Top selling cosmetics America - An Overview 

Top selling cosmetics America – An Overview 




This article will provide an overview of the top selling cosmetics America, highlighting the most successful and sought-after brands.

The cosmetics industry in the United States is a multi-billion dollar business, with countless brands competing for market share. Some cosmetic companies have stood the test of time and remain at the top of the industry in terms of sales and popularity. 

The Market Leaders

There are a few major players that dominate cosmetics sales in America. These giants have mastered the art of branding, marketing, and product innovation to cement their positions as the country’s top selling cosmetics. Here are the standout market leaders:


The L’Oreal Group, headquartered in France, leads the pack as the largest cosmetics company in the world [1]. In the U.S. alone, their cosmetics sales reached about $4.6 billion in 2020 [2]. Some of L’Oreal’s most iconic American brands include Maybelline, L’Oreal Paris, Urban Decay, NYX, and IT Cosmetics.

Estee Lauder

This American brand was founded in 1946 and has grown into a global powerhouse, with over $16 billion in worldwide revenue in 2021 [3]. In the U.S. market, Estee Lauder’s top cosmetics brands include MAC Cosmetics, Clinique, Too Faced, Smashbox, Becca, and more.


With headquarters in New York, Coty Inc. is another major American player in the global beauty industry. Their cosmetics division generated over $2.3 billion in sales in 2021 [4]. Coty owns popular mass-market brands like Covergirl, Rimmel, Sally Hansen, and OPI.

The Top Selling Product Categories

Within the broader cosmetics industry, certain product categories make up the bulk of sales. Here is an overview of the market-leading categories and top brands in the U.S.

Facial Skincare

Products like cleansers, moisturizers, toners, masks, and treatments dominate cosmetics sales. The top skincare brands in America include Neutrogena, Olay, Cetaphil, Cerave, La Roche-Posay, and The Ordinary [5]. Clinical skincare brands like SkinCeuticals and SkinMedica also have a strong following.

Top selling cosmetics America in the prestige skincare category include Estee Lauder, Lancome, Clinique, Origins, First Aid Beauty, and Drunk Elephant [6]. Natural and organic brands like Tatcha, Fresh, Youth to the People, and Herbivore are gaining popularity.

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Color Cosmetics

This category includes products like makeup and nail polish. Top brands for color cosmetics include Maybelline, L’Oreal Paris, Revlon, NYX, e.l.f cosmetics, OPI, Essie, and Sally Hansen [7]. Higher-end brands like MAC, Anastasia Beverly Hills, Urban Decay, Too Faced, Dior, Chanel, and YSL are cosmetics powerhouses as well.


Hair products like shampoo, conditioner, styling products, and hair color generate billions in sales. Pantene, OGX, Aussie, Herbal Essences, L’Oreal Paris, and Garnier are some of the most popular shampoo brands [8]. Top hair color and styling brands include Clairol, Olaplex, Pureology, Redken, Matrix, and Kenra [9].

Major Factors Driving Sales

Several key factors help explain why certain brands dominate top selling cosmetics lists in America:

  • Effective advertising and marketing: Top brands invest heavily in commercials, social media engagement, influencer campaigns, and other advertising to influence consumers. Marketing helps drive brand recognition and sales.
  • Distribution networks: Brand availability and visibility in retail channels gives a sales advantage. Top cosmetics brands are widely distributed in drugstores, department stores, beauty supply stores, salons, and online.
  • Product innovation: Continuous new product launches keep leading brands feeling fresh and on-trend. Many devote extensive R&D to developing new formulations, packaging, and products.
  • Prestige and status: High-end luxury cosmetics let consumers feel glamorous and project status. Estee Lauder, Lancome, Dior, and YSL leverage their prestige to command higher prices.
  • Affordability: For mass-market brands like Revlon, e.l.f., and Covergirl, low prices and frequent discounts broaden their consumer appeal. Value helps drive their sales volumes.

Outlook and Projections

The top cosmetics companies show no signs of slowing down. By 2025, the global cosmetics market is predicted to reach $463 billion, driven by increasing demand in the U.S. and Asia [10]. Skincare and makeup products are expected to experience the fastest growth.

Market research group Mintel projects these trends will shape the American cosmetics industry in the coming years [11]:

  • Continued demand for natural and organic products
  • Further expansion of cosmetics lines for men
  • Increasing reliance on social media influencers as a marketing tool
  • More personalized, customizable products catering to diverse skin tones and types
  • Direct-to-consumer brand disruption led by digital-first companies

With evolving consumer preferences and demographics, the dominant top selling cosmetics America brands will need to adapt through targeted innovations and marketing. But the leading companies seem poised to retain their elite status for years to come.




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