The beauty industry in 2024 is more dynamic than ever, with new and established brands emerging faster than ever before. From skincare innovations to cutting-edge makeup lines, the brands that are rising to the top are doing so with speed, precision, and creativity. Whether it’s through sustainable practices, powerful influencer marketing, or breaking new ground in inclusivity, these brands are setting new standards and taking the beauty world by storm. Here are the 10 fastest-growing beauty brands of 2024.
In 2024, the fastest-growing beauty brands include Glow Recipe, Rare Beauty, Drunk Elephant, Summer Fridays, Saie Beauty, Fenty Skin, Youthforia, The Ordinary, ILIA Beauty, and Hyaluronic Blends. These brands are gaining rapid traction due to their innovative products, strong social media presence, and a deep commitment to inclusivity and sustainability. With Gen Z driving much of their success, these brands are shaping the future of the beauty industry by focusing on authenticity and high-performance ingredients.
1. Glow Recipe: Dominating the Skincare Space
Glow Recipe’s innovative approach to skincare has earned it a strong following, especially among younger consumers in 2024. Known for its fruit-powered skincare line, Glow Recipe’s products combine natural ingredients with cutting-edge science to offer effective and visually appealing solutions.
Why It’s Growing:
- Glow Recipe’s TikTok popularity has skyrocketed in 2024, with its viral product launches like the “Watermelon Glow Niacinamide Dew Drops” catching the attention of influencers and beauty enthusiasts.
- The brand’s focus on clean, cruelty-free, and vegan products aligns perfectly with Gen Z’s values.
Sales Data:
- Glow Recipe reported a 45% increase in sales in 2024, thanks to its viral skincare products and strong social media engagement.
2. Rare Beauty by Selena Gomez: Empowering Self-Love
Rare Beauty, founded by Selena Gomez, has quickly become a favorite among Gen Z consumers, thanks to its focus on self-acceptance, diversity, and inclusivity. Known for its wide range of foundation shades and makeup products designed for all skin tones, Rare Beauty has exploded in popularity in 2024.
Why It’s Growing:
- Rare Beauty’s inclusive messaging and wide shade range resonate with Gen Z’s desire for diversity and representation in beauty.
- The brand’s TikTok challenges and influencer collaborations have significantly increased its reach in 2024.
Sales Data:
- Rare Beauty’s annual revenue grew by 50% in 2024, largely attributed to its partnership with top influencers and continued presence in the social media space.
3. Drunk Elephant: Clean Beauty Innovators
Drunk Elephant continues to be a top performer in the clean beauty sector. Its simple, effective formulas with high-quality, non-toxic ingredients have earned it loyal customers and new fans alike in 2024. The brand is synonymous with clean, cruelty-free skincare, which is crucial for today’s conscious consumers.
Why It’s Growing:
- The brand’s focus on minimalist, multi-purpose products and its commitment to avoiding “the suspicious 6” harmful ingredients have resonated with both beauty enthusiasts and skincare experts.
- Drunk Elephant’s collaborations with dermatologists and clean beauty influencers continue to fuel its growth.
Sales Data:
- Drunk Elephant’s sales grew by 35% in Q1 2024, driven by its increased popularity among Gen Z consumers who prioritize clean and effective skincare.
4. Summer Fridays: Radiant, Glow-Inducing Skincare
Founded by influencers Marianna Hewitt and Lauren Gores, Summer Fridays has gained massive popularity in 2024, thanks to its glowy, Instagram-worthy skincare products. The brand has established a loyal following due to its moisturizing masks and serums that promise radiant, dewy skin.
Why It’s Growing:
- Summer Fridays’ products are marketed as luxurious yet affordable skincare solutions that fit into any beauty routine.
- Its strong influencer partnerships have helped spread the brand’s name far and wide.
Sales Data:
- Summer Fridays’ growth surged by 40% in 2024, thanks to the brand’s ability to tap into Gen Z’s love for glow-enhancing products.
5. Saie Beauty: Clean Beauty with a Pop of Color
Saie Beauty combines high-performance makeup with clean ingredients, offering products that promise to deliver both beauty and skincare benefits. Their makeup collection, featuring high-pigment, eco-friendly formulas, has been hugely successful in 2024.
Why It’s Growing:
- Saie’s products feature a clean ingredient list and are beloved for their bold yet natural color payoff, making them a favorite among Gen Z beauty enthusiasts.
- The brand’s sustainable packaging also appeals to environmentally conscious consumers.
Sales Data:
- Saie saw a 50% increase in revenue in 2024, thanks to its growing fanbase and influencer-driven marketing strategies.
6. Fenty Skin: Expanding Beyond Makeup
Rihanna’s Fenty Beauty is a force to be reckoned with, and in 2024, Fenty Skin is making waves of its own. Offering high-quality skincare products for all skin types, Fenty Skin focuses on promoting glowing, healthy skin, aligning with Gen Z’s emphasis on skincare over makeup.
Why It’s Growing:
- Fenty Skin’s focus on inclusive skincare solutions for a variety of skin tones has garnered attention from a diverse audience.
- Rihanna’s own social media presence, paired with the brand’s strong influencer relationships, continues to fuel its growth.
Sales Data:
- Fenty Skin saw a 60% growth in sales in 2024, driven by product launches like the “Hydra Vizor” and “Fat Water”.
7. Youthforia: Bold Makeup with Clean Ingredients
Youthforia is a newer brand that has quickly gained momentum in 2024 with its bold, colorful makeup products and focus on clean beauty. Its standout products, like color-shifting blushes and unique eye colors, have attracted a loyal Gen Z following.
Why It’s Growing:
- Youthforia’s emphasis on clean beauty and vibrant makeup colors resonates with Gen Z’s desire for self-expression.
- Its viral TikTok videos showcasing fun, experimental looks have contributed to its rapid growth.
Sales Data:
- Youthforia’s sales grew by 75% in 2024, with a significant spike in Gen Z engagement on TikTok and Instagram.
8. The Ordinary: Affordable Skincare Revolution
The Ordinary has remained one of the most popular skincare brands since its inception, and in 2024, it continues to dominate the beauty scene. Known for its affordable, high-quality ingredients, The Ordinary is a favorite for Gen Z shoppers who want effective skincare without the high price tag.
Why It’s Growing:
- The brand’s transparency about ingredients and commitment to providing high-quality, affordable products appeals to Gen Z’s preference for value-driven purchases.
- The Ordinary’s content on TikTok skincare routines has made it a go-to option for both beginners and skincare experts.
Sales Data:
- The Ordinary’s revenue increased by 18% in 2024, as the brand continued to see growth driven by the rising demand for affordable skincare solutions.
9. ILIA Beauty: Clean, High-Performance Makeup
ILIA Beauty has continued its upward trajectory in 2024 by offering clean makeup products that perform just as well as their non-clean counterparts. Known for its skin-loving ingredients and buildable formulas, ILIA has attracted a loyal following from clean beauty fans.
Why It’s Growing:
- ILIA’s focus on clean, sustainable beauty without compromising on performance is a big draw for Gen Z.
- The brand’s high-quality formulations for both skincare and makeup have made it a standout in the clean beauty movement.
Sales Data:
- ILIA Beauty saw a 40% increase in sales in 2024, thanks to its growing customer base and influencer marketing.
10. Hyaluronic Blends: Science-Backed Hydration
Hyaluronic Blends, a new player in the skincare market, has garnered attention in 2024 for its innovative approach to hydration. By combining multiple forms of hyaluronic acid, the brand promises ultimate hydration and skin plumping, making it a favorite among Gen Z skincare lovers.
Why It’s Growing:
- The brand’s science-backed formulas and focus on hydration appeal to Gen Z’s interest in effective, results-oriented skincare.
- Hyaluronic Blends’ emphasis on clean ingredients and cruelty-free formulations has helped it gain traction with a wider audience.
Sales Data:
- Hyaluronic Blends reported a 50% increase in sales in 2024, driven by viral success on social media and influencer-driven product launches.
Conclusion: The Future of Beauty in 2024 and Beyond
The fastest-growing beauty brands of 2024 represent the future of the industry—one that values inclusivity, sustainability, and performance. Brands like Glow Recipe, Rare Beauty, The Ordinary, Youthforia, and Fenty Skin are not just growing; they are shaping the future of beauty by staying true to Gen Z’s values of authenticity, individuality, and environmental responsibility. As these brands continue to thrive, they will undoubtedly set the stage for the next wave of beauty innovations, solidifying their positions as leaders in the beauty space.
