What are the most mentioned beauty brands on Instagram in 2024?

Instagram has established itself as a key platform for the beauty sector, where brands fight to capture user attention through digital marketing strategies, not only showing their products, but also creating authentic communities around them.

El Earned Media Value (EMV), a metric that evaluates the value of visibility obtained through mentions on social networks, has become one of the main success indicators for brands on platforms such as Instagram. In 2024, the beauty industry continues to demonstrate its relevance in this digital environment, where brands are increasingly striving to excel.

In this sense, we will explore The 20 most mentioned brands on Instagram, presented in the ranking of «The 100 most mentioned beauty brands on Instagram in 2024»Developed by Kolsquare, the influencer marketing platform.

Top 20 beauty brands by EMV on Instagram

In this accelerated world of social networks, Dior Beauty It has managed to stand out as the most influential brand in Spain during the year 2024, reaching an impressive Earned Media Value of 37,550,014 € on Instagram. With a community of 1,514 influencers generating a total of 9,745 publications, the brand has experienced a FIVE POSITION ASSESSMENT compared to the previous year. This success has been promoted by strategic collaborations with renowned figures such as Erola Jons Y Marta Pombowhose campaigns have strongly impacted the platform.

For its part, L’Oréal Paris It remains close, occupying second place with an improvement of two positions with respect to 2023. in terms of PrimeThe brand occupies third place, experiencing a small descent.

The Top 20 of the beauty brands with more mentions on Instagram complete it Maybelline with a rise of three positions, Druni Perfumerias, Sephora, ghd, YSL Beauty, Charlotte Tilburywhich presents a strong rise of six positions, Garnier. For its part, Mac Cosmetics It is located in the eleventh position, followed by L’Oréal Professional which uploaded 31 positions with respect to the previous year. It is then found Nyx CosmeticsLancôme, Kérastase, Lancôme With its profile @beautyexpertlancome, Nars, Yepoda, L’Oréal Spain y Armani Beauty.

Top 10 makeup brands by EMV on Instagram

Maybelline He has managed to position himself as the most outstanding brand on Instagram in Spain during the year 2024, leading the Earned Media Value (EMV) ranking with a figure of 32.023.448 euros. This success is due to collaborations with 1.945 influencerswho generated a total of 7,865 publications. The brand has uploaded a position compared to the previous year, promoted by effective campaigns with influential figures such as María Aguilar and Leo Pereira.

In second place, it is Charlotte Tilbury which has improved markedly, uploading three positions compared to the previous year. For its part, MAC Cosmetics It maintains its stability in third place, demonstrating its continuous relevance in the sector.

The Top 10 of makeup brands by EMV on Instagram completes it Nyx Cosmetics, Narcs, Sheglam Official, Kiko Milano, Huda Beuty, Benefit Cosmetics y Rare Beauty.

Top 10 skin care marks by EMV on Instagram

In 2024, Garnier It is positioned as the leading brand on Instagram within the skin care sector in Spain, reaching an outstanding EMV of 18.027.545€. Its solid digital presence has been reinforced by the collaboration of 1,452 influencers, who generated 4,368 publications. The successful collaborations with influencers such as Natalia Osona have been key to connect with their audience.

Next, there is the Korean brand Yepoda which amounts to second place, achieving an improvement of two positions, while La Roche-Posay Follow closely, staying in third place with an equally remarkable ascent.

This top is completed with Clinique In the fourth position, followed by Cerave, Isdin, Clarins, Nivea, Shiseido and Biotherm.

Top 10 hair care brands by EMV on Instagram

In the digital field of capillary beauty in Spain, ghd It is positioned as the leading brand in 2024, reaching an impressive EMV of 27.655.168€. This success is reflected in the collaborations of 1,131 Influencers, who generated a total of 9,789 publications, maintaining remarkable stability compared to the previous year. Collaborations with Figures like Elena Gortari They have been key to connect with the public, achieving a great impact.

Behind ghd, Garnier It remains firm in second place, while L’Oréal Professional He ascends to third place, showing a remarkable advance compared to last year.

The top 10 complete it The Professional Oreal Paris, Kérastase,

Top 10 fragrance brands by EMV on Instagram

In 2024, Kenzo perfumes It is positioned as the leading brand on Instagram in the fragrance sector in Spain, with an EMV of 2.092.175€. The brand has achieved this success thanks to the collaboration of 220 Influencers, who generated 552 publications, maintaining their stable performance compared to last year. The campaigns of figures such as Elena Gortari have been key to boosting the brand.

For its part, May Flor He ascends to second place, improving two positions, while Rochas also shows an advance, occupying third position.

The Top 10 fragrance brands by EMV on Instagram complete it Narciso Rodríguez, Divain Span , Killian Paris, BDK Parks, LE LABO Fragraces, Juliite Parfums has at Gun y Acqua of Parma.