What is the story about?
What's Happening?
L’Oréal Paris has overtaken Charlotte Tilbury to become the most talked-about beauty brand on social media in the UK for 2025. According to the Beauty Rankings report by Kolsquare, L’Oréal Paris achieved an earned media value of £238.5 million on TikTok and £28.6 million on Instagram. This success is attributed to the brand's status as a 'legacy brand' and its strategic use of influencers and social media campaigns. The brand's wide product range and targeted activations around events have contributed to its high engagement rates, despite having fewer influencers than Charlotte Tilbury.
Why It's Important?
The shift in social media dominance highlights the evolving landscape of beauty marketing, where legacy brands like L’Oréal Paris leverage their established reputation and strategic influencer partnerships to maintain relevance. This change impacts the competitive dynamics among beauty brands, emphasizing the importance of social media presence and influencer engagement. Brands that can effectively harness these tools stand to gain significant market share and consumer loyalty, particularly among younger demographics who are active on platforms like TikTok and Instagram.
What's Next?
As the year progresses, the competition among beauty brands is expected to intensify, particularly during major sales periods like Black Friday and Christmas. Brands will likely increase their investment in social media strategies to capture consumer attention and drive sales. The ongoing volatility in TikTok beauty rankings suggests that brands will continue to innovate and adapt their strategies to maintain or improve their positions.
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