What Are the Top 10 Emerging Cosmetics Brands in the US?

In the ever-evolving beauty industry, staying ahead of emerging trends is key for success. For cosmetic brand owners and industry professionals, knowing the top 10 rising beauty brands can provide valuable insights into the competition. Let’s dive into these innovative brands redefining the U.S. beauty market in 2024.

The top 10 emerging cosmetics brands in the US in 2024 include CeraVe, Glow Recipe, Drunk Elephant, Sol De Janeiro, Laneige, Summer Fridays, Rhode Skin, Rare Beauty, Fenty Beauty, and Haus Labs by Lady Gaga. These brands stand out due to their innovative products, strong customer bases, and impressive growth in market share. Their commitment to quality and inclusivity has captured the attention of beauty enthusiasts across the nation.

Let’s explore each of these brands in detail, uncovering what makes them unique, their customer focus, and how they are making waves in the beauty industry in 2024.

1. CeraVe – Skincare Revolution

CeraVe has been a game-changer in skincare, known for its dermatologist-developed formulas that emphasize hydration and skin barrier restoration. Its products, such as the Hydrating Facial Cleanser and Moisturizing Cream, cater to a broad audience, including sensitive skin types. With a large following among both Gen Z and Millennials, CeraVe’s market share continues to grow, especially in the mass skincare category.

2. Glow Recipe – Fruit-Powered Skincare

Glow Recipe has made its mark with a unique approach to skincare, using fruit-based ingredients like watermelon and avocado. The brand’s innovative products, such as their Watermelon Glow Sleeping Mask, have a cult following, particularly among young consumers. Glow Recipe is known for its playful branding and inclusive beauty standards, making it one of the top emerging brands in the beauty space.

3. Drunk Elephant – Clean Beauty with a Purpose

Drunk Elephant has redefined the clean beauty movement by focusing on non-toxic, effective formulations free of the “suspicious six” ingredients. Its high-performance products, like the C-Firma Day Serum, are beloved for their visible results. With a strong customer base of eco-conscious beauty enthusiasts, Drunk Elephant has captured significant market share in the luxury skincare segment.

4. Sol De Janeiro – Brazilian Beauty

Known for its exotic scents and indulgent textures, Sol De Janeiro has gained popularity through its unique offerings like the Bum Bum Cream. The brand has made its mark with a focus on Brazilian-inspired beauty, embracing body positivity and celebrating diverse skin tones. Sol De Janeiro continues to expand its loyal customer base, particularly among those looking for high-quality body care products.

5. Laneige – The Hydration Experts

Laneige has built a strong reputation in the U.S. market for its hydrating skincare products, particularly the Water Sleeping Mask and Lip Sleeping Mask. With a focus on hydration and moisture retention, Laneige has gained a loyal customer base, especially in the Asian American market. Its science-backed formulations and minimalist packaging appeal to both millennials and Gen Z.

6. Summer Fridays – Clean Beauty with an Emphasis on Skin Health

Founded by influencers Marianna Hewitt and Lauren Gores Ireland, Summer Fridays is a clean beauty brand that emphasizes skin health with products like the Jet Lag Mask and Cloud Dew Oil-Free Gel Cream. Known for its accessible price point and Instagram-worthy packaging, Summer Fridays appeals to beauty enthusiasts who prioritize both quality and aesthetics.

7. Rhode Skin – Hailey Bieber’s Skincare Line

Rhode Skin, founded by Hailey Bieber, has quickly become a buzz-worthy brand in the beauty industry. The focus on glowy, dewy skin with simple yet effective formulations has struck a chord with young consumers. Rhode’s products are built around high-quality ingredients like peptide complexes and ceramides, attracting a growing fanbase among skincare lovers.

8. Rare Beauty – Empowering Beauty for All

Founded by singer Selena Gomez, Rare Beauty has gained traction by promoting inclusivity in beauty. The brand focuses on providing a wide range of foundation shades, ensuring that every skin tone is represented. Rare Beauty’s mission to create an empowering environment for all has resonated with a diverse customer base, making it a top player in the cosmetics space.

9. Fenty Beauty – Revolutionizing Inclusivity in Makeup

Launched by Rihanna, Fenty Beauty is renowned for its inclusivity and diversity, especially with its broad foundation shade range. The brand has disrupted the beauty industry by making high-quality products available to every skin tone. Fenty continues to dominate the market, with standout products like the Pro Filt’r Soft Matte Foundation.

10. Haus Labs by Lady Gaga – Bold and Creative Makeup

Haus Labs, created by the iconic Lady Gaga, brings boldness and creativity to the forefront of the beauty industry. Known for its striking color cosmetics and edgy campaigns, the brand has gained a loyal following of Gen Z and beauty enthusiasts looking for unique, high-pigment products. Haus Labs continues to push boundaries with innovative makeup launches and collaborations.

These top 10 emerging beauty brands in the US are not only redefining the cosmetics industry but are also shaping future trends. With their focus on inclusivity, innovation, and high-quality products, these brands are set to continue their rapid growth and make lasting impacts on the market.