This RB report identifies the top 10 most influential and trending skincare brands for women, based on a comprehensive analysis of consumer sentiment, social media virality, and press coverage throughout 2025 and early 2026. The selection focuses on brands that have captured the attention of Gen Z and Millennial consumers, similar to the market impact of Rhode and Drunk Elephant.
Our Ranking
The ranking is derived from a synthesis of data points, including:
- Social Media Virality: Mentions, engagement rates, and follower growth on platforms like TikTok and Instagram (Source: Cosmetify Index, Mintoiro).
- Consumer Sentiment: Brand consideration, search volume, and positive product reviews (Source: YouGov, Google Trends).
- Press Coverage: Features and awards in major beauty publications (e.g., Vogue, Allure, Cosmopolitan).
The Top 10 Skincare Brands
The following table presents the ranked list, followed by a detailed profile for each brand.
| Rank | Brand | Key Focus | Virality & Sentiment Highlights | Similar Brands |
| 1 | Rhode | Minimalist, Barrier Focused | Explosive growth (232.6% YoY search increase), “Glazed Donut” trend creator, and high social media engagement. | Summer Fridays, Glossier |
| 2 | Drunk Elephant | “Clean Clinical,” Ingredient Transparency | High search volume, consistent presence in “Best of Beauty” awards, strong influencer favorite status. | Paula’s Choice, SkinCeuticals |
| 3 | CeraVe | Dermatologist Recommended, Accessible | Top mentioned skincare brand on TikTok for Gen Z, with massive consumer trust and high search volume. | La Roche Posay, Cetaphil |
| 4 | Sol de Janeiro | Bodycare, Sensory Experience | Global virality for scents (e.g., Bum Bum Cream), high social media following, and engagement. | Fenty Skin, Ouai |
| 5 | La Roche Posay | Sensitive Skin, Suncare | Most searched for brand globally, strong consumer sentiment, and dermatologist endorsement. | CeraVe, Avène |
| 6 | BYOMA | Barrier Repair, Affordable | “New school” skincare with high virality on TikTok, known for colorful packaging and clear ingredient lists. | Bubble Skincare, The Ordinary |
| 7 | Topicals | Inclusivity, Targeted Treatments | Strong influencer marketing focused on authenticity, high press coverage for addressing skin conditions like hyperpigmentation. | Starface, Peace Out Skincare |
| 8 | The Ordinary | Single Ingredient Focus, Value | Consistent high search volume, a foundational brand for ingredient focused skincare, and strong consumer loyalty. | Good Molecules, Inkey List |
| 9 | Tatcha | Luxury, Japanese Rituals | Consistent press coverage and “Best of Beauty” awards, strong consumer sentiment in the luxury segment. | SK II, Augustinus Bader |
| 10 | Bubble Skincare | Gen Z Focused, Affordable | High virality on TikTok, known for a “new school” skincare approach and vibrant packaging. | BYOMA, Florence by Mills |
Brand Profiles
1. Rhode
Founded by Hailey Bieber, Rhode has dominated the conversation with its minimalist, barrier focused approach. The brand’s success is a direct result of its social media virality, specifically the “glazed donut” skin trend, which led to a 232.6% year over year increase in Google searches. Its products, like the Peptide Glazing Fluid, consistently sell out, demonstrating powerful consumer demand and high sentiment.
2. Drunk Elephant
A pioneer in the “clean clinical” category, Drunk Elephant maintains its position through a loyal following and high quality, effective formulations. Despite some market fluctuations, it remains a top searched brand and a perennial winner in major beauty awards, confirming its strong consumer sentiment and consistent press coverage.
3. CeraVe
CeraVe’s success is built on its dermatologist recommended status and accessibility. It has become the #1 most mentioned skincare brand on TikTok for Gen Z, showcasing unparalleled social media virality driven by educational content and trusted formulations. Its high consumer sentiment is rooted in its effectiveness and affordability.
4. Sol de Janeiro
While primarily a bodycare brand, Sol de Janeiro’s viral success is undeniable. Its products, particularly the Bum Bum Cream, have achieved massive social media virality due to their distinctive scents and sensory experience, translating into high sales and brand recognition.
5. La Roche Posay
La Roche Posay is a powerhouse in the pharmacy skincare category, known for its focus on sensitive skin and sun protection. It was identified as the most searched for brand globally and the only dermatologist led brand in the top five of a major beauty index, highlighting its strong consumer sentiment and trusted press coverage.
6. BYOMA
BYOMA is a rising star that has successfully tapped into the Gen Z market with its focus on barrier repair and brightly colored, recyclable packaging. Its high TikTok virality and affordable price point make it a strong contender in the modern skincare landscape, often compared to the early success of The Ordinary and Drunk Elephant.
7. Topicals
Topicals stands out for its commitment to inclusivity and addressing chronic skin conditions. Its influencer marketing strategy, centered on authenticity and community, has garnered significant press coverage and strong consumer sentiment among those seeking targeted, effective solutions.
8. The Ordinary
As a foundational brand for ingredient focused skincare, The Ordinary continues to maintain a high ranking due to its consistent search volume and strong consumer loyalty. It remains the go to for affordable, science backed single ingredient products, ensuring its continued relevance and high sentiment.
9. Tatcha
Tatcha represents the luxury end of the spectrum, with a focus on Japanese skincare rituals. It consistently receives positive press coverage and wins Best of Beauty awards, indicating high consumer sentiment among its target demographic, who value its elegant formulations and brand story.
10. Bubble Skincare
Targeting a younger demographic, Bubble Skincare has achieved high virality on TikTok with its “new school” approach and playful, vibrant packaging. Its focus on affordability and effective, simple formulations secures its spot as a key brand in the social media driven skincare market.
