Introduction: The Hashtag Dilemma in 2025

In 2025, beauty brands across India are asking the same question: Do Instagram Hashtags Still Matter for Beauty Brands in 2025? While some social media managers swear by their power, others claim Instagram’s algorithm has outgrown them.

So, where does the truth lie? Are hashtags still key for visibility, or are they just digital clutter? This in-depth guide explores Instagram hashtags for beauty brands, and uncovers the real strategy that works in 2025. We’ll break down the effectiveness of hashtags vs SEO on Instagram, explore beauty brand marketing on Instagram, and reveal what India’s top influencer marketing company recommends for skincare and makeup brands today.

1. Do Hashtags Work on Instagram in 2025?

1.1 The Algorithm Evolution

Instagram’s Explore page, Reels algorithm, and SEO-based search have all evolved. In 2025, keywords now matter just as much as hashtags. But hashtags still help categorize content and enhance discoverability, especially when used smartly.

1.2 Hobo.Video Insights

Based on a recent Hobo.Video internal campaign report, posts with strategic niche hashtags for beauty saw 21% higher engagement compared to posts with broad or no hashtags.

1.3 The Verdict

So, Do Instagram Hashtags Still Matter for Beauty Brands in 2025? Yes—when used properly alongside high-quality content and keyword-rich captions.

2. Why Beauty Brands Can’t Ignore Hashtags Yet

2.1 Targeting the Right Audience

Using niche hashtags for beauty allows brands to reach hyper-specific segments—like #VeganLipsticksIndia or #GlowSkinTips. This precision is vital for skincare and makeup brand social media strategy.

2.2 Hashtag Marketing for Beauty Products

Smart hashtags not only increase impressions but also build content clusters. They help you own a space in your niche, boosting visibility for product discovery and influencer marketing India.

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2.3 Skincare Brand Hashtags That Work

Examples like #GlassSkinIndia, #AcneCareRoutine, or #CleanBeautyBrandsInIndia are trending in 2025. These tags blend community, content, and search power.

3. The Shift: Hashtags vs SEO on Instagram

3.1 Rise of Instagram SEO

In 2025, Instagram captions, alt-text, and even profile bios are searchable. Beauty brands now optimize profiles like websites. Instagram’s search algorithm now prioritizes keywords in captions, alt text, and profiles over hashtags. Users search like Google—typing phrases like “best vegan lipstick” instead of tapping hashtags. Instagram SEO helps your posts show up even without tags.

3.2 Where Hashtags Fit Now

Hashtags now work best when paired with SEO practices. Adding relevant keywords in captions and using 3–5 niche hashtags works better than 30 random ones. Hashtags still matter—but not like before. They now support content discovery within niches, community building, and categorizing posts. Fewer, more relevant hashtags (5–8) are more effective than overloaded lists.

3.3 Hobo.Video Tip

Use a blend of 3–5 niche hashtags + 1 branded hashtag + keyword-rich caption for every post. That’s the new beauty brand Instagram strategy 2025. At Hobo.Video, we recommend pairing high-volume keywords with branded hashtags and optimized alt text. Focus on context-rich captions that naturally include product terms, benefits, or beauty concerns (like “matte finish for oily skin”) to boost search visibility.

4. Common Hashtag Mistakes Beauty Brands Still Make

4.1 Using Overused Hashtags

Tags like #beauty or #makeup get millions of posts daily. They’re saturated and provide little reach. Generic hashtags like #beauty or #makeup are flooded with millions of posts, making your content easy to miss. Overused tags reduce visibility and often attract bots instead of real engagement.

4.2 Skipping Regional/Niche Tags

Indian beauty brands often forget to localize hashtags—missing out on Tier 2 and Tier 3 audiences like #KajalLooksUP or #SouthIndianSkincare. Many beauty brands ignore regional or niche-specific hashtags like #DesiSkincare or #VeganLipstickIndia. These targeted tags help attract a more relevant and engaged audience.

4.3 Inconsistency

Brands that don’t consistently use hashtags in Stories, Reels, and static posts lose algorithmic consistency. Using different or random hashtags in every post confuses the algorithm and your audience. A consistent hashtag strategy builds brand identity and helps with long-term discoverability.

5. Creating a Hashtag Strategy That Works in 2025

5.1 Research and Refresh Monthly

Trends change quickly. Monitor what top influencers in India use and adapt monthly. Hashtag trends evolve fast. Regularly review what’s working, what’s banned, and what’s gaining traction to keep your content relevant and discoverable.

5.2 Build Your Branded Hashtag

Create a community with a brand-specific tag—like #GlowWithXYBeauty. Encourage fans and influencers to use it in UGC Videos. A unique branded hashtag (e.g., #GlowWithXYZ) helps collect UGC, drive community, and track brand conversations. Promote it across posts, bios, and packaging.

5.3 Align With Content Goals

Every hashtag should match your post’s intention—be it reach, save-worthy skincare tips, or influencer discovery. Use hashtags that support your content objective—awareness, engagement, or conversions. Tailor your tags to match the campaign, audience, and platform updates.

6. Role of Influencer Marketing in Hashtag Success

6.1 Collaborate with Experts

Work with influencers who know what hashtags work. Famous Instagram influencers often test and adapt to algorithm changes faster.

6.2 Use UGC Videos to Maximize Hashtag Impact

Videos generated by creators using your brand and hashtags tend to gain more traction due to relatability and engagement.

6.3 Hobo.Video Use Case

Hobo.Video ran a beauty campaign where influencers used localized skincare hashtags. The result? A 33% rise in regional engagement and 2x increase in follower retention.

7. What Top Beauty Brands Are Doing Differently

7.1 Less Quantity, More Relevance

Top brands use fewer, more targeted hashtags—between 3 to 7 per post—with high alignment to content. Leading brands like Fenty Beauty and Rare Beauty prioritize meaningful content over volume, focusing on high-quality visuals and authentic user participation rather than flooding feeds with generic posts

7.2 Community-Focused Tags

Brands like Whole Truth and smaller D2C beauty startups use UGC-focused tags like #MyGlowingTruth to spark real conversations. Brands such as Glossier with #glossierpink or Fenty’s #FentyFace foster belonging and user engagement by turning branded hashtags into community hubs for real user stories and tutorials

7.3 Hashtag-Driven Challenges

Interactive hashtag challenges like #7DayLipCare or #GlowUpWithMe create viral engagement loops. Campaigns like Dove’s viral #TurnYourBack or Fenty’s collaboration hashtags turn social causes and beauty trends into active participation, making audience involvement both fun and meaningful

8. Real-Time Data on Hashtag Use in 2025

• Posts with niche hashtags get 27% more saves than posts with generic tags (Source: Meta India)
• Reels using branded hashtags see 45% higher replay rates (Source: Hobo.Video 2025 Trend Report)
• 68% of beauty shoppers in India discovered a new brand via hashtag UGC (Source: Kantar India Survey, March 2025)

9. Hashtag Best Practices for Beauty Brands

• Combine SEO + Hashtags for maximum reach
• Use geo and regional tags to localize discovery
• Build and promote your own branded hashtag
• Refresh your list every 30 days
• Partner with influencers to expand hashtag reach

Conclusion: Summary & Key Takeaways

Do Instagram Hashtags Still Matter for Beauty Brands in 2025? Absolutely—if done strategically.

Key Takeaways:

• Hashtags still support reach and engagement when paired with SEO.
• Avoid overused tags; focus on niche and regional keywords.
• Consistency is key—use hashtags across Stories, Reels, and posts.
• Create branded hashtags to build community.
• Collaborate with influencers to amplify reach.

Work With Hobo.Video

Still wondering Do Instagram Hashtags Still Matter for Beauty Brands in 2025? The answer is yes—and the right partner makes all the difference.

Join Hobo.Video, India’s top influencer marketing company, and elevate your hashtag game with real creators, real content, and real results.

Register now to build your hashtag-led, AI-powered beauty brand strategy with Hobo.Video.

About Hobo.Video

Hobo.Video is India’s leading AI-powered influencer marketing and UGC company. With over 2.25 million creators, it offers end-to-end campaign management designed for brand growth. The platform combines AI and human strategy for maximum ROI.

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• Influencer marketing
• UGC content creation
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• Product feedback and testing
• Marketplace and seller reputation management
• Regional and niche influencer campaigns

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