Twitter recently partnered with customer experience management platform, Sprinklr, to analyze the top global 400 Twitter profiles and the top 250 hashtags in the Twitter beauty space from July 2019 to July 2020. During that time frame, there have been over 118 million Tweets about beauty, ranging from advice on how to fix split ends, to which high-end moisturizers may be worth their price tag. The report, #BeautyTwitter, reveals what beauty consumers want in 2020. Some notable insights include:

Is 2020 the year for men + beauty?

  • 43 percent of the beauty conversation on Twitter is male-identifying, showing that interest in beauty is on the rise for men.

Gen-Z reigns supreme

  • Digital natives are turning to the platform for real beauty talk, leading the way with 54 percent of the beauty conversation.

Is natural beauty here to stay?

  • Over the first six months of 2020 as everyone gravitated to the no-makeup look while staying indoors, Twitter saw a 23 percent increase in conversation about natural beauty.

Talking versus showing

  • Less than half of all Tweets about beauty include photos, which the company says underscores that #BeautyTwitter is where people come to talk about beauty, not show it.

Which beauty brands are driving the most engagement

  • The top 10 beauty brands driving the most engagement on Twitter are:
  1. Colour Pop Cosmetics
  2. Fenty Beauty
  3. Morphe
  4. Kylie Cosmetics
  5. Fourth Ray Beauty
  6. Tarte Cosmetics
  7. Anastasia Beverly Hills
  8. Coloured Raine Cosmetics
  9. Elf Cosmetics
  10. Unilever