Top Sephora Brands: Beauty Must-Haves Unveiled

Sephora has long been a go-to destination for beauty enthusiasts, offering an impressive array of brands that cater to every need and preference. From iconic names like Fenty Beauty and Drunk Elephant to cult-favorites such as Tatcha and Huda Beauty, Sephora holds an impressive roster that continues to shape the beauty landscape. Whether you're seeking innovative skincare, high-performance makeup, or luxurious fragrances, brands like Urban Decay, Laneige, and Charlotte Tilbury provide standout options sure to captivate. For a comprehensive look at the best brands Sephora has to offer, we invite you to explore the selections below.

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Best brands of sephora in 2025

Fenty Beauty

Fenty Beauty, launched by Rihanna in 2017, has revolutionized the beauty industry with its diverse and inclusive product line, offering 40 shades of face cosmetics to cater to all skin types. The brand's success is evident from its significant impact, with searches for Fenty Beauty products soaring by 833% during Rihanna's Super Bowl LVII performance in 2023. Fenty Beauty is known for its cruelty-free and reasonably priced products, such as the Pro Filt'r foundation, which is priced at $34 for 1.08 ounces. The brand's innovative marketing strategies, including effective email campaigns and strong SEO, have contributed to its popularity. As part of Sephora's offerings, Fenty Beauty has been a key contributor to the retailer's growth, particularly in the U.S. and other key markets. For more information, visit the official Fenty Beauty website.

Drunk Elephant

Drunk Elephant is a standout skincare brand at Sephora, known for its remarkable growth and consumer trust. In 2019, it achieved global net sales of $120 million, with a 61% increase from 2018 and a compound annual growth rate of 118% between 2016 and 2019. The brand ranks as the No. 1 or No. 2 skincare brand at all its retail partners, including Sephora, where it holds the top or second position in every core skincare category. Drunk Elephant's success is attributed to its non-toxic, clinically effective formulations and strong digital presence, which has driven significant search growth and customer engagement. Its strategic partnerships and innovative products have solidified its position as a premium skincare brand. Find more about their market performance and strategies in their brand report.

Tatcha

Tatcha is a highly successful skincare brand, renowned for its luxury beauty products inspired by Japanese ingredients and the rituals of geishas. Founded by Vicky Tsai, Tatcha has become a cult favorite, particularly after its acquisition by Unilever, and is widely available at Sephora, where it has a dedicated section. In 2024, Tatcha launched the #MoistureMatchup campaign featuring popular TikTok personalities to promote its iconic moisturizers, The Dewy Skin Cream and The Water Cream, now available in refillable and recyclable packaging. Tatcha's products are known for their gentle strength and high-quality formulations, with an average order value (AOV) ranging from $100-$125. The brand has also made significant social impact, such as funding one million days of school for children in need through its alliance with Room to Read. For more information about their luxury beauty products, visit their official website.

Olaplex

Olaplex is a leading hair care brand, particularly notable for its strong presence in Sephora, where it dominates the best-selling hair products category. The company's specialty retail sales, which include Sephora, have shown significant growth, with a 22.4% increase in the second quarter of 2024. Olaplex's products are known for their patented formula that repairs hair from the inside out by restoring and strengthening broken disulfide bonds. Despite recent challenges, the brand remains a key player, with Sephora being a principal retail account and accounting for more than 10% of Olaplex's sales in 2020. Olaplex's omnichannel strategy ensures that customers introduced to the brand through hairdressers can also purchase products online or through specialty retail stores. For more insights on the brand's current developments, read the article on Olaplex's sales and recovery strategies.

The Ordinary

The Ordinary, a brand owned by Deciem, has significantly expanded its presence in Sephora stores in the US and Canada, offering 24 of its products in brick-and-mortar locations since 2021. This expansion follows a successful online launch on Sephora's website in December 2017 and a relaunch in 2019. The brand is known for its effective, clinically-formulated products at affordable prices, typically ranging from $6 to $10, which is substantially lower than other tiers. The Ordinary has seen a 152% growth in online sales on Sephora.ca and has launched exclusive larger-sized products, such as the Azelaic Acid Suspension 10% and Salicylic Acid Masque, available only in Sephora stores. For more information, you can explore the The Ordinary's expansion with Sephora.

Charlotte Tilbury

Charlotte Tilbury is a prominent beauty brand, notably recognized for its high-quality cosmetics and skincare products, which are highly sought after at Sephora. In 2023, Charlotte Tilbury Beauty Limited achieved a revenue of over 448.6 million British pounds, marking a 45% increase from the previous year. The brand is known for its strong conversion rate, ranging from 3.50-4.00%, and an Average Order Value (AOV) of $75-100, comparable to Sephora's AOV. Charlotte Tilbury's products, such as the Pillow Talk Iconic Lip & Cheek Secrets, are popular choices during sales events. The brand's success is further highlighted by its significant brand awareness and positive consumer responses, particularly in the UK. For more information about their offerings, visit the Charlotte Tilbury official website.

Rare Beauty

Rare Beauty, founded by Selena Gomez, has emerged as one of the best-selling brands at Sephora, with estimated revenue reaching $400 million in the 12 months ending in February 2024. The brand has seen significant growth of approximately 50% from 2022 to 2023, and its current valuation stands at over $2 billion as of 2024. Rare Beauty is notable for its strong social media presence, particularly on TikTok and Instagram, where it has gained millions of followers. The brand's products, such as the Soft Pinch Liquid Blush, have been highly successful, selling over 3.1 million units in 2022. Rare Beauty's commitment to inclusivity, mental health initiatives, and its Rare Beauty Impact Fund further enhance its appeal. For more details, visit the Rare Beauty website.

Huda Beauty

Huda Beauty, launched in 2013 by Huda Kattan, has emerged as one of the top-selling cosmetics brands at Sephora, particularly in the Middle East. By 2018, it had become the top-selling cosmetics brand at Sephora in the region and was available in over 900 stores across the U.S., including Sephora and J.C. Penney, as well as another 600 globally. The brand boasts a diverse range of makeup products, including best-sellers like the Easy Bake Loose Baking and Setting Powder and the FAUX FILTER line. Huda Beauty has a strong online presence, with over 40.9 million followers on Instagram and 3.78 million subscribers on YouTube, contributing to its significant revenue and influence in the beauty industry. The brand's annual revenue has been substantial, with estimates suggesting it brings in around $75 million as of 2024. Explore their wide array of products on the official Huda Beauty website.

Pat McGrath Labs

Pat McGrath Labs, launched in 2016, has emerged as a powerhouse in the beauty industry, valued at $1 billion following a $60 million minority investment from Eurazeo Brands, which gave the firm a 5 to 8 percent stake in the company. The brand has achieved top-selling SKU status at Sephora and garnered 30 billion social media impressions, reflecting its significant influence and popularity. With products inspired by McGrath's extensive work in runway shows for brands like Versace, Balenciaga, and Gucci, Pat McGrath Labs is known for its inclusive and trend-setting cosmetics. The company is projected to generate approximately $60 million in sales by the end of 2018, showcasing its rapid growth and success. Pat McGrath Labs' innovative approach and strong market presence have made it a standout in the beauty sector. For more information, visit their official website.

Kiehl's

Kiehl's, a 166-year-old skincare brand, has established itself as a prestigious partner for Sephora, debuting in select Sephora stores in 2017 and expanding its presence online through Sephora.com. Known for its long-standing tradition of quality products and excellence in customer service, Kiehl's offers a range of skin, body, and haircare products rooted in natural ingredients and effective formulations. This collaboration has been well-received, contributing to Sephora's diverse and innovative product offerings. As of 2023, Sephora, which includes brands like Kiehl's, generated retail sales of about $16 billion worldwide, with the U.S. market accounting for nearly half of these sales.