Beauty depot is celebrating its 25th anniversary, and one of the most famous brands in the world is having a moment.
But in 2017, it also wants to make the most of its new-found popularity.
As the beauty world has moved beyond “the beauty industry as we know it,” Instagram’s top influencers have been turning out to be some of the top brands, according to a recent report from analytics firm NPD Group.
And it’s not just Instagram: According to NPD’s annual Beauty Market Report, more than 75% of brands on Instagram are also on NPD, the research company said.
Instagram influencer accounts are getting a lot of attention.
But the beauty market isn’t exactly booming, NPD said, noting that beauty is a $10 billion-a-year business that has been shrinking for the past decade.
While Instagram’s biggest influencers make more money, the top ones are earning less.
“Beauty’s not making money,” NPD analyst Nick Kuprejko told Fortune.
“It’s making less.”
That’s not entirely surprising, since Instagram’s beauty accounts tend to be less popular than other brands, especially ones that sell cosmetics, hair products, nail care, and body care.
Instagram has more than 1.5 billion Instagram followers, according to NPD.
Its most popular beauty brands are now brands like Clinique, Marc Jacobs, and Lancôme.
The beauty industry has seen a steep decline in the past few years.
In 2017, Beauty Depot’s revenue was $2.2 billion, down from $2 billion in 2016.
Its loss per user rose from $1.2 to $1,711.
But Instagram’s influencers aren’t the only ones making less.
In 2017, brands that made more than $1 million per year earned $3.6 billion in revenue, up from $3 billion in 2017.
A lot of the revenue growth has come from brands that don’t sell cosmetics or hair care products.
Instagram is the top brand for brands selling nail care products, and it’s been getting a ton of money for doing that.
Instagram accounts with more than 10 million followers earn $4.4 million per month.
Instagram’s best-selling beauty products, however, are products like Naturals, Covergirl, and Urban Decay.
Instagram also dominates beauty trends.
In 2018, Beauty Department made up a third of all beauty posts, with Instagram accounting for half of posts that featured the word “naturals,” according to NPS data.
So how are Instagram’s most famous beauty brands making money?
“The biggest money maker for Instagram is its cosmetics,” Kuprojko said.
“You see brands like Nourish, MAC, and Bobbi Brown, which have a huge presence on Instagram.
Beauty Depot’s beauty brand, the Bobbi brown collection, has been around for a while, and its a big-name brand that Instagram likes to feature on their platform.”
Kupreji says that Instagram’s makeup influencers also make more than Instagram’s brands, because they get to do a lot more of the influencer-generated content.
As the Instagram community has grown, Instagram has gotten more sophisticated with how it’s handling the ads.
One of Instagram’s largest ad buys this year was for a brand called Lulu.
It was an ad for a mascara and brow gel called Lulu and Lulu, and was created by makeup artist and Instagram blogger, Katie St. Clair.
Lulu’s ad revenue rose from just $1 to $3 million, and Lululu’s ad revenues rose from an average of $4 to $5 million, according a press release from Lulu on Instagram’s site.
Instagram’s makeup brands are a big part of the growth.
In addition to Lulu and LULU, there are other makeup brands that are popular on Instagram, including CoverGirl, Make Up For Ever, and Revlon.
Instagram users have also been buying Instagram’s clothing, including Calvin Klein, Marc, and J.
According to NPG, Instagram is worth $5.5 trillion in revenue.
That includes revenue from advertising, merchandising, and ad services.
Instagram spends about $1 billion on ad services per day, according the company.
Instagram doesn’t disclose how much it spends on advertising, but a recent analysis from Kantar Media found that Instagram spends an average $1 per user on ad spending each month.
For the first time in 2017 alone, Instagram spent more than it did on its own products.
The company spent $1 in ad time for every $1 it spent on products, according NPD data.