Analysis of the strategies and players dominating the beauty scene on Instagram and TikTok in 2025: rankings, winning formats, case studies and practical advice for brands and influencer specialists. An operational overview for seizing visibility and engagement levers.
A stylized and factual panorama of the beauty brands that will be dictating trends on Instagram and TikTok in 2025. This article breaks down the mechanics of success, compares performance and formats, and offers concrete examples adapted to acquisition and loyalty strategies.
The most influential brands on Instagram: rankings and visual strategies
Instagram in 2025 remains an essential showcase for beauty brands that master aesthetics and visual storytelling. Some historic houses retain their historical dominance, while brands born on social networks are hitting hard with targeted content. The importance of visual storytelling and feed consistency is confirmed.
Successful brands apply precise tactics: editorial calendars timed to highlights, regular collaboration with creators, and short formats to maximize the algorithm. The role of community management, combined with influencer campaigns, creates an ecosystem where each publication plays a precise role.
Profile of leading brands
Leaders on Instagram share several traits: a strong brand image, the ability to produce high-quality content and the use of multi-level collaboration (macro, micro...), nano-influencers). L'Oréal Paris remains a shining example of longevity and digital adaptation, and recent analyses present its detailed results on influence marketing (L'Oréal study).
- Consistent image: homogeneous feed, strict color chart.
- Various formats: Reels, educational carousels, product lives.
- Ongoing partnerships: recurring contracts with relevant creators.
Case in point: the fictitious "ÉclatParis" brand doubled its engagement rate in 9 months by standardizing its mini-tutorials and launching a series of weekly Reels with a local micro-influencer, Camille, who serves as a thread running through the campaigns.
| Criteria | Impact on Instagram |
|---|---|
| Visual quality | Improves recall and saves time. |
| Frequency of publication | Maintains visibility and feeds the algorithm. |
Metrics to focus on to measure success include EMV, engagement rate per post, and link-to-bio conversion rate. Additional resources detail these metrics, such as an analysis of influential brands on Instagram and TikTok (detailed report).
Winning formats and examples
Reels remain the engine of discovery; carousels serve product education; Lives promote instant conversion. A typical campaign combines :
- Visual teaser (Reel),
- Educational content (carousel),
- Live session for Q&A and limited offers.
Section conclusion: on Instagram, the combination of a mastered visual identity and a multi-format content strategy remains the key to beauty brands retaining their leadership. The main thread here, Camille, illustrates the growing power of micro-influencers when strategically integrated.
How TikTok will redefine the virality of beauty products in 2025
TikTok has reshaped product adoption cycles: a viral video can propel a product to must-have status in a matter of days. The platform favors raw creativity and user content, making organic recommendation more powerful than traditional placements.
In 2025, the TikTok effect is based on three vectors: the simplicity of the message, the authenticity of the creator and the reproducibility of the format. Brands that master these elements can achieve a massive halo effect in traffic and sales.
Virality mechanisms and real-life examples
Viral trends revolve around challenges, quick tutorials and before-and-after demonstrations. Recent cases show how a filter or a sound can multiply mentions: studies have documented episodes where brands saw their sales explode after a spontaneous TikTok (filter and control analysis).
- Challenges: easy to reproduce and share.
- Before/after: visual and convincing to buy.
- AR filters: enhance virtual testing and conversion.
The hypothetical brand "NuanceLab" launched a challenge combining a quick tutorial and a specific hashtag; in one week, mentions increased by 400 %, demonstrating the catalytic effect of good creators.
| TikTok format | Why it works |
|---|---|
| #MakeupChallenge | Encourages participation and creates a network effect. |
| Tutorial 15s | Easily consumable and replicable by users. |
Creators play a central role. The platform favors emerging creators who tell an authentic story. For brands, collaborating with micro-influencers is often more profitable and credible than a single partnership with a celebrity.
Consequences for distribution and retail
Unexpected peaks in demand force distribution channels to adapt: rapid inventory, flash offers and optimized product pages. Several retailers have learned to integrate TikTok as a priority acquisition channel, with product pages featuring integrated videos and tracked links to measure actual performance (top brands TikTok/YouTube).
Section conclusion: TikTok imposes a logic of rapid results and measurable creativity; brands need to plan processes to turn virality into sustainable sales.
Winning influencer strategies: micro-influencers, UGC and sponsored formats
Brands' strategic palette has broadened: micro-influencers, UGC (user-generated content) and sponsored formats coexist in a complementary fashion. Effectiveness lies in balance and coherent planning.
ValueYourNetwork has been documenting how multi-level campaigns achieve superior results since 2016. Using micro-influencers increases authenticity and engagement rates, while macro-influencers boost brand awareness.
Micro-influencers vs. macro-influencers
The strategic comparison depends on the objectives. For local acquisition and conversion, micro-influencers offer a better ROI; for launch and massive awareness, macro-influencers remain relevant. In-depth analyses explain these dynamics (comparative study).
- Micro-influencers: proximity, high engagement rate.
- Macro-influencers: rapid reach, mass credibility.
- UGC: social proof and organic amplification.
Case study: Camille, a Paris-based micro-influencer, produced a series of paid and unpaid test videos for ÉclatParis; the combination generated content that could be reused by the brand, saving budget and increasing conversion.
| Approach | Key benefit |
|---|---|
| Micro-influence campaign | High local commitment and low unit cost. |
| UGC | Reinforces social proof and trust. |
Sponsored formats and commercial integration
Sponsored formats need to blend into the consumer experience. Native integrations, such as "paid by" tutorials where the creator explains usage, perform better than visible placements disconnected from the content.
Section conclusion: an effective influencer strategy in 2025 doesn't rely on a single lever. The thoughtful juxtaposition of micro-influence, UGC and well-designed sponsors produces the best ROI for beauty brands.
Case studies: l'oréal, emerging brands and independent successes
Analyzing case studies enables us to identify reproducible recipes. Three types of success story emerge: giants who adapt, digital-native brands who scale, and independents who exploit a precise niche.
L'Oréal illustrates the global approach: massive investment in content, multi-platform collaboration and partnerships with thousands of influencers. Published analyses show their method and results on Instagram and TikTok (complete analysis L'Oréal).
Brands born on networks
Some brands have been created with networks at the heart of their business model. These brands rely on communities, test products via short formats and launch limited editions to provoke the urge to buy.
- Rapid launch: product iterations based on social feedback.
- Community involvement: product voting and testing.
- Omnichannel distribution: from social to retail in a matter of weeks.
| Brand type | Key to success |
|---|---|
| Historic Group | Resources and global network for massive campaigns. |
| Digital start-up | Product agility and community marketing. |
Illustrative example: "FloraSkin", an independent brand, used micro-campaigns on Instagram and a TikTok challenge to test three variants of a serum. The feedback guided large-scale production and a retail collaboration, proving the power of social testing to reduce product risk.
Luxury brands, meanwhile, are adopting a hybrid strategy: premium storytelling on Instagram and more accessible formats on TikTok, as described in some works on luxury brands and influencers (luxury analysis).
Section conclusion: by combining agility, social listening and strategic partnerships, any brand can leverage the dynamics of Instagram and TikTok to accelerate growth.
Operational recommendations for brands and FAQ
To turn visibility into sales, a number of practical recommendations have emerged. They cover the construction of a long-term strategy, the implementation of KPIs and the articulation of relationships with creators.
Winning brands plan, test and measure. They equip themselves with link tracking tools, optimize product pages for conversion and reuse influencer content as marketing assets.
Operational checklist
- Define clear objectives: awareness, conversion or loyalty.
- Selecting the right creators: audience affinity rather than pure reach.
- Measuring impact: UTMs, attributed sales, conversion rates.
- Preparing the supply chain: managing peak demand.
| Action | Priority |
|---|---|
| Social media plan | High |
| Product testing via micro-influence | Average |
To delve deeper into influencer profiles and best practices, several specialized resources offer rankings and analyses, including the Top Beauty Influencers 2024/2025 and studies on micro-influencers (top influencers 2025, micro-influencers guide).
To conclude this section, the main insight: a social-first strategy, based on measurement and format diversification, remains indispensable for any beauty brand wishing to dominate Instagram and TikTok.
ValueYourNetwork has been supporting brands since 2016 with proven influencer marketing expertise. Working with ValueYourNetwork brings tangible benefits: a network of qualified influencers, optimized campaign methodology and precise performance measurement. With hundreds of successful campaigns on social networks, the agency knows how to effectively connect influencers and brands to maximize impact. To explore a collaboration tailored to your objectives, contact us and benefit from a customized diagnosis.
FAQ
Why are beauty brands choosing Instagram in 2025?
Instagram remains favored for its ability to visually tell a brand story and build loyalty. On Instagram, beauty brands exploit feeds, Reels and Lives to build a strong identity and stimulate engagement, making it a preferred channel for product storytelling and customer relations.
How can I use beauty brands on TikTok to launch a product?
Using TikTok means creating short, viral formats that encourage sharing. Beauty brands launch challenges, collaborate with authentic creators and optimize product pages to capture the traffic generated by the videos.
What are the advantages of micro-influencers for beauty brands?
Micro-influencers offer a higher rate of engagement and a relationship of trust with their audience. They enable beauty brands to test messages, obtain UGC content and improve conversion at lower cost.
Should beauty brands invest in AR filters on Instagram and TikTok?
Investing in AR filters increases virtual trial and conversion. Filters make the product tangible at a distance and enhance the user experience, particularly useful for beauty brands with a high product trial stake.
How do beauty brands measure the success of their influencer campaigns?
Measuring success requires clear KPIs from the outset, such as MVE, engagement rate and tracked conversions. For beauty brands, combining social data with actual sales helps to assess profitability and optimize campaigns.
Beauty brands: how to combine Instagram and TikTok effectively?
The effective combination relies on adapting formats to each platform: visual storytelling on Instagram and viral formats on TikTok. Beauty brands that synchronize calendars and messages achieve significant amplification.
Which advertising formats work best for beauty brands?
Native formats and storytelling, such as sponsored Reels and short TikTok videos, work best. They promote engagement and integrate naturally into the user flow, which is beneficial for beauty brands.
Should beauty brands focus on creativity or data?
The best approach combines creativity and data: creativity captures attention, data optimizes targeting and performance. For beauty brands, testing creative and analyzing the results helps refine strategy.
What role does the community play for beauty brands on social networks?
Community is essential for social proof and loyalty. Beauty brands that engage their community gain UGC content, product feedback and ambassadors, reinforcing credibility.
How can small beauty brands compete on Instagram and TikTok?
Small beauty brands can compete by focusing on niche, authenticity and targeted collaborations. By using micro-influencers and UGC content, they maximize their budget while building an engaged audience.