Top 50 Cosmetics in United States
This curated ranking covers the 50 largest cosmetics in United States, ordered by estimated audience size from Rascasse's anonymized search-behavior signals. Out of 177 cosmetics tracked in United States, the 50 ranked here account for the largest measured audience reach. Cosmetics, ULTA Beauty and Eyelash lead the list with a combined estimated audience of 168,099,368 people. Across all 50 entries the average audience size is 10,267,838, and the largest, Cosmetics, reaches around 106,705,539 people in United States. Audience size is the estimated number of unique people in United States who actively engage with each cosmetics, 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 |  Cosmetics |
106,705,539 | 17.0% | Cosmetics | Beauty & Wellness |
| 2 |  ULTA Beauty |
35,704,315 | 88.0% | Cosmetics | Beauty & Wellness |
| 3 |  Eyelash |
25,689,514 | 16.9% | Cosmetics | Beauty & Wellness |
| 4 |  Eyebrow |
21,699,630 | 14.0% | Cosmetics | Beauty & Wellness |
| 5 |  Makeup Tutorials |
21,577,295 | 18.2% | Cosmetics | Beauty & Wellness |
| 6 |  Pigment |
19,907,747 | 24.9% | Cosmetics | Beauty & Wellness |
| 7 |  Make-up artist |
16,886,251 | 16.2% | Cosmetics | Beauty & Wellness |
| 8 |  Lipstick |
16,654,484 | 11.9% | Cosmetics | Beauty & Wellness |
| 9 |  Permanent makeup |
16,070,008 | 13.9% | Cosmetics | Beauty & Wellness |
| 10 |  Mascara |
15,647,264 | 14.2% | Cosmetics | Beauty & Wellness |
| 11 |  Eye liner |
14,166,205 | 12.6% | Cosmetics | Beauty & Wellness |
| 12 |  Eye shadow |
13,493,135 | 11.7% | Cosmetics | Beauty & Wellness |
| 13 |  Beauty Makeup |
12,549,346 | 23.5% | Cosmetics | Beauty & Wellness |
| 14 |  Foundation (cosmetics) |
11,515,015 | 10.4% | Cosmetics | Beauty & Wellness |
| 15 |  Makeup brush |
10,801,301 | 11.9% | Cosmetics | Beauty & Wellness |
| 16 |  Concealer |
10,715,547 | 11.3% | Cosmetics | Beauty & Wellness |
| 17 |  Lip gloss |
10,519,066 | 12.1% | Cosmetics | Beauty & Wellness |
| 18 |  Charlotte Tilbury |
8,387,220 | 25.4% | Cosmetics | Beauty & Wellness |
| 19 |  Clinique |
8,258,565 | 29.2% | Cosmetics | Beauty & Wellness |
| 20 |  Lancôme |
8,094,659 | 26.8% | Cosmetics | Beauty & Wellness |
| 21 |  Face powder |
7,966,715 | 9.8% | Cosmetics | Beauty & Wellness |
| 22 |  Maquillaje Profesional |
6,894,038 | 18.6% | Cosmetics | Beauty & Wellness |
| 23 |  FentyBeauty |
6,438,733 | 41.7% | Cosmetics | Beauty & Wellness |
| 24 |  CC cream |
5,573,812 | 11.3% | Cosmetics | Beauty & Wellness |
| 25 |  MAC Cosmetics |
5,545,080 | 41.2% | Cosmetics | Beauty & Wellness |
| 26 |  Eyes Lips Face |
4,783,366 | 27.1% | Cosmetics | Beauty & Wellness |
| 27 |  Kat Von D |
4,612,480 | 54.6% | Cosmetics | Beauty & Wellness |
| 28 |  Huda Beauty |
4,306,762 | 26.7% | Cosmetics | Beauty & Wellness |
| 29 |  Herbivore |
4,291,965 | 38.6% | Cosmetics | Beauty & Wellness |
| 30 |  Eyelid |
4,220,678 | 22.7% | Cosmetics | Beauty & Wellness |
| 31 |  Bobbi Brown |
4,216,649 | 34.9% | Cosmetics | Beauty & Wellness |
| 32 |  Shiseido |
4,125,431 | 16.0% | Cosmetics | Beauty & Wellness |
| 33 |  Maybelline |
4,062,590 | 18.4% | Cosmetics | Beauty & Wellness |
| 34 |  tarte cosmetics |
3,890,089 | 86.4% | Cosmetics | Beauty & Wellness |
| 35 |  Prosthetic makeup |
3,605,064 | 28.4% | Cosmetics | Beauty & Wellness |
| 36 |  Airbrush makeup |
3,599,102 | 24.7% | Cosmetics | Beauty & Wellness |
| 37 |  Essence |
3,017,328 | 28.7% | Cosmetics | Beauty & Wellness |
| 38 |  Anastasia Beverly Hills |
2,887,577 | 45.2% | Cosmetics | Beauty & Wellness |
| 39 |  Rouge (cosmetics) |
2,266,201 | 13.1% | Cosmetics | Beauty & Wellness |
| 40 |  Laura Mercier |
2,256,784 | 40.9% | Cosmetics | Beauty & Wellness |
| 41 |  Maquillaje |
2,235,342 | 28.6% | Cosmetics | Beauty & Wellness |
| 42 |  Highlighter |
2,234,166 | 31.2% | Cosmetics | Beauty & Wellness |
| 43 |  Primer (cosmetics) |
2,129,778 | 22.2% | Cosmetics | Beauty & Wellness |
| 44 |  Caudalie |
2,079,716 | 15.3% | Cosmetics | Beauty & Wellness |
| 45 |  ColourPop |
1,985,051 | 53.6% | Cosmetics | Beauty & Wellness |
| 46 |  Mary Kay |
1,975,791 | 22.9% | Cosmetics | Beauty & Wellness |
| 47 |  Fenty Beauty |
1,859,923 | 33.4% | Cosmetics | Beauty & Wellness |
| 48 |  Guerlain |
1,856,214 | 16.4% | Cosmetics | Beauty & Wellness |
| 49 |  Elizabeth Arden |
1,722,395 | 27.9% | Cosmetics | Beauty & Wellness |
| 50 |  It Cosmetics |
1,710,995 | 43.8% | Cosmetics | Beauty & Wellness |
Frequently asked questions
How is this Top 50 list compiled?
Rascasse aggregates anonymized search-behavior signals across United States and ranks each cosmetics 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 cosmetics in United States?
Cosmetics currently leads with an estimated audience of 106,705,539 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.