Most well-known cosmetics & make-up brands in the United States 2024

Leading cosmetics & make-up brands ranked by brand awareness in the United States in 2024

CharacteristicShare of respondents
L'Oréal 87%
COVERGIRL 84%
Revlon 84%
Maybelline New York 80%
Avon 76%
Estée Lauder 70%
e.l.f. 66%
M.A.C. 56%
bareMinerals 52%
Kylie Cosmetics 49%
Fenty Beauty 47%
NYX 44%
Urban Decay 40%
Created with Highcharts 7.2.2Share of respondents87%87%84%84%84%84%80%80%76%76%70%70%66%66%56%56%52%52%49%49%47%47%44%44%40%40%37%37%37%37%35%35%34%34%31%31%29%29%L'OréalCOVERGIRLRevlonMaybelline New YorkAvonEstée Laudere.l.f.M.A.C.bareMineralsKylie CosmeticsFenty BeautyNYXUrban DecayNARSRare BeautyGlossierbenefitMorpheColourPop Cosmetics
0%5%10%15%20%25%30%35%40%45%50%55%60%65%70%75%80%85%90%95%100%
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Source

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Release date

October 2024

Region

United States

Survey time period

June 2024

Number of respondents

1,249 respondents

Age group

18 to 64 years

Method of interview

Online survey

Supplementary notes

During the survey, the question was phrased as follows: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."

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Market overview

5

Sales

5

Prices and expenditure

6

Purchasing behavior

8

Consumer preferences

8

Channels and retailers

6

Online behavior

7

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