The Most Popular Cosmetic Brands: A Ranking of the Beauty Industry's Favorites

Choose the cosmetic brands you think is the most popular!

Author: Gregor Krambs
Updated on Feb 26, 2024 05:16
Are you a makeup enthusiast, always on the lookout for the best cosmetic brands? Welcome to StrawPoll's ultimate ranking showdown of the most popular cosmetic brands! We've gathered a diverse list of top contenders, ranging from industry icons to emerging gems, and we need your help to crown the ultimate fan-favorite. Unleash your inner beauty guru and make your voice heard by voting for your go-to brand or suggesting a missing option that deserves to be in the spotlight. Get ready to explore the captivating world of cosmetics and uncover the beauty secrets that unite us all. Join the conversation, share your expertise, and let's discover which brand rules the makeup kingdom together!

What Are the Most Popular Cosmetic Brands?

  1. 1
    L'Oreal Paris
    Erwmat · CC BY-SA 3.0

    L'Oreal Paris

    Eugène Paul Louis Schueller
    One of the world's largest cosmetics companies, L'Oreal Paris offers a vast range of products for skincare, makeup, and haircare. It's known for its high-quality, affordable products that cater to a wide range of skin types and tones.
    L'Oreal Paris is one of the most popular cosmetic brands worldwide. It offers a wide range of beauty products, including makeup, skincare, and haircare products. L'Oreal Paris focuses on creating high-quality and innovative products that cater to different needs and preferences of its customers.
    • Product Range: L'Oreal Paris offers a diverse range of beauty products, including foundation, mascaras, lipsticks, shampoos, conditioners, and skincare items.
    • Global Presence: L'Oreal Paris is available in over 120 countries, making it a globally recognized cosmetic brand.
    • Innovation: The brand focuses on continuous innovation, consistently introducing new technologies and formulas in their products.
    • Brand Reputation: L'Oreal Paris has built a strong reputation for its high-quality products and reliability over many years.
    • Accessibility: The brand emphasizes affordability and accessibility, ensuring that its products cater to a wide range of consumers.
    L'Oreal Paris in other rankings
  2. 2
    Maybelline is a popular drugstore brand that offers a wide range of affordable makeup products. It's known for its iconic mascara and long-lasting lipsticks.
  3. 3

    MAC Cosmetics

    Frank Toskan and Frank Angelo
    MAC Cosmetics is a high-end makeup brand that's popular among professional makeup artists and beauty enthusiasts. Its products are known for their intense pigmentation and long-lasting wear.
    MAC Cosmetics is a renowned makeup brand known for its high-quality products and diverse range of colors. It was founded by Frank Toskan and Frank Angelo in 1984, who initially created the line for professional makeup artists. Over the years, MAC Cosmetics has gained a loyal customer base due to its commitment to inclusivity, supporting various charitable causes, and its collaborations with renowned artists. The brand offers a wide array of products including foundations, lipsticks, eyeshadows, and brushes.
    • Foundation Shades: Over 60
    • Product Range: Lipsticks, eyeshadows, blushes, foundations, etc.
    • Collaborations: MAC x Selena, MAC x Ariana Grande, MAC x Disney, etc.
    • Charitable Initiatives: MAC VIVA GLAM program
    • Cruelty-Free: Yes
    MAC Cosmetics in other rankings
  4. 4

    Estee Lauder

    Estée Lauder
    Estee Lauder is a luxury brand that offers high-end skincare and makeup products. Its products are known for their luxurious feel and high-quality ingredients.
    Estee Lauder is a renowned cosmetic brand known for its luxurious and high-quality skincare, makeup, and fragrance products. The brand is dedicated to creating innovative formulas and indulgent experiences for its customers.
    • Founding Year: 1946
    • Headquarters: New York City, United States
    • Number of Employees: Over 48,000
    • Product Range: Skincare, Makeup, Fragrance
    • Presence: Sold in over 150 countries
    Estee Lauder in other rankings
  5. 5
    Clinique is a popular skincare and makeup brand that's known for its gentle, fragrance-free products. Its products are designed to be safe for sensitive skin and are often recommended by dermatologists.
    Clinique is a well-known cosmetic brand that specializes in producing skincare, makeup, and fragrance products. It was founded in 1968 by Dr. Norman Orentreich, Carol Phillips, and Dr. Evelyn Lauder. Clinique is famous for its allergy-tested and fragrance-free formulations, catering to individuals with sensitive skin. The brand emphasizes the use of dermatologist-developed products and has a reputation for providing effective solutions for various skin concerns. Clinique products are available worldwide and are known for their simple yet elegant packaging and high-quality ingredients.
    • Allergy-tested: Yes
    • Fragrance-free: Yes
    • Dermatologist-developed: Yes
    • Wide range of skincare products: Yes
    • Makeup products: Yes
  6. 6
    NARS is a high-end makeup brand that's known for its bold, vibrant colors and long-lasting wear. Its products are often used by professional makeup artists and are popular among beauty influencers.
    NARS is a renowned and highly popular cosmetic brand that offers a wide range of high-quality makeup products.
    • Foundation Shades: Offers a diverse selection of foundation shades suitable for various skin tones
    • NARS Orgasm Blush: One of the brand's iconic products, loved for its universally flattering shade
    • Lipstick Range: Extensive collection of lipsticks in various finishes and shades
    • Limited Edition Collections: Regularly releases special limited edition collections in collaboration with renowned artists and designers
    • Matte Lip Pencils: Highly pigmented matte lip pencils with a creamy and long-lasting formula
  7. 7

    Urban Decay

    Wende Zomnir
    Urban Decay is a popular makeup brand that's known for its edgy, bold products. Its products are often highly pigmented and long-lasting, making them a favorite among makeup enthusiasts.
    Urban Decay is a well-known cosmetic brand that specializes in edgy and innovative products. It is popular for its bold and vibrant makeup offerings, ranging from eye shadows, lipsticks, and foundations. The brand is known for its cruelty-free and vegan-friendly products, making it a favorite among conscious beauty enthusiasts. Urban Decay's motto is to empower individuals to express their unique style and personality through makeup.
    • Year Established: 1996
    • Specialty: Bold and vibrant makeup
    • Cruelty-Free: Yes
    • Vegan-Friendly: Yes
    • Signature Product: Naked Eyeshadow Palette
  8. 8

    Benefit Cosmetics

    Jean and Jane Ford
    Benefit Cosmetics is a fun, quirky makeup brand that's known for its playful packaging and innovative products. Its products are designed to solve common beauty problems and make getting ready more fun.
    Benefit Cosmetics is a popular cosmetic brand known for its quirky and retro-inspired packaging. Founded in 1976, it offers a wide range of beauty products that enhance and highlight natural features. Benefit Cosmetics aims to deliver instant beauty solutions with a touch of humor and fun.
    • Year Founded: 1976
    • Headquarters: San Francisco, California, USA
    • Product Range: Makeup (face, eyes, lips), Skincare
    • Popular Products: They're Real! Mascara, POREfessional Face Primer, Benetint
    • Packaging Style: Quirky, Retro-inspired
    Benefit Cosmetics in other rankings
  9. 9
    Bobbi Brown
    Sintegrity · CC BY-SA 4.0

    Bobbi Brown

    Bobbi Brown
    Bobbi Brown is a luxury makeup brand that's known for its natural, understated products. Its products are designed to enhance natural beauty and are often used by celebrities and models.
    Bobbi Brown is a popular cosmetics brand known for its high-quality products and natural-looking makeup. The brand was created by American makeup artist Bobbi Brown in 1991, focusing on enhancing women's natural beauty. Bobbi Brown offers a wide range of cosmetics, skincare, and fragrance products.
    • Year Founded: 1991
    • Headquarters: New York, USA
    • Specialty: Natural-looking makeup
    • Product Range: Cosmetics, skincare, fragrance
    • Philosophy: Enhancing natural beauty
    Bobbi Brown in other rankings
  10. 10
    Covergirl is a popular drugstore brand that offers affordable, high-quality makeup products. Its products are designed to be accessible to all women and are often endorsed by celebrities.
    Covergirl is a well-known cosmetic brand that offers a wide range of beauty products. It is popular for its affordable and high-quality makeup, skincare, and fragrance items. The brand's target audience includes both professional makeup artists and everyday consumers who want to enhance their natural beauty. Covergirl has consistently evolved to match the latest beauty trends, making it a staple in the cosmetic industry for many years.
    • Makeup Products: Covergirl offers an extensive range of makeup products, including foundations, powders, concealers, blushes, eyeshadows, eyeliners, mascaras, lipsticks, and more.
    • Skincare Products: In addition to makeup, Covergirl also provides a variety of skincare items such as cleansers, moisturizers, serums, and face masks.
    • Fragrance: Covergirl offers a selection of fragrances for both men and women, including perfumes and colognes.
    • Accessibility: Covergirl products are widely available and can be found in various retail stores, online marketplaces, and the brand's official website.
    • Cruelty-Free: Covergirl is recognized as a cruelty-free brand, meaning their products are not tested on animals.

Missing your favorite cosmetic brands?


Ranking factors for popular cosmetic brands

  1. Market share
    Assess the brand's overall market share in the cosmetic industry. Brands with higher market shares are typically more popular and generate more sales.
  2. Brand reputation
    Evaluate the brand's reputation in terms of product quality, customer satisfaction, and trustworthiness. Look for online reviews, customer testimonials, and industry awards.
  3. Product range and innovation
    Examine the brand's product offerings and its history of innovation in the cosmetic market. A wider product range and a history of innovative products may indicate a more popular brand.
  4. Pricing
    Consider the affordability and price range of products offered by the brand. Brands that cater to a broader market with more accessible pricing may have wider popularity.
  5. Distribution channels and accessibility
    Analyze the availability of the brand's products across various retail channels, online platforms, and geographic locations. A brand with accessible products is more likely to be popular.
  6. Marketing and advertising strategies
    Evaluate the brand's marketing strategies, including advertising campaigns, influencer partnerships, and social media presence. A strong marketing presence can contribute to higher popularity.
  7. Social and environmental responsibility
    Assess the brand's commitment to sustainability, environmental practices, cruelty-free cosmetics, and ethical sourcing. Brands that prioritize these values may appeal to a specific customer demographic and be more likely to be popular among conscious consumers.
  8. Celebrity endorsements and collaborations
    Identify any celebrity endorsements or partnerships that may contribute to the brand's popularity. A high-profile spokesperson or collaboration can make a significant impact on a brand's visibility and popularity.
  9. Industry recognition and awards
    Look for any prestigious industry awards or recognitions that the brand has received. Such accolades can contribute to a brand's popularity and credibility in the cosmetic market.
  10. Consumer demographics and preferences
    Identify the target customer demographic of the brand and their preferences. A brand with a well-defined target market that aligns with consumer preferences is more likely to be popular.

About this ranking

This is a community-based ranking of the most popular cosmetic brands. We do our best to provide fair voting, but it is not intended to be exhaustive. So if you notice something or cosmetic brand is missing, feel free to help improve the ranking!


  • 175 votes
  • 10 ranked items

Voting Rules

A participant may cast an up or down vote for each cosmetic brand once every 24 hours. The rank of each cosmetic brand is then calculated from the weighted sum of all up and down votes.

More information on most popular cosmetic brands

Cosmetics have been an integral part of human civilization for centuries. From ancient Egypt to modern times, people have used cosmetics to enhance their beauty and express themselves. The cosmetic industry has evolved significantly over the years, and today, there are numerous brands that offer a wide range of products. With so many options available, it can be challenging to choose the right brand. That's why we've conducted a poll to find out what the most popular cosmetic brands are. Our poll includes some of the biggest names in the industry, and the results are sure to surprise you. Read on to discover which brands made it to the top of the list.

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