It wasn’t long ago that beauty ruled Instagram. Glossy flatlays, transformation reels, and influencer routines drove billions in exposure. 

But Q1 of 2025 is telling a different story that’s hard to ignore. According to new data, earned media value (EMV) for the beauty industry on Instagram has dropped 28% compared to the same time last year, falling from $1.18 billion to $847.6 million. 

There’s been a noticeable slide across all significant categories: haircare, skincare, makeup, and fragrance. While some brands are still finding ways to shine, many are rethinking what beauty content actually works in a post-peak Instagram era.

Beauty’s Instagram Slowdown in Full View

Let’s start with the stats. Haircare saw the steepest fall, down 48% year-over-year. Skincare wasn’t far behind, dropping 36%. 

Makeup declined 19%, and fragrance, often a slower-moving category, fell 12%. For an industry that once thrived on viral GRWMs and makeup hauls, this decline isn’t just seasonal it’s a sign of shifting user habits.

So, what’s driving the downturn? Part of it is the natural lull after Q4, which traditionally sees a surge in holiday campaigns and gifting content. But this Q1 wasn’t just slow. It was missing a spark. 

There were no viral skincare moments, major launches taking over feeds, and few “must-watch” influencer routines. With less scroll-stopping content and cautious post-holiday budgets, engagement naturally followed suit.

What’s Working

That said, it’s not all doom and gloom. Some brands are still thriving, and their secrets are fresh perspectives and niche plays. 

Fragrance brands like Jo Malone London leaned into male celebrity partnerships, bringing in stars like South Korean actor Kim Hyun, whose campaign not only broadened their demographic but also created cultural moments that felt authentic and shareable.

In skincare, companies like Kiehl’s saw traction by collaborating with male influencers producing educational and humorous content breaking away from the overly curated aesthetic that’s begun to feel stale. 

Meanwhile, haircare brands gained momentum through professional stylists who posted tutorial-style videos and transformation reels. 

These weren’t highly-polished ads; they were grounded in skill and real-world results, which resonated with audiences hungry for authenticity.

This speaks to a larger trend: audiences are craving content that feels real, useful, and emotionally resonant. The influencer space is maturing, and brands clinging to old-school glam and surface-level content are finding themselves increasingly left behind.

Why Nano and Micro-Influencers Are the Real MVPs

Another key takeaway? Scale doesn’t always equal impact anymore. Nano and micro-influencers creators with smaller but highly engaged followings are seeing stronger performance than mega-influencers. 

With followers ranging from a few thousand to around 100,000, these creators are often seen as more relatable, trustworthy, and responsive. And because their content tends to be less produced and more conversational, their audiences lean in rather than scroll past.

This shift is especially meaningful in a time when platform algorithms favor meaningful interaction over mass reach. 

Brands working with nano creators are finding that not only do their engagement rates improve, but the cost of partnership is often significantly lower making it a smart move in a time of tighter budgets and growing uncertainty.

Strategic Longevity

Beyond content styles and influencer types, this decline in EMV may also reflect broader shifts in how the beauty industry approaches marketing. 

In an increasingly fragmented landscape where platforms are evolving, regulatory changes loom (hello TikTok bans and trade tensions), and consumer trust is harder to earn brands are realizing that social buzz isn’t enough. 

Long-term, performance-based partnerships are beginning to replace the quick-hit, one-off campaign model.

And with Instagram losing some of its cultural clout, especially among Gen Z, brands are diversifying where they show up. 

TikTok, Pinterest, and YouTube Shorts are all gaining traction for beauty discovery. Meanwhile, creators themselves are building direct relationships with audiences via newsletters, subscriptions, and even their own e-commerce storefronts.

Instagram’s drop in beauty engagement may feel like an end but it might just be the beginning of something more sustainable and grounded.

Let’s be clear: beauty isn’t disappearing from Instagram. But the game has changed. Glossy perfection is no longer enough. 

Audiences want depth, personality, utility, and connection. And they’re engaging most with the creators and brands that deliver that whether through storytelling, transparency, or simply by showing up as real humans.

So what should brands and influencers take from all this? Lean into creativity over polish. Invest in the creators who actually talk to their audience. Get comfortable experimenting with format and platform. Because the future of beauty isn’t less beautiful it’s just less filtered.

If you’ve been wondering why your Instagram posts aren’t reaching as many people as they used to, or maybe you’re just starting out and trying to crack the code, you’re not alone. 

Luckily, Instagram’s head, Adam Mosseri, just dropped some fresh and surprisingly practical insight on what actually works right now. 

In a recent conversation with social media coach Brock Johnson, Mosseri laid out the top three things creators should focus on to increase their reach in 2025.

Here’s Why You Shouldn’t Ignore The Main Feed

While everyone’s been obsessed with Reels and Stories (and for good reason), Mosseri reminded us that the main feed is still where the magic happens. 

This is the first place people land when they find your profile, and it’s where the algorithm makes most of its decisions about what to show others. 

Unlike Stories that disappear after 24 hours or Reels that spike quickly and fade, feed posts have staying power. They linger, they resurface, and they’re more likely to get recommended if they perform well. 

Think of it like your digital storefront. If someone visits your page and sees a messy, rushed post, they’re likely to bounce. 

But if your grid is thoughtfully curated, with meaningful captions or carousels that tell a story, you’re already ahead of the game. So yes, Reels might be flashy, but if you want lasting reach, don’t sleep on your feed.

Shares in the DMs Are the New Superpower

One of the most interesting things Mosseri said, which really changes the game, is that content shared through DMs is one of the strongest signals to the algorithm. 

If someone sees your post and sends it to a friend privately, Instagram considers it highly valuable and is likelier to push it out to others. 

Why? That kind of sharing suggests the content resonated deeply it was funny, relatable, informative, or emotionally moving. That’s what Instagram wants more of. 

So, the big takeaway here is this: start creating content that people want to share with their inner circle. 

Maybe it’s a relatable meme, a bold opinion, a hot take, or even a beautifully designed tip carousel that solves a real problem. 

You can also gently encourage this behavior  “Send this to someone who needs it” is a simple nudge that can go a long way. Likes are nice, but shares are what the algorithm truly loves right now.

Instagram is Becoming Searchable Like Google, But Make It Visual

You may not have expected that Instagram is heavily pursuing SEO (Search Engine Optimization). That’s right. They are trying to improve search within the app and want your content to be discoverable via Google. 

Mosseri admitted their in-app search isn’t great, but they’re actively working on it. This means your captions, comments, and even profile info will play a bigger role in finding your content. 

So, if you’re still writing one-word captions or using only emojis, it’s time to level up. Consider the keywords someone might search for and start building your posts around those. 

Instead of “Sunday vibes,” try something like “Cozy Sunday morning routine with coffee and journaling;” it’s more searchable, descriptive, and engaging. Treat your captions like mini blog posts, and you’ll start showing up in more searches both inside and outside the app.

Engagement Runs Deeper

Now, let’s discuss what actually matters to the algorithm regarding engagement. Mosseri divided it into watch time, likes, and shares. 

Watch time is huge, especially for videos and Reels, because it tells Instagram that people are sticking around. 

If someone watches your Reel all the way through (or, even better, on loop), it sends the algorithm a big green flag. 

Likes still matter, but they’re not the only thing to chase. As we mentioned earlier, shares, especially private ones, are the most valuable. 

So,, if you’re looking at your metrics and only celebrating likes, you might miss the bigger picture. Take a closer look at how long people are engaging with your content and whether it inspires sharing or saving. That’s where the real growth is hiding.

Hashtags Are Overrated

For years, we’ve been told that hashtags are the key to discovery. But according to Mosseri, that’s not true anymore. 

Hashtags are no longer a major driver of reach. They help with categorization to some degree, but Instagram now relies more on context clues from your content, the words you use, how people engage with it, and who’s interacting. 

So instead of wasting energy cramming 30 hashtags under every post, focus on writing clear, keyword-rich captions and sparking real conversations in your comments. 

That’s not to say you should ditch hashtags entirely; using a few niche ones that align with your content is still a good idea. But don’t expect #explorepage to work miracles anymore. The algorithm has gotten smarter.

Early Adopters of New Tools Always Win

If there’s one consistent pattern with Instagram (and most social platforms), it’s this: they reward creators who use new features early. Mosseri hinted at some cool things in the works, like a video editing app called “Edits,” which is meant to rival tools like CapCut. 

They also improve remix tools, boost collab posts, and deepen integration with Threads. Every time Instagram drops something new, there’s a window where using it gives you a visibility edge. 

So don’t wait for everyone else to start using a new feature; be one of the first. Even if it’s initially clunky or imperfect, the algorithm favors early adopters. Think of it as Instagram saying, “Thanks for trying this out we’ll show your content to a few more people.”

At the end of the day, Mosseri’s advice is to make meaningful content that people want to share and spend time with. 

That’s it. No gimmicks. No growth hacks. No chasing fleeting trends. Instagram is trying to elevate the kind of content that sparks genuine interaction, whether that’s someone saving your post for later, sharing it with a friend, or watching your video on repeat. And if you create with that kind of intention, the algorithm will meet you halfway.

So put more care into your captions, focus on value-driven posts, don’t underestimate the main feed, and never forget that behind every view is a real person who either scrolls past or says, “Ooh, I need to send this to someone.” Make them choose the second one.