L’Oréal Paris Crowned the New Beauty King: A Shift in Social Media Dominance for 2025

L’Oréal Paris Crowned the New Beauty King on Social Media, Dethroning Charlotte Tilbury

In a stunning shift in the beauty landscape, L’Oréal Paris has claimed the title of the most talked-about beauty brand on TikTok and Instagram in the UK for 2025, ending Charlotte Tilbury’s reign at the top. According to Kolsquare’s latest Beauty Rankings report, L’Oréal Paris achieved an impressive earned media value (EMV) of £238.5 million on TikTok and £28.6 million on Instagram, showcasing its dominance across social platforms.

The French beauty giant’s success can be attributed to a staggering 14,523 TikTok videos mentioning the brand, which collectively garnered over 5.1 billion views and more than 82 million engagements. Katy Link, Head of Brand at Kolsquare, emphasized that L’Oréal’s legacy status and extensive product range appeal to diverse age demographics, making it a formidable player in the beauty arena.

“L’Oréal Paris has successfully maintained its position through an always-ambassador strategy and targeted activations around events and product launches,” Link noted. The brand’s ability to engage effectively with Key Opinion Leaders (KOLs) on Instagram, despite having fewer influencers than Charlotte Tilbury, has significantly boosted its EMV.

Charlotte Tilbury, once the darling of social media, has slipped to fourth place on TikTok with an EMV of £102.7 million and second place on Instagram. The brand’s decline is attributed to a shift in focus back to Instagram and macro-led storytelling, although it still boasts a robust influencer community with over 15,000 KOLs on Instagram.

In the skincare category, CeraVe has overtaken L’Oréal’s La Roche-Posay, generating an EMV of £107.4 million on TikTok, while Ole Henriksen has made significant strides on Instagram, rising to the top spot with a 7% engagement rate. Garnier dominated the hair care sector on TikTok, while Kérastase led on Instagram with an EMV of £14.663 million.

The cosmetics arena remains competitive, with NYX Professional Makeup retaining its top position, followed closely by Huda Beauty, which has shifted to a micro-first strategy, leveraging user-generated content to drive engagement.

As the beauty industry gears up for the holiday season, experts predict an intensifying competition among major brands. “Expect the intense competition between the big brands on social media to ramp up,” Link stated, hinting at a dynamic landscape as brands continue to invest heavily in TikTok and social commerce.

With L’Oréal Paris now at the forefront, the beauty world is watching closely to see how these shifts will shape the future of beauty marketing and consumer engagement.