Kylie Cosmetics, Huda Beauty and MAC Cosmetics have been crowned the most popular beauty brands in the first half of 2026. Kylie Jenner’s make-up brand Kylie Cosmetics ranked second with an overall score of 4.52 out of 10, with 27.5 million followers, 368,000 monthly searches and a 1.25% engagement rate. Meanwhile, MAC Cosmetics, with a score of 4.17 out of ten ranked third, with 24.7 million followers, 550,000 monthly searches and a 1.70% engagement rate. Fellow luxury brand Prada Beauty (ranked 38) continued to grow its digital presence with almost two million followers, the report noted, while Armani Beauty entered the rankings at number 23. “Luxury beauty continues to prove resilient, even as consumers become more selective with their spending,” Carly Cochrane, Beauty Expert at Cosmetify, told Cosmetics Business.