With another year over, it’s time once again for the Social Media Awards—when we examine the bigger picture and analyze social media data throughout 2019. These are the most successful Beauty & Personal Care Brands in Germany over the span of 12 months.

To determine the most successful brands as well as the year’s top posts, we consider all categories including articles, pictures and videos. Total interactions are measured across the platforms of Instagram, Facebook, YouTube and Twitter.

Let’s take a look.

2019’s best Beauty & Personal Care Brands in Germany:

German Brands Ranking

NYX Professional Makeup leads the Beauty & Personal Care yearly ranking in Germany, narrowly edging out 2nd place Benefit Cosmetics (+3.8 million interactions) in 2019. MAC Cosmetics landed in 3rd place with over 1.9 million total social media interactions.


#1: NYX Professional Makeup

NYX has over 3 million fans on Facebook, 574 thousand followers on Instagram and 11.6 thousand YouTube subscribers. Instagram is by far their most powerful social media platform, with more than 3.9 million IG interactions gained in 2019.



#2: Benefit Cosmetics

Benefit has a total of more than 6.2 million Facebook fans, 452 thousand followers on Instagram, over 6.500 Twitter followers and 2.74 thousand YouTube subscribers. Instagram is clearly their main social platform, earning over 3.8 million IG interactions compared to their next-best platform: Facebook – 17.5 thousand.



#3: MAC Cosmetics

A total of nearly 19.9 million Facebook fans and 331 thousand followers on Instagram follow MAC. Despite their Instagram user total being far less than their Facebook following, IG is still their most efficient social media platform (+1.9 million interactions).


Most successful
article of the year:

The top article of German Beauty & Personal Care Brands was this one posted by NIVEA.


Most successful picture of the year:

The top picture of 2019 was this one posted by Pantene Deutschland.

Most successful video of the year:

The top video of the year was this one posted by NYX Professional Makeup.


We hope that with the Social Media Awards 2019, we’re able to give you a social media overview of Beauty & Personal Care Brands in Germany, across all major social platforms.

Curious about the detailed composition of the interactions? Contact us at marketing@storyclash.com and we’ll give you more insights!

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