Top 10 Most Popular Beauty Brands In The US

Cosmetify ranked the top beauty brands in theUS, according to searches, in the new edition of the Cosmetify Index Report.

And—the results are a lot different from Cosmetify's rankings last year.

ColourPop Cosmetics is now #1 in America, followed by Lush and Glossier.

Here is a closer look at the rankings by state.

List of top 10 most popular beauty brands in the US

10. Beautycounter—2,626,000 annual searches

9. Estee Lauder—2,906,000 annual searches

8. Kiehl's—2,937,000 annual searches

7. Clinique—3,171,000 annual searches

6. The Body Shop—4,056,000 annual searches

5. Olaplex—4,641,000 annual searches

4. Morphe—4,982,000 annual searches

3. Glossier—5,034,000 annual searches

2. Lush—5,668,000 annual searches

1. ColourPop Cosmetics—6,883,000 annual searches

Detailed information on top 10 most popular beauty brands in the US

10. Beautycounter

Photo: Kath Eats
Photo: Kath Eats

In short, Beautycounter is a clean beauty company. I’m going to go into a lot of detail in this post, but that’s the short and sweet of it!

They sell high-end skincare, makeup, hair care, body care and men’s products and kids’ products. Beautycounter’s products are always free of 1,500 questionable ingredients that are very commonly used by other companies. And they’re leading change in the entire beauty industry through advocacy work.

Beautycounter is also a Certified B Corporation, an exclusive group of businesses dedicated to using their profits for positive change. (For reference, getting B-Corp certified is very hard so it’s quite impressive when a brand earns that label. Other B-Corp brands you may know are Patagonia, Allbirds and Athleta.) They also support many nonprofits and partner with leading scientists to find safer ingredients (many that are plant based) to create better products.

9. Estee Lauder

Photo: Estee Lauder
Photo: Estee Lauder

The Estée Lauder Companies Inc. is an American multinational manufacturer and marketer of prestige skincare, makeup, fragrance and hair care products, based in Midtown Manhattan, New York City. The company owns a diverse portfolio of brands, distributed internationally through both digital commerce and retail channels.

The Estée Lauder company has many brands and Estée Lauder is one of the brands. It has had sometimes high-profile spokesmodels, sometimes referred to simply as 'faces'. Past 'faces' for Estée Lauder include Karen Graham, Bruce Boxleitner, Shaun Casey, Willow Bay, Paulina Porizkova, Elizabeth Hurley, Carolyn Murphy, supermodel Liya Kebede was the first African American 'face' of Estee Lauder, Anja Rubik, and actress Gwyneth Paltrow. As of 2008 the main spokesmodel for Estée Lauder was supermodel Hilary Rhoda. In 2010, the company added three more faces to the roster, Chinese model Liu Wen, Puerto Rican model Joan Smalls, and French model Constance Jablonski.

In 2015, Estée Lauder signed model Kendall Jenner to promote the brand.

In 2017, the company announced Violette Serrat as their Global Beauty Director.

In 2019, the company announced Xiao Zhan as spokesman in China until early 2021

Alvin Chereskin, the founder of AC&R, was the long-time creative partner of the company.

8. Kiehl's

Photo: Bicicomestics
Photo: Bicicomestics

Kiehl's LLC is an American cosmetics brand retailer that specializes in skin, hair, and body care products. It started as a single pharmacy in Manhattan at Third Avenue and East 13th Street in 1851. Kiehl's was purchased by the L'Oréal Group in 2000 and has 65 stores in the United States and 400 stores worldwide as of 2015, with over 1,000 points of sale supplemented by sales in high-end department stores, select airport locations, as well as independent stockists. In contrast to its market competitors, Kiehl's is distinguished for its unorthodox marketing approach, exceptionally large male clientele base, and its products' simple and straightforward packaging.

By 2015, the brand was estimated to be worth $39.75 billion.

7. Clinique

Photo: Best Products
Photo: Best Products

Clinique Laboratories, LLC is an American manufacturer of skincare, cosmetics, toiletries and fragrances, usually sold in high-end department stores. It is a subsidiary of the Estée Lauder Companies. As of 2019, Clinique has over 22,000 customer consultants worldwide.

In 1967, American Vogue magazine published an article called “Can Great Skin Be Created?”, written by beauty editor Carol Phillips with Norman Orentreich, discussing the significance of a skin-care routine. Evelyn Lauder, daughter-in-law of Estée Lauder, read the article and brought it to Estée's attention. Both Carol Phillips and Orentreich were recruited to help create the brand, and in April 1968, Clinique premiered as the world's first allergy tested, dermatologist-driven line at Saks Fifth Avenue in the New York, USA launched with 117 products.

Evelyn Lauder, an executive at Estée Lauder and member of the Lauder family, created the Clinique brand name and developed its line of products.[6] Lauder worked as the training director for Clinique. She was the first person to wear the trademark white lab coat, now worn by Clinique Consultants worldwide.

Clinique was the third brand that was "born" from the Lauder Group after Estée Lauder and Aramis.

In 2008, Clinique announced a partnership with Allergan, the maker of Botox and former cosmeceutical partner of Elizabeth Arden, with the result being a new line called Clinique Medical. The line is only available in physician's offices. The 5-product set is designed for pre- and post-operation skin care, and targets complications such as redness, tightness, burning, irritation, discoloration, among others that "slow the healing process."

In 2019, Clinique was "awarded Best Ecommerce Experience at the inaugural Glossy Awards Europe."

In 2020, Clinique publicly announced British actress Emilia Clarke as their first Global Ambassador.

6. The Body Shop

Photo: Estella Place
Photo: Estella Place

The Body Shop International Limited, trading as The Body Shop, is a British cosmetics, skin care and perfume company.

Founded in 1976 by Dame Anita Roddick, the company currently has a range of 1,000 products sold in about 3,000 stores, divided between those owned by the company and franchised outlets in more than 65 countries.

Originally trading from Brighton, the company is now based in London Bridge and Littlehampton, West Sussex, and is owned by Brazilian cosmetics company Natura as a subsidiary of the Natura & Co group. The company had been owned by the French cosmetics company L'Oréal between 2006 and 2017. In June 2017, L'Oréal agreed to sell the company to Natura for £880 million. The deal was approved in September 2017.

5. Olaplex

Photo: Glamour
Photo: Glamour

Olaplex is one of the most talked about hair brands and rightly so seeing as it is expertly formulated to suit every hair type. If you’re new to the brand and yet to experience it’s magic, here’s everything you need to know…

Put simply, Olaplex is the haircare brand to know about if you’re looking to transform dry and brittle hair into soft, shiny and more resilient hair. “The products work by rebuilding broken disulphide bonds (AKA the structure that holds our hair together) from the inside out with a patented single ingredient - bis-aminopropyl diglycol dimaleate,” says Olaplex Ambassador, Chad Kenyon. “Once all of your bonds are intact, you will have beautiful and healthy hair.” While the products have been formulated to empower one another, they can also be used independently.

4. Morphe

Photo: Look Fantastic
Photo: Look Fantastic

Morphe Cosmetics, also known as Morphe Brushes, legally known as Morphe Holdings and stylized as MORPHE, is a Los Angeles cosmetics and beauty manufacturer founded in 2008. The company specializes in the digital retail direct-to-consumer distribution of beauty and personal care products using partnerships with social media influencers. Morphe has cut ties with multiple partners after the influencers became embroiled in controversy.

In August 2019, Morphe Holdings announced the company had formed new partnership with General Atlantic, who would acquire a majority stake. Additional terms of the deal were not disclosed, however, Morphe's existing shareholders would continue to be investors in the company.

3. Glossier

Photo: Allure
Photo: Allure

Glossier is a back-to-basics, digitally native beauty brand that has built a cult following, particularly among millennials. With a narrow product range of about 40 SKUs primarily focused on skincare, with color cosmetics and fragrance rounding out the line, Glossier celebrates its customers’ natural beauty, not the artificial, painted-on kind. Its tagline is, “Beauty products inspired by real life.”

The Glossier beauty company grew out of its millennial founder Emily Weiss’s beauty blog called “Into the Gloss.” Starting her career at Teen Vogue, then moving around other slots at Condé Nast, Weiss left in 2010 to launch her blog to share beauty tips and tricks with her online friends.

Weiss’ early engagement with other beauty aficionados revealed where traditional beauty brands were letting her and her fans down. So she created solutions with the launch in 2014 of Glossier’s initial collection of four products, including a cleanser, priming moisturizer, lip balm and a misting spray. The rest is history.

2. Lush

Photo; Daily Herald
Photo; Daily Herald

Lush is a global specialty beauty retailer. The company sells handmade cosmetics for bath, body, hair and skin care. There are 931 free standing shops and mall locations in 49 countries. Of those, 250 are in North America with 200 in the United States. Worldwide sales in 2016 were £723 million (approximately $900 million) an increase of 26% over the previous year.

In the 2015 ranking of top companies by Beauty Inc., Lush ranks 34th up from 46th in 2012. North American sales for fiscal 2016, ended June 2016, were $455 Million. Projected sales for 2017 is $557 million. The company is projecting 25% growth for fiscal 2017. Management’s excitement is its expansion into larger stores in the United States and Canada. I have visited one of the smaller 500 square foot units at the Natick Collection in Massachusetts, which will be relocated to a 2,200-square-foot space later this year. The store is very popular with a young clientele.

1. ColourPop Cosmetics

Photo: Byrdie
Photo: Byrdie

ColourPop Cosmetics, also known as ColourPop, is an American cosmetics brand based in Los Angeles, California. The company was founded in 2014 by siblings Laura and John Nelson. ColourPop products are sold through their website and at Ulta Beauty. They predominately make products for the eyes, lips, and face.

Their brand is known for their affordable pricing (many of their products range in price from $5-$20) and collaborations based on current trends in social media. Their makeup is also cruelty-free.

They also have a skincare brand under the name Fourth Ray Beauty and a sister brand focused on body makeup called Sol Body.

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