Which cosmetics brand has the largest US audience in 2026?
The 25 largest cosmetics brands in the United States by estimated active audience, from anonymized search-behavior signals. ULTA Beauty leads with approximately 45M people. Average age and female share are shown per brand — in this category the age split separates the brands far more sharply than audience size does.
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Age brackets, gender split, regional distribution down to postal code where available, and the brands this audience overindexes on — per country, for c. 300,000 brands, teams, artists and media properties across 200+ countries. Open in the browser, no login.
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Top 25 cosmetics brands by US audience
| Rank | Name | US audience | Avg age | Female share |
|---|---|---|---|---|
| 1 | UULTA Beauty | 45M | 36.6 | 83.9% |
| 2 | FFentyBeauty | 8.4M | 31.8 | 82.9% |
| 3 | LLancôme | 8.3M | 37.8 | 83.4% |
| 4 | CClinique | 7.9M | 38.9 | 85.0% |
| 5 | CCharlotte Tilbury | 7M | 33.0 | 84.3% |
| 6 | MMAC Cosmetics | 7M | 23.9 | 97.7% |
| 7 | HHuda Beauty | 6.3M | 29.9 | 87.2% |
| 8 | EEyes Lips Face | 6.2M | 32.6 | 88.0% |
| 9 | KKat Von D | 6.1M | 33.8 | 64.4% |
| 10 | Ttarte cosmetics | 5.8M | 29.4 | 87.9% |
| 11 | MMaybelline | 4.4M | 31.7 | 84.4% |
| 12 | BBobbi Brown | 3.9M | 36.2 | 87.0% |
| 13 | AAnastasia Beverly Hills | 3.8M | 28.4 | 87.9% |
| 14 | HHerbivore | 3.7M | 42.4 | 60.3% |
| 15 | MMedicube | 3.5M | 35.1 | 63.8% |
| 16 | SShiseido | 3.5M | 38.3 | 79.9% |
| 17 | KKylie Cosmetics | 2.9M | 25.5 | 96.9% |
| 18 | CColourPop | 2.8M | 28.7 | 90.8% |
| 19 | FFenty Beauty | 2.7M | 36.5 | 79.4% |
| 20 | LLaura Mercier | 2.5M | 35.9 | 84.1% |
| 21 | EEssence | 2.1M | 34.1 | 75.1% |
| 22 | CCaudalie | 2M | 35.6 | 84.1% |
| 23 | GGuerlain | 1.9M | 37.7 | 80.9% |
| 24 | MMary Kay | 1.9M | 38.9 | 82.7% |
| 25 | IIt Cosmetics | 1.9M | 30.1 | 85.3% |
Explore the full audience profile
Click any entry to see demographics, top regions, peer affinities and psychographics for that audience.
Open audience directory →Frequently asked questions
Which cosmetics brand is most popular in the US in 2026?
ULTA Beauty has the largest measured US audience with approximately 45M people showing active interest over the trailing 12 months.
Is this based on sales?
No. Sales data comes from retail measurement panels. This measures audience, meaning people actively searching for the brand, its products, shades, tutorials or reviews, which moves earlier than sales and covers brands too small for panel reporting.
Why is the age split more useful than the ranking?
Because cosmetics audiences differ far more by age than by size. Two brands with comparable audiences can sit a decade apart in average age, and that decides channel, creator and message.
Are indie and direct-to-consumer brands included?
Yes, wherever they have measurable US search demand. Digitally native brands frequently outrank legacy names on audience while remaining much smaller in revenue.
How often is the ranking refreshed?
Quarterly. Launches and creator campaigns move this category faster than most.
Using this ranking for sponsorship & media planning
Rankings like this are the starting point for commercial questions: Which audiences match a brand's target group? How does a rights holder's fanbase compare to its league peers? Where does a media plan reach the most engaged fans? Rascasse combines audience size with demographics, regional distribution and brand affinities — the full dataset behind this page is available in the Rascasse Solution, including exports and benchmarking.
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