Oman today_ At the beginning of 2025, Huda Beauty secured the title of the world’s most popular beauty brand. According to a report published by Cosmetify, the brand surpassed major names like Fenty Beauty, Dior Beauty, and Rare Beauty to claim the top spot.
A key factor behind this achievement was the brand’s remarkable activity on social media. Huda Beauty’s strong presence on platforms such as Instagram and TikTok, with over 64 million followers and exceptional engagement rates, played a crucial role in this success.
Additionally, the launch of the limited-edition “Ube Collection” in January 2025 attracted significant attention. Inspired by the famous Filipino dessert, Ube Cake, this collection featured three innovative products:
Easy Bake Setting Powder in the unique shade “Ube Birthday Cake,” designed to brighten and blur the skin, particularly suitable for medium to deep skin tones.
Blush Filter Cream Blush in an electric purple shade, offering a soft, blendable texture that creates a natural and radiant look on the cheeks.
Faux Filler Lip Gloss in the shade “Uuu-Baby,” a sheer purple gloss enriched with plant-based collagen and vitamin E to hydrate and plump the lips.
Before its official release, the collection garnered over 20 million views across social media platforms. The bold use of purple as the signature color of these products not only made a striking visual impact but also gained attention for its brightening and color-correcting properties.
Ultimately, Huda Beauty’s rise to the top of the global beauty brand rankings was the result of strategic digital marketing, strong audience engagement, and the introduction of innovative products like the Ube Collection.
Huda Beauty Named the Most Popular Beauty Brand in the World in 2025
