Date posted on DIARY directory: Tuesday 26th August 2025
Fashion, beauty and business news platform WWD has revealed the 2025 most powerful beauty brands, ranking 45 brands across three tiers based on sales performance, digital engagement, innovation, and market share growth.
The Establishment (Established Power Brands):
- Amika - Haircare
- CeraVe - Skincare
- Christian Dior Parfums - Fragrance
- Clarins - Skincare/beauty
- Clinique - Beauty/skincare
- E.l.f. Cosmetics - Make-up
- Lancôme - Beauty/make-up/fragrance
- L'Oréal Paris - Beauty (all categories)
- MAC Cosmetics - Make-up
- Medik8 - Skincare
- Neutrogena - Skincare
- Pantene - Haircare
- Tarte - Make-up
- Vaseline - Bodycare/healing
- Yves Saint Laurent Beauté - Beauty/fragrance
The New Guard (Rising Power Brands):
- Bubble Skincare - Skincare
- Charlotte Tilbury - Make-up/skincare
- Color Wow - Haircare
- Danessa Myricks Beauty - Make-up
- Dossier - Fragrance
- Dr. Squatch - Personal care (men's)
- Glow Recipe - Skincare
- K18 - Haircare
- Kayali - Fragrance
- Native - Personal care/deodorant
- The Ordinary - Skincare
- Saie - Make-up
- Sol de Janeiro - Bodycare/fragrance
- Summer Fridays - Skincare
- Touchland - Hand sanitizer/bodycare
The Emergents (Newer/Fastest Growing Brands):
- Arrae - Supplements
- Byoma - Skincare
- Cécred - Haircare (Beyoncé's brand)
- Crown Affair - Haircare
- Dieux - Skincare
- Dr. Idriss - Skincare
- InnBeauty Project - Skincare
- Lemme - Supplements (Kourtney Kardashian's brand)
- Makeup by Mario - Make-up
- Noyz - Fragrance
- Rare Beauty - Beauty (Selena Gomez's brand)
- Rhode - Skincare (Hailey Bieber's brand)
- Sacheu - Make-up tools/lip products
- Tower 28 - Make-up/skincare
- Vacation Inc. - Sunscreen/bodycare
For the full brand list, visit wwd.com.