The Beauty Industry Social Media Benchmark Report
Find out how your brand stacks up against beauty industry leaders.
Download the Benchmarks
Understanding your brand’s social media performance starts with knowing what's typical in the beauty industry. Download the report to explore comprehensive beauty industry benchmarks across key metrics and social channels, including TikTok, Instagram and YouTube. Use the insights in this report to set clear goals, strengthen your content strategy and grow your audience faster.
Beauty Industry Benchmarks and Statistics
Average Monthly Social Media Growth Rate for Followers/Subscribers
TikTok
3.0%
0.6%
Youtube
1.9%
* Follower growth rate data taken from the March 2025 Benchmarks for beauty brands. See the report for the full methodology.
The Average Monthly Growth Rate measures the rate at which a beauty brand increases its follower count month-over-month. Brands can expect different growth trajectories per channel, with TikTok still seeing significant follower growth. The beauty industry still sees steady follower growth on Instagram, despite its high amount of saturation; this is likely due to beauty brands’ ability to make entertaining content.
Beauty Industry Highlights From Leading Brands
The beauty industry is at the forefront of entertaining social media content, and it has a strong grasp of the latest trends and how to keep its content trendy. Another emerging theme is community — the best-performing brands on social media encourage user-generated content and work with nano-influencers to showcase authentic testimonials in the form of tutorials or “get ready with me” videos.
Dr. Jart+ gains a high TikTok engagement rate by blending playful skincare skits with informative ingredient breakdowns. Quick product demos and comedic transitions turn routine face care into share-worthy content.
Dr. Jart+ outperforms the beauty industry by 126%.
House of Sillage’s Instagram feed is a feast for fragrance lovers, displaying ornate bottles and dreamy scent inspirations. Each post leans into luxury storytelling, helping followers imagine the experience of using the product. By encouraging fans to share their personal scent journeys, House of Sillage cultivates a strong engagement rate.
House of Sillage outperforms the beauty industry by 800%.
LANEIGE US charms YouTube Shorts viewers with fast-paced product demos and fresh-faced results that highlight dewy, hydrated skin. These snippets often showcase trending ingredients and skincare steps, staying in sync with the latest beauty buzz. The brand’s concise, eye-catching approach garners strong repeat views.
LANEIGE US outperforms the beauty industry by 1,199%.
In this Beauty Industry Benchmark Report you’ll discover:
- Benchmark KPIs across a number of social channels and metrics.
- Who your top competitors are on social media.
- Case studies exploring what top-performing brands in the beauty industry are doing well.
- Insights into what you could be doing right now to get better social media performance.
Dash Social pulled a sample of global companies across TikTok (n=1,170), Instagram (n=2,978), and YouTube (n=644), analyzing their activity between July 1, 2024 – December 31, 2024, to determine average performance against a predetermined set of KPIs. These benchmarks include organic, boosted and promoted content but exclude paid ads. They apply to handles with at least 1K followers, covering both customers and non-customers.