Key Takeaways: 

• Huda Beauty, Fenty Beauty, and NYX are the top three hottest brands in Q2 2025.
• Beauty of Joseon saw the biggest jump, moving eight spots to 16th position. 
• Rare Beauty and Patrick Ta have lost significant momentum.

The Cosmetify Index tracks beauty brands on a quarterly basis to determine who’s defining the trends and driving conversation in the beauty industry based on the following data points: social media followers, average engagement rate, global search volume, and three-month percentage change in searches. In the second quarter (Q2) of the year, it ranks and rates the same brands featured in Q1 to determine which remain, are added, or are removed. The top 50 brands received an overall score of 1 to 10 after averaging these factors.

Huda Beauty held onto Cosmetify’s hottest brand title for the second quarter in a row, even as founder Huda Kattan faced backlash over posting a viral TikTok containing anti-Israeli comments, prompting Sephora to review its future relationship with the brand.

Meanwhile, Beauty of Joseon saw the biggest jump, while Rare Beauty lost momentum. BeautyMatter outlines the Index’s findings:

Hottest Beauty Brands

1. Huda Beauty: 68 million combined followers, 823,000 Q2 searches, 10 overall score
2. Fenty Beauty: 16.5 million combined followers, 550,000 Q2 searches, 3.15 overall score 
3. NYX: 15.5 million combined followers, 673,000 Q2 searches, 3.04 overall score
4. Dior Beauty: 15.6 million combined followers, 165,000 Q2 searches, 2.98 overall score
5. Charlotte Tilbury: 9.2 million combined followers, 1.5 M Q2 searches, 2.31 overall score 
6. E.l.f. Cosmetics: 9.9 million combined followers, 246,000 Q2 searches, 2.24 overall score