2021 Beauty Instagram Benchmarks:
Understanding COVID's Impact

For the first half of 2020, Dash Hudson analyzed the 100 most-followed cosmetics, skincare, haircare, and fragrance brands on Instagram to uncover the impact of COVID-19 on performance and what that could mean long-term. The result is a series of benchmark KPIs that will help you understand your current numbers, and guide strategy and goals moving into 2021.


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a Makeover

The beauty industry was uniquely impacted by the challenge of selling to an audience that was mostly at home or covering their faces in public. Savvy brands used social media to reinforce the notion that beauty products and self care go hand in hand—and that lipstick is still a powerful tool for feeling good. What’s next on the horizon? Download the benchmarks by category to find out. 


What you’ll learn:

  • The four most important KPIs for the beauty sector on Instagram and the industry average for each

  • What these KPIs signal and how they’ve grown or declined year-over-year

  • How COVID-19 has impacted consumer behavior on Instagram

  • The strategies industry leaders employ to thrive on the channel

Get The Benchmarks