The Beauty Industry Social Media Benchmark Report
Find out how your brand stacks up against beauty industry leaders.
Download the Benchmarks
To understand how your brand is doing on social, start by seeing what’s typical in the beauty industry. Download the report to see beauty industry averages across important metrics and platforms, including TikTok, Instagram, and YouTube. Use these findings to set clear goals, sharpen your content plan, and grow your audience faster.
Key Takeaways: 2025 Beauty Benchmark Report
TikTok is booming. Views are up +40%, reach up +38%, and shares are up +31% six months into 2025. Engagement rate holds steady at 3.9%.
Instagram reach is climbing. Reach has jumped +30% as of June 2025, though shares and saves lag behind. A signal to focus on content that sparks interaction.
YouTube strategy is lopsided. Brands post 3x more Shorts, but On-Demand videos pull in over 6x more views per post.
Beauty Industry Benchmarks and Statistics
TikTok
171.5K
152.0K
YouTube
63.6K
* Video views are the total number of times a video is played, including repeat plays by the same viewer.
Dash Social Insight: In beauty, reach and views are rising, while engagement is holding steady. Brands can break above the rest by focusing on content pillars that are proven to receive high likes, comments, and shares.
Beauty Industry Highlights From Leading Brands
Leading beauty brands are creating content that’s both educational and entertaining. They break down ingredients in simple terms, showcase real results through before-and-after videos, and maintain a consistent visual style that reflects their brand identity.
cocokind wins attention on TikTok with ingredient spotlights and gentle routine walk-throughs that make skincare feel approachable and easy. By showing real application in natural settings, the brand turns education into a relatable moment that viewers can easily picture in their own lives.
Bleach London turns the feed electric with vivid hair transformations and crisp, high-contrast visuals. The bold, start-to-finish process in each post keeps audiences hooked for the final reveal.
LANEIGE US keeps YouTube viewers engaged with fast, purposeful edits of product textures with major ASMR vibes, while its On-Demand videos have more of an educational approach.
Dash Social pulled a sample of global companies across TikTok (n=970), Instagram (n=2,967), and YouTube (n=630) analyzing their activity between January 1, 2025 to June 30, 2025 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.
