Which Beauty Brand is a Beast on Instagram?

Jonathan Gardner

ShareIQ, the earned media performance platform for brands, today announced an analysis of Instagram audience growth and engagement by top brands in the super-hot cosmetics industry.

The past year has been tumultuous for beauty brands, with their battle for earned media domination heating up social media networks including Instagram. Previously, Maybelline and Lime Crime emerged as the winners at both building their influencer and consumer audience and creating engagement for their content. Soon after, L’Oreal dominated the social media audience-building game. Now, 2018 seems to be the era for a new reigning queen of beauty Instagram: Too Faced Cosmetics.

The analysis through February 23, 2018 examined the audience growth and content engagement for top cosmetics brands Maybelline, Estee Lauder, L’Oreal, Too Faced, Lime Crime and Revlon.


Too Faced grew their Instagram audience 6 times as fast as Lime Crime, a previous but now fading star. Former audience growth champion L’Oreal has pumped the brakes this time around, with Too Faced growing 1.5 times faster. For total audience size, Too Faced is still way ahead, with Maybelline, its closest competitor, having nearly 4 million fewer followers.

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While Revlon and Estee Lauder dominated earlier reports for Instagram content engagement, they were simply blown away by Too Faced this time around. Too Faced got 15 times the engagement that Estee Lauder got and 4 times the engagement as Revlon for its content.

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This analysis was conducted using ShareIQ Competitive Analytics and Audience Trends, which give up front and at a glance the most critical information a marketer needs to benchmark and optimize their campaign performance across Pinterest, Instagram, Facebook and the web. The software platform answers important questions for brands, such as:

  • How much have I grown my audience in the most recent period?
  • Is engagement per post growing or shrinking?
  • What is my reach compared with the competition?
  • Am I growing faster than the competition?
  • What metrics can I use to show growth or where there’s room for improvement?

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Analysis of Instagram audience growth and engagement by top cosmetics brands
Jonathan Gardner

Jonathan is vice president of marketing for ShareIQ, based in New York City.