Guard Tag

This has been a banner 12 months for beauty. Sales are soaring and consumers are more engaged within the category than ever. The 45 brands here aren’t just benefiting from the excitement, though: They’re creating it. To compile this list, which is split into The Establishment, The Recent Guard and The Originals, Beauty Inc checked out a big selection of quantitative and qualitative data to evaluate who’s winning and why. Here, the brand new guard. These visionaries forged latest paths in beauty, studying what got here before, then injecting their very own standpoint into the topic. They get top marks for bringing innovation, inspiration and a competitive spirit to the industry. No surprise consumers cheer them on — they’re the preferred...