Makeup Brands on Instagram: Views and Engagement, 2026
The makeup brands people watch most, ranked by views and engagement on their makeup content. The table below covers 340+ tracked makeup brands.
Last updated · refreshed weekly from Submarine.ai data
Top 5 makeup brands by Instagram views, 30 days to October 19th 2026: 1. Huda Beauty (33.3M), 2. NYX Cosmetics (31.9M), 3. r.e.m. beauty (28.3M), 4. L'Oréal Paris (22.1M), 5. Rare Beauty (20.8M).
| # | Brand | Views (30d) | Engagement | Eng. rate |
|---|---|---|---|---|
| 1 |  Huda Beauty | 33.3M | 1M | 3.0% |
| 2 |  NYX Cosmetics | 31.9M | 310.3K | 0.97% |
| 3 |  r.e.m. beauty | 28.3M | 949.7K | 3.4% |
| 4 |  L'Oréal Paris | 22.1M | 742.3K | 3.4% |
| 5 |  Rare Beauty | 20.8M | 324.3K | 1.6% |
| 6 |  Charlotte Tilbury | 15.1M | 312.9K | 2.1% |
| 7 |  Fenty Beauty | 13.1M | 453.9K | 3.5% |
| 8 |  Morphe | 11.5M | 346.6K | 3.0% |
| 9 |  Natasha Denona | 10.6M | 137.6K | 1.3% |
| 10 |  ELF Cosmetics | 9.4M | 148K | 1.6% |
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Methodology
Submarine.ai tracks official brand channels on YouTube, TikTok and Instagram. This ranking orders brands by total views on their makeup content over the trailing 30 days on Instagram. Posts are matched to the topic by AI tagging, so only a brand's makeup posts count toward its total. 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 makeup brand had the most social media views on Instagram in 2026?
In the latest weekly measurement Huda Beauty had the most views on Instagram: 33.3M on posts published in the last 30 days. This is measured views, not a popularity poll.
How are these makeup brands ranked?
By total views over the trailing 30 days on Instagram on posts tagged with makeup. 340+ brands qualified, 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.