Fashion, beauty and business news platform, WWD has revealed the most powerful beauty brands of 2025.
The breakdown ranks 45 brands across three tiers based on sales performance, digital engagement, innovation, and market share growth.
Check out who made the list, below:
The Establishment: More than a decade in, these power brands have successfully attained powerhouse status –
- Amika
- CeraVe
- Christian Dior Parfums
- Clarins
- Clinique
- E.l.f. Cosmetics
- Lancôme
- L'Oréal Paris
- MAC Cosmetics
- Medik8
- Neutrogena
- Pantene Pro-V
- Tarte
- Vaseline
- Yves Saint Laurent Beauté
The New Guard: Rising power brands –
- Bubble Skincare
- Charlotte Tilbury
- Color Wow
- Danessa Myricks Beauty
- Dossier
- Dr. Squatch
- Glow Recipe
- K18
- Kayali
- Native
- The Ordinary
- Saie
- Sol de Janeiro
- Summer Fridays
- Touchland
The Emergents: Newer/fastest growing brands –
- Arrae
- Byoma
- Cécred
- Crown Affair
- Dieux
- Dr. Idriss
- InnBeauty Project
- Lemme
- Makeup by Mario
- Noyz
- Rare Beauty
- Rhode
- Sacheu
- Tower 28
- Vacation Inc.
Methodology –
WWD Beauty Inc took a variety of sources into account to compile the 2025 Power Brands list, including its own reporting. For the 2025 iteration of this franchise, WWD also asked featured brands to provide sales, social media metrics and other quantifications of performance at their disposal. You can find more on the methodology here.
Image credit: CeraVe, Summer Fridays, Lancôme, Lemme, Rare Beauty (Valentina Vee), Rhode (Stevie Dance), Bubble Skincare, Glow Recipe, Neutrogena.
