The Most Popular Beauty Brands on Instagram—and What They’re Doing Right

Victoria Moorhouse

Instagram has created fitness stars, become an advertising home base for bloggers, and is critical to models’ careers. Now, it’s boosting business for certain beauty brands. As reported by WWD, a new study by Engagement Labs Inc. has revealed the top makeup brands on Instagram and the results may surprise you.

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So who’s killing it on the photo sharing app? Anastasia of Beverly Hills, Benefit, and Tarte, which each have more than 1 million followers. The former company takes the top spot with 5.7 million followers, and Engagement Labs said that it connects with its audience by reposting images of influencers using its products, which overall might be the winning strategy for success.

Scroll through ABH’s feed and you’ll see a variety of pics featuring perfect makeup looks for inspiration. Anastasia was actually one of the first beauty brands to work with Instagram “influencers” the way that others have worked with bloggers or vloggers in the past. The company has already partnered with some of the most influential makeup artists on Instagram such as @Amrezy and @DressYourFace on product collaborations as well—being the first of its kind to do so.

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Both Tarte and Benefit also work very closely with influencers—bloggers and vloggers alike—by reposting looks that include their products and providing shout-outs to them. Benefit happens to be ranked highly across Facebook, Twitter and Instagram, and the brand follows a similar strategy across all three, constantly asking for consumers’ opinion on makeup looks, products and more. Plus, they work to provide witty quotes and useful tutorials across all of the platforms as well.

Considering how much time we spend scrolling through pictures every day, it’s at least nice to know that we might discover a new makeup hack in the process.