This year has been a great year for beauty. Sales are skyrocketing and consumers are hooked on the category more than ever. But the 45 brands featured here aren’t just beneficiaries of buzz, they’re creating buzz. To compile this list, which is divided into The Establishment, The New Guard, and The Originals, Beauty Inc. looked at a wide range of quantitative and qualitative data to find out who the winners are and why. It was evaluated whether Here is the original.
They may be newcomers to their class, but these brands aren’t afraid to stand out from the crowd. Even as they age, their future leadership potential is clear with a unique perspective that combines community, purpose and, of course, product.
Long before luxury lip oils took over TikTok, there was Ami Colle. Her hero lip treatment appealed to black consumers who didn’t see themselves in the beauty aisle and crave no makeup. Today, the brand, founded by Dhiarra N’diaye-Mbaye, has partnered with hundreds of Sephora to offer a range of skin tints, powders, eyebrow and lash products, expanding both its footprint and categories, It’s fast becoming a cult classic. their own rights. For example, Ami Colé’s Lash-Amplifying Mascara won an Allure Best of Beauty award. Industry insiders estimate that the brand will reach $2.5 million in sales this year.
It takes courage to pioneer a new category, especially one where others seem obsolete. That’s what Alison Conrad and Jay Small have done with Array, their line of products aimed at thickening hair and reducing the growth of gray hair. The category is still in its infancy, but it is a prime focus for innovation and investment. Last year, the LA-based brand completed a $4 million round and doubled its investment goal after growing 1,100 percent since inception.
Drawing on decades of experience in cosmetic chemistry, BeautyStat founder Ron Robinson brought his brand to market in 2019 with the launch of a 20 percent vitamin C serum that debuted in violet grey. did. Since then, the product has won countless awards and several patents for encapsulation delivery systems intended to maintain product potency. BeautyStat now has a wide range of products including cleansers, moisturizers and SPFs, and has expanded to all his Ulta Beauty doors. With an increasingly educated skincare consumer base and science being the buzzword, Robinson’s expertise has morphed into his one of the most sought-after brands.
foam skin care
Data-driven and community-driven, Bubble Skincare knows exactly what young consumers want. It recently hit one million followers on TikTok, helping Bubble steal market share from established mass brands with retail partners like Ulta Beauty and CVS. Sales are expected to hit $85 million this year, according to people familiar with the matter. Thanks to ambassadors like footballer Justin Jefferson, brand awareness has reached his 48% among consumers under the age of 25. Children are fine.
After completing a $10 million Series A round led by Sandbridge Capital earlier this year, Ceremonia founder and CEO Bubba Rivera shifted the focus of her clean, hair-health-focused products to Sephora. did. Each formula pays homage to her Swedish and Latin roots, and most recently, restorative shampoos, conditioners and salt sprays have highlighted guava. This newly released conditioner already boasts hundreds of five-star reviews on Sephora’s website and is recognized for its strengths around the world. The brand opened its first independent store in New York City and is also a Credo Beauty staple.
Content creator and certified esthetician Charlotte Palermino sought to democratize no-frills skincare formulas in Gen Z-friendly packaging. As a result, Dew, Inc., which Palermino co-founded with chemist Joyce de Lemos and branding expert Marta Friedman, has taken the internet by storm. After debuting with Deliverance, a niacinamide-enriched feel-good serum, the brand now encompasses eye masks, eye gels, and a barrier-healing moisturizer called Instant Angel. And for wise young consumers looking for reliable advice and effective formulas, Palermino is truly a gift from heaven.
The fragrance boom and the “clean” beauty movement have been major drivers across the beauty industry, but when Bee Shapiro founded Ellis Brooklyn, there were very few sophisticated fragrance products that adhered to clean standards. was. Ten years later, the brand holds a unique position against various entrants among Sephora’s Clean + Planet Positive brands. Bee and Sun Fruit are among his top fragrance distributors in the program, the latter boasting over 100 of his 5-star reviews. That pioneering spirit continues today. Ellis’ latest innovation? Body mist coming this summer.
fable and mane
Hair care boomed during the pandemic, but when Fable & Mane launched in spring 2020, the fate of the category was uncertain. Fable led the way and contributed. Debuting with a treatment oil inspired by Ayurvedic scalp massage, the brand has earned him nearly 1,000 five-star reviews on sephora.com alone. Since then, the brand has expanded to include scalp scrubs, leave-in conditioners and moisturizing oil mists, which Tribe Dynamics has found to be socially connected, including a 74% year-over-year increase in EMV.
Bobbi Brown is TikToking to regain his entrepreneurial success. Introduced in his 2020 by beauty and business veteran Joneslord, Joneslord has captured the attention of millions with its joking videos and how-tos from its famous founder. Literally, Jones Lord has 205 million views on the platform. The brand opened its first physical stores in the Hamptons, New York City, and Montclair, New Jersey earlier this year. Industry insiders said it topped $60 million in sales last year, and that number is expected to double by 2023. After all, the second time is a charm.
Five years after its inception, Deepica Mutyala’s Live Tinted, which raised $15 million in funding from Monogram Capital and Unilever Ventures, is garnering significant support from Ulta Beauty’s retail partnership. The editors are similarly bullish, and last year her LiveTinted masterpiece, her Huestick, won her Allure Best of Beauty award. According to Tribe, the brand has sold over one million units since its launch, with EMV up 11% on his. LiveTinted is now in expansion mode, entering Sephora Canada and adding both new categories and regions.
A pioneer in premium sexual wellness, Mode founder Eva Goykochea is no stranger to adding spice to taboos. Maude offers many of his sexual wellness and grooming products for every body, and he was one of the products Sephora championed to take the category even further when it entered the category. . Currently, the aloe-based personal lubricant Shine is a top seller in the field, alongside his two vibrators from the same brand. But for those less adventurous, the company launched a shaving oil and an ingrown hair treatment oil earlier this year. The brand is equally attractive to investors, having closed a series A round last year led by True Beauty Ventures.
Sustainably-minded and community-sourced, Cye’s grassroots approach to product development resonates with shoppers and investors alike. In the latter camp, Unilever Ventures, G9 Ventures and Gwyneth Paltrow have all invested in the brand, while in the former camp Glowy Super Gel Lightweight Dewy Highlighter is Sephora’s best-selling facial makeup and tinted SPF. Slip Tint has 600 5 star reviews. In the digital realm, Saie’s EMV increased 160% to his $85 million, according to Tribe. All of this led to Founder and CEO Lainee Crowell’s purpose-driven commitments, including engaging more than 30 brands in the Every Body Campaign to support women impacted by the U.S. abortion ban. ing.
Thanks to the knowledge gained from the Calvin Qualis barbershop and the grooming boom, non-toxic grooming company Scotch Porter has been able to acquire retail partners from Walmart, Target and Macy’s since the brand was founded in 2016. Ta. . According to Target’s website, Scotch Porter’s clean formulas have expanded to include body products this year, but beard washes, balms and conditioners are touted as top sellers in men’s shaving.
One of the fastest growing brands in beauty continues to rise. Launched in 2019, Tower 28 offers clean makeup and skin care products that are safe enough for eczema-prone skin, yet perform on par with flagship products in the category. It quickly grabbed a celebrity following, including Olivia Rodrigo and Khloe Kardashian. With its cross-generational appeal, the hero his lip gloss earned him over 1,000 five-star reviews on sephora.com. Interest in digital is still high. According to Spethe, his weekly Google searches have increased by 57%, and according to Tribe, EMV has reached his $74 million, a 100% increase.
After nearly two decades creating content about fashion accessories, Tina Chen Craig aka @bagsnob launched U Beauty to give her a keen eye for beauty. As luxurious (and effective) as her followers have come to expect, Craig’s distribution includes Violet Grey, Bergdorf Her Goodman, and Blue Mercury. When Sandbridge invested in the brand last year, sales were expected to exceed her $15 million for the year. If Craig’s growing assortment of her hero products, ReSurfacing her compound’s body care range, and the famous Plasma Her Lips, a tinted iteration of her compound, is any indication, She’s not going to let go of her hand.
Makeup artist Gucci Westman’s namesake brand continues to thrive for new growth opportunities. The brand took his skin-first ethos into skincare with a product that took him five years to develop, Skin His Activator, and became a bestseller on Sephora just months after launch. The company is on track to hit $100 million in sales this year, according to industry insiders, so it’s no wonder there were rumors of a sale in early spring. Westman is doing similarly well on social media, with EMV jumping 69% year-over-year, according to Tribe Dynamics, and the company’s Vital Foundation Stick won an Allure Best of Beauty award last year.
WWD Beauty Inc consulted a variety of sources to create its list of the most powerful brands in the beauty industry, including proprietary reports throughout the year.
Domestic and international sales
For the US prestige and mass markets, we considered Circana’s ranking of the top performing and fastest growing brands. Globally, we consulted Euromonitor International for their 2022 sales rankings, in addition to the WWD Beauty Inc Top 100, an annual ranking of the world’s largest beauty companies.
To see which brands have the highest digital traction, we looked at data from Tribe Dynamics, Launchmetrics, and Spate, along with best-selling pages on sephora.com and ulta.com.
Agility and innovation
As we look at product innovation, trend leadership, and agility to the factors that have impacted the most in 2023 so far, we considered our proprietary report. We relied on companies’ own reporting for donation and philanthropy figures.
We looked at the 2022 winners of the Allure Best of Beauty Award, the 2022 Beauty Inc Award, the 2022 CEW Beauty Creator Award, the 2023 Fragrance Foundation Award, and the 2023 Marie Claire Award for Excellence.