Research conducted in the cosmetics industry shows that the market has thrived even during the Great Recession. Although consumers are more price-conscious during economic downturns, they do not stop investing in their beauty. And even amid the global crisis caused by the coronavirus, the cosmetics business has a huge opportunity to grow, due to the diversity of products and demographics at its disposal.
We present to you top 10 most popular beauty brands 2024-2025 according to Launchmetrics. The rating was based on advertising revenue data for February, since, according to experts, this month best reflects the demand for cosmetics. At this time, people around the world celebrate Valentine's Day and Chinese New Year, buying up limited-edition perfumes, cosmetic sets and other beauty industry products.
10. Givenchy
Givenchy is known in the fashion world as a source of luxury and beauty; the brand has also established itself as a leading cosmetics brand. The company has attracted stars such as Rooney Mara, Aaron Taylor-Johnson, Ariana Grande and Natasha Poly to advertise its products.
9. LA MER
One of the company's most famous products, and also one of its most expensive, is the Crème de la Mer face cream. It's a celebrity favorite, with fans including Kim Kardashian, Chrissy Teigen, and Kate Moss.
LA MER has a solid collection of skin care products that include moisturizers, serums, lotions, eye products, lip products and more.
8. TOM FORD Beauty
One of the most popular luxury cosmetics brands is most loved in the United States, according to statistics from LookFantastic.
The most popular men's fragrance in the US is Tom Ford Tobacco Vanille, but the lead in the women's league belongs to another fragrance, Marc Jacobs Daisy.
However, Tom Ford Black Orchid is the second most popular women's fragrance in the world according to Harper's BAZAAR. This perfume is world famous for its seductive combination of black truffle, plum and patchouli. It is especially popular in the Middle East and was a favorite in 21 countries, including the United Arab Emirates, Egypt and Saudi Arabia.
7. Guerlain
This luxury brand, originally from Paris, is one of the oldest in the beauty industry. The doors of the House of Guerlain, founded by Pierre Guerlain, opened to the public in 1828. Among its clients were Balzac and Napoleon III, for the latter’s wedding Guerlain created the cologne “Imperial”.
And Pierre's son, Aimé Guerlain, was the author of several innovations for his time, which are now considered classics of perfumery. Among them:
- The three basic notes of perfume are the top note, the heart note and the base note.
- The creation of the first unisex fragrance, Guerlain Jicky.
- Combination of natural and synthetic ingredients. Preference is given to the former.
Since its inception, the brand has created over 300 fragrances.
6. CLARINS
This is a premium brand producing luxury cosmetics, perfumes and skin care products. Clarins has over 800 skin and body care cosmetics alone.
There are also subsidiary brands such as Mugler and Azzaro Parfums, which deal with perfumes, and My Blend, which produces products that combat a specific problem.
When producing cosmetics, CLARINS tries to give preference to natural ingredients such as cornflower, natural clay, primrose extract, aloe, etc.
5. Yves Saint Laurent
Creamy texture and high-quality ingredients are among the features that make Yves Saint Laurent one of the best luxury cosmetics brands. The manufacturer tries to use more natural ingredients in its cosmetics, and also states that “all the ingredients used in YSL Beauté products are safe and undergo strict testing by both internal and independent experts.”
The brand is a leader in high-quality lipsticks, foundations and eye care products.
4. CHANEL
Fashion is not the only area in which Chanel has earned an impeccable reputation, introducing the chain bag, two-tone shoes, pleated skirt, transformable jewelry and many other accessories. Chanel cosmetics are known worldwide for their long-lasting effect and high-quality ingredients.
The brand was founded by Coco Chanel, one of the most influential figures in women's fashion. The company began its activities in 1909 with a fancy hat shop in Paris. Over time, the House of Chanel took a new path for its time - it began to actively involve celebrities in advertising. Its products were advertised by such celebrities as Catherine Deneuve, Carole Bouquet, Nicole Kidman, Keira Knightley and Vanessa Paradis.
The current face of Chanel is Marion Cotillard.
3. Shiseido
One of the oldest cosmetics companies in the world was founded in 1872. Since its founding, Shiseido has produced high-quality cosmetics, hair products and perfumes.
Shiseido has a huge following thanks to its cutting-edge cosmetic innovations, such as ReNeura Technology+, which increases the skin's sensitivity to the product you apply. This allows the skin to absorb more anti-aging and other active ingredients. Plus, the company has an app that lets customers see how a variety of lipstick shades will look on their lips.
2. Estee Lauder
One of the most famous names in the cosmetics industry, this American company offers a wide range of products in almost every category, from makeup to skin care and fragrances.
Every new year the company releases a new collection of decorative cosmetics.
Estée Lauder Cosmetics Inc was founded in 1946 by Estée and Joseph Lauder. Their first line included only four products (Estée Lauder Cleansing Oil, Skin Lotion, Super Rich All-purpose Creme, and Creme Pack), which the couple sold in Manhattan beauty salons. Today, the company sells its products in 130 countries around the world.
Estée Lauder's sales are helped by increased endorsement deals with celebrities such as Constance Jablonski, Elizabeth Hurley, Hilary Rhoda, Kendall Jenner and Fei Fei Sun.
1. Dior
When we say Dior, we mean elegance and charm. Dior was founded in 1946 and launched its first lipstick in 1953. So the company has had over 67 years to perfect the makeup formula that is still popular today.
Advertising contracts with movie stars, active involvement of the Internet audience in social networks and billboards helped Dior reach the first place in popularity among cosmetic brands.
Celebrities who advertise Dior, such as Anya Taylor-Joy, Natalie Portman and Charlize Theron, are favorites of both young and older audiences.
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