I partnered with Spate, the leading AI-powered consumer trend intelligence platform, to analyze the online popularity of listed beauty groups during the first part of 2026.
For this we combined the popularity of all beauty brands within each group across TikTok, Instagram and Google. L’Oréal topped the ranking with a popularity 4.8x as high as Estée Lauder, the second group with the highest online consolidated popularity. To put this in perspective L’Oréal sales in H1 2026 were 3.5x higher than Procter & Gamble the second group with the highest beauty sales in the semester. This shows the exponential effect that scale can have on media investment and brand visibility. L’Oréal’s growth in popularity over the quarter was in line with his peer at +4% while the biggest outperformers for the quarter were Procter & Gamble at +44% and Chinese group Proya at +34%.
For a full breakdown of the driver of each group popularity in H1 26 download the Spate x Playbook of Beauty report BEAUTY’S GROWTH DRIVERS, BEYOND THE SALES NUMBERS: H1 2026.
