Huda Beauty crowned the most popular beauty brand in Q3 2025

By Lynsey Barber | Published: 17-Dec-2025
Media Colour Cosmetics Fragrance Digital

Huda Kattan’s namesake make-up brand secured the top spot on The Cosmetify Index, despite a social media backlash, while the return of Kylie Cosmetics’ lip kits helped Kylie Jenner’s company land at number two

You need to be a subscriber to read this article.
Click here to find out more.

Huda Kattan’s Huda Beauty has topped a ranking of the most popular beauty brands for the third quarter in a row.

But new entrant, Kylie Jenner’s Kylie Cosmetics, is hot on the Dubai-based make-up brand’s heels in second place.  

The make-up and skin care brand founded by Kattan landed the top spot in The Cosmetify Index for Q3 2025.

The index tracks social growth, engagement and search demand across media, including TikTok and Instagram.

Huda Beauty continued its dominance despite a backlash on social media around Kattan’s comments on the Israel-Palestinian conflict.

“What the Q3 data shows is that consumer behaviour does not always mirror online debate,” Franchesca Villar, Cosmetify’s Beauty Editor, told Cosmetics Business.

Not yet a Subscriber?

This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.

Subscribe now Already a subscriber? Sign in here.
See more

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

Terrible teens: Why beauty brands founded in the 2010s are struggling

Read more
A cohort of beauty brands that dominated in the 2010s are entering their tricky teen years. With growing competition and a much changed beauty landscape, can they become relevant again?

Trending Articles

  1. Chanel signs BTS star Jung Kook as Global Ambassador for Fragrance & Beauty The South Korean singer-songwriter is the new face of the luxury house’s fragrance and beauty offering, chosen for his ‘distinctive commitment to self-expression’
  2. Bobbi Brown Cosmetics latest Estée Lauder Companies-owned brand to launch on Amazon US The make-up range is now available to purchase from Amazon’s US Premium Beauty Store as Estée Lauder Companies continues to add its prestige brands to the ecommerce giant’s platform
  3. You need to be a subscriber to read this article.
    Click here to find out more.
    5 major beauty fails of 2025: sun burn tanning trends to dystopian skin care The Cosmetics Business team share their views on the 2025 beauty moments that are best left behind as we head into 2026, from sun burn tanning trends and insincere advertising, to unnecessary skin care aimed at young children aged three-plus

Upcoming event

Cosmoprof North America Miami 2026

27-29 January 2026 | Miami, USA See all

You may also like

You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

Terrible teens: Why beauty brands founded in the 2010s are struggling

A cohort of beauty brands that dominated in the 2010s are entering their tricky teen years. With growing competition and a much changed beauty landscape, can they become relevant again?
You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

Huda Beauty named top indie beauty brand for creator retention rate

Independent beauty players are among the fastest growing in the industry, according to a new report from Traackr which outlines their growth potential
You need to be a subscriber to read this article.
Click here to find out more.
Fragrance

Exclusive: Kayali launches D2C website alongside community-driven Musk | 12 relaunch

The fragrance brand, founded by Mona Kattan, will soon be available to shop from a stand-alone website, bringing back one of its most-requested discontinued scents alongside the launch
Colour Cosmetics

Huda Beauty sees double with ‘highly requested’ Huda Mustafa collab

The make-up brand founded by Huda Kattan teamed up with the influencer and Love Island USA star to promote Huda Beauty’s recently launched Easy Bake Duo Loose Powder
Colour Cosmetics

Sephora ‘reviewing’ social media backlash against Huda Beauty

Huda Beauty founder, Huda Kattan, took to Instagram to ‘set the record straight’ on a previous TikTok video she had posted on the ongoing Israel-Palestinian conflict, which has now been deleted
Colour Cosmetics

Huda Beauty launches make-up collaboration with Palestinian musician Saint Levant

The business owned by Huda Kattan has launched a new Kalamantina shade for its Faux Filler Lip Oil, donating sales of the product to organisations supporting Palestinian agriculture and cultural preservation
Colour Cosmetics

Huda Beauty’s Huda Kattan calls out silence on Gaza genocide

The founder of Huda Beauty has been historically vocal about the humanitarian crisis, and previously stated she is willing to ‘risk [her] entire business’ on her stance
Subscribe now