Beauty Index Rankings 2025
2025-08-08
#1 CHARLOTTE TILBURY
Charlotte Tilbury claims the top spot for the first time since the Beauty Index launched in 2023, ending The Ordinary’s two-year reign.
• Its “Legend is Earned” campaign—mocking scam culture—coupled with a highly targeted social strategy, drove the brand’s surge in the Digital Marketing pillar.
Charlotte Tilbury claims the top spot for the first time since the Beauty Index launched in 2023, ending The Ordinary’s two-year reign.
• Its “Legend is Earned” campaign—mocking scam culture—coupled with a highly targeted social strategy, drove the brand’s surge in the Digital Marketing pillar.
• In 2025, Charlotte Tilbury collaborated with Genshin Impact, co-creating limited-edition beauty products and collectible merchandise.
#2 THE ORDINARY
The Ordinary, an Estée Lauder skincare subsidiary, slips to second place for the first time since 2023.
• Strong consumer perceptions of efficacy and quality keep the brand at the forefront of the Consumer Confidence Index; it also remains the most “intended-to-purchase” brand, averaging 7.6/10.
• Messaging around sustainability and purpose-driven marketing positions The Ordinary as the leader in the ESG pillar.
The Ordinary, an Estée Lauder skincare subsidiary, slips to second place for the first time since 2023.
• Strong consumer perceptions of efficacy and quality keep the brand at the forefront of the Consumer Confidence Index; it also remains the most “intended-to-purchase” brand, averaging 7.6/10.
• Messaging around sustainability and purpose-driven marketing positions The Ordinary as the leader in the ESG pillar.
#3 FENTY BEAUTY
Fenty Beauty jumps three places to #3—its highest rank ever, after placing fifth in 2023.
• Consumers applaud Fenty for championing the values they support; the brand is seen as the top advocate for diversity and gender identity in marketing, a spirit reflected in its products.
• Following its 2024 Sephora China launch, Fenty doubled down on the Chinese market, boosting engagement across all tracked Chinese social platforms and lifting its Digital Marketing score.
Fenty Beauty jumps three places to #3—its highest rank ever, after placing fifth in 2023.
• Consumers applaud Fenty for championing the values they support; the brand is seen as the top advocate for diversity and gender identity in marketing, a spirit reflected in its products.
• Following its 2024 Sephora China launch, Fenty doubled down on the Chinese market, boosting engagement across all tracked Chinese social platforms and lifting its Digital Marketing score.
#4 LA ROCHE-POSAY
La Roche-Posay remains the only dermatologist-led skincare brand in the top five. Although resilient—especially in Consumer Confidence—it falls two places versus last year.
• The brand enjoys the third-highest awareness in the index, yet lags on perceived quality and brand associations.
• Dermatologist-led content provided a short-term lift in 2024, but its impact has waned in 2025, leading to a decline in Digital Marketing performance.
La Roche-Posay remains the only dermatologist-led skincare brand in the top five. Although resilient—especially in Consumer Confidence—it falls two places versus last year.
• The brand enjoys the third-highest awareness in the index, yet lags on perceived quality and brand associations.
• Dermatologist-led content provided a short-term lift in 2024, but its impact has waned in 2025, leading to a decline in Digital Marketing performance.
#5 NARS
NARS re-enters the top five, climbing from #7 in 2024 to #5; it previously ranked #4 in the inaugural 2023 index.
• NARS leads the Innovation pillar, advancing AI-powered shade matching, virtual stores, and immersive gaming experiences.
• Despite high consumer confidence, enthusiasm is muted—perceptions of brand story and uniqueness remain disappointing.
NARS re-enters the top five, climbing from #7 in 2024 to #5; it previously ranked #4 in the inaugural 2023 index.
• NARS leads the Innovation pillar, advancing AI-powered shade matching, virtual stores, and immersive gaming experiences.
• Despite high consumer confidence, enthusiasm is muted—perceptions of brand story and uniqueness remain disappointing.
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