Charles Sternberg, Assistant Editor05.04.21
Update: Take a look at Brand Finance's top cosmetic companies in 2022.
Brand Finance recently released its Cosmetics 50—an annual ranking the world's most valuable cosmetic companies.
L'Oréal tops the list, followed by Gillette, Nivea, Guerlain, and Estée Lauder, which make up the top five.
They are followed by Pantene, Dove, Clinique, Garnier, and Head & Shoulders - rounding out the top ten.
A Tough Year for Cosmetics
According to Brand Finance, the total value of the world’s top 50 most valuable cosmetic brands declined by 9%, dropping from $137.5 billion in 2020 to $124.8 billion in 2021.
Color cosmetics were the most negatively impacted segment, recording an average brand value decline of 15%. Multi-level marketing brands – including Avon (brand value down 24% to $772 million) and Oriflame (down 1% to $802 million)— have faced a 12% drop in brand value on average. The sector’s largest brands in hair care, razors and fragrance have also been hard hit with an average brand value drop of 10%.
“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 digitalization and e-commerce. 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,” said Annie Brown, associate, Brand Finance.
