I partnered with Spate, the leading AI-powered consumer trend intelligence platform, to do a deep dive of the online popularity of beauty groups in H1 2026 across TikTok, Instagram and Google.
L’Oréal saw the combined popularity of all its beauty brands grow 4% in H1 2026 reaching 37.5bn making it by far the top listed beauty group by online popularity, with a combined brand popularity 4.8x times as high as Estée Lauder, the second largest group by online popularity.
L’Oréal online popularity was driven by L’Oréal Paris, which grew 22% versus H1 2025 representing 17% of the total group online popularity.
La Roche Posay came in the second spot at 14% of the group popularity but only increasing 2% year-over-year while Maybelline in third spot had a similar level of popularity but decreased 8% year-over year.
Garnier in fourth position was another key growth driver of the group’s popularity with a 21% year-over-year increase reaching 12% of the total online group popularity.
Beyond the top ten, some of the brands of L’Oréal group actually grew even faster with some increasing by more than 1,000%. To learn more about it as well as the trends for other groups download the Spate x Playbook of Beauty report BEAUTY’S GROWTH DRIVERS, BEYOND THE SALES NUMBERS: H1 2026. Link in the comments below.
