank Toskan and Frank Angelo
- Final Score: 760,625
Morphe Cosmetics (#5):
- Founded in 2008 by Chris and Linda Tawli
- Total Internet Interest: 8,478,528
- Parent company, Forma Brands, filed for Chapter 11 Bankruptcy earlier this year.
- Final Score: 565,235

It's interesting to note that Hey Goldie's analysis considers both average Google searches and Instagram posts, providing a comprehensive view of each brand's online presence. Additionally, the article highlights the influence of celebrity-led beauty brands, such as Fenty Beauty, and the impact of specific events, like Rihanna's use of Fenty Beauty during the Super Bowl halftime show, on search interest.

The inclusion of information about the founders, company milestones, and even challenges faced by brands like Morphe Cosmetics adds depth to the understanding of the makeup industry landscape. Overall, this study not only ranks the top makeup brands but also sheds light on the diverse factors contributing to their popularity.