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Beautyblender’s humble pink sponge — straightforward in its use, simple in design — is an unlikely revolutionary.
The egg-shaped applicator transformed how foundation is applied, and has sold over 50 million units since its launch.
Like the other 99 items on this list of the best 100 products of all time as voted on by industry insiders, the Beautyblender has navigated a steady onslaught of newness and competitors to reach commercial success and true hero status among a jury of its peers.
These products are all “original, and either reimagine or simply imagine something that doesn’t exist,” said Linda Wells, editor of Air Mail Look and founding editor of Allure, who acknowledged the saturation of today’s market and likened the current rate of new product development to running a marathon at the pace of a sprint.
Cutting through the noise comes with its own obstacles, of course, but true hero products all share similar attributes. “Fundamentally, the product has to be extraordinary, and you need to know how to get the consumer to fall in love,” said Jane Hertzmark Hudis, executive vice president and chief brand officer at the Estée Lauder Cos. Pointing to formula performance, sensoriality, packaging and marketing, she continued, “All of that has to work together in a cogent way to make you love it — not just for the week, but for life. And that’s the difference.”
“When that happens,” said Hudis, “you can really go to the moon.”
That kind of kismet doesn’t happen often, but when it does, it’s easy to identify. “I think Bobbi Brown with Jones Road is coming up with products that will stand the test of time, some of Gucci Westman’s, Victoria Beckham’s eyeliners,” Wells said. “There’s something about how it all comes together in a way that’s right and not overcomplicated.”
Even in a landscape as cluttered today with products, consumers, too, flock to such standouts. “Six in 10 consumers turn to word of mouth and social media to guide their beauty purchases,” said Larissa Jensen, senior vice president and beauty industry adviser at Circana. “When products truly deliver, physically or emotionally, they are shared over time and become icons.”
All of that translates into big business. Beauty Inc asked Circana to estimate the collected revenue of the 100 products on this list, as voted on by many of the leading names in beauty from the worlds of brand, retail, artistry, investment, communications and more. The total is $3.2 billion annually, not bad in an industry where more than 30,000 products are estimated to launch every year.
111Skin Cryo De-puffing Eye Mask, $60 for four
Image Credit: Courtesy of 111Skin Launched: 2018
Among the luxury-minded answers to the sheet mask craze, 111Skin’s depuffing eye mask combines seaweed extracts with vitamin E and CoQ10.
Results-oriented: The brand sells one of the masks every minute.Aesop Resurrection Aromatique Hand Balm, $35
Image Credit: Courtesy of Aesop Launched: 1990
Mandarin rind, rosemary leaf and cedar atlas make this a scent to remember, with a formula known for its absorbent dry-down.
Results-oriented: The hand balm was Aesop’s first product focused on skin.Amika Soulfood Nourishing Mask, $36
Image Credit: Courtesy of Amika Launched: 2011
Sea buckthorn berry powers this hair-care hero, also known for its fruity aroma.
Results-oriented: It’s the top hair mask in the U.S.*Anastasia Beverly Hills Brow Wiz, $26
Image Credit: Courtesy of Anastasia Beverly Hills Launched: 2008
Vitamin E and plant oils repair and protect skin in this cruelty-free formula.
Results-oriented: One unit sells globally every nine seconds.Augustinus Bader The Rich Cream, $315
Image Credit: Courtesy of Augustinus Bader Launched: 2018
One of the two formulas that started it all. Along with its sister, The Cream, The Rich Cream introduced Bader’s proprietary hero ingredient TFC8 to market for the first time.
Results-oriented: The brand sells 1.3 units of The Rich Cream every minute.Aveda Rosemary Mint Purifying Shampoo, $21
Image Credit: Courtesy of Aveda Launched: 1999
This shampoo, aside from its namesake scent, features micelles and white vinegar to deep cleanse strands.
Results-oriented: One unit sells every 30 seconds.Beautyblender Original Makeup Sponge, $20
Image Credit: Courtesy of Beautyblender Launched: 2003
Created by makeup artist Rea Ann Silver, the pink sponge has spawned countless imitators, but retains its dominance in the market.
Results-oriented: Over 50 million sponges have been sold to date.Benefit Cosmetics The Porefessional Primer, $36
Image Credit: Courtesy of Benefit Cosmetics Launched: 2010
The matte-finish, translucent formula boasts a 12-hour pore-refining claim for all-day wear.
Results-oriented: Globally, consumers purchase one tube every 20 seconds.Bioderma Sensibio H2O Micellar Water, $20.99
Image Credit: Courtesy of Bioderma Launched: 1995
The first micellar water to ever hit the market, the pharmaceutical grade water makes it suitable for even the most sensitive skin.
Results-oriented: One bottle sells every second.Biologique Recherche Lotion P50, $45
Image Credit: Courtesy of Biologique Recherche Launched: 1981
AHA, BHA, PHA and plant extracts fuel daily exfoliation and regulate sebum production.
Results-oriented: The “P” stands for “Peeling,” while the “50” represents the number of days necessary for epidermal reconditioning.Bobbi Brown Cosmetics Vitamin Enriched Face Base, $69
Image Credit: Courtesy of Bobbi Brown Launched: 2001
Vitamins B, C and E give this its name, which also doubles as a makeup primer.
Results-oriented: This OG hybrid is Bobbi Brown Cosmetics’ top-selling product globally.Bumble and bumble Hairdresser’s Invisible Oil Heat/UV Protective Hair Primer Leave-in Conditioner, $34
Image Credit: Courtesy of Bumble and bumble Launched: 2014
Promising heat protection up to 450 degrees, this blends six oils to hydrate and condition hair.
Results-oriented: One unit is sold every minute in North America.Byredo Bal d’Afrique Eau de Parfum, $330
Image Credit: Courtesy of Byredo Launched: 2009
The hero from Byredo opens with citrus and African florals, rounded out with notes of violet and cyclamen before drying down to notes of woods and tonka beans.
Results-oriented: Inspired by travels to Africa between founder Ben Gorham and his father, this also inspired the first issue of Byredo’s magazine.Caudalie Beauty Elixir, $49
Image Credit: Courtesy of Caudalie Launched: 1997
This face mist triples as a makeup prep, makeup setter and pore tightener.
Results-oriented: The product has amassed over 27 million views on TikTok.Cetaphil Gentle Skin Cleanser, $12.99
Image Credit: Courtesy of Cetaphil Launched: 1947
Niacinamide, panthenol and glycerin work to cleanse while also fortifying the skin barrier.
Results-oriented: The derm favorite is Cetaphil’s bestselling gentle cleanser.Chanel Les Beiges Water-Fresh Tint, $70
Image Credit: Courtesy of Chanel Launched: 2019
Chanel’s patented MicroFluidic technology suspends micro-droplets of pigment in the formula’s gel.
Results-oriented: The formula, meant to be lightweight for a no-makeup-makeup look, is 75 percent water.Chanel No. 5 Eau de Parfum, $190
Image Credit: Courtesy of Chanel Launched: 1986 (based on the 1921 OG)
The floral bouquet, a first in its use of aldehydes, includes notes of rose, jasmine, citrus and bourbon vanilla.
Results-oriented: The most famous fragrance in the world; in December, Chanel sold two No. 5 products every minute.Charlotte Tilbury Hollywood Flawless Filter, $50
Image Credit: Courtesy of Charlotte Tilbury Launched: 2018
Inspired by a social media filter, finely milled powders, glossy oil, smoothing polymers and porcelain flower extract blend to create a highlighter, primer or foundation mix-in hybrid.
Results-oriented: Hollywood Flawless Filter is prestige makeup’s top highlighter in the U.S.*Christophe Robin Cleansing Purifying Scrub With Sea Salt, $54
Image Credit: Courtesy of Christophe Robin Launched: 2013
Despite the simplicity of its hero ingredient, the scrub works to detoxify oil roots and invigorate hair after color treatments.
Results-oriented: Purifying Scrub is Christophe Robin’s top-selling product in the U.S.Clarins Double Serum, $140
Image Credit: Courtesy of Clarins Launched: 1985
Twenty-two botanicals and five years of epigenetic research went into Double Serum, which focuses on both environmental and chronological aging.
Results-oriented: One unit is sold every three seconds.Clinique Almost Lipstick in Black Honey, $25
Image Credit: Courtesy of Clinique Launched: 1989
Black Honey has become pure gold for Clinique.
The hero shade, which first debuted in 1971 in pot form as Gloss Wear, has shifted in format and resonated anew with successive generations of consumers. “It was designed to be the black turtleneck of makeup — you could throw it on and instantly feel chic,” said Christie Sclater, senior vice president of product marketing at Clinique. “It’s effortless and at the same time, put together in every situation.”
A hit from the beginning, the product went viral in 2021 thanks to a simple proposition: “There’s this idea
that it looks good on everyone, everything and everywhere,” Sclater said, noting the shade has been expanded into blush and even eyeliner. “When you look at the bullet, it’s like, ‘that’s not going to look good on me.’ There’s this inherent surprise and delight that’s built into it.”The formula, rooted in a clear base with “the perfect balance of red, blue and yellow,” Sclater said, “is what lets your lip tone shine through. It’s pure color, but it’s pure lip, and that’s why people think it looks good on everyone — because of the way it was formulated.
“People have loved it since the ‘70s, but always, no matter who you are or where you are, the difference is you,” Sclater continued. “Because of how the product was created, that’s what makes Black Honey so special and why no one can ever replicate it no matter how hard they try.”
Results-oriented: Seven tubes sell globally every minute.
Clinique Moisture Surge 100H Auto-Replenishing Hydrator, $47
Image Credit: Courtesy of Clinique Launched: 1988
Clinique’s aloe bioferment, an early arriver to the skin microbiome craze, is concentrated over 500 times and works in tandem with two different weights of hyaluronic acid.
Results-oriented: One jar of moisturizer sells every seven seconds.Creed Aventus, $510
Image Credit: Courtesy of Creed Launched: 2010
Notes of Calabrian bergamot, pineapple and lemon are rounded out with cedar, birch and oakmoss.
Results-oriented: Creed’s most recognized scent, Aventus remains its top seller after 15 years on the market.Crown Affair The Dry Shampoo, $48
Image Credit: Courtesy of Crown Affair Launched: 2021
The talc-free dry shampoo, packaged akin to a translucent powder with accompanying brush, refreshes the scalp while neutralizing odor.
Results-oriented: One sells every 10 minutes.Danessa Myricks Beauty Colorfix, $22
Image Credit: Courtesy of Danessa Myricks Beauty Launched: 2015
Available in 68 intensely pigmented shades and seven finishes, the mix-and-match ethos epitomizes Myricks’s approach to makeup artistry.
Results-oriented: The brand sells 600 units of product per day.Dior Sauvage Eau de Toilette, $135
Image Credit: Courtesy of Dior Launched: 2015
With notes of bergamot, pepper and marine amber wood, this global bestseller has spawned a family of successful flankers.
Results-oriented: One bottle sells every minute in the U.S.Dove Deep Moisture Body Wash, $7.99
Image Credit: Courtesy of Dove Launched: 2006
Each bottle has millions of moisture droplets, meant to boost the skin’s barrier in tandem with the plant-based moisturizers.
Results-oriented: In 2025, Dove sold more than 28 million bottles.Dr. Dennis Gross AlphaBeta Universal Daily Peel, $94
Image Credit: Courtesy of Dr. Dennis Gross Launched: 2000
Dr. Dennis Gross’ two-part classic combines five acids in its first stage with retinol and antioxidants in its second.
Results-oriented: One peel sells every two seconds globally.Dyson Airwrap Multi-styler, $549.99
Image Credit: Courtesy of Dyson Launched 2018
The first product Dyson debuted after the hairdryer, the Airwrap employs the “Coanda effect” and Dyson’s own V9 motor to style hair without heat damage.
Results-oriented The most awarded styling tool globally, the Airwrap took roughly 500 prototypes to perfect.Eadem Le Chouchou Lip Softening Balm, $24
Image Credit: Courtesy of Eadem Launched: 2024
Peptides and polymers give this product its texture, while hibiscus enzymes and lactic acid gently exfoliate the lips.
Results-oriented: Its first restock waitlist could have filled a major city stadium.Editions de Parfums Frédéric Malle Portrait of a Lady, $470
Image Credit: Courtesy of Editions de Parfums Frédéric Malle Launched: 2010
The Dominique Ropion-nosed scent highlights notes of rose, woody tones, amber, incense and cypress, among others.
Results-oriented: Portrait of a Lady remains the brand’s top-selling fragrance globally.Elemis Pro-Collagen Cleansing Balm, $72
Image Credit: Courtesy of Elemis Launched: 2010
Three different plant oils — and nine essential oils — condition skin and impart a spa-worthy scent.
Results-oriented: One tub sells every 10 seconds.Elizabeth Arden Eight Hour Cream Skin Protectant, $38
Image Credit: Courtesy of Elizabeth Arden Launched: 1930
Skin care’s Swiss army knife, this is also good for hair and dry ends due to its petrolatum and natural lanolin.
Results-oriented: The cream derives its name from an early client, who said it healed her child’s scraped knee in eight hours.EltaMD UV Clear Broad-spectrum SPF 46, $45
Image Credit: Courtesy of EltaMD Launched: 2009
Available in both tinted and clear iterations, this protects and has a slew of skin care stars, like hyaluronic acid, vitamin E and niacinamide.
Results-oriented: EltaMD sells five bottles from the UV Clear franchise every minute.Estée Lauder Advanced Night Repair Serum Synchronized Multi-recovery Complex, $130
Image Credit: Courtesy of Estée Lauder Launched: 1982
The product’s night peptide, a one-in-60-million discovery, works on the complexion at night while an eight-hour antioxidant complex shields skin during the day.
Results-oriented: The formula begins to repair skin in just three nights.Estée Lauder Double Wear Stay-in-Place Makeup, $52
Image Credit: Courtesy of Estée Lauder Launched: 1997
Revered for its namesake long wear and matte finish, the renovated formula — launched earlier this year — boasts 36 hours of wear time.
Results-oriented: The name comes from founder Estée Lauder’s desire to get double the wear time of the average foundation.Fenty Beauty Pro Filt’r Soft Matte Longwear Foundation, $40
Image Credit: Courtesy of Fenty Beauty Launched: 2017
A pioneer in shade inclusivity, Fenty’s original formula also adapts to the climate and gives medium-to-full coverage.
Results-oriented: The brand’s famed founder personally tested the product for over a year.Giorgio Armani Acqua di Giò Eau de Toilette, $130
Image Credit: Courtesy of Giorgio Armani Launched: 1996
A pioneer in aquatic scents, with notes of bergamot, neroli and tangerine and a heart of rosemary, persimmon and patchouli.
Results-oriented: Giorgio Armani has sold more than 1 billion bottles globally.Giorgio Armani Luminous Silk Natural Glow Blurring Foundation, $69
Image Credit: Courtesy of Giorgio Armani Launched: 2000
Buildable coverage with 24 hours of wear, plus clinical backing on skin care ingredients: Armani said the niacinamide in the revamped formula evens skin tone in 14 days.
Results-oriented: One bottle sells every 40 seconds in the U.S.Glossier Boy Brow, $22
Image Credit: Courtesy of Glossier Launched: 2015
Among the first to capitalize on the no-makeup-makeup craze of the 2010s, Boy Brow includes oleic acid, beeswax, lecithin and soluble collagen.
Results-oriented: Glossier sells one tube of Boy Brow every minute globally.Glow Recipe Watermelon Glow Niacinamide Dew Drops, $36
Image Credit: Courtesy of Glow Recipe Launched: 2020
Watermelon extract, niacinamide, hyaluronic acid and moringa seed oil combine for dark spot-correcting benefits.
Results-oriented: The brand sells one bottle every 12 seconds globally.Guerlain Shalimar Eau de Parfum, $140
Image Credit: Courtesy of Guerlain Launched: 1925
100 years in and still going strong.
Guerlain, the nearly two-centuries-old beauty brand, was already nearing its centennial when it launched Shalimar, among the fragrance category’s most directional debuts of all time. The scent endures even now, a century later, and is proof that one of beauty’s oldest brands can drive innovation.
From launch, Shalimar was revolutionary in olfaction, inspiration and design. It was the first scent to rework vanilla molecules and among the first to offer a strong projection, all in an Art Deco-designed bottle. “It was pretty bold,” said Bertrand Pochet, general manager of Guerlain in the U.S., noting that it sprung solely from the creativity of perfumer Jacques Guerlain. “You didn’t have any marketing back then, no trends or panels. This was really coming from a creator.”
Shalimar, which launched just after World War I, has gone on to become one of the most sold fragrances of all time. “It’s always been relevant,” said Pochet. “Now, it’s a part of history.”
Given that Shalimar pioneered a new olfactive family, it’s also become one of the category’s most iterated-upon innovations.
“So many popular creations came after the first one,” he said, “but even just celebrating 100 years of Shalimar we saw a 200 percent sales growth because it was the OG.”
Most recently, the brand created Shalimar L’Essence Eau de Parfum Intense, to celebrate its centenary, and curated an exhibition on its history that attracted 5,000 visitors. “It was a great vote from the public,” said Pochet. “Guerlain learned a lot from its success, and there have been others across the 200 years. But Shalimar has proved that authenticity of craftsmanship is essential to long-lasting success, not necessarily trying to be cool or on trend.”
Results-oriented: Shalimar is the first ambery perfume in history.
Haus Labs Triclone Skin Tech Medium Coverage Foundation, $52
Image Credit: Courtesy of Haus Labs Launched: 2022
The patent-pending formula combines fermented arnica with a bioferment complex and blend of herbs to deliver skin care benefits.
Results-oriented: The hashtag #HausLabsFoundation has been used in 774,500 TikTok posts.Hero Cosmetics Mighty Patch The Original, $12.99
Image Credit: Courtesy of Hero Cosmetics Launched: 2017
The secret to this product is its simplicity: Medical-grade hydrocolloid dries out zits.
Results-oriented: Hero sells one patch per second.Hourglass Cosmetics Ambient Lighting Blush, $48
Image Credit: Courtesy of Hourglass Launched: 2014
Each shade of the blush is made by hand with what’s called the “Advanced Miscelare Technique,” which means the pigments are blended and baked together.
Results-oriented: One blush sells every 90 seconds.Ilia Limitless Lash Mascara, $29
Image Credit: Courtesy of Ilia Launched: 2018
Among the earliest mascaras to marry clean with performance, this has 12-hour wear thanks to arginine, biotin and ethically sourced beeswax.
Results-oriented: Ilia sells one Limitless Lash every 15 seconds.Jones Road Miracle Balm, $38
Image Credit: Courtesy of Jones Road Launched: 2020
Bobbi Brown has always had a knack for understanding what shoppers want before they know it exists, and pioneering formats in the process (remember gel eyeliner?).
So, when she launched Jones Road in 2020, it’s no surprise that the tinted, waxy Miracle Balm became an instant hero.
“My original idea was a natural balm with no color. The others were tints,” Brown said. “This was during COVID, when people were not wearing full faces of makeup. But those three colors were skin enhancers, and they became the OGs of the brand.”
The goal with each of the shades was also to deliver color-correcting benefits. “If you were really red, bronze would take away the redness and if you were pale, you’d want Dusty Rose,” Brown said.
Even with a proven track record of multiple hits, Brown didn’t foresee the product’s success. “There’s not a ton of payoff, it’s so un-marketed and un-fancy. So I didn’t know,” she said.
When Brown was first working with labs, she herself didn’t immediately take to the formula that needed to be warmed up and emulsified between fingers. “It wasn’t what I asked for,” she said. “But then, I put it on my face and was like, ‘This is a miracle.’ I looked more awake, less tired and it wasn’t a traditional concealer foundation.”
That it works across skin types and tones, and does double duty on lips and hair, is key to its success. “Miracle Balm enhances what I think skin should looklike,”saidBrown.“I am of a certain age, but it’s not just for women of a certain age, and it’s not just for women.”
Results-oriented: One pot of Miracle Balm sells every 30 seconds.
K18 Leave-in Molecular Repair Hair Mask, $75
Image Credit: Courtesy of K18 Launched: 2020
The first product from K18 with its proprietary K18Peptide, the product is proven to reverse hair damage in four minutes.
Results-oriented: One unit of the mask sells every seven seconds globally.Kiehl’s Ultra Facial Cream, $39
Image Credit: Courtesy of Kiehl’s Launched: 2006
The brand’s top hydrating facial cream boasts 4.5 percent squalane and a 72-hour hydration claim.
Results-oriented: In the U.S., one Ultra Facial Cream sells every 30 seconds.Kosas Revealer Concealer, $32
Image Credit: Courtesy of Kosas Launched: 2020
A first arriver to skin care-infused complexion products, this has clinical backing as well as hyaluronic acid, peptides, caffeine and arnica.
Results-oriented: One tube sells every 17 seconds.L’Oréal Paris Elnett Satin Extra Strong Hold Classic Hairspray, $14.99
Image Credit: Courtesy of L’Oréal Paris Launched: 1960
Silicone-free and comprising just six ingredients, the classic hairspray has been used in campaigns starring Penelope Cruz, Linda Evangelista, Claudia Schiffer, Julianne Moore and more.
Results-oriented: One can is sold every second worldwide.La Mer Crème de La Mer, $390
Image Credit: Courtesy of La Mer Launched: 1965
The Grande Dame of luxury moisturizers — and exotic founder stories — is still a legend with a bonafide hero ingredient, Miracle Broth, which undergoes up to four months of fermentation.
Results-oriented: Every batch of Miracle Broth contains a few drops from the preceding one, ensuring consistency and continuity between formulas.La Roche-Posay Anthelios Light Fluid Facial Sunscreen SPF 60, $35.99
Image Credit: Courtesy of La Roche-Posay Launched: 2014
The dermatologist-tested fluid sunscreen is suitable for sensitive skin types and free of parabens, fragrances, oils and oxybenzone.
Results-oriented: It’s the top chemical sunscreen in La Roche-Posay’s U.S. portfolio.Lancôme Advanced Génifique Face Serum, $135
Image Credit: Courtesy of Lancôme Launched: 2009
A heady mix of 10 percent Bifidus prebiotic, alongside vitamin Cg and hyaluronic acid, address key signs of aging like firmness, tone and hydration.
Results-oriented: The product uses a vitamin C derivative, vitamin Cg, for its water solubility and resistance to degradation.Lancôme Définicils High-Definition Mascara, $34
Image Credit: Courtesy of Lancôme Launched: 1991
As one voter described it, “The OG for over 30 years.”
Results-oriented: The formula, with panthenol and vitamin B5, was designed for perfect dispersion alongside the comb-like bristle brush.Lancôme Juicy Tubes Lip Gloss, $25
Image Credit: Courtesy of Lancôme Launched: 2000
Don’t discount the nostalgia factor of this lip favorite, reminiscent of the 2000s and, for one voter, “my first kiss!”
Results-oriented: At the product’s peak, Lancôme sold 20 tubes per minute.Laneige Lip Sleeping Mask, $24
Image Credit: Courtesy of Laneige Launched: 2017
The overnight lip mask, which pioneered the prestige lip craze while capitalizing on K-beauty’s first wave, relies on a berry fruit complex, murumuru seed and shea butters.
Results-oriented: The product has propelled Laneige to the top lip treatment spot for three years in a row in the U.S., per Circana.*Le Labo Santal 33 Eau de Parfum, $305
Image Credit: Courtesy of Le Labo Launched: 2011
The sandalwood original that spawned a thousand dupes, Santal 33 also highlights iris, cardamom and violet.
Results-oriented: It took five years after Le Labo’s launch for Santal 33 to come to market, with the brand describing its product approach as “never rushed, always intentional.”Living Proof Perfect Hair Day Dry Shampoo, $33
Image Credit: Courtesy of Living Proof Launched: 2015
A powder-removal active, as well as odor neutralizers and time-released fragrance, give the product its efficacy and barely-there finish.
Results-oriented: In the U.S. and Canada, one can sells every 10 seconds.MAC Cosmetics Studio Fix Powder Plus Foundation, $39
Image Credit: Courtesy of MAC Cosmetics Launched: 1992
Known for its oil control and shade inclusivity (it has 78 available globally), Studio Fix is talc-free and claims 12-hour wear.
Results-oriented: The formula took three years and eight iterations to relaunch, with an updated formula debuting in 2025.Maison Francis Kurkdjian Baccarat Rouge 540 Eau de Parfum, $355
Image Credit: Courtesy of Maison Francis Kurkdijan Launched: 2014
The woody-ambery-floral hybrid scent derives its notes from the ingredients used to make crystal: air expressed by jasmine; minerals by ambroxan, and fire by ethyl maltol.
Results-oriented: The product’s name comes from the temperature, 540 degrees, at which Baccarat crystal turns the brand’s signature crimson hue.Makeup by Mario Master Mattes Eyeshadow Palette, $56
Image Credit: Courtesy of Makeup by Mario Launched: 2020
Inspired by human skin tones, the palette is infinitely buildable with blendability and a creamy texture.
Results-oriented: MBM’s first eye palette is also among its most awarded and top selling, with the brand saying it is the top eye shadow palette brand at Sephora.Mane It’s Giving Body Medium Hot Round Brush 38MM, $118
Image Credit: Courtesy of Mane Launched: 2024
The one-temp-fits-all round brush epitomizes brand founder Jen Atkin’s no-frills ethos to hair styling — and with its name, her sense of humor.
Results-oriented: One brush sells every eight minutes.Maybelline New York Great Lash Mascara, $9.49
Image Credit: Courtesy of Maybelline New York Launched: 1971
The product that put Maybelline on the mascara map, the hypoallergenic formula is said to double the look of lashes.
Results-oriented: One tube is sold every five seconds.Medik8 Crystal Retinal Serum, $85
Image Credit: Courtesy of Medik8 Launched: 2018
Among the first to bring retinaldehyde (a faster-acting, gentler alternative to traditional retinol) to market, this comes in six progressive strengths based on skin tolerance.
Results-oriented: It’s the top-selling retinal serum globally.Merit Flush Balm Cheek Color, $30
Image Credit: Courtesy of Merit Launched: 2021
Formulated with vitamin E and minus any comedogenic ingredients, this adds a wash of color without camouflaging skin texture.
Results-oriented: Flush Balm is Merit’s top-selling product, particularly in shade Beverly Hills.Milk Makeup Hydro Grip Primer, $38
Image Credit: Courtesy of Milk Makeup Launched: 2019
The silicone-free primer includes a 12-hour wear time in addition to skin care ingredients like hyaluronic acid, niacinamide and hemp extract.
Results-oriented: Milk sells one primer every 30 seconds.Nars Powder Blush in Orgasm, $24
Image Credit: Courtesy of Nars Launched: 1999
The product boasts 16-hour wear thanks to its pure pigment blend, which is formulated to achieve maximum payoff.
Results-oriented: As founder François Nars said, “I actually created the name, then the shade — I wanted something shocking.”Naturium The Glow Getter Multi-oil Body Wash, $17
Image Credit: Courtesy of Naturium Launched: 2022
The body wash, made with 50 percent glycerin as well as squalane, gently lathers to preserve skin barrier integrity.
Results-oriented: It’s the brand’s top-selling product, selling once every 16 seconds.Neutrogena Hydro Boost Water Gel with Hyaluronic Acid, $25.49
Image Credit: Courtesy of Neutrogena Launched: 2015
One of the first products to bring hyaluronic acid to the mass market, it also includes water and glycerin.
Results-oriented: One jar sells every 12 seconds in the U.S.Olaplex No. 3 Hair Perfector, $30
Image Credit: Courtesy of Olaplex Launched: 2014
When bond building was born, so was the beginning of the prestige hair category boom.
Just ask Olaplex, who cracked open the latest frontier in hair repair and built a formidable business in the process, which attracted both specialty retail and institutional investors. The No. 3 Hair Perfector, which was the third in a sequence of professional treatments, enabled everyday beauty consumers to access cutting-edge hair care technology.
“This is pure science meets pure consumer need,” said chief executive officer Amanda Baldwin. “Olaplex didn’t have a big marketing engine, and it didn’t have this broad distribution when it started. This was really from the vision of a founder and somebody who didn’t want to think about things the way that the industry thought about it.”
The product’s proposition was both simple in its promise (near-immediate hair damage repair)
and sophisticated in its technology. While No. 3 launched an entire category of competing bond builders, it claims to still be the only product on the market to repair three types of disulfide bonds in hair. “It changed what people thought hair care could be,” Baldwin said.
“It enabled the craft of hair coloring in a way that had never been seen before.”
No. 3’s success has continued to inform the development of the brand, both in terms of the innovation it brings to market and its emphasis on latest-and-greatest breakthroughs. “If it’s already been done, why do it again?” said Baldwin. “What can you do that pushes the boundaries of what you can create for the consumer, and how do you solve the unsolvable? That’s the philosophy around innovation when you sit in our product development meetings. The science tells us what comes next.”
That philosophy has extended to the product’s recent reformulation. “This is the spirit of what is going to carry Olaplex forward,” Baldwin said, “the belief that you can have one of the 100 greatest beauty products of all time and still believe you can make it better.”
Results-oriented: One unit of No. 3 sells every six seconds.
Oribe Dry Texturizing Spray, $52
Image Credit: Courtesy of Oribe Launched: 2010
Zeolite crystals and the brand’s signature complex provide a tousled touch to hair — with a dose of damage prevention.
Results-oriented: One spray is sold every minute.Osea Undaria Algae Body Oil, $52
Image Credit: Courtesy of Osea Launched: 2010
The seaweed-infused hero product of Osea combines botanical oils, amino acids, antioxidants and vitamins with its signature citrusy scent.
Results-oriented: One body oil sells every 30 seconds.Pantene Daily Moisture Renewal Shampoo and Conditioner, $5.89 each
Image Credit: Courtesy of Pantene Launched: 2003
The duo combines antioxidants with the brand’s Pro-Vitamin B5 to provide a cleanse that’s both gentle and hydrating.
Results-oriented: Eleven bottles of Daily Moisture Renewal sell every minute.Ralph Lauren Polo Eau de Toilette, $116
Image Credit: Courtesy of Ralph Lauren Launched: 1998
The fragrance that started it all. The first scent bringing Ralph Lauren’s 360-approach to fashion into fragrance highlights key notes of pine, leather, tobacco and patchouli.
Results-oriented: Polo was the first men’s fragrance to launch without floral notes.Rare Beauty Soft Pinch Liquid Blush, $25
Image Credit: Courtesy of Rare Beauty Launched: 2020
Rare Beauty’s POV on cheek color jump-started the market segment — and the brand’s TikTok virality — with the skin care-infused liquid blush.
Results-oriented: One Soft Pinch is sold every nine seconds.Revlon Super Lustrous Lipstick, $10.99
Image Credit: Courtesy of Revlon Launched: 1939
The lipstick originator features microfine pigments melded with 80 percent conditioning ingredients.
Results-oriented: Revlon sells 16,297 lipsticks per day — about 11 per minute.Rhode Peptide Glazing Milk, $32
Image Credit: Courtesy of Rhode Launched: 2023
One of the originators of the milky toner craze, Rhode’s Peptide Glazing milk features a trio of ceramides in addition to magnesium, zinc and copper.
Results-oriented: Glazing Milk is Rhode’s top-selling product.Saie Glowy Super Gel, $29
Image Credit: Courtesy of Saie
Launched: 2020
Part-illuminator and part-primer, Saie’s hybrid pairs plant-derived glycerin and squalane while eschewing glitter and comedogenic ingredients.
Results-oriented: Four units of product sell every minute.Salt & Stone Santal & Vetiver Deodorant, $20
Image Credit: Courtesy of Salt & Stone Launched: 2021
Spirulina and antioxidants power this formula, which has olf active notes of sandalwood, amber, orris, ambrox, cedar, violet leaves, vetiver and crystal.
Results-oriented: Salt & Stone sells one deodorant every six seconds.Sisley Paris Black Rose Cream Mask, $225
Image Credit: Courtesy of Sisley Paris Launched: 2011
Black rose, Padina pavonica and alkekengi calyx extracts provide an instantly energizing effect.
Results-oriented: Black Rose is the top antiaging mask in France, the brand’s home market.SkinCeuticals C E Ferulic, $185
Image Credit: Courtesy of SkinCeuticals Launched: 2005
SkinCeuticals’ C E Ferulic wasn’t necessarily the first vitamin C serum to hit the market, but it was among the first to harness the power of the professional channel and emphasize formula stability and efficacy.
“It’s the heart of the brand,” said Tara Pyle, the general manager of the brand in the U.S., which L’Oréal acquired in 2005. “It improves eight signs of aging, it provides environmental protection, and the enduring success is our brand model. We continue to push new boundaries, to find scientifically proven ways to use this transformative formula.”
To date, the serum has been tested across 13 procedures, including seven types of lasers. “Its results have been proven in over 30 scientific publications,” Pyle said. “Year after year, we are using our scientific approach, our dermatology-driven quest for scientific breakthrough, reinforcing the usage. We have found new ways this can deliver more value every single year.”
C E Ferulic was also instrumental in introducing the idea of preventative skin care to consumers. “Skin care, for many years, was about antiaging results,” Pyle said. “But we were diving deep on environmental aggressors and proved
we could reduce up to 48 percent of potential free radical damage. That’s how we turned antiaging skin care into protection.”The product’s success also signaled future strategies for SkinCeuticals, like pairing its P-Tiox serum with neuromodulators or its HA Intensifier with injectable dermal fillers. “We found it was popular to pair our pillars with popular aesthetic procedures,” said Pyle. “We’ve been able to refresh our communication and usage around pillars by pairing them with leading aesthetic trends.”
Results-oriented: One bottle sells every 30 seconds.
Sol de Janeiro Brazilian Bum Bum Cream, $48
Image Credit: Courtesy of Sol de Janeiro Launched: 2015
The catalyst of the prestige body care boom, Bum Bum Cream is just as known for its scent — which later spawned a wildly successful fragrance business — as it is for its moisturizing and energizing ingredients.
Results-oriented: One jar sells every four seconds.Summer Fridays Lip Butter Balm, $24
Image Credit: Courtesy of Summer Fridays Launched: 2020
Vegan waxes work in tandem with murumuru seed and shea butters for a nourishing and high-shine application.
Results-oriented: One balm sells every two seconds.Supergoop Unseen Sunscreen SPF 50, $38
Image Credit: Courtesy of Supergoop Launched: 2018
The prestige sun care darling gained consumer street cred with its skin-first formula, including
meadowfoam seed oil, chamomile-derived bisabolol and licorice root.
Results-oriented: One product sells every 15 seconds.Tarte Tartelette Tubing Mascara, $28
Image Credit: Courtesy of Tarte Launched: 2022
Shea butter, castor oil and carnauba wax are the key ingredients in this formula, which adds shine and fullness to lashes.
Results-oriented: Tarte sells one Tartelette every seven seconds.Tatcha The Rice Polish Classic, $68
Image Credit: Courtesy of Tatcha Launched: 2014
Papaya enzymes and silk extract, in addition to Japanese rice bran, condition the skin while providing both chemical and manual exfoliation.
Results-oriented: The product is proven to smooth the complexion in a single use.The Ordinary Hyaluronic Acid 2% + B5 (With Ceramides), $11.90
Image Credit: Courtesy of The Ordinary Launched: 2016
The Ordinary catapulted a ubiquitous humectant into a hero hydrator with this star serum.
Results-oriented: One sells every eight seconds in the U.S.Tom Ford Black Orchid, $165
Image Credit: Courtesy of Tom Ford Launched: 2006
Among the more directional takes on genderless fragrances, Black Orchid highlights the namesake note, black truffle, ylang-ylang, bergamot, bitter orange, woody patchouli, creamy vanilla and more.
Results-oriented: The scent was the first to launch under Tom Ford Beauty.Too Faced Better Than Sex Volumizing Mascara, $29
Image Credit: Courtesy of Too Faced Launched: 2013
With results as evocative as its name, the hourglass-shaped brush and dramatic volume have earned this a spot in the mascara hall of fame.
Results-oriented: One tube sells globally every nine seconds.Touchland Power Mist, $10
Image Credit: Courtesy of Touchland Launched: 2018
The formula, which rehabbed one of personal care’s least-sexy categories in tandem with a pandemic-induced sales boom, is known for its moisturizing formula and olfactive sophistication.
Results-oriented: It took the brand 18 formulas before they landed on the final one.Tower 28 SOS Daily Rescue Facial Mist, $28
Image Credit: Courtesy of Tower 28 Launched: 2019
The facial mist kick-started the hypochlorous acid craze — and made the eczema-safe makeup brand a bona fide skin care powerhouse, too.
Results-oriented: One bottle sells every 10 seconds globally.Urban Decay Naked Eyeshadow Palette, $59
Image Credit: Courtesy of Urban Decay Launched: 2010
A runaway success, the palette started with the product development team trying to come up with desert island-worthy eye shadow shades.
Results-oriented: Urban Decay had sold over $1 billion in Naked palettes by 2016.Victoria Beckham Beauty Satin Kajal Liner, $35
Image Credit: Courtesy of Victoria Beckham Beauty Launched: 2019
It’s only natural that Victoria Beckham’s first beauty product emulates her own signature makeup look — the Satin Kajal Liner, which delivers the ultimate smoky eye.
The product also telegraphed Beckham’s sharp point of view for her business. “This is the embodiment of Victoria’s commitment to product,” said chief executive officer Lauren Edelman. “It is quality without compromise.”
Nailing some specific product attributes was key. “You usually get a great creamy formula that doesn’t stay, or you get a bit of a draggy formula that does,” Edelman said. “What people love about this liner is that it delivers on everything. It delivers the staying power, the ease of use. We hear over and over that consumers think it’s the easiest product to use.”
Like other products in the brand, Satin Kajal was created to meet Beckham’s personal needs — and meet her exacting expectations. “Victoria is known for her smoky eye, and this product was created so she could do that quite easily,” Edelman said. “Eye shadow was a beautiful component of that, and mascara came later. The product does quintessentially sum up the look that she is known for.”
Beckham’s final sign-off on a formula still dictates launches more than traditional timelines. “We want to bring something to market that brings value to the customer,” Edelman said. “Satin Kajal is a beautiful tool to recruit clients. People are impressed and they feel connected to the brand after that.
“As we’ve expanded the portfolio with more lip and face, there’s been a natural progression through the makeup category,” Edelman continued. “It often starts with Satin Kajal Liner because it’s our number- one selling product.”
Results-oriented: One liner sells every 30 seconds.
Viktor & Rolf Flowerbomb Eau de Parfum, $182
Image Credit: Courtesy of Viktor & Rolf Launched: 2005
The scent highlights notes of peony, centifolia rose, jasmine, orchid, freesia, amber, patchouli and vanilla.
Results-oriented: Said to emulate 1,000 flowers, FlowerBomb won the Fragrance Foundation Hall of Fame award in 2023.Vintner’s Daughter Active Botanical Serum, $215
Image Credit: Courtesy of Vintner’s Daughter Launched: 2013
A luxury, clean skin care first: Vintner’s Daughter’s debut product boasts a proprietary whole-plant technology that underpins the rest of its range.
Results-oriented: The most- awarded face oil ever with 85 honors and counting, the brand sells one bottle every 18 minutes.Weleda Skin Food Ultra Rich Cream, $17.99
Image Credit: Courtesy of Weleda Launched: 1926
A panacea for dehydrated skin head-to-toe, the plant-powered cream has amassed over 100 beauty awards and more than 48 million TikTok views.
Results-oriented: One is sold every eight seconds globally.Westman Atelier Baby Cheeks Blush Stick, $48
Image Credit: Courtesy of Westman Atelier Launched: 2018
Inspired by founder Gucci Westman’s own training in Paris with makeup sticks, the product includes functional skin care levels in addition to biomimicry pigment technology.
Results-oriented: One Baby Cheeks sells every 45 seconds.Youth to the People Kale + Green Tea Spinach Vitamins Superfood Cleanser, $39
Image Credit: Coutesy of Youth to the People Launched: 2015
The cleanser, which derives both its name and its benefits from its key ingredients, removes makeup while balancing pH levels.
Results-oriented: One sells every 30 seconds in the U.S.Yves Saint Laurent Touche Éclat Awakening Concealer Click Pen, $40
Image Credit: Courtesy of Yves Saint Laurent Launched: 1992
The formula includes Moroccan calendula extract to mitigate inflammation, while marigold soothes and protects.
Results-oriented: Among the format’s pioneers, the product aims to emulate eight hours of sleep.Our Methodology
To compile the list of the 100 greatest products, Beauty Inc polled hundreds of executives, insiders, financiers, creators, professionals, makeup artists, hairstylists, founders and retailers about their evaluations of the 100 greatest products. Voters were asked to consider formula technology, packaging innovation, go-to-market strategy, commercial longevity and more. The vast majority of voters opted to maintain anonymity, while those below opted to be named as voters.
Ada Polla
Agnes Landau
Alexander Vreeland
Alina Roytberg
Allison Collins
Amanda Baldwin
Amy Coleman
Andrew Stanleick
April Gargiulo
Barb Stegemann
Barbara Zinn Moore
Bee Shapiro
Belinda Smith
Bettina O’Neill
Bobbi Brown
Brendan Riley
Casey Georgeson
Celia Cohen
Chelsea Riggs
Christine Chang
Daniel Langer
Diederik B. Koenders
Eileen Dautruche
Ellen Maguire
Emily Dougherty
Emma McMasters
Erica Kwok
Erin McCaffrey
Fei-Fei Zhang
Francesco Clark
Francisco Costa
Frederick Bouchardy
Grace Ray
Guillaume Jesel
Hampton Carney
Isabel Miras Lucas
Jennifer Fisherman-Ruff
Jennifer McNicholl
Jerrod Blandino
Jesper Rasmussen
Jessica Stacey
Joel Ronkin
John Reed
Julissa Prado
Kathleen Pierce
Katie Gohman
Kelly A. Thompson
Kelly Davis
Laney Crowell
Lauren Edelman
Lauren Pratapas
Leslie Ann Hall
Linda Wells
Lindsay Holden
Lisa Bobroff
Liz Kaplow
Lorne Lucree
Lucy Kellock
Maggie Ciafardini
Marianna Hewitt
Martin L. Okner
Merritt Loughran
Michelle Shigemasa
Millie Kendall OBE
Rachel Sprayregen
Sandra Main
Sarah Brown
Sarah Curtis Henry
Scott Kestenbaum
Silvia Galfo
Susan Akkad
Susan Biegacz
Tara Simon
Tory Diamond
Vanessa Weiner von Bismarck
William P. Lauder*According to Circana data provided by the brand.
