Huda Kattan's Huda Beauty has topped a ranking of the most popular beauty brands for the third quarter in a row.
But new entrant, Kylie Jenner's Kylie Cosmetics , is hot on the Dubai-based make-up brand's heels in second place.
The make-up and skin care brand founded by Kattan landed the top spot in The Cosmetify Index for Q3 2025 .
The index tracks social growth, engagement and search demand across media, including TikTok and Instagram.
Huda Beauty continued its dominance despite a backlash on social media around Kattan's comments on the Israel-Palestinian conflict.
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