Beauty Inc taps the leading power beauty brands for 2020

The major multinationals remain dominant, according to WWD.

Beauty Inc, the business letter of WWD, a.k.a the “bible of fashion”, has ranked the world’s most powerful beauty brands for 2020 and the major multinationals remain dominant.

. CeraVe – Dermocosmetics have grabbed even more of the spotlight as consumers tightened their belts worldwide. This powerhouse brand was acquired by L’Oréal in 2017 as part of a US$1.3 billion deal and has become a bullet performer in the multinational’s Active Cosmetics division. Sales of facial cleansers have been very strong year-to-date

. Dove – Unilever’s magic brand saw sales rise in the mid-single digits in the first half of the year and has remained resilient during international lockdowns.

. e.l.f. Cosmetics – The US budget brand delivered patchy results in recent years. But a recent campaign on TikTok which scored 4.4 billion views has led to double-digit growth, especially among Gen Zers. The brand recently announced a partnership with superstar Alicia Keys.

. Estee Lauder – The poster child for the strength of iconic products, the prestige beauty brand stayed buoyant through its ongoing digital strategy and hero SKUs such as Advanced Night Repair.

. Kiehl’s – L’Oréal’s fast-growing US apothecary brand reformulated key products with clean beauty principles and introduced online consultations to alleviate the impact of COVID-19 store closures in major markets.

. Lancôme – The stalwart of L’Oréal’s Luxe Division quickly re-bounded in China and opened a new flagship store in Paris late last year. A leader in upgrading technology to offer consumers a truly customised approach.

. L’Oréal Paris – The world’s number one beauty brand has introduced blockbuster skincare products this year such as Revitalift Derm Intensives 1.5% Pure Hyaluronic Acid Serum and sales have soared.

. M.A.C – The Lauder-owned professional brand is the top makeup brand in the US, reports The NPD Group. With its longtime tagline – All Ages, All Races, All Sexes – M.A.C remains as relevant to diversity in beauty as it was 30 years ago.

. Nest Fragrances – Eurozeo Brands, the global investment company with US$800 million in assets, bought a majority stake in Nest Fragrances in 2017. Since then the US-based brand has extended into personal care and home care while retaining its focus on its core candle business.

.OGX – Acquired by Johnson & Johnson for US$3.3 billion in 2016, OGX is ranked number one in the US shampoo and conditioner category.

. Olay – P&G’s “cash cow” is a longtime leader in premium mass skincare. Major hits like the Regenerist Whips franchise have secured Olay’s continued pre-eminence.

. Sally Hansen – Nails have bucked the global slide in colour cosmetics sales. Coty’s heritage star in the sector experienced a 25 per cent hike in global sales in the year to June.

. SheaMoisture – One of the few major beauty companies with a black female CEO – Cara Sabin –  SheaMoisture is imported by leading distributor Chemcorp in Australia. The company’s hair conditioner sales have skyrocketed by 20 per cent year-to-date – double the overall conditioner category growth.

. Tom Ford Beauty – Another growth engine of The Estee Lauder Companies, the designer beauty house is now the 25th largest beauty brand in the world.

. Vital ProteinsNestle Health bought a majority stake in Vital Proteins in June this year. The seven-year-old company, specialising in collagen-based ingestibles, has had a meteoric rise with sales of US$100 million through 35,000 doors in the US and Europe.

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