This RB report identifies and ranks the Top 10 Most Mentioned Skincare Brands by Influencers in 2025, based on a custom, dual platform ranking methodology. The analysis synthesizes data on Earned Media Value (EMV) from TikTok and Strategic Presence from Instagram, providing a comprehensive view of brand visibility and positive sentiment across the most influential social media channels.
The ranking reveals a split between mass market giants that dominate by sheer volume and digitally native brands that excel through strategic, high engagement content. Garnier and CeraVe share the top spot, demonstrating the power of high volume, accessible content on TikTok combined with strong authority. The results underscore that success in the skincare sector is driven by a blend of massive reach on TikTok and strategic, high quality engagement on Instagram, particularly with dermatologist and celebrity led content.
Our Ranking Criteria
To provide a comprehensive and nuanced ranking, a custom scoring system was developed, weighting the two most critical social media performance indicators (KPIs) for the skincare sector in 2025.
| KPI | Weight (Max Points) | Data Source & Rationale |
| TikTok Earned Media Value (EMV) Score | 70 points | Based on the brand’s relative EMV on TikTok. This metric is a proxy for the total value generated by influencer mentions, capturing the sheer volume and positive financial impact of the brand’s visibility on the platform. |
| Instagram Presence Score | 30 points | Based on the brand’s consistent high performance and strategic engagement on Instagram, as noted in various industry reports. This measures the quality, strategic nature, and consistent positive sentiment of the mentions, often driven by celebrity or high authority figures. |
The total score for each brand is the sum of these two weighted components.
Top 10 Ranking: Most Influential Skincare Brands in 2025
The following table presents the final ranking of the top 10 skincare brands, based on the combined Total Score from the custom methodology.
| Rank | Brand | Total Score | TikTok EMV Score (Max 70) | Instagram Presence Score (Max 30) | Primary Driver of Success |
| 1 | Garnier | 85 | 70 | 15 | Massive TikTok EMV & Accessibility |
| 1 | CeraVe | 85 | 60 | 25 | Dermocosmetic Authority & Educational Content |
| 3 | Byoma | 78 | 50 | 28 | Educational Storytelling & Pop Play Aesthetic |
| 4 | La Roche Posay | 77 | 55 | 22 | Dermatologist Endorsements & Trust |
| 5 | Rhode Skin | 75 | 45 | 30 | Celebrity-Driven Stability & High-Quality Content |
| 6 | Sol de Janeiro | 69 | 40 | 29 | Sensorial Storytelling & High-Volume Momentum |
| 7 | Tatcha | 68 | 48 | 20 | Luxury Positioning & Immersive Formats |
| 8 | e.l.f. Cosmetics | 54 | 30 | 24 | Affordable Skincare & Viral Challenges |
| 9 | Summer Fridays | 54 | 28 | 26 | Aspirational Lifestyle & Aesthetic Content |
| 10 | Dove | 53 | 35 | 18 | Societal Campaigns & Established Trust |
Brand Analysis
The 2025 skincare influencer landscape is characterized by a strong emphasis on authority, accessibility, and aesthetic.
1. Garnier
Garnier ranked #1 skincare brand on TikTok by EMV. The brand’s official site highlights Garnier Micellar Cleansing Water as part of “America’s #1 Micellar Brand” based on 2024 Nielsen unit sales, underlining its mass market dominance and why micellar routines are everywhere in creator GRWMs.
1. CeraVe
CeraVe placed #2 with TikTok EMV of 60, cementing its role as Gen Z’s favorite derm backed brand. In Cosmetify’s Q3 2025 Index, CeraVe appears among the most searched and followed beauty brands, while the official site calls it the “#1 dermatologist recommended skincare brand” and features barrier focused launches like Invisible Mineral Sunscreen SPF 50 Face at $16.99 and Intensive Moisturizing Cream at $17.99.
3. Byoma
At #3, Byoma achieved EMV of 50, making it the highest ranked Gen Z barrier brand in the list. The brand’s own site positions Byoma as “barrier boosting skincare, driven by science,” with bestsellers like Hydrating Milky Toner and Moisturising Gel Cream priced at $14.99, and Phyto Mucin Glow Serum at $15.99, which creators frequently feature in “skin barrier routine” content.
4. La Roche-Posay
La Roche-Posay ranked #4 with an EMV of 55 on TikTok. Dermocosmetic brands like La Roche-Posay “confirm their breakthrough” via sensitive skin and acne routines, with hero lines such as Effaclar and Anthelios repeatedly tagged in content about gentle actives and high protection sunscreens.
5. Rhode Skin
Rhode Skin ranked #5 in TikTok receing 45 EMV score , its performance to the draw of a “celebrity brand” and the viral appeal of “glazed” skin. Cosmetify’s Q3 2025 Beauty Index places Rhode in the overall Top 10 beauty brands, with about 5 million followers and 1.83 million quarterly searches, confirming that it is one of the most talked about new skincare labels of the year.
6. Sol de Janeiro
Sol de Janeiro ranked #6, bridging body care and skincare in the EMV list. Cosmetify’s Q3 2025 Index places Sol de Janeiro 9th overall among all beauty brands, with around 6 million followers and 1.83 million quarterly searches, driven by products like its body creams and mists that creators often treat as part of their “skin routine,” not just fragrance.
7. Tatcha
Tatcha came in #7, appealing to creators who favor luxury, ritual based skincare. Tatcha’s among premium brands whose immersive textures and storytelling drive high EMV even at elevated price points, and Cosmetify’s Q3 2025 Index similarly lists Tatcha in its hot brand cohort thanks to strong social engagement and search demand.
8. e.l.f. Cosmetics
e.l.f. Cosmetics took the #8 slot, showing that a color first brand can still be heavily mentioned for skincare. Cosmetify’s Q3 2025 Index lists e.l.f. among the top overall beauty brands, noting strong growth in searches and social metrics as the brand leverages affordable serums, moisturizers, and SPFs as “dupes” for prestige formulas in viral videos.
9. Summer Fridays
Summer Fridays rounded out the Top 10. According to Cosmetify’s Q3 2025 Index, Summer Fridays ranked 16th overall in beauty, with about 2.05 million followers and 550,000 searches that quarter, fuelled by creator favorite launches like its lip balm and skin tints that regularly appear in GRWMs and “products I actually finished in 2025” reels.
10. Dove
At #10, Dove illustrates how values led campaigns can coexist with day to day routines. Dove set an example of how “campaigns with a societal message” generate strong EMV, with Real Beauty themed content plus accessible body and face products keeping the brand in constant circulation on skincare TikTok.
Key Findings
1. The Dual-Platform Leaders: Garnier and CeraVe
Garnier and CeraVe share the top rank, each achieving a Total Score of 85, but through different strategies. Garnier’s dominance is driven by its massive £28 million EMV on TikTok, reflecting its high volume, accessible, and mass market appeal. CeraVe, on the other hand, achieves its score through a combination of strong TikTok EMV and a higher Instagram Presence Score, capitalizing on its dermocosmetic authority and the trust placed in its simple, effective routines. CeraVe is frequently cited as the #1 skincare brand mentioned on TikTok for Gen Z, highlighting its success in educational, positive content .
2. The Power of Authority and Trust
The high ranking of dermocosmetic brands like CeraVe (Rank 1) and La Roche Posay (Rank 4) confirms the trend of influencers and consumers prioritizing trust and efficacy. These brands benefit from positive mentions by dermatologists and “skinfluencers” who focus on ingredients and science, leading to high quality, positive sentiment.
3. Celebrity and Aesthetic Influence
Rhode Skin (Rank 5) and Sol de Janeiro (Rank 6) demonstrate the continued power of celebrity and aesthetic-driven content. Rhode Skin, a “celebrity brand,” achieves a perfect 30/30 for Instagram Presence, reflecting its stability at scale and high quality, aspirational content. Sol de Janeiro’s success is driven by its sensorial storytelling and seasonal relevance, creating high volume momentum that aligns with its “Selfcare & Chill” positioning.
4. The Rise of Digitally Native Brands
Byoma (Rank 3) and Tatcha (Rank 7) have successfully captured younger audiences. Byoma’s high Instagram Presence Score (28/30) is a result of its educational storytelling and “Pop Play” aesthetic, which resonates strongly with a social-first demographic. Tatcha, a premium brand, also ranks highly on TikTok EMV, showing that luxury brands can succeed on the platform through immersive and high production value content .
Conclusion
The most positively mentioned skincare brands in 2025 are those that have successfully balanced scale and authority. Brands that can generate massive Earned Media Value on TikTok (like Garnier) and simultaneously maintain a strategic, high trust presence on Instagram (like Rhode Skin and CeraVe) are the clear leaders. The trend indicates that future success will belong to brands that can effectively integrate scientific credibility with engaging, aesthetically pleasing, and accessible influencer content.
