WWD Beauty Inc’s 2022 Most Powerful Brands in Beauty – WWD

Beauty’s solely fixed is change, and the businesses on the 2022 Beauty Inc Power Brands record will not be solely holding tempo with the occasions — they’re spearheading the trade’s evolution. To compile this record of 45 gamers — that are divided into Established, Originals and Emergents, Beauty Inc checked out a wide selection of qualitative and quantitative knowledge to find out the manufacturers which can be profitable at this time. What’s most clear is that this yr’s crop sees probability the place others see challenges. They have embraced TikTook, entered the metaverse and mastered an omnichannel atmosphere. Here, the manufacturers that thrive as a result of — not in spite — of magnificence’s shapeshifting panorama.
The Established
CeraVe: DermTook’s darling exhibits no indicators of slowing down. The mass market skincare model beloved by derms and customers alike holds the highest slot in each the facial cleaning and facial moisturizer class in response to knowledge from IRI. Its cleansers reached near $260 million in gross sales, whereas moisturizers grew 40 % in a class that total posted progress of 25 %. CeraVe can be the runner-up in the physique care class. The model’s digital dominance stays regular: CeraVe sees greater than 2.2 million Google searches in the common month, in response to Spate, and on social media, its earned media worth topped $43 million, in response to Tribe Dynamics. As reported in 2020, that yr’s revenues have been anticipated to be round $600 million. Cleaning up, certainly.

Chanel: One hundred years on and nonetheless going sturdy: This yr, Chanel No.5, the unique movie star perfume, marked its centenary in an enormous method. Its enduring reputation — the scent was voted the best perfume of all time in Beauty Inc’s ballot of trade insiders earlier this yr — exhibits it has hit the candy spot between historical past and foreign money higher than some other model on the market. Consumer spending stays sturdy: Euromonitor reviews that Chanel is the largest perfume model in magnificence, whereas NPD mentioned it’s the highest whole magnificence enterprise in the U.S. status market. At the identical time, Chanel stays firmly centered on the longer term, too. The launch of the No.1 vary, a clear and sustainably minded providing spanning key classes like skincare, make-up and perfume, resonated with consumers as effectively, with two merchandise in the highest 10 wish-listed objects on the Klarna app.
Clinique: Clinique has cemented its powerhouse standing. In a yr in which skincare dominated, the model was the highest skincare participant in the status market in the U.S., in response to NPD, and quantity two in make-up. That cross-category domination is resulting in excellent outcomes: On a current earnings name, execs from guardian firm The Estée Lauder Cos., mentioned the model was hitting double-digit progress, serving to to drive good points total for Lauder. Searches are excessive — about 1.5 million month-to-month, in response to Spate — pushed by a model that although large isn’t content material to relaxation on its laurels. The model continues to be breaking limitations, launching its first NFTs, a magnificence trade first on the time, tying loyalty to the metaverse.
Cover Girl: As the tide turns at Coty Inc., so does Cover Girl’s subsequent chapter. The model, as soon as beleaguered, has turn out to be a real shiny spot for the corporate, with chief govt officer Sue Nabi calling it “probably the most beloved make-up model in America” on the corporate’s most up-to-date earnings name. No surprise: Consumers are responding effectively to the model’s next-generation identification, which has encompassed every part from rekindling partnerships with previous Cover Girls like Niki Taylor and Queen Latifah, to reformulating merchandise to be a pacesetter in mass market clear magnificence. The technique is working: Cover Girl owns the highest spots in powder and blush and is third in mascara, in response to knowledge from IRI. It’s parlaying that reputation into new territory, too, introducing a spread of 5 merchandise in skincare late final yr.

Dior: With traditional fragrances like J’Adore and Sauvage (the top-selling perfume in the U.S.), it’s a on condition that Dior is likely one of the greatest magnificence gamers. It’s additionally one of many quickest rising. According to knowledge from NPD, the model is the second greatest share gainer each in make-up and total magnificence, a results of a technique that has fueled its hero merchandise, whereas amping up its relevance with Generation Social Media, too. Its advertising technique — together with new spokespeople Anya-Taylor Joy and Yara Shahidi — earned it a Genius rating on the L2 Genius List for magnificence in France whereas youthful customers are clamoring for its TikTok-viral Dior Glow Lip Oil, which is the model’s bestseller on Sephora’s web site, and its Kylie Jenner-endorsed Dior Backstage Rosy Glow Blush. The success is world: Euromonitor ranks Dior because the fifth greatest make-up model and the third greatest in perfume, and the Dior Prestige skincare franchise took dwelling two Marie Claire Prix awards this yr.
Dove: Beauty’s pioneer of function is doubling down on what it does finest: Using its appreciable platform to impact significant change in the world. Riding excessive on the pandemic-induced cleaning craze (cleaning contains the most important piece of Unilever’s private care enterprise), the model has been concentrating its efforts on every part from sustainability to social justice. When it involves the previous, it launched refillable aluminum packaging for physique washes following the launch of its refillable deodorants final yr, which gained an Allure Best of Beauty award. In phrases of the latter, Dove’s give attention to physique positivity continues (a positioning bolstered by its newest launch of physique care merchandise containing lively ranges of skincare based mostly elements), whereas the CROWN Act, an acronym for Creating a Respectful and Open World for Natural Hair, which protects workers from discrimination on the idea of race-based hairstyles, handed the House of Representatives. Next cease: the Senate.
E.l.f.: What a distinction 4 years makes. Sales dips at E.l.f. are a factor of the previous: the model, an early arriver to the TikTook craze with a 4.4 billion-view marketing campaign, supercharged its progress with a slew of collaborations equally buzzy and surprising. Its TikTook debuting an E.l.f. x Chipotle eye shadow, themed across the meals chain’s elements, garnered hundreds of feedback and practically 100,000 likes. Meanwhile, content material creator Mikayla Nogueira’s video for E.l.f.’s partnership with Dunkin’ Donuts gained greater than 1.5 million views, and 231,000 likes. But it’s not all hype and no substance. E.l.f.’s mainstay hero merchandise are additionally outperforming the market. Company CEO Tarang Amin known as out its Camo CC Cream throughout an earnings name as a high vendor. According to knowledge from IRI, it’s the second-largest model in concealers, rising 45 % — greater than double the class’s total progress. Brow skus inform the same story. E.l.f.’s Clear Brow and Lash Mascara is a perennial favourite, with greater than 2,000 Walmart critiques averaging at about 4.5 out of 5 stars. Per IRI, the model’s gross sales in the phase soared 33.3 %, in comparison with the class’s total 18.5 %.

L’Oréal Paris: Just as its guardian firm shortly returned to pre-pandemic progress final yr, L’Oréal Paris itself can be again with a bang. The world’s largest magnificence model continues its cross-category domination. L’Oréal Paris hit the 6 billion euro mark in gross sales final yr, in response to its guardian firm’s monetary outcomes, and is a high vendor throughout classes. Euromonitor reviews it to be the world’s second-largest model in each make-up and skincare, whereas it takes the highest slot in hair. IRI knowledge exhibits it to have the top-selling lip glosses, which spiked triple digits, whereas its main foundations outpaced the class’s progress, hitting 37 %. In pores and skin — the place its Derm Intensives line has taken an ingredient-forward method — it ranked second in facial antiaging. L’Oréal Paris continues to up the thrill issue, too: It introduced singer H.E.R. as a brand new world ambassador, whereas additionally staging a trend present throughout Paris Fashion Week final yr.
La Mer: Talk about endurance. The ultra-luxe skincare O.G. has maintained its cult-favorite standing, even in the face of ever-increasing competitors. On a current earnings name, Estée Lauder Cos. CEO Fabrizio Freda credited the model’s “standout outcomes” — double-digit progress versus the corporate’s total skincare class which grew 7 %. A billion-dollar model since 2018, La Mer is the fifth largest skincare participant in the status market, in response to the NPD group — and it retains rising its purview, too. It was one of many inaugural manufacturers to launch on Farfetch’s new magnificence vertical. While its hero merchandise proceed to gas the enterprise, newer launches are common, too: Its eye cream was an Allure Best of Beauty winner.
Maybelline New York: As the highest participant in liner, forehead and mascara, it’s all eyes on Maybelline New York. The model’s multipronged technique has saved it as make-up’s largest model, in response to Euromonitor. It expanded its assortment in key classes like mascara — it’s the highest participant at $358 million in gross sales, up 23 % from final yr, in response to IRI — and it’s additionally maintaining with the occasions, debuting its first “clear” product vary, dubbed “Green Edition.” That sense of function translated to new initiatives as effectively. Maybelline has been a pacesetter in conversations round psychological well being, and this yr it rebooted its Brave Together marketing campaign with Wattpad throughout Mental Health Awareness Month to drive consciousness even additional.

Nars Cosmetics: Call it the feel-good issue. Artistry manufacturers have been make-up’s greatest gainer in 2021, in response to the NPD Group, and Nars, one of many class’s authentic gamers was a key contributor, helped by enduring reputation of its Orgasm blush, which has spawned a whole class of merchandise for the model. The Shiseido-owned Nars is a high 10 participant in the U.S. — and due to a savvy cross-platform social media technique (it earned simply shy of $280 million in EMV, in response to Tribe Dynamics), it stays one of many high share gainers in the class, too. Still founder-led at a time when most of the make-up artists who launched manufacturers on the similar time haven’t solely left their authentic companies, however began new ones, Francois Nars continues to propel his namesake proposition ahead.
Olay: P&G-owned Olay has been fast to adapt to traits — it began placing skincare elements into physique care simply earlier than the pandemic — and its sense of innovation saved momentum excessive. Its ingredient-focused strains launched in 2021 have been bestsellers, favorites with customers and trade insiders alike. It gained two totally different Allure Best of Beauty Awards final yr for 2 of its physique merchandise. According to IRI, Olay is sustaining its place as the highest participant in facial antiaging, bringing in greater than $330 million in that market phase alone, and third in facial moisturizers. With Stephanie Headley taking the helm, the model can be betting extra on function, inaugurating partnerships with Free The Bid and Dr. Joy Buolamwini to extend the illustration of girls in movie and STEM careers, respectively.
Pantene: When it involves hair care, Pantene is actually cleansing up. Pantene Gold Series grew double-digits final yr, whereas in response to IRI, the model is the highest vendor in each shampoo and conditioner, having reached volumes of $255 million and $210 million, respectively. Two of its merchandise, together with the Pure Clean & Clarify Shampoo and the Miracle Rescue 10-in-1 Spray, additionally nabbed Allure Best of Beauty Awards.
Paula’s Choice: At a time when transparency and efficacy are high of thoughts for customers, Paula’s Choice is extra related than ever. That reality was solidified when its acquisition by Unilever Prestige, grew to become one of many yr’s greatest offers in magnificence, with the transaction reportedly valued at $2 billion. Since then, Paula’s Choice continues to resonate with Millennial and Gen Z customers — it reached a mean search quantity of 1.28 million on Google Search, in response to Spate. It additionally has expanded distribution aggressively. Last yr, it launched into Sephora stateside, and entered the German market with a partnership with Douglas. Its Skin Perfecting 25% AHA + 2% BHA Exfoliant Peel additionally took dwelling an Allure Best of Beauty Award, and has turn out to be a cult favourite.

Tom Ford Beauty: F*cking Fabulous isn’t just the title of the bestselling perfume in the Tom Ford Beauty secure. It’s additionally an apt description of the model’s total efficiency. As customers gravitate towards luxurious costs and collections of scents, Tom Ford is reaping the advantages: The model had extra winners than some other firm in Beauty Inc’s rating of the 100 biggest fragrances of all time, and has seen 30 % will increase in month-to-month common searches on Google to greater than 500,000, in response to Spate. Distribution-wise, Tom Ford opened a brand new digital channel by launching on Farfetch’s magnificence vertical. It’s additionally amplifying good points by increasing key franchises, resembling line extensions with its new Soleil Summer make-up assortment. Estée Lauder Cos. Freda lauded Ford’s double-digit progress throughout a current earnings name, noting “Tom Ford Beauty exemplifies the advantages of a strategic give attention to heroes and innovation.”

Latex gown by Moschino, Cap by Alejandra Alonso Rojas.
Kourosh Sotoodeh/WWD

The Originals
Augustinus Bader: Augustinus Bader burst onto the skincare scene three years in the past and its momentum exhibits no indicators of slowing. After launching with simply two merchandise, cofounders Charles Rosier and Bader have expanded right into a full skincare lineup and late final yr entered the status hair fray. The model tapped into its hero ingredient, TFC8, and printed scientific trials stating demonstrating its potential to supercharge hair progress and energy. Bader has additionally forayed into wellness, launching hair and pores and skin ingestibles with probiotic strains. Still, the model isn’t taking its eyes off its core skincare class. Its latest, the Ultimate Soothing Cream, a heavier various to cult traditional The Rich Cream, is predicted to succeed in $20 million in gross sales for its first yr available on the market.
Beautycounter: Beautycounter and its founder Gregg Renfrew helped spark the dialog about “clear” magnificence when it launched in 2013. Today, clear magnificence has absolutely entered the mainstream, and the corporate (and its founder) are one of many strongest gamers in a class that’s now desk stakes for entry. Still, Beautycounter isn’t about to relaxation on its laurels: Armed with funding after Carlyle Group acquired a majority stake, Beautyounter tapped Marc Rey to be CEO, to spearhead every part from worldwide enlargement to a potential IPO. Renfrew, in the meantime, stays as dedicated as ever to amplifying her advocacy work, significantly in passing the brand new Personal Care Products Safety Act, which might be the primary regulatory legal guidelines handed in greater than 80 years governing the trade.

Briogeo: Briogeo is a model of firsts. Founded by Wall Street alum-turned-entrepreneur Nancy Twine, Briogeo was one of many first to interrupt via in the status hair house, and can be the primary model to be acquired by Wella as that firm carves out a brand new path for itself below the possession of KKR. It was a sensible wager. Twine has ably melded hair well being and well-being, making a superfoods-fueled line that appears set to increase its purview from hair to pores and skin. Post-acquisition plans additionally name for an aggressive enlargement into Europe and Asia. “We checked out corporations rising even sooner than us,” Wella CEO Annie Young-Scrivner mentioned of the acquisition. “With Briogeo’s dimension, Twine has simply knocked it out of the park, doing extraordinarily effectively in premium retail and in addition constructing her digital capability.”
Byredo: Call it one of many fiercest acquisition battles in current magnificence historical past: The weeks main as much as Puig taking a majority stake in Byredo have been rife with hypothesis about who was going to purchase the model (with each main title in magnificence being bandied about) and no surprise: The Swedish-based model based by Ben Gorham in 2006 stays as buzzy and directional as ever, nearly twenty years after its founding. Not one to relaxation on his laurels, Gorham has persistently taken the model into new floor — most lately colour cosmetics, with skincare mentioned to be in the near- to mid-future — and he stays as passionate (and inventive) as ever. The one-time athlete is tremendous aggressive and he likes to win. With a brand new group behind him, appears just like the sky’s the restrict.
Charlotte Tilbury: Come for the star energy, keep for the merchandise. Charlotte Tilbury has had a blockbuster first yr below Puig’s possession because the fastest-growing make-up manufacturers in the U.S., in response to the NPD Group. Tilbury, one among Hollywood’s most adept make-up artists, is a grasp at driving buzz, whether or not tapping the likes of Twiggy and Kate Moss to be the faces of the model or leaping into the metaverse with digital actuality purchasing. No shock it’s a social media darling. Charlotte Tilbury generated $326 million in EMV, in response to Tribe, and in addition garners a month-to-month common search quantity of 801,000 on Google. From Mecca in Australia to Saks Fifth Avenue in Manhattan — each of which lately began carrying the model, world retailers can’t get sufficient.

Deciem: Leave it to Deciem, the model that first blurred the strains between mass and status with accessibly priced merchandise in specialty distribution, to rehabilitate na ingredient like sulfates. But it did simply that when it launched hair care earlier this yr. Disrupting the established order has been a profitable technique to date for the model. The Ordinary is the fourth largest status skincare model in the U.S., in response to NPD, and averages practically 2 million month-to-month searches, in response to Spate. It’s a success on TkTook, with 2.5 million followers and greater than 2 billion views for its movies on serums alone. No surprise execs at guardian firm the Estée Lauder Cos., cite it throughout earnings calls, lauding its constructive affect top-line gross sales and bottom-line well being.
Diptyque: Sixty years outdated and nonetheless smelling as recent as a daisy. The luxe dwelling and private perfume model Diptyque is on a roll, with a revamped tackle retail beginning with a brand new retailer in SoHo, N.Y. It follows traits adeptly, olfactively and in any other case, together with a brand new rose-forward assortment that got here to market this yr, an enlargement into dwelling items and the model’s rising authority on TikTook, the place movies mentioning Diptyque surpass 40 million views. The model’s mainstays, although, are nonetheless in full flower. Philosykos, a woody private perfume impressed by Greek fig leaves, was voted one of many 100 biggest fragrances of all time in the Beauty Inc ballot of trade insiders.
Goop: Gwyneth Paltrow is laughing all the best way to the financial institution. Though the entrepreneur and founding father of Goop could also be mocked for scents like “This Smells Like My Vagina” and her Netflix present exploring psychedelics for psychological therapeutic, as wellness has taken root so has Paltrow because the undisputed queen of the self care scene. She has steadily constructed out Goop’s product launches with a strategic cadence of launches. Today, the model has hero skus in skincare and ingestibles, and he or she’s additionally more and more dabbling in magnificence past her personal model. Earlier this yr, Paltrow invested in Crown Affair, a hair care model bought on Goop, and he or she’s additionally invested in the make-up model Saie. All the whereas although, she’s firmly centered on Goop — and bottling that unbelievable Gwyneth glow.

Hero Cosmetics: Talk about an apt title. After beginning her enterprise with a easy pimple patch, Hero Cosmetics founder Ju Rhyu has broadened her strategic imaginative and prescient to incorporate a strong retail footprint and a “problem-solution” mind-set to to conquering the skincare class. Although the vast majority of customers come to the model by way of its Mighty Patch franchise, Hero’s assortment now features a slew of merchandise for an array of skincare considerations. That technique is proving to be a profitable one at Target, Ulta Beauty and on Amazon — and has shortly fueled gross sales to an estimated $140 million this yr.
Kristin Ess Hair: A case examine in win at mass retail, Maesa-incubated Kristin Ess Hair’s runaway success at Target is claimed to carry the model’s gross sales quantity to $230 million in retail gross sales this yr. According to IRI, Ess’s shampoo and conditioner gross sales shot up 42 and 35 %, respectively, in comparatively flat classes that solely grew 5.7 % and a couple of.8 %. The star stylists’ dry shampoos and hair coloring additionally swelled double digits. Booming gross sales additionally drove progress at Maesa, the place hair care made up 53 % of its $344 million internet gross sales in the 2021 calendar yr.
Ilia: One of the buzziest — and first — manufacturers in “clear” make-up has large ambitions. After the Courtin-Clarins household snapped up the Los Angeles-based Ilia, Prisca Courtin, deputy CEO of Famille C, outlined her ambitions to WWD to “make the model the worldwide chief in clear colour [cosmetics].” If gross sales are a sign, it’s effectively on its method. The model’s turnover tripled from $30 million in 2019 to $100 million in 2020, pushed by scorching demand for its Super Serum Skin Tint, which has bought greater than 1 million models since launch in 2019. Capitalizing on these good points, the model launched a vitamin C-SPF hybrid in three translucent shades this yr.
Maison Francis Kurkdjian: Bacarrat Rouge 540, the scent that began as a restricted run of 250 models, has taken Maison Francis Kurkdjian into the cult standing zone, with a fan base together with Winnie Harlow and Kacey Musgraves. Regular customers like it, too, particularly younger ones. The scent has garnered greater than 140 million views on TikTook, and noticed its common month-to-month search quantity on Google develop 31 %, in response to Spate. Sales-wise, it’s no slouch. It’s a high 10 vendor in the U.S. status market, and equally as common with magnificence trade insiders, who named it as one of many high 10 finest fragrances of all time.

Olaplex: The runaway hit of the wonder world that has seemingly single-handedly fueled the expansion of the status hair class, Olaplex continues to journey the relevance wave. The greatest participant in status hair care in the U.S., gross sales are anticipated to succeed in $826 million in gross sales this yr, placing billion-dollar model standing effectively inside attain. On Google, searches close to 1.5 million on common per thirty days, in response to Spate, and that digital prowess extends to social media. Olaplex is the highest hair care model ranked by EMV, with $117,602,700 and a roster of greater than 9,000 creators. And all of this with a brilliant tight lineup consisting of simply 9 merchandise (three of which persistently high bestseller lists at Sephora advert Ulta magnificence.) As CEO JuE Wong advised WWD, “We don’t need sku proliferation, we wish sku innovation.”
Tatcha: With a turnover of about $250 million, Tatcha’s enterprise is critical. But that hasn’t stopped its new C-suite — comprised of three digital savvy execs from PlayStation and P&G, together with founder Vicky Tsai, from supercharging its technique. The technique is working. The model is the ninth largest status skincare model in the U.S., per the NPD Group, and the second largest by EMV, having introduced in practically $70 million in the previous yr, in response to Tribe Dynamics. (Fans are mentioned to incorporate Meghan Markle and Kim Kardashian.) Despite its dimension, the Unilever Prestige-owned model isn’t afraid to take dangers, when it launched a product on the livestreaming platform Newness. Nothing ventured, nothing gained.
Tula: Tula is the fastest-growing status skincare model in the U.S., in response to the NPD Group, and the highest skincare model on social media, in response to knowledge from Tribe Dynamics, with an earned media worth simply shy of $100 million. No surprise P&G Beauty snapped it up in January as a cornerstone of its new Specialty Beauty division, becoming a member of Farmacy Skincare and Ouai Haircare. The model’s probiotic skincare formulations are very on track with wellness-obsessed Millennial and Gen Z customers, and CEO Savannah Sachs and her group have adeptly deployed quite a lot of digital levers to additional unfold the message. Despite its stratospheric success, the model nonetheless has loads of runway for progress, particularly internationally. Gut intuition, certainly.

Dress by Tory Burch.
Kourosh Sotoodeh/WWD

The Emergents
Ami Colé: One yr since its founding, Ami Colé — and its message of no-makeup make-up for melanin-rich pores and skin — is shortly gaining steam. The model, based by Diarrha N’Diaye-Mbaye, launched to a lot fanfare by itself web site and with purpose-first retailer Thirteen Lune, following a $1 million seed spherical together with Katherine Power, Hannah Bronfman and The Cut’s editor in chief Lindsay Peoples Wagner. Now, it’s steadily constructing out its assortment with a spread of concealers and free powders, and its digital-first advertising method has garnered Ami Colé-related movies on TikTook have greater than 660,000 views.
Bubble: Talk about going large. When d-to-c model Bubble determined to increase into brick and mortar distribution, the Gen Z skincare model based by Shai Eisenman in 2020, went into practically 4,000 Walmart doorways with its under-$20 full lineup. So far so good. The mix of accessible costs with efficacious formulation is predicted to consequence in retail gross sales of $20 million this yr and continued progress on-line. On TikTook, Bubble has greater than 3.5 million likes and with a gentle stream of product launches on the horizon, that is one phenom that doesn’t appear like its bursting any time quickly.
Fashion Fair: One of the primary manufacturers created by and for Black ladies in the early ’70s, Fashion Fair has entered a robust second act. The model relaunched at Sephora final yr below the stewardship of householders Desirée Rogers and Cheryl Mayberry McKissack. What’s new: a reformulation the beloved Iconic Lipstick and a variety of vegan complexion merchandise, designed by former inventive director of make-up, Sam Fine. HBO Max acquired a Sephora-produced documentary on the model’s relaunch, a primary in garnering shopper engagement with leisure. A pioneer in extra methods than one.
Floral Street: Marrying company know-how with entrepreneurial drive has served Floral Street founder Michelle Feeney effectively. The founder, a veteran of the Estée Lauder Cos., has introduced her 360-degree imaginative and prescient for clear perfume to fruition, and it’s resonating with customers. The model grew 257 % in the U.S. — not even its dwelling market. Overall gross sales are anticipated to succeed in 15 million kilos at retail in 2022, and a part of that progress comes from Feeney’s crucial to drive publicity. Floral Street’s discovery set is its high vendor, and her mission to “scentscape your life,” as she advised WWD, has prolonged to dwelling merchandise.

The Inkey List: Fresh on the heels of an infusion from Aria Growth Partners, The Inkey List has earned gross sales and avenue cred in equal measure, due to partnerships with retailer Sephora and creator Hyram Yarbro on a brand new line. Although cofounders Colette Laxton and Mark Curry have their eyes on new geographies like Asia, enterprise continues to be booming Stateside. The Clean at Sephora model lately nabbed an Allure Best of Beauty award for its Retinol Anti-Aging Serum, and its posts every garner as much as 6,000 folks saving each for reference. That engagement is mirrored in efficiency: Industry sources estimate the model will high $100 million in gross sales this yr.
K18: Beauty’s love affair with biotechnology — and customers’ with proprietary hair care — has catapulted K18 into the $100 million gross sales realm in file time. The model, which solely sells one product and launched on the finish of 2020, has generated greater than 10.8 billion views on TikTook for its #K18HairFlip problem, and already will get a month-to-month 70,000 common searches on Google, mentioned Spate. It is on observe to succeed in between $112 million and $150 million in gross sales for 2022, up from $75 million final yr. Not unhealthy for a newcomer.
Live Tinted: Striking the steadiness between affect and function comes simply to Deepica Mutyala, who based Live Tinted with a ardour for inclusivity, and practically half 1,000,000 followers on Instagram. Mutyala’s drive and imaginative and prescient have attracted blue-chip magnificence buyers like Bobbi Brown and NYX founder Toni Ko and main retailers like Ulta Beauty. Sources estimated the enterprise reached between $5 million and $10 million in gross sales final yr, pushed by Mutyala’s solution-oriented method to product creation. Last yr’s Hueguard, a mineral sunscreen that doesn’t go away a white forged on deeper pores and skin tones, took dwelling a Beauty Inc Award — and garnered a ten,000-person sturdy wait record even earlier than launch.
Maude: Sexual wellness is making its method away from the perimeter and towards the highlight, and Maude, based by pioneer Eva Goicochea, is main the cost. The model, which helped inaugurate the class at Sephora, has additionally expanded into new worldwide markets in the E.U., U.Ok., in addition to Australia and Canada, and even ventured into dietary supplements in partnership with model Asystem. As if vibrators couldn’t get any buzzier, it additionally counts actress Dakota Johnson as a co-creative director and investor.

Parfums de Marly: Horses function prominently in Parfums de Marly’s branding, so no shock that the model has galloped to success. It was one of many large winners of the pandemic, driving the surge in perfume gross sales to triple-digit progress. Delina has turn out to be a bona fide hero scent, in Parfums de Marly’s stand-alone shops in addition to third-party distribution like Nordstrom and Saks Fifth Avenue. Sales are hovering — in the U.S., the model’s largest market, in addition to in China and Europe — and surpassed 130 million euros in 2020 alone. Parfums de Marly is profitable on social, too, with views on TikTook reaching 20 million. A thoroughbred is born.
Pattern Beauty: Actress and entrepreneur Tracee Ellis Ross constructed Pattern Beauty on the idea of function, and he or she is bolstering that mission by taking it past the model. Ross now serves as a range and inclusion officer at Ulta Beauty, and even launched a two-track file in partnership with Jay-Z’s Roc Nation as a part of the model’s “Legacy” marketing campaign. Pattern’s product vary has additionally expanded to incorporate a satin cap and a transition masks for customers weaning off of hair relaxers, and the whole hair care line can now even be discovered at Sephora, with whom Ross inked a partnership final yr. She’s teased the concept of launching pores and skin and physique care, and why not? When it involves merchandise, Ross is clearly a pure.
Moon Juice: Amanda Chantal Bacon is not any stranger to going in opposition to the grain (or grain-free, for that matter). An early arriver to wellness, magnificence’s ingestible craze and the mushroom-as-hero-ingredient frenzy, Moon Juice has stood the check of time as its merchandise go from controversial to coveted. Its Sex Dust adaptogen mix is the highest wish-listed merchandise on the Klarna app, and that sustained curiosity additionally extends to the investor neighborhood. Moon Juice closed a $7 million collection C funding spherical final yr, led by True Beauty Ventures.
Pat McGrath Labs: Pat McGrath has lengthy relied on her huge cultural lexicon for advertising experience — bear in mind when the model’s collaboration with Supreme bought out in mere seconds — and this yr, she’s put large hopes on the small display screen. After two collaborations with the record-shattering Netflix present “Bridgerton,” McGrath has solidified her advertising genius standing, main a class on the upswing post-pandemic, when artistry manufacturers noticed the best progress of some other model sort in 2021. McGrath doesn’t simply suppose make-up, although. Earlier this yr, she debuted her first skincare product, an essence to prep the pores and skin.

Uoma Beauty: As an early pioneer of function, Sharon Chuter epitomized her inclusive imaginative and prescient for the wonder trade with Uoma Beauty upon its 2019 launch. Now, she’s bringing different magnificence manufacturers into the fold. The model rebooted the “Make It Black” marketing campaign in partnership with E.l.f. Cosmetics, Flower Beauty, MAC Cosmetics, Mented and Morphe, and is refocusing on product launches for the yr forward. Her lineup nonetheless performs effectively digitally, with movies mentioning Uoma Beauty accumulating greater than 20 million views on TikTook.
Versed: One marketing campaign, 50 million natural views. Versed, Katherine Power’s mass-market brainchild below the Clique Brands household, was among the many first to harness the ability of TikTook, beginning with a marketing campaign round its Doctor’s Visit Instant Resurfacing Mask. Sales soared — from 400 to three,000 %, relying on the channel — and Versed has taken that buzz to physique. Videos making point out of its retinol physique lotion have amassed 11 million views on TikTook. Clearly, it’s purpose of writing a brand new chapter for skincare is working.
Westman Atelier: Gucci Westman is among the many world’s most wanted make-up artists, identified for her skin-first method and clientele starting from Gwyneth Paltrow to Drew Barrymore. Her model takes her no-fuss attraction to the lots, with multipurpose merchandise that actually blur the strains between colour cosmetics and skincare. Westman is her personal finest mannequin, overtly sharing her battles with rosacea and sharing her strategies for naturally camouflaging her pores and skin situation. The message is placing a chord. Following the model’s partnership with Sephora final yr, gross sales have been mentioned to have reached $40 million at retail, with even loftier objectives to increase the model past magnificence into way of life.

Dress by Moschino.
Kourosh Sotoodeh/WWD

Our Methodology
WWD Beauty Inc consulted quite a lot of sources to compile our record of magnificence’s strongest manufacturers, together with our personal reporting all year long.
Domestic and International Sales 
For the status market in the U.S., we checked out rankings of the highest performers and highest-growing manufacturers supplied by the NPD Group. We additionally seemed on the fastest-growing manufacturers in the status market by class. For the U.S. mass market, IRI supplied gross sales data for the 52 weeks ending March 20, 2022. Globally, Euromonitor International supplied gross sales rankings for every class for 2021. We additionally used gross sales and progress knowledge from the WWD Beauty Inc high 100 annual rating of the world’s largest magnificence corporations.

Digital Success
To decide the manufacturers with the best digital engagement, we consulted knowledge from Tribe Dynamics, Spate and the L2 Digital IQ Genius List. We additionally consulted Klarna’s high want listed merchandise, in addition to bestseller pages and lists on sephora.com and ulta.com.
Agility and Innovation
We took into consideration our personal reporting when factoring in product innovation, pattern management and agile response charges to the components which have most impacted the primary quarter of 2022. Additionally, we relied on corporations’ self reporting when compiling figures associated to financial and product donations.
Industry Awards
We took into consideration trade awards, such because the Allure Best of Beauty awards, the Marie Claire Prix d’Excellence, in addition to our personal Beauty Inc Awards and rating of the 100 Greatest Fragrances of All Time.
Styled by Alex Badia
Makeup by Frank B. for The Wall Group

Hair by Kenna at Kennaland utilizing May11
Model: Natalie Ogg at The Society
Casting by Luis Campuzano
Produced by Jillian Sollazzo
Market editors: Emily Mercer and Thomas Waller
Fashion assistants: Kimberly Infante and Ari Stark

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