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As of March 2022, Kylie Cosmetics was ranked first as the most popular beauty brand on Instagram with over 25 million followers, and Anastasia Beverly Hills ranked second with 20 million. Instagram is a popular social network for brands to connect with digital audiences, and beauty brands have been making inroads on the platform due to its visual focus and strong presence of social media influencers.

Beauty content on social media

A picture says more than a thousand words, and millions of pictures are shared on Instagram every day. From meme accounts and people posting vacation snaps to influencers and brands promoting products, the world’s most popular photo sharing platform encompasses a vast range of visual content. Beauty, fashion and food images and videos are some of the more popular and aspirational types of content, drawing huge audiences and user engagement. Brands frequently partner with influencers to address potential shoppers. The tier of influencers considered most effective according to fashion and cosmetics marketing professionals worldwide were in fact micro-influencers with fewer than 100k followers – proof that millions of followers aren’t always necessary to secure brand collaborations. On the other hand, the list of the most followed beauty and fashion influencers reads like a ‘who is who’ of popular models and latest ‘it girls’, currently headed by TV personality and makeup brand owner Kylie Jenner. In 2018, there were 3.7 billion brand-sponsored posts on Instagram and this figure is projected to surpass six billion posts in 2020.

Brand profile: Sephora

Founded in France in 1969 and acquired by French luxury conglomerate LVMH in 1997, Sephora is one of the most visible personal care and beauty brand stores worldwide. In 2017, the company had 362 stores across the United States and was ranked among the top 100 retailers in the United States in based on revenue.