Cosmetics 50 2020 report

Brand Finance Cosmetics 50 2020

  • Opportunities for growth within cosmetics industry, which is predicted to suffer only limited loss in brand value from COVID-19
  • As most valuable, L’Oréal is boosted by digital transformation, up by 13% to US$11.7 billion 
  • Neutrogena is strongest with corresponding BSI score of 89/100, but increasingly tarnished by association with Johnson & Johnson
  • SK-II is fastest-growing, up by 33% to US$2.4 billion
  • MAC paves the way in cosmetics industry through strategic partnerships, up by 32% to US$4.4 billion
  • Boosted by LVMH backing, Make Up For Ever among eight new entrants to ranking

While Brand Finance predicts the cosmetics industry to face limited impact to brand value overall due to COVID-19, some categories within the sector – such as colour cosmetics and fragrances – have taken a worse hit. However, the industry will be supported by its essential items, such as skincare, personal care, and home treatment products, which have seen either consistent or significantly increased demand during the lockdown.

Annie Brown, Senior Consultant, Brand Finance

Read about this and many more insights in the full report, available for download now.