The 10 Fastest-Growing Cosmetics Brands in 2024

This year, a diverse array of cosmetics brands have risen to prominence, driven by unique strategies, technological advancements, and changing consumer preferences. Let's explore the top 10 fastest-growing cosmetics brands of 2024.

1. Makeup by Mario

Core Growth Logic

Founded by Hollywood makeup artist Mario Dedivanovic, Makeup by Mario has emerged as a powerhouse in the professional-grade cosmetics market. With projected revenues of \(150 million - \)200 million in 2024, the brand has expanded its reach through partnerships with Sephora, establishing over 1,600 retail points globally. The "Master Mattes Eyeshadow Palette" has claimed the top spot in Sephora's global sales rankings, particularly excelling in the North American market. Leveraging education-driven content (such as professional makeup tutorials) and a DTC (Direct-to-Consumer) model (through its official website and social media channels), Makeup by Mario has successfully captured the attention of Gen Z consumers and professional makeup artists alike.

2. Fenty Beauty

Inclusivity and Cultural Impact

Rihanna's Fenty Beauty continues to redefine the beauty industry with its commitment to inclusivity. Despite undisclosed revenue figures, the brand maintains a high level of online engagement, with significant search volume and social media interactions. Powered by the resources of the LVMH Group, Fenty Beauty has accelerated its global expansion, increasing its market penetration in both Western and Asian markets. Its iconic 58-shade foundation range and continuous product innovation, such as the 2024 "Nude Luxe Lip Gloss Collection," have resonated deeply with consumers. By championing diversity in skin tones, Fenty Beauty has transcended traditional beauty standards, becoming a cultural phenomenon within the industry.

3. Charlotte Tilbury

Luxury Meets Innovation

As a key brand under the Spanish Puig Group, Charlotte Tilbury played a pivotal role in driving the group's 11.3% revenue growth in 2024, propelling Puig into the top 10 global beauty conglomerates. Renowned for its star products like the "Magic Cream" and "Pillow Talk Lipstick," the brand has solidified its position in the high-end cosmetics market. In 2024, Charlotte Tilbury enhanced its consumer experience through digital marketing initiatives (such as virtual try-on technology) and the expansion of its physical experience stores (e.g., the flagship store in London). The brand's innovation in anti-aging and skincare-makeup crossovers, like foundation formulations with anti-aging ingredients, has further broadened its customer base.

4. Rare Beauty

Emotion-Driven Branding

Launched by Selena Gomez, Rare Beauty has seen exponential growth, with net sales reaching $350 million in 2023 and continuing to rise in 2024. The brand's expansion into fragrance and body care lines, coupled with bestsellers like the "Soft Pinch Liquid Blush" and "Positive Light Concealer," has been well-received by consumers. Rare Beauty differentiates itself through low-irritant formulations and its advocacy for mental health awareness, evident in product designs that consider accessibility for individuals with disabilities. The #RareBeauty hashtag has amassed over 10 billion views on social media, driven by KOL collaborations (such as limited-edition collections with beauty influencers) and a strong emotional connection with Gen Z consumers.

5. Garnier (L'Oréal Group)

Affordable Sustainability

Garnier, a mass-market brand under the L'Oréal umbrella, experienced a 15% increase in brand value in 2024, making it one of the fastest-growing beauty brands globally. Its growth is fueled by cost-effective products (such as the Vitamin C-infused makeup line) and sustainable packaging initiatives (using recyclable materials). Garnier engages with young consumers through TikTok challenges (e.g., #GarnierGlow) and offline pop-up stores. While primarily known for skincare, its makeup line, including blushes and eyeshadows, has gained market share in the affordable segment by emphasizing transparency in ingredients.

6. Kiko Milano

Fast-Fashion Cosmetics

The Italian brand Kiko Milano has achieved rapid growth in 2024 through aggressive expansion in Asian markets (doubling its store count in China and Southeast Asia) and technology-driven product development (such as an AR try-on app). Its "Smart Fusion Foundation" and "Long-Lasting Eyeliner" offer professional-grade performance at an affordable price point (average \(20 - \)30), appealing to students and young professionals. As a leader in fast-fashion cosmetics, Kiko Milano launches over 20 new products monthly, staying ahead of beauty trends.

7. NARS

Luxury and Limited Editions

Under the Estée Lauder Group, NARS has sustained growth in 2024 through exclusive limited-edition collaborations (such as the "Orgasm Blush Collector's Edition" with artists) and its premium foundation line (e.g., Light Reflecting Foundation). While revenue figures remain private, NARS has seen strong performance on e-commerce platforms (including its official website and Sephora), with a 20% year-on-year increase in search volume in the North American market. The brand's expertise in contouring and blush products (e.g., the iconic "Laguna Bronzer") solidifies its position in the luxury segment.

8. Bubble

Minimalist Beauty for Gen Z

Bubble, a brand targeting Gen Z consumers, has experienced explosive growth in 2024 through TikTok marketing (amassing over 2 million followers) and transparent ingredient policies (formulations free from fragrances and alcohols). Its makeup line features multi-functional products (such as tinted moisturizers with SPF) and playful packaging in pastel colors. Operating on a DTC model with a subscription service, Bubble minimizes distribution costs while appealing to young consumers seeking simplicity and affordability.

9. Florasis

Chinese Beauty with Global Appeal

Florasis, a premium Chinese cosmetics brand, has accelerated its global expansion in 2024 through cultural storytelling (e.g., the Miao Ethnic Impression collection) and cross-border e-commerce (on platforms like Amazon and Shopee). Its "Silk Powder Puff" and "Carved Lipstick" blend Oriental aesthetics with skincare benefits (infused with floral extracts), gaining popularity in Southeast Asia and among Chinese communities in the West. Leveraging top Chinese influencers like Li Jiaqi and opening offline pop-up stores in cities like Paris and New York, Florasis has become a model for Chinese beauty brands venturing overseas.

10. Byoma

Skin Barrier-Friendly Formulas

Byoma, a rising star in the skincare-makeup crossover category, has captured market share in 2024 with clinically-tested formulations (such as foundation containing ceramides) designed for sensitive and problem skin. Sold at affordable prices (\(15 - \)25 on average), Byoma products are available in major retailers like Ulta Beauty and Boots, with doubled sales in 2024. The brand has built a strong online community through Reddit and TikTok testimonials (e.g., the #ByomaGlow hashtag), positioning itself as a go-to for consumers with skin sensitivities.

Stay tuned for more insights into the ever-evolving world of beauty and cosmetics!