TikTok is officially beauty’s buzziest social media platform.
According to data from social intelligence agency WeArisma, TikTok drove $18.1 billion in earned media value for beauty brands in 2025, up 55 percent year-over-year and surpassing Instagram’s $17 billion EMV during the period.
This marks the first time that beauty garnered more EMV — which is a measurement of online reach and engagement — on TikTok than on Instagram. YouTube, meanwhile, still ranks at a distant number-three.
According to WeArisma’s measurement spanning 337 brands across more than 90 markets, beauty generated a total $40 billion EMV in 2025, up 17 percent versus the year prior. The top five brands globally were L’Oréal Paris, Prada Beauty, Sephora, Armani Beauty and Dior, in that order.
Hailey Bieber’s Rhode ranked ninth by global EMV, but it saw the most growth among the top 10, increasing 83 percent to $685.5 million EMV. Other top-10 brands included Selena Gomez’s Rare Beauty, Huda Beauty and Maybelline New York.
Makeup continues to dominate as the number-one category, accounting for 61 percent of beauty’s total EMV, but fragrance is the fastest-growing, up 22.8 percent. Designer brands account for most fragrance-related social media buzz, though Victoria’s Secret and Gisou, known for their affordable fragrances, ranked in the top 10 alongside brands like Chanel and YSL Beauty.
K-beauty also saw notable growth, doubling to $1 billion EMV in 2025. Medicube was the most significant gainer in the category, jumping 286 percent to $252 million from $65 million EMV.
In terms of geographies, the U.S. drove the highest EMV total in 2025 ($19 billion), while France was the fastest-growing market, increasing 61 percent to $3 billion.
The growth of TikTok, fragrance, K-beauty and European markets are expected to continue to be key themes in 2026.
