In the ever-evolving landscape of skincare, finding the right products for your face can be a daunting task, given the myriad of brands promising miraculous results. With the increasing focus on natural ingredients and sustainable practices, some brands have emerged as frontrunners in delivering effective and ethical face care solutions. From long-standing giants to innovative newcomers, each offers a unique approach to targeting diverse skin concerns. For a comprehensive guide to the best face care brands that cater to various needs and preferences, explore below.
Illustration of face care
Best brands of face care in 2025
La Mer
La Mer, acquired by Estee Lauder in 1995, has achieved billion-dollar brand status, driven by its iconic Creme de la Mer and other best-sellers like The Concentrate and The Regenerating Serum. The brand's success is rooted in its unique biofermented sea kelp formula, originally created by scientist Max Huber to treat burns. La Mer's products, such as the Creme de la Mer priced from PS60, appeal to a broad audience, including younger generations, particularly in China, through effective online marketing strategies. As part of the Estee Lauder group, La Mer contributes significantly to the company's global skincare sales, which reached $7.4 billion annually. The brand's luxury and exclusivity narrative resonates with its high-income clientele, enhancing its market presence.
Estée Lauder
Estee Lauder is a leading global beauty manufacturer, renowned for its prestige skin care products, with a significant market share of 10.5% in the worldwide skin care market as of 2023. The company generated nearly $16 billion in sales in 2023, with skin care accounting for 52% of its revenue. Estee Lauder's brand portfolio includes popular names like Clinique, La Mer, and MAC, with Clinique ranking as the #1 prestige skincare brand in the U.S. The company's innovative marketing strategies and strong brand awareness have contributed to its success, particularly in the Asia-Pacific region where sales have surpassed those in the Americas. Estee Lauder's commitment to quality and innovation has made it a favorite among consumers.
Skinceuticals
SkinCeuticals is renowned as the #1 Medical Aesthetic Skincare Brand worldwide, committed to transforming skin with innovative and research-driven formulas. In the United States, the brand enjoys a 41% brand awareness among face care users, with 6% of these users actively using SkinCeuticals products, and a notable 67% of users showing loyalty to the brand. Globally, SkinCeuticals is a key player in the physician-dispensed cosmeceuticals market, competing with other major brands like Allergan and Obagi Cosmeceuticals LLC. The brand's products are highly regarded for addressing unique skin concerns and elevating daily skincare routines. As of 2022, SkinCeuticals also had a significant presence in the UK, with 29% brand awareness among face care users and a 3% usage share.
CeraVe
CeraVe has established itself as a leading brand in the face care industry, known for its clinically effective and dermatologist-developed formulations. In 2021, CeraVe achieved $1 billion in sales, marking a 75% year-over-year growth and securing its position as the No. 3 brand in the dermocosmetics market. The brand's focus on ingredient transparency and education, particularly highlighting the benefits of ceramides, hyaluronic acid, and niacinamide, has built trust with its audience. With a brand awareness of 76% among U.S. face care users and a usage share of 29%, CeraVe has become a staple in many skincare routines. Find out more on how CeraVe transformed into a Gen Z skincare brand.
Olay
Olay, a 66-year-old global skincare brand under Procter and Gamble, has been a leader in the skincare market, holding a 15.1% market share since 2019. It is used by over 60 million consumers in more than 80 countries and generated estimated revenues of $2.5 billion in 2015. Olay's product portfolio includes cleansers, moisturizers, and anti-aging products, with popular items like Olay Complete Care and Olay Regenerist. The brand has leveraged artificial intelligence through its Skin Advisor tool, which has seen high user satisfaction, with 94% of users agreeing that the recommended products were right for them. Olay continues to innovate, addressing trends such as the demand for natural and organic products. You can find more about Olay's offerings on their official website.
Neutrogena
Neutrogena is a highly recognized and preferred brand in the face care industry, boasting an impressive 88% brand awareness among face care users in the United States. It holds a substantial 31% usage share, indicating that 35% of those who are aware of the brand actually use it. Neutrogena benefits from strong customer loyalty, with 27% of users likely to continue using Neutrogena products, resulting in an 87% loyalty rate among its users. In the broader skincare market, Neutrogena commands a 14.1% market share, ranking second only to Olay's 15.1% as of 2019. The brand's products are widely appreciated, with 41% of U.S. face care users expressing a positive opinion about Neutrogena. For more information, visit their official website: Neutrogena.
Drunk Elephant
Drunk Elephant is a highly regarded brand in the face care industry, known for its commitment to using effective, skin-friendly ingredients and avoiding harmful additives like the "Suspicious Six." The brand enjoys a significant brand awareness of 39% among face care users in the United States, with 10% of these users actively using Drunk Elephant products. In 2023, the brand saw a remarkable 93% year-over-year growth in earned media value (EMV), reaching $130.9 million, with Instagram and TikTok contributing substantially to this growth. Drunk Elephant's products are formulated to be non-irritating and easily absorbed, making them suitable for various skin types. The brand's loyalty is also notable, with 70% of its users indicating they are likely to use the products again. For more information, explore their brand insights and philosophy.
The Ordinary
The Ordinary, a flagship brand of Deciem, has revolutionized the skincare industry with its transparent, science-driven approach and affordable pricing. Founded in 2016 by Brandon Truaxe and Nicola Kilner, the brand has achieved remarkable success, with Deciem's net sales reaching $460 million in 2021, primarily driven by The Ordinary. It boasts over 1.3 million followers on TikTok and is valued at $2.2 billion, with Estee Lauder holding over 70% stake in Deciem. The brand's products, such as the Niacinamide 10% + Zinc 1% and AHA 30% + BHA 2% Peeling Solution, are highly acclaimed for their effectiveness and value, priced mostly under $10. The Ordinary's commitment to consumer education and tailored skincare regimens has set new standards in the industry. For more insights into how The Ordinary has become a viral skincare brand with a massive following, check out this detailed overview.
Tatcha
Tatcha is a leading brand in the luxury skincare industry, renowned for its high-quality, effective products inspired by traditional Japanese beauty rituals. With a revenue of $2,294,617 in October 2024 and an average order value of $100-$125, Tatcha stands out for its premium natural ingredients and innovative formulations, such as the best-selling Rice Polish. The brand has experienced significant growth, despite a recent 35% revenue decline over three months, and is expected to continue expanding its global reach. Tatcha's success is also attributed to its strong online presence and effective email marketing strategy, using platforms like Klaviyo. The brand's commitment to authenticity and innovation has made it a favorite among consumers seeking comprehensive skincare solutions. For more information, visit the official Tatcha website.
Paula's Choice
Paula's Choice, a pioneering skincare brand launched in 1995, is renowned for its innovative formulas and transparent approach to skincare. The brand has successfully adapted its digital strategy to increase brand awareness, particularly among younger consumers, and is available in over 20 markets worldwide. With a significant presence in stores like Selfridges, SPACE NK, and Nordstrom, Paula's Choice also launched with Sephora in the US and Douglas in Germany in 2021. The brand's facial skincare sales rose by 20% in a year when the overall segment saw a 2.5% decline, and it is estimated to surpass $300 million in sales annually. In the UK, Paula's Choice enjoys a brand awareness of 25% among face care users, with 4% of users preferring the brand and a loyalty rate of 75% among its users. For more details, visit their official website.
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