Followers aren’t everything, but surges in the metric can be an indication of cultural shifts and moments worth paying attention to.
For example, data from digital marketing agency Stylophane found that Rihanna’s Fenty Beauty clocked significant cross-platform follower increases in the lead-up to and aftermath of her much-awaited Super Bowl halftime performance, and now reigns as the sixth most-followed beauty brand on TikTok.
Selena Gomez became the most followed woman on Instagram in February, and her brand, Rare Beauty, followed suit. The cosmetics brand gained the most new followers on both platforms during the month, with a whopping 628,000 on Instagram alone.
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Here, see the number of followers gained by each of TikTok’s fastest-growing beauty brands in February.
- Rare Beauty: 400,000
- Fenty Beauty: 400,000
- Charlotte Tilbury: 150,900
- R.e.m. Beauty: 100,000
- ColourPop Cosmetics: 100,000
- Florence by Mills: 100,000
- The Inkey List: 74,900
- Tree Hut: 69,500
- Drunk Elephant: 67,900
- Sol de Janeiro: 59,800
The number of followers gained by each of Instagram’s fastest-growing beauty brands in February.
- Rare Beauty: 628,128
- Fenty Beauty: 296,376
- Huda Beauty: 230,356
- Dior Beauty: 122,790
- Yves Saint Laurent Beauté: 99,484
- Nars Cosmetics: 67,142
- Pat McGrath Labs: 59,001
- R.e.m Beauty: 57,550
- Ouai: 53,229
- L’Oréal Paris: 53,191