2025 Power Brands: Methodology and Insights

WWD Beauty Inc took a variety of sources into account to compile the 2025 Power Brands list, including our own reporting. For the 2025 iteration of this franchise, we also asked featured brands to provide sales, social media metrics and other quantifications of performance at their disposal.

Sales

For domestic sales across the mass and prestige markets, Circana provided the top 10 brands by category for skin care, hair care, makeup and fragrance, as well as the market overall, and the top share gainers in each. Globally, Euromonitor International contributed sales rankings across skin care, hair care, makeup and fragrance for 2024, and we also referenced the WWD Beauty Inc Top 100, an annual ranking of the biggest beauty companies. YipitData also contributed gross merchandise volume data for the 12 months ending May 2025.

Digital

Launchmetrics provided media impact value (MIV) data for the first quarter of 2025, which algorithmically evaluates media mentions. CreatorIQ provided EMV rankings across categories — a marketing metric that values social media engagement across platforms — for hair care, makeup, skin care and fragrance for the 12 months ending May 2025. Spate.NYC provided brands ranked by its proprietary Popularity Index, an aggregate of search traffic on Google and TikTok, year-over-year ending May 2025. Bestseller pages on Sephora.com and ulta.com illustrated top performers at retail.

Agility and Innovation

Our own reporting informed how impactful launches were evaluated. As for donations and philanthropic endeavors, companies provided their own figures.

Industry Awards and Recognition

The 2025 winners of the Fragrance Foundation Awards, 2024 Allure Best of Beauty Awards and the 2025 Marie Claire Prix d’Excellence also informed our compilation.

WWD Beauty Inc Unveils 2025 Power Brands List: A Comprehensive Look at the Beauty Industry’s Best

In an exciting announcement that has captured the attention of beauty enthusiasts and industry insiders alike, WWD Beauty Inc has released its highly anticipated 2025 Power Brands list. This year’s compilation is not just a reflection of sales figures but a multifaceted evaluation that incorporates a variety of data sources, including social media metrics and performance quantifications provided by the featured brands themselves.

A Deep Dive into Sales Performance

To determine the top brands in the beauty sector, WWD Beauty Inc collaborated with Circana, which provided insights into domestic sales across both mass and prestige markets. The analysis highlighted the top ten brands in categories such as skin care, hair care, makeup, and fragrance, along with the leading share gainers in each segment. On a global scale, Euromonitor International contributed sales rankings for 2024, while YipitData offered gross merchandise volume data for the year ending May 2025. This comprehensive approach ensures that the Power Brands list reflects not only current trends but also the brands that are poised for future growth.

Digital Metrics Take Center Stage

In today’s digital-first world, social media presence and online engagement are crucial for brand success. Launchmetrics provided media impact value (MIV) data for the first quarter of 2025, evaluating the effectiveness of media mentions. Additionally, CreatorIQ offered engagement metrics across platforms for hair care, makeup, skin care, and fragrance, while Spate.NYC ranked brands based on its proprietary Popularity Index, which aggregates search traffic from Google and TikTok. Retail performance was also assessed through bestseller pages on Sephora.com and Ulta.com, showcasing the brands that are resonating most with consumers.

Agility and Innovation: Key to Success

The 2025 Power Brands list also emphasizes the importance of agility and innovation in the beauty industry. WWD Beauty Inc’s own reporting played a vital role in evaluating the impact of new product launches. Furthermore, brands were encouraged to share their philanthropic efforts, highlighting their commitment to social responsibility alongside commercial success.

Recognizing Excellence

The Power Brands list is not solely based on sales and digital metrics; it also takes into account industry accolades. The winners of prestigious awards such as the Fragrance Foundation Awards, Allure Best of Beauty Awards, and the Marie Claire Prix d’Excellence for 2025 were integral to the evaluation process, ensuring that recognized excellence is part of the conversation.

Conclusion

The 2025 Power Brands list by WWD Beauty Inc is a testament to the dynamic and ever-evolving landscape of the beauty industry. By combining sales data, digital engagement metrics, innovation, and industry recognition, this year’s list not only celebrates the brands that are currently leading the market but also sets the stage for future trends and consumer preferences. As the beauty world continues to innovate and adapt, these Power Brands are sure to remain at the forefront of the industry.