This RB report identifies and ranks the Top 10 Most Mentioned Beauty Brands by Influencers in 2025 , based on a custom, dual platform ranking methodology.
The analysis synthesizes data on Earned Media Value (EMV) from TikTok and Strategic Presence from Instagram , providing a comprehensive view of brand visibility and positive sentiment across the most influential social media channels.
high engagement content. L'Oréal Paris secures the top position with a perfect score, demonstrating unparalleled scale in influencer mentions and EMV . The results highlight that success in the beauty sector is driven by a blend of massive reach on TikTok and strategic, high quality engagement on Instagram.
Our Ranking Criteria To provide a comprehensive and nuanced ranking, a custom scoring system was developed that weights the two most critical social media performance indicators (KPIs) for the beauty sector in 2025 .
KPI Weight (Max Points) Data Source & Rationale TikTok Earned Media Value (EMV) Score 70 points Based on the brand's relative EMV on TikTok. This metric is a proxy for the total value generated by influencer mentions, capturing the sheer volume and positive financial impact of the brand's visibility on the platform.
Instagram Presence Score 30 points Based on the brand's consistent high performance and strategic engagement on Instagram, as noted in various industry reports. This measures the quality, strategic nature, and consistent positive sentiment of the mentions…
