Congratulations are in order for Iraqi-American blogger-turned-entrepreneur Huda Kattan as her eponymously-named beauty brand, Huda Beauty, was just recognized as the world’s most popular in Cosmetify’s Q1 2025 Beauty Index. Based on Google search volume, average engagement rates, and combined social following, the Dubai-based label managed to outshine its peers by quite a margin, shooting through the ranks for its debut on the report.
Ranking above Rihanna’s Fenty Beauty and L’Oréal subsidiary NYX, which respectively came in second and third, Huda Beauty is the only label from our side of the world in the top 10, marking a shift in an industry that has long been dominated by Western brands and their narrowly defined ideals of beauty.
“Making its first-ever appearance on the index, Huda Beauty has wasted no time in claiming the coveted number one spot. The brand’s stellar engagement across Instagram and TikTok, combined with a huge spike in searches for Q1- helped by the viral launch of its ‘Ube Powder’ at the start of the year- has firmly secured its place at the top,” Cosmetify shared in the details of their research. “New to the Index, NYX lands third with its buzz-worthy Buttermilk Blush and Glaze, while Hourglass grabs attention with its cult-favourite Vanish Airbrush Concealer,” they added.
Closing out their report with a prediction sheet, Cosmetify placed their bets on American skincare and fragrance label Sol de Janeiro, along with Rhode and Kayali, to be the brands that are most-likely to gain momentum in Q2. In contrast, previously high-performing labels like Drunk Elephant, Bubble Skincare, and COSRX are expected to lose steam, with some already showing signs of fading traction over the past several weeks.
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