Kylie Cosmetics uses hashtags on Instagram posts to potentially increase engagement. An analysis was conducted of nearly 200 Kylie Cosmetics Instagram posts from March 2018 that either included or excluded hashtags. Posts with hashtags averaged more likes, comments, and total actions than those without. However, the significance levels showed hashtags did not have a statistically significant impact on engagement. The hashtags #lipkits and #weathercollection performed best with over 100,000 average total actions. While hashtags may not guarantee higher engagement, continuing to use relevant hashtags was still suggested.