Number of followers of leading cosmetics brands on TikTok 2023

In 2023, Huda Beauty was the leading cosmetics brand with the highest number of followers on TikTok, amounting to over 8.7 million. Rare Beauty and Florence by Mills ranked in second and third place, respectively, both with approximately 3.5 million TikTok followers.

Huda Beauty

American makeup artist Huda Kattan started her online blog in 2010 and launched her beauty brand, Huda Beauty, just a few years later, in 2013. The beauty brand became extremely popular, and today it is still one of the most beloved among beauty aficionados . Its success is not only limited to TikTok: Huda Beauty was also one of the leading beauty brands on Instagram based on user engagement as of December 2023, while a year before, Huda Beauty ranked fourth in a ranking of the leading creator-owned brands worldwide, with a revenue of about 250 million U.S. dollars.

The cosmetics market

The global cosmetics market generated a revenue of about 104 billion U.S. dollars in 2023, and this figure was forecast to reach a value of nearly 129 billion U.S. dollars by 2028. The leading segment in the market is skincare, with a market share of around 40 percent, followed by hair care and makeup. In this ever-changing and highly competitive market, where new trends keep on becoming popular and consumers’ needs are varied, many beauty brands are trying their luck to win consumers over and establish themselves as industry leaders.