The beauty brand of the Kattan sisters, Huda Beauty, has been named as the most popular beauty brand of 2020.
According to beauty comparison platform Cosmetify’s latest Index Report, the last few months have seen the brand dominate social media with more than 24 million hashtags and a host of new ‘instagrammable’ launches.
- Huda Kattan's beauty empire has launched into skin care
- Huda Beauty unveils Korean inspired make-up collection
Following Huda Beauty, in second place was popular social media brand Anastasia Beverly Hills, while MAC came in third, followed by Yves Rocher and Lush in fourth and fifth place respectively.
Despite not making it into the top ten most searched products in Q1, Huda Beauty did top the list of most followers across its social media platforms with more than 43 million, seeing off competition from Kylie Cosmetics and MAC, who came in second and third place respectively.
Huda Kattan, who is predominantly the face of the brand, was also named the third most influential beauty influencer in Q1, behind 21-year-old YouTuber James Charles and social media personality Bretman Rock.
Another success story in 2020 came from affordable skin care brand The Ordinary, which was named the most popular sustainable beauty brand.
In a statement to Cosmetics Business, Iman Bokolo, Cosmetify’s PR Manager, said: “It's so interesting to see how consumers' priorities have changed since the end of last year.
“Huda Kattan is a favourite everywhere with her products taking the beauty world by storm, in fact, she has conquered the industry in less than ten years.
“It seems that beauty lovers are seeking more sustainable products with the likes of The Ordinary seeing a big boost. The world is much more eco-conscious than even a couple of months ago and this transcends into the world of health and beauty so much.”
Covid’s impact
The impact of coronavirus has also been made evident in the Index.
Since hairdressers and beauty stores were forced to close due to the pandemic, consumers have been forced to take part in at-home beauty treatments.
As a result, L’Oréal’s Magic Retouch Instant Root Concealer Spray (pictured) was named the world’s most searched for product so far in 2020.
This was followed by Cuticura’s Anti Bacterial Hand Gel, which has seen a major increase in searches due to the pandemic.
Bokolo added: “Coronavirus has undoubtedly changed consumers' shopping habits, with some of the hottest products including the root touch up and hand sanitiser.
“With people not able to get to their salons and beauticians, DIY beauty is a must, and the product demand reflects this.”