Affordable Beauty Brands on Instagram: Views and Engagement, 2026
Drugstore and mass-market beauty brands ranked by their audience numbers on social media. The table below covers 100+ tracked affordable beauty brands.
Last updated · refreshed weekly from Submarine.ai data
Top 5 affordable beauty brands by Instagram views, 30 days to October 6th 2026: 1. r.e.m. beauty (37.7M), 2. L'Oréal Paris (34.1M), 3. OPI (21.1M), 4. Maybelline (12.4M), 5. ELF Cosmetics (11.4M).
| # | Brand | Views (30d) | Engagement | Eng. rate |
|---|---|---|---|---|
| 1 |  r.e.m. beauty | 37.7M | 4.3M | 3.4% |
| 2 |  L'Oréal Paris | 34.1M | 2.3M | 3.2% |
| 3 |  OPI | 21.1M | 374.6K | 1.5% |
| 4 |  Maybelline | 12.4M | 355.8K | 2.2% |
| 5 |  ELF Cosmetics | 11.4M | 399.9K | 2.0% |
| 6 |  NYX Cosmetics | 9.5M | 164.2K | 1.1% |
| 7 |  Mermade Hair | 9.1M | 214.2K | 0.39% |
| 8 |  Dove | 8.9M | 104K | 0.93% |
| 9 |  Kiko Milano | 8.9M | 316.4K | 1.2% |
| 10 |  L'Oréal Professionnel | 8.3M | 137.2K | 1.4% |
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Methodology
Submarine.ai tracks official brand channels on YouTube, TikTok and Instagram. This ranking orders affordable beauty brands by total views over the trailing 30 days on Instagram, with engagement and engagement rate shown for context. Figures are rounded and the ranking is updated weekly.
Views are the views recorded on posts published in the trailing 30 days. Engagement is likes plus comments on those posts. Engagement rate is engagement divided by views. Each platform reports these numbers in its own way, so compare like with like. Only official brand channels count.
Frequently asked questions
Which affordable beauty brand had the most social media views on Instagram in 2026?
In the latest weekly measurement r.e.m. beauty had the most views on Instagram: 37.7M on posts published in the last 30 days. This is measured views, not a popularity poll.
How are these affordable beauty brands ranked?
By total views over the trailing 30 days on Instagram on official brand channels. Submarine.ai tracks 100+ affordable beauty brands, and the order comes from their measured views.
How often is this ranking updated?
Every week, after the weekly scan of brand channels. The date at the top of the page shows the latest update.