TikTok dominates beauty with 20 times more engagement than Instagram and $18 billion in media value

The online beauty influencer is experiencing a major turning point in 2026. TikTok is now the dominant platform in the sector, overtaking Instagram for the first time. Wearisma’s Beauty Influence Index 2026 report reveals figures that are reshaping brand strategies.

TikTok dominates the beauty industry with $18.1 billion

With $18.1 billion in earned media value generated by 2025, TikTok takes the top spot. Instagram is relegated to $17 billion. This shift marks a profound change in audience habits.

The platform’s annual growth rate is +55%. The gap is not limited to volume. In terms of engagement, TikTok generates almost 20 times more interactions than Instagram.

Yet Instagram still has its strengths. Carousel formats are more effective, with +29% media value per publication compared to Reels. What’s more, YouTube occupies a targeted but profitable position, with a return per content almost three times higher than that of Instagram Reels.

“The real challenge is not just to change platforms. The designers who generate the best results are often not the best known.”

Macro-influencers show strongest growth

Jenny Tsai, CEO and founder of Wearisma, points out a notable fact. Mega-influencers are no longer the most effective lever. In fact, macro-influencers, with communities of between 250,000 and 500,000 subscribers, are up +23% year-on-year.

Within this category, ASMR content stands out. They remain the most profitable in terms of media value per publication. Yet these formats remain largely under-exploited by brands.

• TikTok generates $18.1 billion in media value by 2025
• The platform posts +55% year-on-year growth
• 20 times more engagement than Instagram
• Macro-influencers up 23%.
• ASMR content offers the best return per publication

France records fastest growth among major markets

The geographic analysis in the Wearisma report highlights contrasting regional dynamics. North America retains its leadership with $19 billion in media value. The United States alone accounts for $17 billion.

However, the most remarkable dynamic comes from Europe. France is the fastest-growing of the major markets, with +61% to $3 billion. This figure repositioned the Hexagon as a major strategic pole.

Italy and Spain confirm this European trend. The EMEA region is becoming increasingly important for beauty brands. The overall weight of the industry and its online influence has grown by +17% in 2025.

A market valued at $40 billion

The Beauty Influence Index 2026 report is based on massive data. Wearisma analyzed 327 beauty brands in over 90 markets. The study also covers over 111,000 creators across 4.9 million conversations.

Estimated at $40 billion in media value, this market covers the industry’s top 100 brands. Comparisons are for the full year 2025, versus 2024.

Make-up dominates, K-Beauty soars by +90

Make-up continues to dominate the beauty industry. This segment represents $28 billion, or 61% of the total value generated in 2025. L’Oréal Paris leads the way with $3 billion.

Designer-founded brands record sustained trajectories. Rhode reached $1 billion. Westman Atelier grew by +117% and Haus Labs by +66%.

Skincare confirms its solid status, with $9 billion in media value and $50 billion in commitments. Meanwhile, the perfume segment emerges as the most dynamic, reaching $8 billion. Notably, this is the only segment where Instagram retains leadership.

Certain trends stand out for their acceleration. K-Beauty generates $1 billion in media value, having grown +90% in one year. This growth is based on the democratization of the “glass skin” aesthetic, which generates an average of 284,000 interactions per publication. Scent layering” recorded +31% growth to reach 33 million dollars in media value.

• TikTok