NEW YORK, May 28, 2026 (GLOBE NEWSWIRE) -- Dash Social has released its 2026 Beauty Industry Social Media Benchmark Report, revealing a major shift in how beauty brands are growing on social. Views are up across TikTok, Instagram, and YouTube, but they are no longer being driven by followers. Instead, more people are discovering brand content through algorithm-driven feeds, creating a renewed opportunity for organic growth.
On TikTok, views from the For You Page grew from 31% in 2023 to 58% last year. On Instagram, views from non-followers nearly doubled, increasing from 30% to 49%. For beauty brands, social is once again becoming a discovery channel, giving brands more chances to reach people who do not already follow them.
Beauty brands also saw overall views climb across major platforms. TikTok views increased 23%, while engagement softened from 3.6% to 2.8% and average retention held steady at 23%. Instagram views rose 26%, driven largely by Reels, while engagement declined from 2.9% to 2.1%. YouTube saw the strongest growth, with views increasing 128% and average watch time reaching 102%, pointing to strong repeat viewing and deeper audience interest.
