First on this list is Rare Beauty, with an overall beauty score of 94.58 out of 100. Launched in September 2020, the brand set out to break down unrealistic beauty standards, which made it a fan favorite on social media. Rare Beauty also has the second-highest monthly search volume, with an average of 621.500 monthly searches globally.
Kylie Cosmetics is next, with an overall beauty score of 88.42 out of 100. Launching in November 2015, the brand initially sold Kylie Lip Kits consisting of a lipliner and liquid lipstick. After huge success, Jenner rebranded it to Kylie Cosmetics. The brand has now expanded to include skincare and baby product lines.
Fenty Beauty comes in third on the list, with a beauty score of 86.3 out of 100. Rihanna launched Fenty Beauty in September 2017, and the brand is now reportedly worth around $2.8 billion. With 50 shades of foundation available, Fenty is known and celebrated for its inclusivity. Fenty Beauty has the highest monthly search volume, and the second-highest Instagram following of 12.6 million. Hugely popular on TikTok, there are over 3 billion yearly views on videos using the hashtag for Fenty Beauty — the second highest of all the beauty brands.
Florence by Mills is ranked fourth with an overall beauty score of 84.64 out of 100. Actress Millie Bobby Brown launched Florence by Mills in September 2019. Labeled as a beauty brand for Gen-Z, the brand features skincare and makeup products that are vegan and cruelty-free and mostly appeal to a young audience. With 292,300 average global monthly searches, it ranks third in the most global searches.
R.E.M. Beauty has a score of 75.62 out of 100. Ariana Grande launched R.E.M. Beauty in November 2021. Grande's vision was to create a brand that encouraged creativity and self-expression. With products that are vegan-friendly and packaged in recyclable materials, R.E.M. Beauty has grown into a popular contemporary beauty brand.
