January 31, 2023

Health and Beauty Social Media Ranking by Engagement in India

Roberta Cavalcante
Roberta Cavalcante
Senior Corporate Marketing Manager

The Indian beauty and personal care market is segmented into skincare, haircare, colour cosmetics, fragrances, and personal hygiene. The market is primarily driven by the growing population, rising disposable income, and increasing awareness about personal grooming and beauty. Additionally, the increasing number of working women and the growing influence of social media and digital platforms are also contributing to the growth of the industry.

During December 2022, the top properties at health and beauty category generated over 3 million actions across Twitter, Facebook and Instagram with an audience size of almost 18 million people.

I Love Lakme (IN) has the highest audience (cross-platform) with 5,576,522 but occupies the third place in terms of number of actions (cross-platform) with 172,349. In another hand SUGAR Cosmetics (IN) has the highest number of actions (cross-platform) with 1,161,523 and is second brand in size audience (cross-platform) with 2,941,665 followers. This indicates that the company is highly engaged with its audience.

It's also interesting to see that Durex (IN) has the second highest number of actions (cross-platform) with 266,259 and the second lowest audience (cross-platform) with 286,132 followers. This suggests that while the company has a relatively smaller audience, it is still able to generate a high level of engagement with its followers. This could be due to the company's focus on targeted marketing efforts.

Top 12 Social Properties in Health and Beauty in India, December 2022

Actions (cross platform)

Audience (cross platform)

1

SUGAR Cosmetics (IN)

1,161,523

2,941,665

2

Durex (IN)

266,259

286,132

3

I Love Lakme (IN)

172,349

5,576,522

4

Myprotein (IN)

157,568

228,684

5

Tyaani Jewellery by Karan Johar (IN)

140,188

414,432

6

Lotus Herbals (IN)

103,630

946,216

7

MCaffeine (IN)

92,610

546,236

8

Mamaearth (IN)

86,351

1,528,158

9

Purplle.com (IN)

81,638

1,429,020

10

Plum (IN)

80,891

908,126

11

Iba Cosmetics (IN)

77,118

492,265

12

MAC Cosmetics (IN)

73,342

1,095,988

Source: Shareablee Powered by Comscore, Health and Beauty Category, December 2022, Instagram, Facebook and Twitter, India

SUGAR Cosmetics reached more than 28K action on Instagram in December 2022 with a video post about eye makeup do’s & don’ts:

Durex seems to have good engagement on Facebook and analysing the month of December of 2022 one of their posts had 30K likes, 602 comments and 569 shares:

With Shareablee powered by Comscore, publishers can not only see their digital audience and engagement but the social interaction with their audiences to define better monetization strategies. If you want to learn more about how Comscore can help you improve your advertising, and if you want to review all the rankings we produce for the Indian market every month, please contact us.