Global cosmetics brand value hits record $160 billion
New data from Brand Finance reveals L’Oréal forfeits top spot after five years at number one
Chanel becomes world’s most valuable cosmetics brand in 2025 amid luxury market surge
Gillette named strongest cosmetics brand globally with AAA+ rating
Guerlain leads in brand value growth, rising 23% for 2025
Eight of the world’s top 10 most valuable cosmetics brands from 2024 grow in brand value this year
The world’s 50 most valuable cosmetics brands have reached a record combined brand value of USD160 billion, according to a new ranking from Brand Finance, the world’s leading brand valuation consultancy. This marks the 15th year that Brand Finance has produced the cosmetics ranking. For the first time, Brand Finance has analysed the brand value and strength of luxury brands’ cosmetics operations, separate from their clothing and accessories offerings. As a result, five luxury brands enter the ranking: Chanel, Valentino, Gucci, Yves Saint Laurent, and Bulgari. Chanel overtakes L’Oréal to become the world’s most valuable cosmetics brand, ending L’Oréal’s five-year reign at the top of the ranking.
Chanel’s brand is valued at USD27.3 billion – more than 1.75 times L’Oréal’s USD15.6 billion, despite it noting a 17% increase this year. Chanel is also the sector’s third strongest brand, with a Brand Strength Index (BSI) score of 87.7 out of 100. Brand Finance research highlights Chanel’s performance in reputation and consideration among consumers, particularly in France, Italy, and the UK.
Regionally, France has overtaken the US as the leading contributor to global cosmetics brand value, now accounting for nearly 47% of the ranking’s total. It’s also the fastest-growing region, powered by Chanel’s entry. The US, while contributing the highest number of brands at 18, now holds second place in terms of brand value, making up 34% of the total. Chinese cosmetics brands in the global top 50 fell 14% year-on-year, fuelled by declines for three of the four brands in the ranking. Haircare brand Clear is the only Chinese brand in the ranking to record a brand value increase, up 13% to USD1.1 billion.
Eight of the top 10 most valuable brands from 2024 recorded brand value growth for 2025. According to Brand Finance data, Guerlain saw the fastest brand value growth in the ranking, up 23% to USD7.7 billion, driven by innovation and strong momentum in its fragrance category.
Old Spice, Rexona, and Nivea also rank among the top 10 fastest-growing cosmetics brands, reflecting rising demand for deodorising products as 2024 marked the warmest year on record. Ranked seventh globally, Dove’s brand value also grew, increasing 10% to USD5.9 billion.
Annie Brown, Valuation Director, Brand Finance commented: “The Cosmetics 50 2025 ranking reveals that brands investing in innovation and reinforcing their premium status are seeing notable gains – Guerlain’s brand value is up 23%, Shiseido’s has grown 15%, and Lancôme’s has increased 11%. Cosmetics brands are capitalising on the growing consumer demand for luxury and premium beauty products, where exclusivity is increasingly valued.”
Gillette is the world’s strongest cosmetics brand, earning a BSI score of 89.6 out of 100 and standing as the only brand in the ranking with a AAA+ rating. Brand Finance research shows that Gillette commands strong brand perceptions across most global markets. It scores highly (10 out of 10) for brand knowledge, credibility, and selection, bolstered by the brand’s exposure to target consumers through sponsorship of high-profile sports teams and events like the New York Yankees, the New England Patriots, and the UEFA Champions League.
However, the data also highlights a disconnect with Chinese consumers, a region where scores are considerably lower, signalling a key growth opportunity for Gillette in the coming years.