Huda Beauty crowned ‘most hyped’ celebrity brand

By Julia Wray | Published: 18-Jan-2022

Beating Kanye West’s Yeezy fashion business, Huda Beauty took the number one spot in’s ranking based on search volume and social chatter

Huda Beauty has been named the most hyped celebrity-owned brand across all categories in a study by

The financial online comparison company analysed more than 182 million Google searches and 105 million social media posts over the past 12 months to rank the top brands based on search volume and social chatter.

Huda Kattan’s beauty label, with 5.4 million searches, 49.7 million Instagram followers and 29,821,932 hashtags, amassed a score of 86.6, making it the ‘most hyped’ celebrity brand for 2022.

It beat Yeezy, the clothing and footwear brand owned by Kanye West, which came in second place. While Yeezy enjoyed a high search volume (32.8 million), its comparatively meagre Instagram followers figure (3.2 million) meant its overall score was just 81.7.

Dr. Dre’s tech brand Beats was placed number three with a score of 71.5, while Cristiano Ronaldo’s underwear label CR7 came in fourth (68.5).

Kylie Cosmetics (62.4) was pipped to fifth position by activewear entry Fabletics, founded by actress Kate Hudson, which also scored 62.4, but which beat Jenner’s beauty brand in terms of search volume.

Kylie Cosmetics was ahead of Rihanna’s Fenty Beauty, however, which placed seventh with 58.6. This put the Barbadian singer and entrepreneur’s beauty offer just above Kim Kardashian’s Skims lingerie line (54.9).

The final cosmetics brand in the top ten was Jeffree Star Cosmetics, which placed number nine with a score of 48.5. It beat Savage X Fenty (44.6), the lingerie branch of Rihanna’s Fenty empire, which rounded out the overall top ten.

Looking only at beauty brands, the top five of Huda Beauty, Kylie Cosmetics, Fenty Beauty and Jeffree Star Cosmetics was completed by Florence By Mills from Stranger Things star Millie Bobby Brown.

Overall, according to’s survey, beauty, fashion and skin care were the hottest categories for celebrity goods, with 65 of the top 150 brands falling under this umbrella and other brands making the cut including Humanrace (Pharrell), KKW Beauty (Kim Kardashian) and Rare Beauty (Selina Gomez).

However, more established celebrity fare from the likes of Huda Kattan and Kylie Jenner are likely to find themselves facing competition given the glut of recent (and upcoming) celebrity brand launches in the beauty and personal care space.

American TV host Ellen DeGeneres launched skin care brand Kind Science last year, while Friends alum Jennifer Aniston introduced hair care label LolaVie.

Musicians Harry Styles and Machine Gun Kelly also launched their beauty brands, respectively labelled Pleasing and UNDN LAQR, last year, while US rapper Cardi B has filed a patent for Bardi Beauty and model Hailey Bieber is poised to bring out beauty brand Rhode.

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