Titled “The Landscape of Beauty 2025,” the report identifies L’Oréal as the top earner in MIV, generating $863.2 million in the first six months of 2025, an increase of 20% from last year. MIV is a proprietary metric that assigns a monetary value to media and communication activities across print, online and social media. Third place-holder Huda Beauty has seen its MIV grow the fastest out of the top five beauty brands, increasing by 39% since last year. Dior and MAC, which occupy the second and fifth spots on the Launchmetric’s list, have seen declines of 2% and 4%, respectively. 

Fenty Beauty, Rare Beauty, Rhode and E.l.f. appear further down the list, occupying the 11th, 14th, 16th and 17th spots, respectively. Out of the top 20 highest performing beauty brands, Rhode’s MIV grew the fastest since last year. The Hailey Bieber-fronted skincare and makeup brand, which is being acquired by E.l.f. for up to $1 billion, generated $283.4 million across its media mentions between January and June, up 58% over the same period in 2024. Shein-owned DTC makeup brand Sheglam registered a 37% increase in MIV to reach $286.6 million, slightly edging out Rhode.

TikTok was the fastest growing channel in MIV in 2025, increasing by 37%. Chinese social media app RedNote, which saw a surge in American users in January when fears of a TikTok ban were high, advanced by 4%. Instagram’s media impact for the year tied with RedNote’s.

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