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…
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