5 Biggest Brands In The Beauty Industry Today

In a world consumed with helpful makeup tutorials and makeup bloggers, it can be hard to decide which beauty brand works best for you, your skin, and your budget. Some brands go the extra mile to not only stand out in the industry but pay close attention to important values and social issues. Today, the awareness of cruelty-free products is at an all-time high, along with vegan and gluten-free cosmetic lines. Each brand offers something different based on ingredients, pricing, and focus. Now the tricky part is choosing which brand represents you.

Wet N’ Wild Cosmetic Brand

Named as the #1 Value Brand in America, Wet N’ Wild has a brand recognition of 90%. The brand is notorious for its affordability and availability at local drug stores and national retail chains. One of the older brands that still exist, Wet N’ Wild recently celebrated its 40th birthday.

Wet N’ Wild is a brand that is proud of its cruelty-free existence. Each year it continues to release new products. For 2018, three favorite products released are the Liquid Highlighter, Baked Blush, and Photo Focus Primer Water Spray.

NYX

One of the most mispronounced beauty brands is NYX Cosmetics (pronounced as Niks). Also, cruelty-free and proud, NYX is a member of Peta-Free which takes cruelty-free to a new dimension. The brand started in 1999 and is given its name after the Greek Goddess of Night.

NYK now has several brick and mortar stores operating in the US. The company features only beauty bloggers and not models to showcase their product. You could be the next feature person!

New products for 2018 with rave reviews is the “Away We Glow” product line. NYX introduced the Away We Glow Shadow Palette, and Away We Glow Liquid Booster which is used to illuminate the skin. NYX products are conveniently priced and readily available at national retail chains.

Fenty

The newest comer to the scene is Fenty Beauty. With a launch in 2017 by Rihanna (she doesn’t need an introduction), this cruelty-free makeup line made headlines when Rihanna introduced 40 shades of the foundation at its launch. The Fenty Brand takes pride in being inclusive of women of all shades, hues, and colors.

These products go quickly; they usually sell out on the release date. The newest Fenty product released in early 2018, introduced the Island Blind 2-in-1 Liquid Eye Shimmer and Killawatt Foil Freestyle Highlighter Duo. In the US, you can find Fenty products moderately priced and sold at Sephora, if it’s in stock.