Top 50 Beauty & Wellness brands in United States
This curated ranking covers the 50 largest beauty & wellness brands in United States, ordered by estimated audience size from Rascasse's anonymized search-behavior signals. Out of 1,253 beauty & wellness brands tracked in United States, the 50 ranked here account for the largest measured audience reach. Beauty, Cosmetics and Hair products lead the list with a combined estimated audience of 339,953,014 people. Across all 50 entries the average audience size is 33,900,345, and the largest, Beauty, reaches around 148,161,292 people in United States. Audience size is the estimated number of unique people in United States who actively engage with each beauty & wellness brand, derived from search demand signals. Rankings reflect search-behavior signals collected across United States and are refreshed weekly.
Ranking
| Rank | Name | Audience size | Country share | Subtype | Category |
|---|---|---|---|---|---|
| 1 |  Beauty |
148,161,292 | 19.9% | Beauty | Beauty & Wellness |
| 2 |  Cosmetics |
106,705,539 | 17.0% | Cosmetics | Beauty & Wellness |
| 3 |  Hair products |
85,086,183 | 18.7% | Hair | Beauty & Wellness |
| 4 |  Beauty salons |
70,926,762 | 16.2% | Treatment | Beauty & Wellness |
| 5 |  Skin |
69,035,857 | 19.6% | Skin | Beauty & Wellness |
| 6 |  Spas |
65,484,833 | 16.4% | Treatment | Beauty & Wellness |
| 7 |  Hairstyle |
55,136,833 | 19.8% | Hairstyles | Beauty & Wellness |
| 8 |  Fragrances |
54,463,040 | 15.2% | Fragrances | Beauty & Wellness |
| 9 |  Skin care |
50,341,251 | 17.9% | Skin | Beauty & Wellness |
| 10 |  Hair care |
39,609,519 | 17.3% | Hair | Beauty & Wellness |
| 11 |  Wig |
36,545,585 | 32.4% | Hair extensions | Beauty & Wellness |
| 12 |  ULTA Beauty |
35,704,315 | 88.0% | Cosmetics | Beauty & Wellness |
| 13 |  Smile |
33,193,473 | 21.9% | Beauty | Beauty & Wellness |
| 14 |  Lace wig |
30,750,219 | 38.0% | Hair extensions | Beauty & Wellness |
| 15 |  Hair follicle |
29,107,806 | 31.0% | Hair | Beauty & Wellness |
| 16 |  Ageing |
29,005,513 | 24.0% | Skin | Beauty & Wellness |
| 17 |  Hygiene |
28,795,812 | 19.4% | Body | Beauty & Wellness |
| 18 |  Hair Extensions |
27,443,609 | 34.0% | Hair extensions | Beauty & Wellness |
| 19 |  Shampoo |
27,107,282 | 15.0% | Hair | Beauty & Wellness |
| 20 |  Great Clips |
26,531,893 | 96.0% | Hair salon | Beauty & Wellness |
| 21 |  Curly Hair |
26,350,592 | 32.5% | Hairstyle | Beauty & Wellness |
| 22 |  Hair coloring |
25,872,360 | 16.8% | Hair | Beauty & Wellness |
| 23 |  Facial |
25,818,490 | 18.5% | Treatment | Beauty & Wellness |
| 24 |  Eyelash |
25,689,514 | 16.9% | Cosmetics | Beauty & Wellness |
| 25 |  Hair straightening |
24,517,718 | 20.4% | Hair | Beauty & Wellness |
| 26 |  Natural skin care |
24,257,887 | 15.6% | Skin | Beauty & Wellness |
| 27 |  Body art |
23,170,529 | 20.3% | Body | Beauty & Wellness |
| 28 |  Romance (love) |
22,976,363 | 27.9% | Mind | Beauty & Wellness |
| 29 |  Long hair |
22,842,501 | 20.8% | Hairstyle | Beauty & Wellness |
| 30 |  Health And Beauty |
22,639,505 | 21.7% | Beauty & Wellness | |
| 31 |  Hair conditioner |
22,486,868 | 17.1% | Hair | Beauty & Wellness |
| 32 |  Odor |
22,353,774 | 20.3% | Body | Beauty & Wellness |
| 33 |  Manicure |
22,249,034 | 15.2% | Nails | Beauty & Wellness |
| 34 |  Eyebrow |
21,699,630 | 14.0% | Cosmetics | Beauty & Wellness |
| 35 |  Makeup Tutorials |
21,577,295 | 18.2% | Cosmetics | Beauty & Wellness |
| 36 |  Soap |
21,175,967 | 20.5% | Body | Beauty & Wellness |
| 37 |  Cosmetology |
21,136,160 | 17.9% | Beauty | Beauty & Wellness |
| 38 |  Shaving |
20,822,270 | 20.5% | Beard | Beauty & Wellness |
| 39 |  Anti-aging cream |
20,419,605 | 13.3% | Skin | Beauty & Wellness |
| 40 |  Eyelash extensions |
20,242,398 | 16.6% | Lashes | Beauty & Wellness |
| 41 |  Pigment |
19,907,747 | 24.9% | Cosmetics | Beauty & Wellness |
| 42 |  Hair iron |
19,572,682 | 19.2% | Hair | Beauty & Wellness |
| 43 |  Keratin |
19,378,084 | 18.4% | Hair | Beauty & Wellness |
| 44 |  Nail polish |
18,803,155 | 15.0% | Nails | Beauty & Wellness |
| 45 |  Pedicure |
18,628,432 | 14.4% | Nails | Beauty & Wellness |
| 46 |  Hair removal |
18,588,430 | 14.8% | Hair removal | Beauty & Wellness |
| 47 |  Nail art |
18,398,799 | 12.7% | Nails | Beauty & Wellness |
| 48 |  Body modification |
18,110,481 | 25.4% | Body | Beauty & Wellness |
| 49 |  Nail salon |
18,105,947 | 16.0% | Nails | Beauty & Wellness |
| 50 |  Hair dryer |
18,088,430 | 17.5% | Hair | Beauty & Wellness |
Frequently asked questions
How is this Top 50 list compiled?
Rascasse aggregates anonymized search-behavior signals across United States and ranks each beauty & wellness brand by its estimated audience size. Only entries with at least 5 measured entities are listed.
How often is the list updated?
The ranking is refreshed weekly from the latest search-behavior data and re-published as a static page.
What is the largest beauty & wellness brand in United States?
Beauty currently leads with an estimated audience of 148,161,292 people in United States.
Methodology
Audience sizes are estimated from anonymized search-behavior signals across United States. Lists below 5 entries are not published. See methodology for full details.