The benchmark at a glance
- Beauty brands that posted
- 60Brands
- Followers per brand
- 4.73MAvg.Median 1.07M
- Engagements per brand
- 511kAvg.Median 17.7k
- Engagement rate per brand
- 0.18%Avg.Median 0.067%
Top 10 Beauty brands
Sort by any column. Q3 2026, across all platforms.
| Rank | Brand | ||||
|---|---|---|---|---|---|
| 01 |  MAC CosmeticsPosted on Facebook, Instagram, TikTok, X and YouTube | 48.4M | 4.22M | 684 | 0.075% |
| 02 |  NIVEAPosted on Facebook, Instagram, TikTok and YouTube | 24.4M | 142k | 250 | 0.42% |
| 03 |  Anastasia Beverly HillsPosted on Facebook, Instagram, TikTok and YouTube | 21.4M | 338k | 305 | 0.027% |
| 04 |  NYX Professional MakeupPosted on Facebook, Instagram, TikTok and X | 20.3M | 1.71M | 1,118 | 0.050% |
| 05 |  Bath & Body WorksPosted on Facebook, Instagram, TikTok, X and YouTube | 20.2M | 1.15M | 203 | 0.15% |
| 06 |  Fenty BeautyPosted on Facebook, Instagram, TikTok and YouTube | 19.3M | 3.83M | 391 | 0.20% |
| 07 |  Benefit CosmeticsPosted on Facebook, Instagram, TikTok and YouTube | 16.6M | 205k | 329 | 0.027% |
| 08 |  CliniquePosted on Facebook, Instagram, TikTok and YouTube | 15.7M | 248k | 334 | 0.041% |
| 09 |  Rare BeautyPosted on Instagram, TikTok and YouTube | 14.6M | 13.7M | 367 | 0.59% |
| 10 |  Charlotte Tilbury BeautyPosted on Facebook, Instagram, TikTok and YouTube | 12M | 2.1M | 391 | 0.11% |
Standout posts across the benchmark
The Beauty posts with the most engagements in Q3 2026, on any platform.
Reels on Instagram, Jul 16rarebeautyPeople are always trying to make me blush. Funny thing is, nobody ever can. Just rarebeauty’s Soft Pinch Liquid Blush❤️
2,120,566 engagements View post (opens in a new tab)
Video on TikTok, Jul 16
Rare BeautyPeople are always trying to make @ella bright :) blush. Funny thing is, nobody ever can. Just Rare Beauty’s Soft Pinch Liquid Blush❤️
1,152,835 engagements View post (opens in a new tab)
Carousel on Instagram, Jul 13fentybeautyAn iconic return to the stage deserves a lip combo to match 💋🎤 🤎 Trace’d Out Lip Liner in ‘Extra Thigh’ 💄 NEW Gloss Bomb Stix in ‘Lu$t Bunny’ ✨ Gloss Bomb Universal Luminizer i
388,974 engagements View post (opens in a new tab)
Platform breakdown
Averages per platform for Beauty brands in Q3 2026.
| Metric | TikTok | X | YouTube | ||
|---|---|---|---|---|---|
| Avg. engagement rate per post | 0.14% | 0.33% | 0.033% | 0.008% | 0.12% |
| Avg. posts per brand per week | 7.2 | 6 | 5.8 | 7.5 | 2.9 |
| Brands present on the platform | 21 | 23 | 31 | 5 | 26 |
Brands present on the platform: brands that posted at least once on the platform in Q3 2026 (July 1 – September 30, 2026).
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What worked on each platform
Where the Beauty engagements came from in Q3 2026, next to where brands posted.
| Platform | Engagements | Posts |
|---|---|---|
| 68.5% | 26% | |
| TikTok | 25.3% | 23.6% |
| 5.1% | 31.1% | |
| YouTube | 0.9% | 12.8% |
| X | 0.2% | 6.4% |
| Format | Engagements | Posts |
|---|---|---|
| Video | 55.6% | 71.9% |
| Carousel | 38.4% | 14.5% |
| Image | 5.9% | 9.6% |
| Text | 0.1% | 2.7% |
| Link | 0% | 0.2% |
| Other | 0% | 0% |
Observations
Written by AI from this report's data.
Instagram drove most of Beauty’s social engagement in Q3 2026, contributing 68.5% from 26% of posts. Video accounted for the largest share of posts, while Carousel stood out by generating 38.4% of engagement from 14.5% of posts.
- Facebook had the largest share of posts at 31.1%, but contributed just 5.1% of engagement. Instagram generated the most engagement, with 68.5% from 26% of posts.
- Video made up 71.9% of posts across formats and generated 55.6% of engagement. Carousel was the stronger share-of-engagement performer, contributing 38.4% of engagement from 14.5% of posts.
- On Instagram, Carousel had a 0.212% average engagement rate, compared with 0.109% for Reels.
How we calculate this
Every figure in this report comes from public social media data, collected by Socialinsider.
- Period
- The full calendar quarter July 1 – September 30, 2026 (Q3 2026). The data is refreshed every quarter.
- Brands
- The leading global Beauty brands and their official accounts on Instagram, TikTok, Facebook, X and YouTube. A brand counts as present on a platform if it posted there at least once in the period.
- Engagements
- Likes, comments and shares or reposts on a post, plus saves where the platform reports them.
- Engagement rate
- A post's engagements divided by the profile's followers at the time of the post, times 100. Averages are the mean across posts. Posts with an engagement rate above 100% are excluded as data errors.
- Per-brand figures
- Averages and medians are computed across the brands that posted in the period. A brand's engagement rate needs at least 10 posts.
- Platform figures
- Platform figures are shown only when at least 5 brands posted on that platform.
- Breakdowns
- The platform and format charts show each slice's share of all the industry's posts and engagements. Formats are grouped across platforms: Reels and videos count as Video, carousels and albums as Carousel.
- Observations
- The observations are written by AI from this report's numbers.