Cosmetics & make-up brand awareness KPI ranking U.S. 2025| ��ƽ��

Leading cosmetics & make-up brands ranked by brand awareness in the United States in 2025

Characteristic	Share of respondents
��'��é��	83%
Revlon	78%
COVERGIRL	76%
Avon	75%
Maybelline New York	71%
Estée Lauder	69%
e.l.f.	65%
M.A.C.	55%
bareMinerals	51%
NYX	46%
Kylie Cosmetics	45%
Fenty Beauty	44%
Urban Decay	41%
Glossier	40%
Rare Beauty	40%
No7	39%
benefit	38%
NARS	38%
Tarte Cosmetics	35%
Too Faced	35%
Charlotte Tilbury	34%
Morphe	34%
ColourPop Cosmetics	31%
La Prairie	30%
Haus Labs	27%
Chantecaille	25%
Pat McGrath Labs	25%

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Release date

September 2025

More information

Region

United States

Survey time period

August 21 to August 28, 2025

Number of respondents

1,247 respondents

Age group

18 to 64 years

Special properties

Residential online population

Method of interview

Online survey

Supplementary notes

During the survey, the question was phrased as follows: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."

Citation formats

��'��é�� is the most well-known cosmetics and make-up brand in the U.S., followed by Revlon, COVERGIRL, and Avon. Other well-known cosmetics and make-up brands in the United States include Maybelline New York, Estée Lauder, and e.l.f., to name a few.

Check out our Brand KPI survey to gain value insights about key performance indicators for over 10,000 brands. For this study, brand awareness was surveyed employing the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.