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It feels like there are so many beauty brands out there that it’s impossible to keep track of them all. Every week, there’s a new brand, or a celebrity launching a beauty line, or a makeup brand introducing skincare. Put simply, the beauty market is oversaturated. 

Because of this sheer volume of brands, it’s important to pay attention to the ones that are actually landing with their audiences. That’s why when Cosmetify released their 2022 Cosmetify Index, the industry immediately perked up its proverbial ears. This index measured the world’s biggest, most popular beauty brands of 2023 based on a wide variety of factors: Instagram followers, Instagram engagement, Instagram mentions, and Google searches and change in searches.

There’s no doubt about it—people are clearly prioritizing factors like efficacy, sustainability, and simplicity in their beauty buys. Keep reading for the world’s most popular beauty brands of 2022, which are sure to keep gaining momentum this year. 

Millie Bobby Brown’s “clean” brand clocks in at number one on the list. Free of parabens, sulfates, pthalates, and synthetic fragrances, the products are also effective and reasonably priced, which has earned the brand an explosive rise in Instagram follows and Google searches. 

There’s a reason Cerave is your dermatologist’s favorite skincare brand: it works. It’s also affordable and available in most drugstores, which is a major win. The brand has garnered 18.4 million searches in the last 12 months alone. 

This cool-person brand is back on everyone’s vanities, and for good reason—their affordable products don’t just look aesthetically pleasing, they also really work. 

This beloved skin and bodycare brand is also having a major renaissance—it clocked over 40 million Google searches this year. 

It only makes sense that Estée Lauder would be on this list, since their products are sold in 150 countries and territories. The brand name is recognized around the world, and it only keeps growing. 

This is the first time that UK-based beauty brand Revolution has been on Cosmetify’s Index. The brand has 3.4 million Instagram followers and an incredibly reasonable price point for products that work so well. 

This brand is a mainstay in Europe, and it garnered 30 million searches this year. 

It’s no surprise that haircare brand Olaplex is on this list, as it’s a major cult-favorite. With 18.5 million searches this year, it’s clear the brand is just getting started. 

Rihanna remains the queen. With nearly 12 million Instagram followers and products that people absolutely love, Fenty has shown major staying power in the world of celebrity beauty brands. 

This French-girl favorite has one of the higher Instagram engagement rates out there, and based on how beloved their products are, it’s no surprise. 

Next, We ID’d the Latest Injectable du Jour—Why Everyone’s About to Be Asking for It

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