Best of beauty revealed: 2021’s favourite brands

By Becky Bargh | Published: 26-Nov-2021

New report lists the crème de la crème of beauty brands in the world today – and the rising stars to watch

The world’s best in beauty for 2021 have been revealed in a new report by cosmetics shopping channel Cosmetify.

Huda Beauty was crowned the best-performing beauty brand of the year in the 2021 Cosmetify Index with an overall score of 6.54 out of 10, almost a whole point above its closest rival.

While not the most-searched for brand online, the beauty brand founded by Huda Kattan and her sisters was catapulted to the top spot by its strong Instagram following and engagement on the platform.

MAC Cosmetics came in second place behind the Kattan’s beauty enterprise with a score of 4.98, closely followed by Anastasia Beverly Hills with 4.96.

Avon took fourth place. The brand boasted the second highest number of annual searches, at 37.3 million, just behind the number of searches totalled by The Body Shop.

Cosmetify collated the findings by looking at beauty brand's: Instagram following, Instagram engagement rate, Instagram hashtags, global search volume and percentage in change searches, to created a score.

The world's best performing beauty brands of 2021

  1. Huda Beauty
  2. MAC Cosmetics
  3. Anastasia Beverly Hills
  4. Avon
  5. The Body Shop
  6. Yves Rocher
  7. Florence By Mills
  8. Lush
  9. Oriflame
  10. Kylie Cosmetics

Beauty’s rising stars

Hitting the market in December last year was JLo’s debut beauty line.

Aptly named JLo Beauty, the long-awaited line was a roaring success with fans and her venture has now been tipped by Cosmetify as the rising star of the category.

Findings show that the brand has had a more than 5,000% increase in searches online, with a massive increase in popularity when it made its worldwide debut.

Also billed as a future high-performing brand is Mallows Beauty.

The brainchild of Laura Mallows, the brand was set up as an outlet for self-care and wellness, stocking products for the face, body and bath, as well as a selection of candles.

Over the last 12 months, the brand has seen an almost 3,000% increase in Google searches.

Sensations in sustainability

Cosmetify has also rounded up the beauty brands that are committing to sustainability in its latest report.

Ren Skincare topped the leaderboard the the most sustainable brand for 2021

Ren Skincare topped the leaderboard the the most sustainable brand for 2021

Unilever-owned Ren Skincare was deemed the most sustainable brand of the year, due to its commitment to become zero waste by the end of this year.

Kiehl’s came in second behind the London-based brand, ahead of Aveda, Origins and Jessica Alba’s Honest Beauty.

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