Instagram: leading beauty brands by engagement 2023

Rare Beauty was the leading beauty brand on Instagram in 2023, with 64 million interactions on the platform, resulting in an overall engagement rate of 1.8 percent. Huda Beauty ranked second, with an engagement rate of 2.78 percent, followed by Sol de Janeiro with 2.95 percent.

Leading beauty brands on Instagram worldwide as of December 2023, by user engagement

Company	Total engagement (in millions)	Engagement rate by follower (%)
Rare Beauty	64.97	1.8
Huda Beauty	16.54	2.78
Sol de Janeiro	10.44	2.95
LANEIGE	6.55	2.25
Glossier	7.33	0.57
OPI	5.34	0.8
Fenty Beauty	39.46	0.32
Glow Recipe	3.58	0.75
Drunk Elephant	4.38	0.56
Etude House	2.8	0.59

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Release date

April 2024

More information

Region

Worldwide

Survey time period

January 1, 2023 and December 31, 2023

Special properties

186 beauty brands; Facebook, Instagram, TikTok, and Twitter;

Supplementary notes

The source defines engagement as measurable interaction on social media posts, including likes, comments, favorites, retweets, shares, and reactions. Engagement rate is defined as the total engagement divided by audience size.

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