Key Point Summary – Top 10 Beauty Brands
- Sephora remains No. 1 with 157.0K Brand Vitality Score.
- Kylie Cosmetics climbs 48 spots with a 405% VIT boost.
- E.L.F. jumps 12 places, landing in second place.
- Dior and Charlotte Tilbury make bold leaps into the top 10.
- Ulta Beauty slips two spots despite strong numbers.
- Rhode Skin and Rare Beauty show consistent upward trends.
Sephora Holds Steady at the Top
Once again, Sephora proved its powerhouse status, leading the U.S. beauty market with a formidable 157.0K Brand Vitality Score (VIT). Despite no change in ranking, its unwavering position showcases its dominance in both retail and cultural influence.
E.L.F. and Kylie Cosmetics Set the Industry on Fire
In what can only be described as a brand renaissance, E.L.F. exploded up the chart—leaping 12 spots to grab second place with 113.5K VIT, marking a 185% gain. The buzz around their product drops, budget-friendly pricing, and aggressive TikTok campaigns likely played a big role.
But no jump was more dramatic than Kylie Cosmetics. With a jaw-dropping 48-spot surge, the brand landed at No. 5, amassing 77.5K VIT, a 405% increase. Industry insiders point to Kylie Jenner’s renewed PR campaign and product relaunches, which sparked a viral storm across platforms.
L’Oréal and Ulta See Mixed Momentum
L’Oréal Paris inched up one spot to No. 3 with 94.3K VIT, reinforcing its solid market presence. However, Ulta Beauty wasn’t as fortunate. Despite still holding a strong 79.3K VIT, the brand slid two positions to No. 4. Analysts suggest increasing competition and less online buzz could be to blame.
Rhode and Rare Beauty Maintain Strong Trajectories
Hailey Bieber’s Rhode Skin moved up 11 ranks, coming in at No. 6 with 61.1K VIT. Meanwhile, Selena Gomez’s Rare Beauty climbed modestly, rising two spots to No. 7 with 58.4K VIT. Both celebrity-backed brands have mastered the art of personal connection and social storytelling.
Legacy Brands Stage a Comeback
Dior and Charlotte Tilbury reentered the top 10 with style. Dior shot up 18 places to secure No. 9, now boasting a 52.9K VIT. Charlotte Tilbury wasn’t far behind, gaining 14 spots to land at No. 10 with 52.2K VIT. Their luxurious branding and elite influencer partnerships appear to be paying off.
NYX Returns to Relevance
Sitting comfortably at No. 8 with 56.3K VIT, NYX gained 2 spots. Its accessible price point and Gen Z-friendly campaigns continue to build momentum, suggesting a return to form after years of fluctuating relevance.
What’s Fueling These Shifts?
Experts suggest the most dramatic gains—particularly Kylie Cosmetics and E.L.F.—were powered by three main forces:
- TikTok virality and influencer engagement
- Product innovation and packaging refreshes
- Celebrity-driven narrative control
Additionally, these brands leveraged bold PR moves and leaned into authenticity, which resonated deeply with younger consumers.
What Comes Next?
The beauty battleground is only heating up. With Kylie Cosmetics surging back into the spotlight and E.L.F. playing disruptor, the traditional titans like Sephora and Ulta are feeling the heat.
June could be a turning point—will Kylie keep climbing, or was this a flash in the pan? And can Ulta rebound before it slips further?
One thing’s for sure: in the world of beauty, buzz is everything.
