Florence by Mills, Rare Beauty, e.l.f. Cosmetics and Haus Labs are the most popular vegan beauty brands on social media.

The vegan beauty industry is booming. Driven by growing consumer demand for ethical products along with sustainability,  eco-responsibility, and a general rise in veganism, the global vegan cosmetic market is valued at $15.17 billion. A CAGR of 6% is expected by 2030.

The increasing popularity has led to a number of A-listers and beauty brands jumping on the vegan trend to launch their own hair, cosmetic, or skincare lines, tapping into their loyal fan bases as multi-interest consumers.

With a plethora of choices on the market, Easy Vegan Recipes conducted a study to determine the most popular vegan beauty brands on social media. They looked at several factors including the number of followers, likes, views, comments, shares, and overall engagement on both Instagram and TikTok. The study scored each category out of 10 to give the brands an overall score out of 100.

The top 10 vegan brands on social media

1.     Florence By Mills

According to the study, Florence By Mills is the leading vegan beauty brand on social media. Founded by Millie Bobby Brown in 2019, Florence by Mills has gained over 3.3 million followers on Instagram and another 3 million on TikTok, making it the most followed account in the top 10. Followers of the brand have also shown some of the highest engagement rates on the list.

2.     Rare Beauty by Selena Gomez

In second place is Rare Beauty, another celebrity-owned brand, this time by Selena Gomez. The brand has gained the second-highest number of TikTok and Instagram followers on the list at 3.1 million and 3.8 million, respectively. Rare Beauty also averages the highest average number of Instagram likes per post at 74,642.

3.     R.E.M. Beauty by Ariana Grande

R.E.M. Beauty, launched in 2021 by Ariana Grande, takes third place. This award-winning brand places ethics and sustainability at the heart of its practices, with 3.2 million followers across TikTok and Instagram and the highest percentage of TikTok engagement out of the top 10.

4.     Elf Cosmetics

Elf Cosmetics is the fourth-most famous vegan beauty brand with 6.4 million Instagram followers, the highest on the list, and 928,000 TikTok followers. Additionally, the brand has the third-highest TikTok engagement rate in the top 10.

5.     Haus Labs by Lady Gaga

Lady Gaga’s Haus Labs is social media’s fifth-most popular vegan brand, inspired by individuality and inclusivity. The brand has almost 1.5 million followers across TikTok and Instagram and has the highest comments rate on TikTok.

6.     Truly Beauty

Truly Beauty takes the number six spot on the list with its vibrant products and viral videos. The brand’s how-to videos are shared with over 2.3 million followers on TikTok and have the highest number of TikTok likes on the list.

7.     Milk Makeup

Milk Makeup is the seventh-most popular vegan beauty brand on social media with a focus on on-the-go-focused products to help support busy lifestyles.

8.     Mecca Max

Mecca Max ranked as the eighth-most popular vegan beauty brand on social media despite having the lowest number of followers on both platforms in the top 10.

9.     Beauty Bay

Online superstore Beauty Bay makes its way into the number nine spot on the list with a strong focus on its cruelty-free practices.

10.  Pacifica Beauty

According to the study, Pacifica Beauty is the 10th-most popular vegan beauty brand on social media right now with a combined 971,100 followers across TikTok and Instagram.

The study also highlighted another factor. The top 10 brands seem to have a strong connection with their founders’ online popularity. Most of the top brands are launched by celebrities, who have a massive fan base, which means their corresponding brands have a recognizable face that fans can attach to them.

A spokesperson for Easy Vegan Recipes said: “This ranking shows how important it can be to have a large community on social media to promote a brand and earn the loyalty of customers looking for the same beauty routine as their favourite star – while also promoting certain values.”

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