FASHION, beauty and business news title Women's Wear Daily (WWD) has published a list of the 45 most powerful beauty brands of 2025.
The list is based on three tiers: sales performance, digital engagement, innovation and market share growth.
Several of the brands that made the cut according to WWD included pharmacy favourites.
CeraVe, Clarins, E.l.f. Cosmetics. L'Oreal, Neutrogena, Pantene Pro-V and Vaseline were all named in The Establishment category - "the brands that have successfully attained powerhouse status", said WWD.
Meanwhile, the rising power brands that were featured in The New Guard category include Bubble Skincare and The Ordinary.
To compile the list, beauty brands were asked to provide sales, social media statistics and other performance metrics.
Data analysts Circana also offered insights to support the list.
The above article was sent to subscribers in Pharmacy Daily's issue from 04 Sep 25
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