Instagram has become one of the top media platforms to grow as well as engage with audiences. Major beauty brands have used Instagram to enhance their global presence and gain millions of followers to connect with. Beauty brands’ growth in 2025 is where rapid followers gain momentum, and, as a result, viral campaigns can grow rapidly.
Read further to know the details about the fastest-growing beauty & cosmetic brands on Instagram as of 2025, including their growth and brand strategy.
Here is the list of brands that have grown rapidly on Instagram with an appropriate strategy:
| Brand | Instagram Followers (as of July 2025) | Brand Growth Details |
| Kylie Cosmetics | 25 million | Fastest Growing Beauty Brand |
| Fenty Beauty | 13.3 million | High celebrity and an inclusivity-driven brand |
| Rare Beauty | 8.3 million | +1 million in one year |
| SHEGLAM | 5.7 million | +2 million in one year |
| WePink | 4.6 million | Among the top in YoY growth |
| Rhode | 3.5 million | A brand by Hailey Bieber, emerging strong on Instagram |
| R.E.M. Beauty | 2.2 million | Substantial, rising in 2025 |
| Glow Recipe | 2 million | 62% YoY growth |
| Kosas | 776K | 31% YoY growth |
| TirTir | 593K | 315% YoY growth |
* (YoY stands for year-over-year)
Brand-by-Brand Strategy
- Kylie Cosmetics
- Founded by: Kylie Jenner
- Founded in: 2015
- Products: Makeup and Skincare
- Brand strategy: Celebrity-driven product drops
- Followers: 25 million
Kylie Cosmetics is a brand by the most famous celebrity, Kylie Jenner. With her presence, this brand has reached a lot of followers. Frequent Collaborations with top influencers and visually bold creative always motivate the fans to try the new launches and trends. Since Kylie herself does campaigns, it holds the most significance for its growth on Instagram.
- Fenty Beauty
- Founded by: Rihanna
- Founded in: 2017
- Products: A Wide range of skincare and makeup
- Brand strategy: Story and reels-driven campaigns
- Followers: 13.3 million
Founded by Rihanna, Fenty Beauty holds a huge celebrity approach. The beautiful part of this brand is that it produces skin products suiting every undeserved skin tone, so that its customers feel seen. Their strategy to put up brand details, new launches, and more on Instagram Stories and Reels has, consequently, helped them grow with millions of followers worldwide. Moreover, this approach has allowed them to stay constantly engaged with their audience, further boosting their global reach.
- Rare Beauty
- Founded by: Salena Gomez
- Founded in: 2020
- Products: Makeup
- Brand Strategy: Focusing on social issues
- Followers: 8.3 million
Founded by Selena Gomez, Rare Beauty has become successful because of its real and heartfelt approach, focus on mental health, and willingness to show vulnerable sides. Their social media feed encourages true self-expression and feels warm, helping followers connect with the brand on a personal level, not just through pictures.
- SheGlam
- Founded By: E-commerce Giant SHEIN
- Founded in: 2019
- Products:
- Brand Strategy: Videos and Influencer-Driven Strategy
- Followers: 5.7 million
SheGlam is a brand backed up by SHEIN, which promotes its products through reels and rapid-fire influencer collaborations, thus allowing it to grow quickly in popularity. In the U.S and Latin America, the brand uses mass viral tutorials, TikTok cross-promotions, which have increased a lot of followers for the brand on major social media sites.
- WePink
- Founded By: Virginia Fonseca and Samara Pink
- Founded in: 2024
- Products:
- Brand Strategy: Micro-Influencer Collaborations
- Followers: 4.6 million
WePink uses local micro-influencers to create excitement in specific areas, and as a result, they generate quick, energetic content with a friendly, community-focused style. Consequently, this approach helps build a strong, localized following while fostering deeper connections with their audience. People creating their content help build a brand that feels easy to connect with.
- Rhode
- Founded By: Hailey Bieber
- Founded in: 2022
- Products: Skincare and Makeup
- Brand Strategy: Minimalist approach and Celebrity-driven approach
- Followers: 3.5 million
Rhode uses a simple brand style and has a famous celebrity founder, Hailey Bieber. They plan to focus first on Reels, sharing tutorials, being clear about ingredients, and, in addition, sending out messages that are friendly and centered around health and wellness to build real connections with people.
- R.E.M. Beauty
- Founded By: Ariana Grande
- Founded in: 2021
- Products: Makeup
- Brand Strategy: Trendy Music-inspired edits
- Followers: 2.2 million
R. E. M. Beauty makes a strong impression by using Ariana Grande’s music style in its Instagram posts. In addition, the brand mixes music-based stories with fun campaigns and invites people to share their own content, making the line between being a fan and loving beauty less clear. As a result, posts that include fans, costumes, and challenges keep people interested, building a close online group where new product releases feel like big events.
- Glow Recipe
- Founded By: Christine Chang & Sarah Lee
- Founded in: 2017
- Products: Skincare
- Brand Strategy: Reels and Educational-Driven Tutorials
- Followers: 2 million
Glow Recipe’s plan centres around eye-catching, informative Reels. The brand makes skincare easier to understand by sharing fun and easy-to-follow tutorials and “before and after” videos. They use playful fruit themes and videos that explain skincare science in a clear way. Additionally, along with working with influencers, this strategy helped the brand see a strong 62% increase in Instagram followers from one year to the next.
- Kosas
- Founded By: Sheena Yaitanes
- Founded in: 2015
- Products: Makeup and Skincare
- Brand Strategy: Storytelling and Ingredient Transparency
- Followers: 776 K
Kosas is growing faster by focusing on being open about ingredients and teaching people about clean beauty. Their posts use clear, professional images to explain how products work, ask experts questions, and share stories from real customers.
- TirTir
- Founded By: Lee Jinri
- Founded in: 2017
- Products: Korean Skincare and Makeup
- Brand Strategy: Influencer collaborations
- Followers: 593 K
A Korean brand named TirTir became famous worldwide because of its Cushion Foundation, which went viral first on TikTok and then on Instagram. TirTir shows how the second wave of K-beauty is growing through social media trends around the world.
Differentiator Beauty Brands in 2025
Reels-First Content: Many top brands now focus on Instagram Reels because they get more likes and shares. They’re moving away from just showing products in pictures to using short, lively videos that grab attention.
Micro-Influencer Networks: Local brands like WePink show that, in fact, working with small, neighborhood-based influencers can build strong loyalty and big growth, even without a huge marketing budget.
Community and Authenticity: The best brands in 2025 share real, heartfelt stories, encourage people to express themselves, and often teach instead of just pushing products.
Conclusion
At this point in 2025, Instagram remains where the fastest growing beauty brand and cosmetic brand go to grow fast and connect with real-time people. All of this year’s fast-growing brands utilise keen practices such as coming together with their influencers, creating “punchy” video shorts and sharing real stories. It could be a household name global celebrity launching a new product, a new small-sized brand providing some helpful tips, or a new Korean beauty brand going viral; in fact, every beauty and cosmetic brand is using Instagram as a platform to open up real connections with their real audiences.
