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The Week in Shopping: America’s Next Top Beauty Brands

A new data series on the top 10 beauty brands by quarterly revenue, from mass volume plays to unexpected up-and-comers that prove superior products can still win market share from the industry establishment.

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The brand rankings reveal a fascinating tension between scale and innovation: Legacy powerhouses like Estée Lauder and Lancôme continue to dominate the top 10 through sheer volume and retail muscle. Photo: Tom Stoddart Archive/Getty Images
Sarah Shapiro
August 29, 2025

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Beauty brands may be flooding everyone’s feeds with high-profile collabs, unexpected ambassadors, and novelty launches—Baskin Robbins x Laneige, anyone?—but it’s sales and revenue that tell the real story. This week, I got my hands on unpublished numbers from YipitData, the market research firm, based on receipts from some 11 million U.S. customers in Q2. From there, we ranked the top brands by sales revenue to better understand which products are actually moving in today’s TikTok-ified shopping environment.