WWD has unveiled its annual 2026 Power Brands, Power Products and Power Founders lists, celebrating the brands, products and founders shaping the future of the global beauty industry.

The 2026 Power Brands: top 50

• Amika – Holds the number-one dry shampoo and top hair mask in the prestige market, and was the fifth beauty brand by global EMV growth from June 2025 through May 2026, per CreatorIQ.
• Anua – A key pioneer of K-beauty's second wave, with sales exceeding $500 million in 2025 and Kendall Jenner named as its first global ambassador in June 2026.
• Byoma – Wrapped 2025 with more than $300 million in retail sales and an acquisition by Bansk Group, just three years after launch. Its hero $15 gel cream moisturiser sells every six seconds globally.
• Byredo – Sales up double digits in the last 12 months per Circana, with new Night Veils extrait collection and first body mists in six bestselling scents.
• Carolina Herrera Beauty – Good Girl ranked as the number-one prestige feminine fragrance franchise across the US, Europe and Latin America in 2025. Total beauty business has tripled in the last decade.
• CeraVe – The number-one beauty brand by resonance among Gen Z men across Instagram, TikTok and Reddit, with $650.6 million EMV in the 12 months ending May 2026.
• Chanel – The top fragrance brand in the US per Circana, with Coco Mademoiselle Crush Absolu launching in July and Gracie Abrams named as its newest face.
• Charlotte Tilbury – Sells one jar of Magic Cream every minute and at least one product in its Airbrush franchise every two seconds globally. Entered Boots for the first time and opened first two stand-alone boutiques in India.
• Clarins – The number-one premium skincare brand in Europe, selling one Double Serum every three seconds. Clarins Groupe sales reached $2.26 billion in 2025, up 5.3%.
• Dibs – The number-one prestige blush brand at Ulta Beauty, with its Desert Island Duo stick garnering roughly $100 million EMV in the last year.
• Dior – Sauvage remains the number-one men's fragrance franchise in the US, while Addict Lip Glow Oil is still the top prestige lip oil in the US, five years after launch.
• Dolce & Gabbana Beauty – Devotion has become the brand's number-one fragrance franchise in less than three years. Entered Sephora in April 2026.
• Dossier – Doing roughly $13 million in annual sales on TikTok Shop alone, up 67% year-on-year. Sells in more than 7,000 doors across Walmart, CVS and Target.
• Estée Lauder – The reimagined Double Wear Stay-in-Place Foundation was the top makeup launch of 2026 year-to-date per Circana. Advanced Night Repair grew 16% versus a 10% overall serum market increase.
• Eos – 19 consecutive quarters of double-digit growth. Its $10.99 body lotions sell more than 75 units per minute. Launched into body mists in early 2026.
• Essence – Sells one $5 Lash Princess Mascara every three seconds in the US. Entered Walmart stores for the first time in January 2026. Parent company Cosnova crossed $1.2 billion in net sales in 2025.
• Haus Labs – Double-digit growth annually since relaunching at Sephora in 2022, with more than $378 million in annual EMV. A top-20 brand by EMV growth in the US per CreatorIQ.
• Head & Shoulders – Drove 4% of the shampoo category's growth during Q1 2026 per YipitData. New formats include a menthol-infused Itchy Scalp Serum.
• InnBeauty Project – Retaining up to 52% of retail customers via its hero trio. More than 51 industry and editorial awards to date.
• K18 – Sells one Molecular Repair Hair Mask every seven seconds and its AirWash dry shampoo every 17 seconds. Outperforms all top-60 beauty brands in positive sentiment on social media per Nectar Social.
• Kayali – The number-one fragrance brand at Sephora and the top fragrance player in the US by EMV in its first full year under joint ownership with General Atlantic.
• Kérastase – The number-one hair brand globally by EMV, growing 54% year-on-year per CreatorIQ. Added Demi Moore as global brand ambassador in January 2026.
• Kiko Milano – Closed the 12 months ended June 2026 with 1 billion euros in revenue, up more than 10%. Tapped Madonna and Cardi B for its US launch at Macy's Herald Square.
• La Roche-Posay – Nearing the $1 billion sales mark, up 13% per Circana. The number-two skincare brand by global EMV at $792 million. Entered Walmart in April and already a top-10 brand there by online sales.
• L’Oréal Paris – The world’s biggest beauty brand, with sales said to have reached over 7 billion euros. The number-five brand by EMV growth in the US, up 65% year-on-year per CreatorIQ.
• MAC Cosmetics – The largest prestige colour cosmetics player in the world per Euromonitor. Launched at Sephora for the first time and named Chappell Roan as brand ambassador.
• Makeup by Mario – The number-one most-followed artistry brand across social platforms. Grew its active client base by 41% in 2025. Ethereal Eyes: The Original became the number-one SKU across Sephora North America.
• Medicube – The biggest beauty brand on TikTok Shop, with more than $95 million in sales during H1 2026. Now the number-one beauty brand on Amazon, with 14 of Amazon’s top-100 beauty bestsellers in Q1 2026.
• Monday Hair Care – Sells roughly 50,000 bottles of product a day. Sold in more than 50,000 doors globally. Grown at 300% year-on-year since 2020. The most-followed hair care brand on TikTok.
• Naturium – One of the fastest-growing skincare brands in the US top 50 in Q1 2026 per Circana. Accounted for four of the top-10 masstige body washes during the period.
• Not Your Mother’s – The number-one hair care brand among teens per Piper Sandler. Acquired by Henkel in March 2026. Sales reached 190 million euros in fiscal 2025, growing double digits.
• Nutrafol – The number-one beauty product on Amazon during H1 2026 per Navigo. Men’s subscribers increased almost 15% in 2025, with nearly 2 million customers served to date.
• Peach & Lily – A top-three prestige skincare player at Ulta. Already a top-three prestige skincare brand at Ulta Mexico after its first international retail expansion there last autumn.
• Parfums de Marly – Retail sales rising 42% in 2025 to $780 million. E-commerce up 74% year-on-year. Opening its 25th global location at Aventura Mall in Florida this autumn.
• Prada – Touch Blush cracked the top-five blush charts in April 2026 per Circana. Prada Paradigme surpassed $57 million in sales year-to-date and generated more than 1 billion social media impressions at launch.
• Rare Beauty – Launched at Ulta Beauty in January 2026, becoming the biggest debut in the retailer’s history. A top-10 player on sephora.com. Rare Eau de Parfum won Fragrance of the Year at the 2026 Fragrance Foundation Awards.
• RoC Skincare – The number-one retinol serum and top eye cream brand in the US per NielsenIQ. Sells in 34,000 doors globally, with its Derm Correxion Firming Serum Stick selling every 30 seconds.
• Rhode – The number-one skincare brand by EMV in the US and globally. Sephora North America’s biggest brand launch, selling three products per second during opening weekend. Rhode World at Coachella drove more than 60,000 new customers in one week.
• Saie – The only clean beauty brand ranking within the top-15 makeup brands by EMV year-to-date. Glowy Super Gel has held the number-one highlighter position at Sephora since 2024 per YipitData.
• Saltair – Sales expected to hit $150 million in 2026, up 87% year-on-year. Expanding into Space NK in the UK. Acquired by TSG Consumer in May.
• Shark Beauty – CryoGlow LED Mask was the number-one skincare device in the US in Q1 2026 per Circana. FlexStyle hair styler sells roughly once every minute in the US.
• Sol de Janeiro – A top-10 powerhouse across Amazon, Sephora and Ulta Beauty. Launched first men’s fragrance franchise, Cheiroso, exclusively at Sephora.
• Tarte Cosmetics – The number-one cosmetics brand on TikTok Shop with more than $54 million in H1 2026 sales per Charm.io. Shape Tape concealer sells every four seconds globally.
• Tatcha – Sells one Dewy Skin Cream every 30 seconds. A top-five skincare player by EMV in the US per CreatorIQ. Longevity franchise estimated to surpass $20 million by end of 2026.
• Thayers – EMV topped $82 million in the last year, growing 47% year-on-year per CreatorIQ. Creator count has more than tripled in three years.
• The Ordinary – Up 23% year-on-year per Circana. Playing a key role in parent company Estée Lauder Cos.’ return to organic sales growth.
• Vaseline – 29 consecutive quarters of growth with total annual sales exceeding 1 billion euros per Unilever. Lip Therapy franchise growing three times the overall category year-to-date per Circana.
• Victoria Beckham Beauty – Satin Kajal Liner sells every 30 seconds. The Foundation Drops amassed a 25,000-person waitlist ahead of its September 2025 launch.
• Westman Atelier – The fastest-growing luxury brand across skincare and makeup at Sephora in 2025. Sells a product every six seconds.
• YSL Beauty – The number-one brand in the US men’s fragrance market in H1 2026, and the number-one fragrance brand by EMV globally per CreatorIQ. Libre Berry Crush was the number-one new women’s fragrance launch of 2026.

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The 2026 Power Products

• Cécred Restoring Hair & Edge Drops ($56) – Exceeded its first-year sales forecast within one month of launch and today sells every 16 seconds.
• Duke Cannon Solid Cologne Stick ($23) – Fuelling double-digit growth for the brand and making it a top-50 fragrance company in the US per Circana.
• Huda Beauty Easy Bake Loose Baking & Setting Powder ($39) – Consistently ranked as the number-one beauty product by annual EMV per CreatorIQ.
• Laneige Lip Sleeping Mask ($24) – Powering Laneige’s rank as the number-one prestige lip treatment brand in the US for four consecutive years through 2025 per Circana.
• One/Size On ‘Til Dawn Mattifying Waterproof Setting Spray ($34) – The number-one makeup product in the US per YipitData, five years after launching.
• Olive & June Instant Mani Glue Press-ons ($10) – Sell every three seconds and are made with up to 94% postconsumer recycled plastic.
• Sacheu Lip Liner Stay-N ($14) – More than 15 million units sold to date, with more than 6 billion social media views.
• Salt & Stone Deodorant ($20) – The first deodorant to simultaneously be number one on Amazon and at Sephora in its category.
• Summer Fridays Lip Butter Balm ($24) – Selling every four seconds globally and soaring to the top of Sephora’s bestseller charts.
• Touchland Power Mist Hand Sanitizer ($10) – Recent Hello Kitty collaboration amassed a 33,000-person waitlist.

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The 2026 Power Founders

• Jen Atkin, Founder of Ouai and Mane
• Bobbi Brown, Makeup Artist and Founder of Jones Road Beauty, which has become a nine-figure business since launching in 2020.
• Shai Eisenman, Founder and CEO of Bubble
• Laura Geller, Founder of Laura Geller Beauty, the flagship brand of AS Beauty’s $500 million-plus portfolio.
• Kilian Hennessy, Founder and Creative Director of Kilian Paris, one of the fastest-growing brands in the Estée Lauder Cos. portfolio.
• Carisa Janes, Founder of Hourglass Cosmetics and Outside In; Brand Architect of Nature of Things. Hourglass has grown more than five times since 2021.
• Marcia Kilgore, Founder of Beauty Pie
• Danessa Myricks, Founder and CEO of Danessa Myricks Beauty, a top-10 brand by EMV growth globally per CreatorIQ.
• Charlotte Palermino, Co-founder and Chief Brand Officer of Dieux
• Nancy Twine, Founder of Briogeo and Soulstice, who introduced a $1 million Dream Makers Founder Grant in 2024.

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