More and more cosmetic brands are competing for new products to keep (or make) a place in the hearts of consumers. The Cosmetify agency reveals to us which ones won the bet this year and were the most popular in 2021. Verdict!
As at the end of each year, the time has come to take stock of the past year. In the world of beauty, we can count on the British agency Cosmetify to give us an overview of the most fashionable cosmetic brands thanks to its ranking of the 10 most popular beauty brands this year.
Based on the volumes of searches carried out on each of the brands on the internet via Google and on their evolution during the year, but also on the popularity of these on social networks via the engagement they generate, the agency thus determines those which were essential in 2021. And the # 1 beauty brand in the world is nothing else that Huda Beauty. The make-up brand of influencer Huda Kattan is not losing the favorite place it had last year. The ranking of the Top 10, on the other hand, changes.
The 10 favorite beauty brands in the world in 2021
Huda Beauty
Very fashionable since its creation, the make-up brand Huda Beauty has occupied the first place in the Cosmetify ranking since its launch in 2019. Followed by 49.5 million followers on its Instagram account, the brand of Huda Kattan, which is very present on the social network, knows how to seduce fans of make-up all over the world. Each new launch is eagerly awaited and the makeup palettes, mascaras and other make-up products launched by the blogger still hit the mark in her community. As proof this year, 29.5 million hashtag mentions affected them on social networks!
MAC Cosmetics
In second place in this ranking of the brands that were the most awaited by consumers in 2021 internationally, we find MAC Cosmetics which gains a place in this Top 10 compared to 2020. Reference in makeup thanks to its products professional quality and its star makeup artists, the brand owes its position in the ranking to the engagement of its community on Instagram. Followed by 24.2 million people on her account, she garnered no less than 20.55 million hashtag mentions this year. This is to say its growing success!
Anastasia beverly hills
Already present in the leading pack of the most popular brands last year, the American brand, which has based its fame on its expertise in eyebrow enhancement, is placed on the third step of the podium in 2021, dethroned by MAC Cosmetics which occupies its place of 2020. This did not prevent it from having a very good year since more than 25 million people are talking about it and its products on social networks.
Avon
Surprised by this ranking because less known than the first three brands which appear there, Avon Products is in fact a very large company of beauty products which knew how to make a place for itself thanks to word of mouth and to its 6.4 million representatives. who go door to door. Sold in more than 100 countries around the world, this brand that we didn’t hear much about in France is based on a commercial model that is definitely paying off in 2021. It offers skincare products, make-up and perfumes since 1886, thus signs its big comeback.
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The Body Shop
The committed beauty brand is the world’s most searched beauty brand on Google with just under 38 million searches on the internet in the past twelve months. A status that gives it fifth place in this Cosmetify ranking. No wonder considering its fun and thoughtful product lines that smell great!
Yves Rocher
The French (and Breton) cosmetics brand created in 1959 enjoys a great reputation in France thanks to its products at affordable prices and its compositions based on plant extracts. But it is also very popular abroad – especially in Europe – which has enabled it to gain a prominent place worldwide and to position itself as the sixth most popular brand in 2021. Although the volume of research concerning it has decreased compared to previous years (the brand has lost one place in the ranking compared to last year), it remains a reference in the world of beauty.
Florence by the Mills
Created by the star of Stranger Things, Millie Bobby Brown, this vegan brand which offers skincare, make-up and accessories, also loses a place compared to the ranking for the year 2020 and becomes the seventh brand to follow. Although still showing the highest level of engagement on social networks – its engagement rate being 2.31% – the brand is no longer enjoying the beneficial effects of its recent launch and continues to lose the interest of consumers. . Case to follow.
Lush
The brand of fresh, handmade cosmetics makes its entry into the Top 10 most popular beauty brands this year. Its bath bombs, shower gels, soaps, moisturizers and other scented fantasies continue to seduce more and more fans. Vegan, its products are also suitable for vegetarians, which allows it to meet the growing demand for this type of beauty product. With nearly 1,000 stores in some 50 countries around the world, Lush has enough to sustain its global success.
Oriflame
New in the Cosmetify ranking, this cosmetics company which advocates a Swedish-style vision of beauty, combining science, nature and ethics, is establishing itself as a new must-have in the sector. Not that young since it was created 50 years ago, the brand is present in more than 60 markets and enjoys an important place in Europe although we hear little about it. in France. She shines in particular thanks to more than 3 million independent beauty consultants who help her discover and sell her beauty products.
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Kylie Cosmetics
The beauty brand launched by Kylie Jenner continues to grow and makes its return to the Top 10 most popular brands in 2021. Absent from the ranking last year after occupying sixth place in 2019 – an effect of counterfeits of its famous lip kit? – the make-up and skincare brand obtained tenth place in the Top 10 this year. A nice comeback for the brand whose new products have therefore been able to convince consumers this year (and regain their confidence?). elsewhere portend a promising ranking next year.
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