Dash Social's 2026 Beauty Industry Social Media Benchmark Report, released May 28, shows a major shift in how beauty brands grow on social. On TikTok, views from the For You Page rose from 31% in 2023 to 58% last year. On Instagram, views from non-followers nearly doubled from 30% to 49%. The report highlights that short-form video, especially Instagram Reels, is the biggest driver of reach, and brands like Charlotte Tilbury, Kilian Paris, and belif are cited as examples.
dash social dropped their 2026 beauty benchmark report and the big takeaway: beauty brands are finally reaching people who don't already follow them. tiktok fyp views went from 31% to 58%, instagram non-follower views jumped from 30% to 49%. short-form video is the main driver, especially reels.
This report signals a return to social media as a discovery engine for beauty brands, rather than a megaphone for existing followers. As platforms prioritize algorithmic recommendations over follower counts, brands that invest in short-form video can reach new audiences without paying for ads. The trend may also pressure influencers and creators to adapt their strategies as brand spending shifts toward content that performs well with non-followers.
beauty brands are waking up to the fact that followers don't matter as much anymore—it's all about the algorithm pushing your content to randos. this report is basically a roadmap for brands to stop yelling at their own fans and start making stuff that actually gets recommended. expect more reels, more fyp bait, and maybe fewer sponsored posts that only existing followers see.
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