Gen Z Brands on Instagram: Followers, Engagement and Mentions
Every gen z brand account we track, followers, engagement, and growth, ranked. Real figures only.
Other collections
What is being said about gen z brands
Public posts mentioning any of the 81 gen z brands we track, most recent first
#alaninu
@fashionnova leopard print items for day and night! #FashionNova #FashionNovaPartner
My favourite mood stone π©Ά @kyliecosmetics #kyliecosmetics #perfume #perfumeoftheday #newperfume #fragrancecommunity Β β β β β β β β β β β β β COMMENT π©Ά for π
Colorpop is coming to Walmart! ColourPop Cosmetics Walmart #walmartmakeup #colourpop #budgetbeauty #colourpopcollabs
Unboxing π¨NEW! #AdventCalendar Holiday 2026 βοΈπ #Colourpop Includes: 25 surprises! Makeup & accessories Will be available β‘οΈ Tomorrow on their website *us
Here for this winter kissed lip comboπ«¦πβοΈβοΈ β’ β’ β’ @kyliecosmetics @kyliejenner winter kissed lip kit β’ β’ β’ #winterkissed #lipcombo #kyliecosmetics #liptutori
october picks from @abercrombie ππ€
1 or 2 for date night? ππ€ @fashionnova #FashionNovaAmbassador Item names: Like It Or Not Lace Trim Mini Dress - Plum Michelle Premium Modal High Neck Maxi D
Which shade would you pick for autumn? π€π @kyliecosmetics #kyliecosmetics #lipgloss #makeupswatch #viralmakeup #kyliejenner
Iβm drink it for the vibes okieπ©·β¨π€ΈπΌββοΈππ¬πββοΈβ¨π©· @alaninutrition #alaninu #energydrinks #caffeine #gymgirl #alanipartner @alaninuambassadors
From being a Fashion Nova girlie to becoming a Fashion Nova ambassador?! ππποΈβ¨ Yβall already know my closet is FULL of Fashion Nova, so this partnership jus
NEW IN @boohoo dresses PART 2!! EXCUSEEEEE MEππππ I have no wordsβ¦ best part is they are all SO affordable!!! That last one was Β£16!!!! Like π€― Loving b
OutfitsInspo π€ @fashionnova #fashionnova #outfits #fashionnovaambassador
Elevated essentials. @bershka #explorer #bershkastyle #discover #mensfashion #bershka
NEW IN @boohoo dresses part 1!! Party season isnβt quite here yet.. but it will all of a sudden go BOOπ€£π€£ So Iβm trying a few things here & there, so I can
Frequently asked questions
What is a good Instagram engagement rate for gen z brands?
The median across the 6 gen z brands we have measured is 0.95%, with the middle half falling between 0.26% and 1.69%. Anything above the median is doing better than half the category. Engagement rates are not comparable across categories, so a figure that looks weak next to a beauty brand can be strong for gen z brands.
Which gen z brand has the most Instagram followers?
Shein, of the 81 gen z brands in this list. Follower count is the least useful number on this page: it says how many people once pressed follow, not how many see a post or talk about the brand. The mentions further down the page answer that.
Which gen z brands are growing fastest on Instagram?
thisisneverthat has the steepest follower growth of the gen z brands we measure, at 0.9% over the window. Growth is read from repeated measurements of the public profile rather than reported by the brand.
How do gen z brands find out who is posting about them?
Instagram notifies a brand when somebody links its @handle and in no other case, so a caption that types the brand name as plain text reaches nobody at the company. Finding those means searching: the brand name as a hashtag, with the space removed, the product on its own, and the name as plain caption text. Every brand on this page has a public page here listing the posts we caught doing exactly that.
Where do the figures on this page come from?
Each one is a reading of a public Instagram profile, stored with the date it was taken. Nothing is estimated, modelled or filled in from an industry average. Where a brand has not been measured yet its row shows a dash, because a visible gap is more useful than a plausible invention.
Other categories
Figures are read from Instagram; an em dash means no data yet.