According to data from Spate, the leading AI-powered consumer trend intelligence platform, among the fifteen beauty groups with the highest popularity across Google, TikTok and Instagram globally, Chanel was the fastest growing up 9% versus Q2 2026 and up 27% year-on-year. Instagram generated only 8% of Chanel’s popularity in the quarter but was its fastest channel growing 183% quarter-on-quarter. Its popularity on Google (64% share) grew 2% quarter-on-quarter while its TikTok popularity (28% share) grew 5% quarter-on-quarter. Interestingly the second fastest company by popularity was also composed of a single brand, Bath & Body Works, which grew 6% driven by TikTok at + 19%.
When looking at the whole ranking, the popularity of the top 15 groups decreased 2% on average quarter-on-quarter with only six groups seeing an increase. Year-on-year, the panel grew 4% with six groups seeing an increase.
L’Oréal topped the list with its global popularity being higher than the next 12 groups with the highest popularity. Its online popularity grew 2% quarter-on-quarter and 7% year-on-year. Its most popular brand in Q3 was L’Oréal Paris generating 17% of the group popularity but Armani beauty was one of the biggest contributors to online popularity growing 29% quarter-on-quarter. Across brands, L’Oréal group biggest contributor to online popularity is TikTok at 59% of online popularity in Q3. By contrast Estée Lauder and LVMH which rank number two and three respectively generated 31% and 25% of their online popularity on TikTok in the quarter. Estée Lauder online popularity contracted by 9% versus Q2 2026 and 3% year-on-year. MAC its most popular brand saw its popularity decrease by -10% but the biggest decrease among its major brands was for Estée Lauder at -52% with a 62% decrease on Google. LVMH in third position grew 3% quarter-on-quarter and 5% year-on-year. Among the three leading group it is the one relying the most on a single brand, Dior driving 55% of its online popularity in Q3 2026 and growing 11% quarter-on-quarter.
In the ranking it is also worth mentioning Beiersdorf, who saw Eucerin overtake Nivea as its most popular brand online with Eucerin growing 19% quarter-on-quarter and Nivea decreasing 15%.
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Independent analysis using data provided to me by @Spate
