Based on data from SPATE, the leading AI-powered consumer trend intelligence platform, I identified the fastest growing makeup brands on TikTok, Instagram, and Google in August among the 100 most popular brands on those platforms.
The top brand in the ranking is American theBalm, whose popularity increased 643% in August. It was also up 444% year on year. The jump came almost entirely from Google, where popularity rose 735%, while TikTok and Instagram each fell 47%.
At second and third positions are US brand Thrive Causemetics and French brand Bourjois, up 305% and 176%, respectively. Google drove both increases, with popularity there up 499% for Thrive and 178% for Bourjois. TikTok drove most of Gucci Beauty’s 149% increase and Max Factor’s 96% rise, with popularity there up 170% and 187%. FYNE was also up 91%, led by TikTok.
Seven of the top ten belong to groups while three are independent.
The two fastest-growing brands, theBalm and Thrive Causemetics, are independent, as is FYNE.
Coty had three brands in the ranking: Bourjois, Max Factor and CoverGirl. Burt’s Bees is part of Clorox, Benefit belongs to LVMH, and Clarins is part of the family-owned Clarins Group. Gucci Beauty, was still under Coty’s beauty licence in August while L’Oréal is set to take over the licence on 1 July 2027.
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