Which Beauty Brands and Influencers Won on Social Media in 2025?

"2025 was the year beauty embraced entertainment and digital-first storytelling. Social media campaigns rivaled Hollywood blockbusters with star-studded casts. Content stopped revolving around product drops, focusing more on cultural moments. Brands leaned into music, film and notably sport to drive engagement. With those that performed above average using these social levers to deepen their relationships with customers. We crunched the data to find out which beauty brands and influencers won on social media this year. Here's what stood out."

"L'Oréal Paris continues its reign as the top beauty brand on social media, according to Launchmetrics, after coming out on top in last year's report. (Launchmetrics calculates a brand's media impact value, or MIV, by assigning monetary value to engagement with social content, taking followers, comments, likes and shares all into account.) The brand generated $1.6 billion in MIV this year to date, up 22% from 2024. L'Oréal's Spring/Summer 2026 runway show during Paris Fashion Week drew big numbers with ambassadors such as Kendall Jenner, Jane Fonda, Anitta and Cara Delevingne."

"Dior Beauty followed with $1.2 billion in MIV, up 2% from last year, as it named Jenna Ortega its international ambassador for makeup. She joins the likes of Rihanna and Anya Taylor-Joy within the Dior Beauty universe. This year, the brand doubled down on IRL moments such as store openings in Miami and Toronto, a pop-up for Dior Sauvage with Johnny Depp, and a Miss Dior exhibition in Shanghai. A newcomer on the list - coming in at number 10 - is Selena Gomez's Rare Beauty. The brand generated $671.5 million in MIV, with 18% year-on-year growth. "Outpacing the industry by growing 27 times faster than the average, Rare Beauty's first appearance on this year's ranking is driven by strategic expansion and high-impact partnerships," says Launchmetrics CMO Alison Bringé."

2025 saw beauty marketing become entertainment-led and digital-first, with social media campaigns matching blockbuster production and star-studded casts. Content shifted away from product drops toward cultural moments, and brands leveraged music, film and sport to increase engagement and deepen customer relationships. Launchmetrics' media impact value (MIV) assigned monetary value to social engagement metrics including followers, comments, likes and shares to quantify performance. L'Oréal Paris led with $1.6 billion in MIV, up 22%; Dior Beauty reached $1.2 billion, up 2%, through ambassador appointments and IRL activations. Selena Gomez's Rare Beauty debuted at number 10 with $671.5 million and rapid growth.

Read at Vogue