Brand Finance recently debuted its 2021 list of the world’s top 50 beauty brands.
L'Oréal topped the list, followed by Gillette, NIVEA, Guerlain, and Estée Lauder, which made up the top five. Followed closely were Pantene, Dove, Clinique, Garnier and Head & Shoulders, rounding up the top 10.
According to Brand Finance, the value of the top 50 brands declined by 9% this year, dropping from US$137.5 billion in 2020 to US$124.8 billion in 2021. Colour cosmetics in particular were hit hard, mainly due to global lockdowns in 2020.
During COVID-19, retail trends moved more in favour of e-commerce and the category found itself in hot water as buyers switched out makeup for more indulgent at-home skincare treatments. In fact, the sector recorded an average brand value decline of 15%.
“The pandemic has undoubtedly forced change upon the cosmetics sector, from stifling demand – a result of lifestyle changes and financial uncertainty – to the rapid rise of digitalisation and e-commerce,” Brand Finance associate, Annie Brown, said. “Brands that have shown savviness and the ability to adapt will bounce back from the turmoil of the last year, unlike those that have failed to adapt quickly enough.”
Below, the remaining most valuable cosmetic brands of 2021.
11. Lancôme
12. M.A.C
13. Maybelline
14. Johnson’s
15. PECHOIN
16. Clarins
17. SK-II
18. Procter & Gamble
19. Olay
20. Yves Rocher
21. Rexona
22. Benefit
23. Axe/Lynx/Ego
24. Schwarzkopf
25. Natura
26. L'Occitane
27. Neutrogena
28. Lux
29. Old Spice
30. Sulwhasoo
31. Elsève/Elvive
32. Sunsilk
33. Shiseido
34. Palmolive
35. Biore
36. Fresh
37. Rejoice
38. Clear
39. Kosé
40. innisfree
41. La Roche-Posay
42. Bobbi Brown
43. CHANDO
44. Pola
45. Oriflame
46. Acon
47. TRESemmé
48. Herbal Essences
49. The Body Shop
50. Sofina
