Ranking the Top Vegan Beauty Brands on Social Media

Which vegan beauty brands are the most popular on social media right now?

Three celebrity beauty brands rank in the top three:

1. Florence by Mills by Millie Bobby Brown
2. Rare Beauty by Selena Gomez
3. R.E.M. Beauty by Ariana Grande

It's no surprise that brands with a 'celebrity face' are the most popular—but research conducted by 'EasyVeganVecipes.com' reveals a few surprises on the list. 

Researchers at Easy Vegan Recipes compared several factors to determine the top ten vegan beauty brands on social media. Followers, likes, views, comments, shares, and overall engagement across both Instagram and TikTok were analyzed. Each category was scored out of 10 to give the brands an overall score of 100.

Most Followers: Florence by Mills

Florence by Mills, founded in 2019 by Millie Bobby Brown, has 3.3 million followers on Instagram and another 3 million on TikTok, making it the most followed in the top ten.

The brand's followers have shown some of the highest engagement rates on the list, averaging 1,151 comments per Instagram post and a 0.22% comment rate on TikTok.

Rare Beauty Ranks at #2

Rare Beauty, founded in 2019 by Selena Gomez, has gained the second-highest TikTok and Instagram followers on the list at 3.1 million and 3.8 million, respectively.

The brand also averages the highest average number of Instagram likes per post, 74,642.

R.E.M. Beauty is #3

R.E.M. Beauty, founded in 2021 by Ariana Grande, is in third place with 3.2 million followers across TikTok and Instagram.

R.E.M. Beauty has the highest percentage of TikTok engagement out of the top ten, with 17.77%.

Rounding Out the Top 10 

The next three vegan brands on the list, ranked by social media popularity, are:

#4—E.l.f. Cosmetics
#5—Haus Labs by Lady Gaga
#6—Truly Beauty

Elf Cosmetics ranks #4 with 6.4 million Instagram followers, the highest on the list, and 928,000 TikTok followers. The brand has the third-highest TikTok engagement rate in the top ten at 10.68% behind Haus Labs and R.E.M. Beauty.

Lady Gaga’s Haus Labs is social media's fifth-most popular vegan brand. The beauty brand has almost 1.5 million followers across TikTok and Instagram. Haus Labs has the highest comments rate on TikTok at 0.72%—106% more than the next highest TikTok comment rate in the top ten. 

Truly Beauty ranks at #6. The brand’s how-to videos are shared with over 2.3 million followers on TikTok, the third-highest of the ten brands. Truly Beauty also has the highest number of TikTok likes on the list, with 62 million—and that's 4.6 million more than Florence by Mills in the top spot. 

Next up are:

#7—Milk Makeup
#8—Mecca Max
#9—Beauty Bay

Milk Makeup is the seventh-most popular vegan beauty brand on social media. Founded in 2016, Milk Makeup has one of the smallest TikTok followings on the list with 722,000 followers—but it has the joint fifth-highest TikTok share rate on the list at 0.07%.

Of all the brands in the top ten, Mecca Max, which ranks at #8, has the lowest number of followers. But Mecca Max boasts a TikTok comments rate of 0.18%, 126% higher than Rare Beauty in the number two spot.

Online superstore Beauty Bay, which has its private label brand with the same name, ranks #9. It has the seventh-highest Instagram engagement rate on the list at 0.13% and the seventh-highest number of Instagram followers, with 1.9 million.

#10 is Pacifica Beauty 

Pacifica Beauty, recently named Beauty Packaging's Beauty Company of the Year, is the tenth most popular vegan beauty brand on social media.

Pacifica's social media presence blends conscious beauty, educational content and how-to videos, resulting in a combined 971,100 followers across TikTok and Instagram. 

Pacifica, founded by Brooke Harvey-Taylor, conveys a breezy West Coast vibe through its packaging. Take a look at our interview with Harvey-Taylor and the brand's SVP Jing Zhu.