Kylie Cosmetics, Huda Beauty and MAC Cosmetics crowned most popular beauty brands of 2026 so far

By Lynsey Barber | Published: 31-Jul-2026

Huda Kattan’s namesake make-up brand reclaimed the top spot on The Cosmetify Index, while luxury companies Dior Beauty and YSL Beauty have climbed up the top 50 ranking by improving their digital presence

Kylie Cosmetics, Huda Beauty and MAC Cosmetics have been crowned the most popular beauty brands in the first half of 2026.

Huda Beauty, the make-up brand founded by Huda Kattan in 2013, reclaimed its top spot after falling into second place at the end of 2025 in The Cosmetify Index Mid-Year 2026.

The beauty price comparison platform’s index tracks social growth, engagement and search demand across media, including TikTok and Instagram.

Huda Beauty secured the top spot with a score of ten out of ten, clocking up 68.2 million combined social followers, 823,000 average monthly searches and a 0.98% engagement rate.

Kylie Jenner’s make-up brand Kylie Cosmetics ranked second with an overall score of 4.52 out of 10, with 27.5 million followers, 368,000 monthly searches and a 1.25% engagement rate.

Meanwhile, MAC Cosmetics, with a score of 4.17 out of ten ranked third, with 24.7 million followers, 550,000 monthly searches and a 1.70% engagement rate.

Luxury beauty brands boom

While the top ten was largely unchanged in 2026, Dior Beauty climbed two spots from last year, reflecting the continued growth in the luxury beauty market, the report said, and YSL Beauty also secured a spot in the top ten.

Fellow luxury brand Prada Beauty (ranked 38) continued to grow its digital presence with almost two million followers, the report noted, while Armani Beauty entered the rankings at number 23.

“Luxury beauty continues to prove resilient, even as consumers become more selective with their spending,” Carly Cochrane, Beauty Expert at Cosmetify, told Cosmetics Business.

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