The 2025 Most Powerful Beauty Brands

The Establishment

More than a decade in, these power brands have successfully attained powerhouse status.

Amika

This Gen Z favorite is cleaning up across demographics and geographies. The favorite hair care brand of Gen Alpha, per Piper Sandler’s Taking Stock With Teens survey, Amika is growing in the domestic and international markets. It’s been quick to gain market share in the U.K., and Stateside, Amika is the top mask brand and second-largest shampoo brand. Per Circana, it’s the fourth-largest hair brand by sales in the U.S., and CreatorIQ data shows it as hair’s sixth- largest by earned media value. Leveraging its growing power in hair, the brand has parlayed its whimsical ethos and vibrant packaging into fragrance, with a hair mist collaboration with Ellis Brooklyn that sold out six times faster than expected. By YipitData’s measurement, it was the 10th-largest hair brand by gross merchandise value.

CeraVe

With tried-and-true science on one hand and a celebrity-fronted marketing push on the other, CeraVe has kept its pandemic-induced momentum years after TikTok helped catapult the brand’s sales to the stratosphere. Now, it’s the second-largest skin brand in the mass market in the U.S. and the fourth-largest beauty brand overall in the channel, Circana data shows, and Euromonitor indicates it is the fifth-largest skin care brand globally. The brand’s no-frills take on formulations recently expanded into hair with a buzzy launch at Walmart, which outperformed expectations, thanks in part to a campaign starring Anthony Davis, Paige Bueckers and Charli D’Amelio as “Heads of CeraVe” that accrued 4.7 billion PR impressions.

Christian Dior Parfums

At the nexus of desirability, luxury image-making and sales sits Dior, which holds leading positions in fragrance across the gender spectrum with Dior Sauvage and Miss Dior. According to global Circana data provided by the brand, Miss Dior is the top-selling women’s fragrance globally and Sauvage is the top-selling men’s. Euromonitor points to it as the third-largest fragrance brand overall worldwide. Dior is doubling down on brick-and-mortar with stores in New York, Miami and Costa Mesa, Calif. Sales and stores aren’t the only areas of growth, though, as Dior has become the fifth- largest fragrance brand by EMV, according to CreatorIQ. Launchmetrics said it had $198.9 million in media impact value for the first quarter for makeup and $30.6 million for fragrances, making it that category’s largest.

Clarins

The legacy French brand is working double time to maintain a global leadership position. Take Double Serum, for example, which sells one unit globally every second—no, that’s not a typo. The perennially viral Lip Oil celebrated its decennial in Los Angeles at the Academy Museum in March, attended by the likes of Maude Apatow, Kate Bosworth, Brooks Nader, Patrick Ta and more — including surprise performer Gwen Stefani. Clarins ended the first quarter as the seventh-ranked brand by MIV, per Launchmetrics. Enduring, indeed.

Clinique

A year after a paradigm-shifting launch at Amazon, Clinique is still reaping the rewards. Now the largest prestige beauty business in the U.S., Clinique’s cross-category domination is picking up steam as it becomes the top share gainer in makeup and the second- largest in skin care, according to Circana, no doubt boosted by the Moisture Surge franchise expansion into serums with Active Glow Serum. Active Glow’s social blitz resulted in 20 million views in the first quarter and had a halo effect on other key products in the segment, with Clinique’s retail sales for serums up 27 percent in the U.S., 77 percent in Italy, 111 percent in Germany and 73 percent in the U.K. Clinique reports 13 consecutive months of market share growth in skin care in the U.S., where makeup is powered by the continued growth of Black Honey.

E.l.f. Cosmetics

E.l.f. Cosmetics’ parent company may have made headlines with the $1 billion acquisition of Rhode, but the entity’s flagship brand is still on fire. Per Nielsen data provided by the brand, it is the only cosmetics brand to gain share in makeup for 25 consecutive quarters, mirroring the same timeline of its parent company’s net sales swell. In the Piper Sandler survey, E.l.f. Cosmetics is teens’ favorite brand, and share of mind is now 3.5 times that of the runner-up. On the newness front, the Mikayla Nogueira- acclaimed Halo Glow Skin Tint SPF 50 gained near-instant virality. No wonder it’s makeup’s top share gainer in mass, and second-largest makeup brand overall, according to Circana. Online, it’s just as popular, garnering $572 million in EMV, reports CreatorIQ.

Lancôme

Lancôme is the third-largest skin care brand and sixth-largest makeup brand in the U.S. prestige market, making it the fourth- largest prestige beauty brand overall, Circana rankings indicate. Worldwide, it’s the third-largest skin care brand, fourth- largest makeup brand and eighth-largest fragrance brand. That’s due, in part, to megawatt ambassadors like Julia Roberts, Isabella Rossellini and Olivia Rodrigo, who joined Lancôme last year. That’s just one way it is appealing to digitally savvy generations. Its Ed Westwick “Chuck Bass” content for the relaunch of Juicy Tubes became the most shared Instagram post in the total global luxury beauty market in the past year, and second-most shared on TikTok, Lancôme said.

L’Oréal Paris

L’Oréal Paris is the world’s largest beauty brand, but it’s just revving its engines. The brand, and flagship of L’Oréal Groupe, has seen success across all axes of the business: In skin care, Midnight Cream sells one jar every 30 seconds, with more than 1.4 million units bought since its 2022 launch. Euromonitor data shows that in 2024, L’Oréal Paris was the second- ranked makeup and skin care brand globally, and the leader in hair care. In that category, Ever Pure Glossing 5 Minute Lamination Mask is now the top hair treatment after less than a year on the market and garnered more than 566 million impressions in the second quarter in the U.S. The numbers keep coming: Launchmetrics said in the first quarter, by MIV, L’Oréal Paris was top in skin and hair, and the 10th largest in makeup. Infallible Selling Spray is the brand’s overall top seller, selling 2 million units since its 2024 launch, roughly three products per minute. But L’Oréal Paris isn’t just big — it’s growing. In the U.S., it’s the second-largest mass beauty brand, and second-largest share gainer in makeup, per Circana.

MAC Cosmetics

Don’t let MAC Cosmetics’ lapping of its 30-year anniversary fool you: It still moves with the agility and edge of an indie. According to Euromonitor, it’s the world’s third- largest makeup brand (led only by mass market players), and the brand said it also holds the top lipstick brand spot globally, selling one tube in a matte finish every second. The proof isn’t just in the product, however, with a slew of campaigns such as I Only Wear MAC with Martha Stewart or GrwMAC with Chappell Roan each topping views and impressions in the millions. To spearhead its cutting-edge vision, MAC tapped designer Nicola Formichetti as its global creative director. On the digital front, MAC excels; it was Launchmetrics’ top makeup brand with $253.9 million in MIV, and it has accrued $579 million in EMV. MAC to the max.

Medik8

Medik8 started the year with the launch of a peptide serum, which the brand said was the top prestige skin launch in its home market of the U.K., where it is outpacing the market’s growth sevenfold. That headline, though, is dwarfed by its acquisition by L’Oréal earlier this year, making it one of a handful of brands to break beauty’s M&A slowdown. Known for heroes like its 22-time industry awarded Crystal Retinal, product prowess isn’t the only engine here. Medik8 stars in 75 million TikTok videos in the last two years alone and has grown its EMV by 775 percent in two years.

Neutrogena

The third-largest mass market skin brand, per Circana, Neutrogena is under new leadership — and things are taking a turn for the famous. Andrew Stanleick, who took the lead of the brand and others at Kenvue, has been quick to take a page from the celebrity playbook that he architected earlier in his career, tapping Tate McRae as a Neutrogena brand ambassador (which earned $790,000 in MIV in its first week) who joins the likes of Jennifer Garner. According to Spate, it’s the top brand in beauty by the brand’s Popularity Score. As far as expertise goes, the brand also tapped #DermTok pioneer Dr. Muneeb Shah for a partnership that ranges from content to consulting on product development. Beyond marketing, Neutrogena also built out its Collagen Bank range with a new vitamin C serum, following the debut of a sunscreen in the brand’s mammoth category.

Pantene

The hair care mainstay shows no signs of slowing. Following an organic post from Alix Earle in December of 2024, the following three months saw the brand’s sales growth rate double. Earle called out Pantene Daily Moisture Shampoo, which sells three bottles every second globally, but launches are seeing traction, too. The Unexpired collection garnered more than 29.5 million views and 180 million social engagements. Industry veterans love it as much as social denizens, with a seven-year audit from the company declaring it the most-awarded hair care brand in the U.S. By Euromonitor’s measure, Pantene is the second-largest hair care brand globally.

Tarte

It’s no surprise a brand known for #TrippinWithTarte is soaring. Tarte has taken on thousands of creators monthly to front its heavy foray on TikTok, where it is the top cosmetics brand in 2024 and 2025 on TikTok Shop. Per Circana data provided by Tarte, it’s the top brand in concealer and mascara for the U.S. prestige market, with hero franchise Shape Tape spawning a line extension at Ulta. The original stock keeping unit sells once every four seconds, while in lip, Maracuja Juicy Lip sells one every six. Stats like that have helped it become the third-largest makeup brand in the U.S. prestige market.

Vaseline

From medicine cabinets to the Met Gala, Vaseline’s partnership with Law Roach spawned a campaign timed to fashion’s biggest night that saw 457 million impressions after the stylist used Original Healing Jelly to slide his feet into snug footwear. Roach isn’t the only one to use the product in off-label ways, with 3.5 million posts on social sharing varied hacks and spawning the Vaseline Verified campaign aimed at addressing the product’s myriad uses. That’s culminated in more than 63 million social interactions. Product-wise, the Gluta-Hya range debuted last year in 22 markets with more rolling out globally.

Yves Saint Laurent Beauté

A heady cocktail of innovation and megawatt talent has led to YSL Beauté’s growth across its axes. It’s the third-largest share gainer in makeup and the largest in fragrance in the U.S., the latter driven by Libre and Myslf. Euromonitor points to it as the sixth largest fragrance brand. In makeup, Make Me blush became the top launch to date, YSL said, adding that it has grown 14 times faster than the market overall. Dua Lipa, Austin Butler and Lenny Kravitz lead the charge globally as spokespeople, while a partnership with Addison Rae contributed north of 46 million views on TikTok.

The New Guard

Bubble Skincare

Shai Eisenman’s Bubble isn’t bursting in the foreseeable future. Reflecting the speed with which the skin care brand has risen into the upper echelons of the mass market — revenues have grown 1,500 percent since 2022 and doubled since 2024, according to Bubble — it has also grown its grassroots community of devotees, testers and evangelists to a whopping 200,000. Globally, the brand broadened its points of sale by thousands, having more than doubled its global door count since 2023. That includes a notable partnership with Target Corp. It was at fellow partner Walmart that Bubble collaborated with Olive & June on a handful of sets. Eisenman deals her exclusives fairly, and since launching its milky toner Cosmic Silk at Ulta, Bubble has sold one bottle every minute.

Charlotte Tilbury

Often imitated, never duplicated. Charlotte Tilbury launched a humorous jab at brands duping her key franchises last year on social media, including key messages like “Error! Copy impossible,” and “Legends cannot be copied.” Competition aside, Tilbury is laughing all the way to the bank. Puig-owned Charlotte Tilbury is the fourth-largest brand in the U.S. prestige market, Circana said, and the ninth-largest beauty business overall, strong in makeup and skin care thanks to franchises like Magic Cream. Beyond its key categories, the brand also attained virality for its partnership with the Dallas Cowboys cheerleaders, and garnered $200.3 million in the first quarter, per Launchmetrics. It also brought in a whopping $641 million in EMV, per CreatorIQ.

Color Wow

Every beauty founder takes aim at a perceived white space in the market, and Gail Federici is proof that lightning can strike twice. Twelve years after its founding, Color Wow’s sales were said to be around $300 million; the brand was eyeing a $1 billion valuation when it sold to L’Oréal earlier this year. That’s 23 years after Federici sold John Frieda Professional Hair Care to Kao Brands for $450 million. Circana noted it is the second-largest share gainer in the prestige hair market in the U.S. and the fifth largest in that category. In terms of MIV, it gained $14.3 million. Though its hero products cracked the code for various need states —Dream Coat, for example, sold every 4.4 seconds when it was named one of WWD Beauty Inc’s greatest hair care products of all time — newcomers like Raise the Root Thicken and Lift Spray, which nabbed an Allure Best of Beauty award, are proving to be stand-outs, too.

Danessa Myricks Beauty

Artistry-led makeup brands may be all the rage right now, but Danessa Myricks is hardly an overnight success. The veteran makeup artist and product developer who spun her expertise into a brand 10 years ago prioritizes product payoff, performance and inclusivity with every launch, and has garnered more than 90 awards in the last five years. It’s not just the industry clamoring for more. According to the brand, sales have grown 105 percent in comp doors in 2025, while traffic to key product pages at retailers is up 7,000 percent. What’s working? Hero products like Blurring Palm Powder and the Water Power Serum, whose sales have jumped 138 percent. Newer additions are also boosting buzz, with the launch of its Colorfix Stix in June hitting 127.8 million impressions and $11 million in EMV, the brand said.

Dossier

Dossier cut through market clutter in fragrance with a handful of recognizable juices at more affordable price points, though its playbook is all its own. The eighth-largest fragrance brand (and third-largest share gainer) in the mass market is gearing up to launch a fragrance with Machine Gun Kelly. Meanwhile, It Factor, part of its Dossier Original range, is the biggest launch of the year thus far. The brand is also flexing its omni chops, opening its first boutique in New York’s SoHo neighborhood, which saw 75 percent conversion rates in its first week open. That’s nothing compared to sales on TikTok, where during Super Brand Day, revenue jumped 400 percent, and Dossier nabbed 45 million impressions from the debut of It Factor. That digital-physical synergy is culminating in an anticipated 30 percent swell in sales for 2025.

Dr. Squatch

Dr. Squatch is cleaning up. Literally. The personal care brand’s collaboration with Sydney Sweeney (the star’s bath water was incorporated into a limited-edition soap drop), generated 4,000 placements and 34 billion impressions across media outlets, and became the top engaged men’s personal care brand on social media. It also has the top slot for men’s personal care at retail, it said, and has since built out its roster of brand ambassadors to include Mike Tyson and Nick Cannon, in addition to Sweeney. Dr. Squatch’s sales were said to be north of $400 million, and was reported to be seeking a $2 billion valuation at the time of its sale to Unilever in June.

Glow Recipe

Makeup-skin care hybrids? Check. Steady cadence of new products to round out hero franchises? You bet. Clinical testing to validate each launch? Absolutely. Glow Recipe has set the gold standard across a slew of criteria for consumers, so the success of the brand — nearly $200 million in EMV alone — isn’t a surprise. When it expanded Watermelon Glow Niacinamide Hue Drops into color with Sun Glow, it amassed 40,000 sign-ups across both Sephora and Glow Recipe’s websites, and Dewy Flush nabbed 35,000. Inspired by Bingsoo, the Korean dessert, the brand also jumped into the lip game with a handful of shades, which was estimated to surpass $35 million in sales for the product’s first year on the market. Sweet.

K18

Five years in and already halfway to billion-dollar brand status. With sales growth bringing the brand to $500 million in sales, K18 has evolved past the power of its debut SKU, Molecular Repair Hair Mask, one of the darlings of the bond- building craze of years past. Now, it boasts more than one proprietary tech, including the launch of its heat protectant this summer and the debut of its dry shampoo in 2024. All of that has culminated in the brand’s standing at $140 million in EMV, 3.1 billion impressions across influencers on social, and a salon-rooted community of professional stylists 250,000-strong.

Kayali

Everything’s coming up roses for Mona Kattan. Twenty-seven fragrances and a buyout later, Kayali has a heavy focus on retail expansion, aiming to be at nearly 4,000 doors globally. Vanilla I | 28 is the brand’s top-selling juice, while Yum Boujee Marshmallow | 81 is its most viral. That being said, breaking new olfactive territory has catapulted Kayali to new heights, with Fleur Majesty Rose Royale | 31 and Kitten Musk | 41 marking the brand’s most viral moments of the year. Across social platforms, it has more than 7 million combined followers, and has grown its workforce by more than 162 percent to sustain that growth. Needless to say, it’s CreatorIQ’s top fragrance brand by EMV, growing 67 percent year-over- year. Call it the sweet smell of success.

Native

Ten years in and still fresh as a daisy, Native’s dominance in core categories like deodorant — and successive expansions into body care and hair — have taken the brand to new heights. Per Circana, those include being the second-largest share gainer in hair, where it’s the 10th-largest business; eight in skin care, and ninth in the mass market overall in the U.S. The proof is in the product for the P&G-owned brand, particularly on the scent front. The Piece of Cake scent range was its top seller the week it launched, and collaborations with Dunkin’ Donuts and Jarritos drove a social engagement spike of 88 percent. On the online front, Spate said Native is the sixth-highest growing brand in beauty by Popularity score.

The Ordinary

This brand’s name is antithetical to its paradigm-shifting approach to new products and new marketing. Case in point, the brand looked to the food industry and inflationary prices with the launch in-store of its eggs, both an extension of the brand’s no-frills ethos and a way to join broader cost-of-living conversations pervading social media. That was an instant success, with the average engagement rate for the brand spiking 35 percent and sales 10 percent thus far year-over-year, said the brand. Reach and engagement are up by double digits, and it’s the top skin care brand by YipitData’s GMV. Extraordinary is more like it.

Saie

What started as a crowdsourced attempt to find clean, high-performing makeup by founder and CEO Laney Crowell has culminated in one of beauty’s most discussed brands. Born out of what people could “say” to Crowell about what they really wanted to see, the brand is now leading the conversation: after nearly $40 million EMV for the month of April, said Saie, the brand has doubled its footprint- in-store at 267 Sephora doors, too. It’s no stranger to virality, either: The Saie Vanity Case debuted as an influencer gift in 2024 and this year, drove 127,000 site visitors and sold out in three-and-a-half hours. A giveaway grew Saie’s TikTok following by 50,000. Furthermore, Crowell is taking that power to purpose having upleveled its sustainability initiatives, aiming to 5 million pounds of plastic and provide jobs to more than 20,000 women as part of a three-year collaboration with RePurpose.

Sol de Janeiro

Call it the feel-good effect. Sol de Janeiro, founded on the sunny and empowered beauty ethos of Brazil, has led category after category, from the launch of body mists to a return to body care earlier this year — not to mention its 2024 expansion to Ulta Beauty. Sol is now the fifth-largest skin care brand in Circana data, and the sixth-largest beauty brand overall; according to YipitData’s GMV ranking, it’s the top fragrance brand and the fifth-largest brand in skin care. While sales are believed to be levelling off somewhat, Sol’s influence hasn’t: Its success has spawned an influx of fragrance mists into the market. Sunny days ahead, indeed.

Summer Fridays

Lauren Ireland and Marianna Hewitt debuted Summer Fridays with the Jet Lag mask, an apt name for a business that has rocketed up the ranks. Jet Lag and Lip Butter Balm are the core pillars of the brand, which has expanded to Sephora Middle East and in Europe, commensurately building out its team for the geographies. Its domination isn’t just global: Instagram has grown 35 percent year-over-year, while TikTok has spiked 94 percent. On the sales front, it’s YipitData’s second-largest skin brand, after The Ordinary. Armed with fresh capital from TSG Consumer Partners after a majority acquisition in 2024, Summer Fridays has launched new shades of its Lip Butter Balm and expanding that franchise into blush and done equally-as-popular activations IRL, such as its SoHo, New York Sweet Shoppe.

Touchland

Touchland debuted on the eve of the coronavirus pandemic — an auspicious time to launch hand sanitizer — but it’s taken more than luck to keep the business momentum high. Retail sales grew 100 percent during the first half of 2025, and its TikTok and Instagram community has surpassed 1 million followers, said the company. Other categories, like its body mists, have nabbed Cosmopolitan’s awards for the category, and the Vanilla Velvet variant has achieved hero product status. Also on the docket are buzzy collaborations, from that with Hello Kitty to the Disney x Touchland Hand Sanitizer set, which has distribution at Ulta and Disney Parks. No wonder Church & Dwight acquired the brand for $700 million and a $180 million earn-out based on 2025 net sales in May.

The Emergents

Arrae

Things are working out well for Arrae, the supplement brand founded by husband-and-wife duo Siffat Haider and Nishant Samantray. Take Tone, the creatine gummies it launched earlier this year, which the brand said are already at a $25 million run rate and were supported by a campaign fronted by Elsa Hosk and Jasmine Tookes. That’s led to 14 million impressions — leading to a 182 percent growth on social and 71 percent increase in engagement.

Byoma

Three years in and already said to be reaching an estimated $300 million in retail sales, Byoma’s combination of playful, colorful packaging and science-minded approach to innovation comprises a winning formula. Newness has played a key role, with its Hydrating Milky Toner becoming the top seller. In addition to Boots in the U.K., Sephora in the EU and existing partnerships at Target and Ulta Beauty, Byoma also launched at Sephora in Australia and New Zealand, where it saw a 250 percent increase in followers on Instagram. Now, it’s taking on acne. In partnership with Nina Pool, the influencer’s first organic video of the brand drove $133,000 in EMV, and Byoma acted quickly to secure a front-of-store tower at Ulta with Pool’s favorite products, helping to drive a double-digit sales gain this year.

Cécred

Barrier-breaking and paradigm-creating, Beyoncé Knowles-Carter’s hair care brand lapped its first year in sales with a first-of-its-kind retail and salon partnership with Ulta Beauty, that became the retailer’s largest launch in its history for the category. Despite just being a year old, Cécred has garnered 49 industry awards to date, including Allure’s Best of Beauty Award, Cécred said. Restoring Hair & Edge Drops amassed a waitlist of more than 100,000 consumers, and sells one every 16 seconds. On the philanthropic front, the company has completed two rounds of grant and scholarship announcements in partnership with Knowles-Carter’s public charity foundation, BeyGood. Not bad for a hair care newbie.

Crown Affair

2025 seems like Crown Affair’s crowning moment, but it’s been years in the works: The hair care brand founded by Dianna Cohen has quickly seen new categories drive the business. Texturizing Air Dry Mousse nabbed an Allure Best of Beauty Award, while its leave-in conditioner is a mainstay on Sephora’s bestseller page. Crown Affair said its Dry Shampoo was the top product in the category at Sephora’s Spring Savings Event, and year-to-date is reporting 227 percent sales growth in the retailer’s brick-and-mortar doors.

Dieux

Ever the innovator, Dieux has had a solid pipeline of new products. Case in point, its Ethereal Cleansing Oil had 13,000 people on its waitlist — a figure similar to the amount of ingredient lists it amassed for its Sun Screener tool, taking aim at democratizing knowledge around what works in formulas, and why. That’s the ethos that has driven innovations such as its cleansing oil (which went through 50 iterations before launching), and ignited existing heroes like moisturizer Instant Angel. Its cofounders are also its best poster children, with cofounder Charlotte Palermino taking to social media to educate consumers on viral trends, from beef tallow to foreign sunscreen regulations. That’s driven growth at retail. Dieux launched at Sephora last year, and said that year- to-date, its retail sales are up 145 percent, while EMV is also up by triple-digits.

Dr. Idriss

#DermTok pioneer Dr. Shereene Idriss has successfully interchanged internet virality with business savvy. From 2023 to 2024, her namesake brand grew 112 percent in revenues, ignited both by existing heroes and new ones. Major Fade Hyper Serum and Active Seal moisturizer, for example, comprise nearly half of the business, while Major Fade Disco Block Whipped SPF accrued 10,000 waitlist additions in two days. Idriss is doing just as well on the home front: Her dermatological practice has a waitlist of 18 months.

InnBeauty Project

InnBeauty Project is targeting peak performance, and the numbers show it’s hitting the mark. At the time of its Calm The Red Down Dual Chamber Redness Treatment serum launch, the brand was said to be targeting $50 million in sales in 2024. Extreme Cream is a Sephora bestseller with 1.8 million likes on TikTok alone. Cofounders Jen Shane and Alisa Metzger’s vision for high-performance, clinically backed (it spends north of $100,000 on clinical testing for every new launch) and affordable products is clearly in focus.

Lemme

Quality formulations on one hand and celebrity-fronted marketing on the other have taken Lemme to new heights. It’s thus far Target’s top wellness brand in ingestible beauty, driven by the social and commercial growth of sexual wellness SKUs like Lemme Purr and Lemme Play — the latter of which founder Kourtney Kardashian Barker campaigned for alongside Julia Fox. On TikTok, it leads vitamins, minerals and supplements, with north of 96 million video views and reaching 92.7 million unique users. Even shares on the platform are up 26 percent.

Makeup by Mario

Mario Dedivanovic is branching out. The famed makeup artist, credited with sparking the contour craze of the 2010s due to his work with Kim Kardashian, has created a brand that resonates far beyond the trend. Case in point, Master Mattes Long-Wear Cream Eyeshadow sold out on sephora.com and in many markets globally within a week of launch, and organic social from January to June saw a 71 percent spike in TikTok views and a whopping 604 percent increase on YouTube. Dedivanovic has also deepened his partnership with Sephora, which started 25 years ago when he worked in-store as a makeup artist, with in-store eventing and masterclasses. Last year, when it hired JP Morgan to explore deal options, revenues were expected to hit between $150 million and $200 million for the year. Masterful indeed.

Noyz

Barely a year old and still on the rise, Noyz, incubated by Beach House Group, debuted at Ulta with four fragrances and was set to hit the $30 million mark in first-year sales. Beach House Group has since taken the brand into new olfactive territory and gained establishment credibility with a Fragrance Foundation Award nomination for its Solid Fragrance Pair, nosed by heavyweight Jérôme Epinette. Hero juice, Unmute, sold every six minutes — helped by 10,000 creators who have driven 190 million engagements as well as 26 million organic views, said the brand.

Rare Beauty

It can take decades for founders to breathe the rarefied air of category domination, though Rare Beauty’s done it in near-record time. Soft Pinch blush, one of the brand’s originals, sold once every three seconds in 2024, and it introduced a matte iteration earlier this year to similar viral acclaim. On the newness front, the brand is getting personal: Its first fragrance launch, Rare Eau de Parfum, and four coinciding fragrance layering balms, debuted in August at Sephora, though Rare doesn’t need to rely on beauty’s hottest category for growth. Sales were said to hit $400 million in 2024, and on social, it generated $636 million in EMV, making it the fifth largest in beauty overall.

Rhode

Hailey Bieber’s billion-dollar baby is no stranger to making headlines, but when it sold to E.l.f. Beauty the industry took note: It’s the youngest beauty brand to ever sell at a $1 billion valuation, and underscored the viability of celebrity brands on the M&A market. In the past year alone, Rhode has expanded beyond beauty to include its phone case as a key offering, continued to offer iterations of its category-building Peptide Lip Treatment, expanded both its skin care and makeup offerings, and nabbed the top skin care brand slot by EMV. It hit $212 million in sales year-to-date at the time of its sale.

Sacheu

Translating TikTok virality into a hero product is one thing, but spinning it into a business slated to hit $100 million in revenue in 2026 is another feat entirely. Sacheu deftly parlayed its peel-off lip liner into an Ulta Beauty partnership, a top ranking on Amazon, four billion TikTok views and a high- profile fan base that includes Sofia Richie Grainge and Alix Earle, according to the brand. With momentum like that, Sacheu is continuing to accelerate growth: It has expanded into the U.K. at Boots, launched stain products in contour, highlighter and blush segments, and has become one of the fastest-growing brands by EMV.

Tower 28

Don’t let the name of key SOS franchise fuel you — Amy Liu is doing just fine on her own. The Tower 28 founder and CEO is estimating $150 million in retail sales for 2025, driven by SOS Rescue Spray and Swipe Serum Concealer. The former sells once every 11 seconds, though new products are quick to join it. The GetSet Blush kits on the brand’s Instagram, for example, accounted for 58 percent of the Tower 28’s views in the month following their launch, and engagement was up 27 percent. Beyond beauty, Liu has found power in purpose. During the Los Angeles wildfires in January, she was among the first to spearhead beauty initiatives.

Vacation Inc.

Talk about fun in the sun. Winning in sunscreen isn’t easily done given regulatory constraints. But by homing in on scent, marketing and format, Vacation has created a differentiated proposition that has struck a chord. Weekly views on TikTok and social media hover around five million, while its new body mists had north of 3,000 people on the waitlist at launch. Insiders love it, too: Shake Shake SPF 50 Mineral Milk Face Sunscreen won an Allure Best of Beauty Award.

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