Huda Beauty, the globally recognized brand founded by entrepreneur Huda Kattan, has once again claimed the top position on The Cosmetify Index for Q3 2025. This marks the third consecutive quarter that Huda Beauty has led the ranking, underscoring the brand’s resilience and continued appeal in the highly competitive beauty sector. The Cosmetify Index, which evaluates brands based on social media growth, engagement, and search demand across platforms like TikTok and Instagram, highlights Huda Beauty’s ability to maintain consumer interest and loyalty even in the face of controversy.
The Power of Social Influence
Despite facing a wave of social media backlash following Kattan’s public comments on the Israel-Palestinian conflict, Huda Beauty’s core audience remained engaged. The brand’s dominance on social platforms translated directly into sustained search interest and digital engagement, reinforcing its position at the forefront of the industry. According to Franchesca Villar, Cosmetify’s Beauty Editor, “What the Q3 data shows is that consumer behaviour does not always mirror online debate.” This observation reflects a broader trend in which digital discourse and consumer purchasing patterns can diverge, particularly when a brand has cultivated a strong, loyal following.
Kylie Cosmetics’ Comeback
While Huda Beauty continues to lead, Kylie Jenner’s Kylie Cosmetics has emerged as a formidable contender, securing the number two spot on the index. The brand’s resurgence is largely attributed to the return of the iconic Kylie Lip Kits, which have generated renewed excitement and engagement among beauty enthusiasts. Kylie Cosmetics’ strong performance demonstrates the enduring power of celebrity influence and product nostalgia in driving brand momentum, especially in a market where trends shift rapidly.
Trends Shaping the Beauty Industry
The Q3 2025 Cosmetify Index results reveal several key trends shaping the beauty landscape. Digital engagement remains a critical driver of brand popularity, with platforms like TikTok and Instagram serving as essential channels for both discovery and community building. Brands that excel in leveraging these platforms, through influencer partnerships, viral content, and interactive campaigns, are better positioned to capture and retain consumer attention.
Additionally, the data suggests that while social media controversies can spark widespread debate, they do not necessarily translate to a decline in brand popularity or sales. This resilience is particularly evident in the case of Huda Beauty, where the brand’s established reputation and product innovation have helped it weather reputational storms.
Looking Ahead
As the beauty industry continues to evolve, brands will need to balance authenticity, innovation, and digital strategy to maintain relevance. Huda Beauty’s sustained success in Q3 2025 serves as a case study in brand resilience, while Kylie Cosmetics’ impressive comeback highlights the value of product legacy and celebrity branding. With consumer behaviour growing increasingly complex, the ability to adapt and engage across digital channels will remain essential for beauty brands aiming to lead the market.
