Three makeup brands by women entrepreneurs top a new study on the most popular by booking app Goldie.
The app analyzed more than 60 different makeup brands ”“ counting average Google searches in the United States and Instagram posts containing the brand”™s name, then dividing the sum by the years the brand has been around to even out the results and discover which one is actually the most popular today.”¯
”¯Huda Beauty came in first with 77,000 U.S. average monthly searches and a whopping 30.3 million Instagram posts containing the brand”™s name, for a combined internet interest of 30,398,554.
”¯The brand was created in 2013 by Huda Kattan, an Iranian American businesswoman who, dissatisfied with the false eyelashes sold on the American market, decided to make her own. That snowballed into a line of products that is now sold exclusively at Sephora.
”¯As the brand has been around for 10 years, the relation between it and the total searches and posts is 3,039,855, the highest on the list.”¯
”¯In second came Anastasia Beverly Hills, founded in 1997 by Romanian-born Anastasia Soare and well-known for its brow products, including the superb Anastasia Brow Definer in Ash Brown, which beautifully complements trending gray hair.
”¯The brand registered 63,000 average monthly searches in the U.S., which combined with the 25.6 million Instagram posts containing the brand”™s name totaled 25,740,666. This number, divided by the 26 years Anastasia Beverly Hills has been around, gave it a score of 990,026.
Rihanna”™s brand, Fenty Beauty, was third with 194,000 average monthly searches in America and 5,598,525 Instagram posts, for a total of 5,792,525.”¯”¯
”¯Fenty Beauty was founded in 2017 and was among the first in a recent series of celebrity-led beauty companies. The total searches and posts divided by the years the brand has been around resulted in a score of 965,421.”¯
MAC Cosmetics came in fourth. The Canadian brand was founded in 1984 by Frank Toskan and Frank Angelo with headquarters in New York since its incorporation as a subsidiary of Estée Lauder Cos. MAC registered 474,000 U.S. average monthly searches, the second highest on the list, and was mentioned in 29,190,380 Instagram posts for a total of 29,664,380. That was divided by its 39 years in business for a score of 760,625.”¯
”¯The top five closed with Morphe Cosmetics, founded by Chris and Linda Tawli in 2008 and mostly famous for its eyeshadow palettes and brushes. The total between average monthly searches and Instagram posts was 8,478,528, which divided by the 15 years since its creation resulted in a score of 565,235.”¯
Urban Decay, NYX, Sephora, Charlotte Tilbury (excellent pale pink palettes for lips and eyes) and Too Faced rounded out the top 10.
A spokesperson for Goldie commented on the findings: “It is really interesting to see how all of the brands in the top three have been founded by women in different stages of their lives”¦.The data also shows how most of these makeup brands are more popular on Instagram than Google, (revealing) how most people nowadays use the photo-centered social media (site) to discover new products and (learn) more about them, as well as make purchases, thanks to the app”™s recent features that take you from the brand”™s official page directly to its website.”
