There are numerous opportunities in the United States’ beauty and personal care industry. It’s expected to generate more than $100 billion in revenue in 2025. By 2030, it is projected that revenue could grow to $120 billion.
With that opportunity, there is also considerable competition as brands rush to fill the space, making it challenging to stand out. The brands listed here have managed to do so in various ways. While Donald Trump’s proposed tariffs could impact the beauty market through price increases and supply chain issues, these companies are making their mark in the industry.
1. Jones Road
Bobbi Brown is one of the most famous names in the cosmetics world. She created her own company in the early 1990s and would later sell the company to Estee Lauder. The company kept Brown on, and her brand grew as Bobbi Brown Essentials stores popped up around the country.
In 2020, Brown started her own company, which she called Jones Road. The brand has been a massive success, with a valuation nearing $1 billion. Brown says that the line distills her decades of experience in the beauty sector to create makeup that is simple to both use and master.
2. D.S. & Durga
Founded by David Seth and Kavi Moltz, a husband-and-wife team, D.S. & Durga focuses on creating fragrances, candles, and skincare products. The brand has grown in popularity not only because of its high-quality products but also due to its irreverent humor and distinctive style.
The Brooklyn-based brand, acquired by Manzanita Capital in 2024, has perfumes with names like Notorious Oud, Steamed Rainbow, and I Don’t Know What. The brand has recently introduced a men’s cologne line, featuring names such as Grey Blazer, Rum Bay Rum, and Golfjazz.
3. Muihood
There are many holistic beauty brands out there, but Muihood has rapidly grown by incorporating traditional Chinese medicine. The company says that it doesn’t want its customers to feel like they are using their products as a routine, but rather as a ritual.
When you check out the brand’s website, you’ll find plenty of products that you just won’t find anywhere else. This includes things like Gua Sha Sculpting Spoons, Mugwort Bath Soaks and 24 Karat Gold Plated Ear Seeds.
4. Drunk Elephant
Drunk Elephant has one of the best stories in the beauty brand space. The line was initially created in 2012 by Tiffany Masterson, a stay-at-home mom. After Drunk Elephant became a massive hit at Sephora, the brand was acquired by Shiseido in 2019 for an incredible $845 million.
Focused on the clean beauty movement, Drunk Elephant’s products are heavily research-based and come in eye-catching and vibrant packaging. The brand has also leveraged social media, regularly trending on TikTok and Instagram.
5. Bubble Skincare
Bubble Skincare is one of the newest companies on this list, having been founded in 2020. And as the company is still very young, so are its customers. Bubble Skincare claims a significant piece of the Generation Z beauty market.
One of the smart moves Bubble Skincare has made is teaming up with other buzzworthy companies to create collaborations. One of these partnerships involves Olive and June, a nail care company. Even more impressive was a partnership with Disney. The brand partnered with the giant entertainment company to produce limited-edition product packages to help promote Inside Out 2.
6. La Roche-Posay
Compared to the other companies on this list, La Roche-Posay, which was founded in 1975, is a senior citizen. The company, named after a commune in Western France, has continued to innovate despite its lengthy tenure in the industry.
La Roche-Posay innovates through its dermatological expertise to find the right products for its customers. It is due to this scientific backing that La Roche-Posay is commonly used and recommended by professionals. The brand has also become the most searched-for beauty company on the internet, with a staggering 34 million searches over the past year.
7. Phlur
Perfume company Phlur has emerged as a leader in the clean beauty space. The brand has maintained a commitment to sustainability and transparency regarding the ingredients it uses and their origins. Phlur notes that they use both botanical and synthetic ingredients to avoid overuse of natural materials.
The most popular scent in Phlur’s line is ” Missing Person”, which has been pushed hard by social media influencers. The brand also creates men’s scents in addition to deodorants, body oils, and candles. Phlur’s line also comes in at a strong price point, significantly lower than many of the other companies on this list.
8. Laneige
Korean pop music, or K-pop, has become a worldwide phenomenon, and beauty company Laneige is hoping to achieve a similar success with their beauty products. The company, founded in the 1990s, has developed several innovative products that are frequently promoted by social media influencers.
The leader in what is being called K-Beauty, Laneige, offers its customers a full range of Korean anti-aging products. Another very popular offering from the beauty brand is its lip sleeping mask. Applied right before bedtime, this formula provides users with eight hours of hydration for their lips as they sleep. According to the company, they sell a lip sleeping mask every two seconds.
9. Fenty
Lots of celebrities have started their own beauty brands, but few have been more successful in the endeavor than Rihanna. The Barbadian superstar, who owns 50% of the company, used her real last name as the brand’s name and has built her company into one with a $2.8 billion valuation.
Fenty has become so popular because it truly caters to all different types of women. The foundation range features an impressive 40 shades, and the company has been praised for its diversity of options. The brand also has a massive social media presence and is able to stay in the public eye with its limited-edition drops.
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