The non-celebrity beauty market, spanning from January 1, 2024, to September 4, 2025, reflects a notable market shift as consumers prioritize efficacy, transparency, and inclusivity over celebrity-backed hype. Industry-wide, prestige beauty sales grew by nearly 7% in 2024 to $33.9 billion in the U.S., with fragrance and skincare leading the surge. Meanwhile, surveys show that only 42% of consumers are influenced by beauty influencers, suggesting that product performance and trust now outweigh personality-driven launches.
Global conglomerates like L’Oréal, Unilever, and Estée Lauder continue to dominate with billions in annual revenue—L’Oréal alone reported €43.48 billion (approx. $47 billion) in sales for 2024. However, niche and heritage brands unaffiliated with celebrities are capturing increased market share by focusing on innovation, diverse shade ranges, and long-term skin health. Within Particl’s internal data, Benefit Cosmetics, IT Cosmetics, Laura Geller Beauty, MAC Cosmetics, and Grande Cosmetics stand out as the top-performing non-celebrity brands, demonstrating consistent sales strength and consumer engagement throughout this period.
Top-Performing Non-Celebrity Beauty Brands (2024-2025)
| Brand | Primary Product Category | Total Sales Revenue (2024-01-01 to 2025-09-04) |
|---|---|---|
| Benefit Cosmetics | Eyebrows, Face, Mascara | $47.41M |
| IT Cosmetics | Complexion (CC Creams, Concealers) | $26.61M |
| Laura Geller Beauty | Face Kits, Foundations, Blushes | $22.22M |
| MAC Cosmetics | Lips, Face, Eyes | $21.79M |
| Grande Cosmetics | Lash & Brow Serums | $6.90M |
Based on Particl’s internal sales revenue data spanning January 1, 2024, to September 4, 2025, the following non-celebrity brands have demonstrated significant market popularity:
1. Benefit Cosmetics
Generated over $47.41 million in sales revenue, consistently leading the market with popular products like the Precisely, My Brow Pencil Waterproof Eyebrow Definer and Silky-Soft Powder Blush. Its diverse range of eye and face products shows sustained consumer demand, with individual products often exceeding $2 million in sales.
2. IT Cosmetics
Achieved approximately $26.61 million in sales revenue, driven by its highly successful CC+ Cream With SPF 50+, which alone contributed over $11.1 million. The brand’s focus on complexion-perfecting products, including concealers and foundations, resonates strongly with consumers seeking full coverage and skincare benefits.
3. Laura Geller Beauty
Showcased exceptional recent momentum, accumulating over $22.22 million in sales revenue, with a significant portion of this total generated in just the last 30 days (August 5, 2025, to September 4, 2025). Top-selling kits such as “Laura’s Daily Routine: Natural Finish Full Face Kit” contributed over $5.2 million and “The 40+ Club Kit” contributed over $4.1 million during this short period, indicating a substantial surge in popularity.
4. MAC Cosmetics
Recorded approximately $21.79 million in sales revenue, with strong performance across its iconic lip products, including Lip Pencils, MACximal Silky Matte Lipstick, and M·A·Cximal Sleek Satin Lipstick. The brand’s consistent appeal in professional-grade makeup underscores its enduring market presence.
5. Grande Cosmetics
Generated over $6.90 million in sales revenue, largely propelled by its lash and brow enhancing serums. The GrandeLASH-MD Lash Enhancing Serum was a standout product, contributing over $3.4 million in sales, highlighting the strong consumer demand for targeted beauty treatments.
Industry Trends and Consumer Preference
The success of these non-celebrity brands in 2025 is largely aligned with broader industry trends favoring clean beauty, sustainability, and personalization. Consumers actively seek products with natural, organic, and non-toxic ingredients, along with recyclable packaging and cruelty-free claims. Brands that offer detailed transparency regarding ingredient sourcing and product efficacy, often leveraging digital platforms for engagement, are gaining significant traction.
Future Outlook
On a macro level, the global beauty market, valued at approximately $677 billion in 2025, is led by major non-celebrity beauty conglomerates. L’Oréal holds the top position with $44.53 billion in global beauty sales, an $18 billion lead over its closest competitor. Following L’Oréal, Unilever generated $26.15 billion, Estée Lauder achieved $15.2 billion, Procter & Gamble (P&G) posted $15 billion, and LVMH reported $8.94 billion in 2025 beauty sales. These companies maintain their dominance through extensive product portfolios, global distribution, and strategic acquisitions, with skincare remaining the highest-revenue segment, comprising about 40% of the total market.
