Charlotte Tilbury has been crowned the beauty brand with the biggest social impact in a new ranking.
The make-up, skin care and fragrance brand, which is owned by Puig, topped social media management platform Dash Social’s Total Social Impact Score (TSI) leaderboard.
The new ranking takes into account social signals from across channels, formats and distribution, from 2016 up to 31 October 2025.
TikTok, Instagram, Facebook and Pinterest are among the channels tracked for the ranking.
Charlotte Tilbury was found to perform 640 times higher than the beauty industry benchmark, placing the brand top of the TSI leaderboard.
US cosmetics brand Colourpop came in second, performing 447 higher than the industry average.
The brand’s standout performance comes from an Instagram-first strategy that is centred on creators and community, with the platform making up 62% of its total score.
Third in the ranking is singer Rhianna’s Fenty Beauty, which now spans make-up, skin care and hair care, with a social impact that is 407 times the average.
Rounding out the top five are actor and singer Selena Gomez’s Rare Beauty and Estée Lauder-owned MAC Cosmetics, with scores of 384 and 312 times the average, respectively.
“Social marketing has never been more powerful, or harder to measure,” said Maggie Hickey, Executive VP of Marketing at Dash Social.
“We have all chased the metric of the moment, but the real question is constant: Are we driving measurable value?
“TSI brings social’s full impact into view, giving teams the clarity to drive what comes next.”
Huda Beauty, Morphe, e.l.f. Beauty, Anastasia Beverly Hills and Maybelline also made the top ten – see the full list and score below.
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