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In the second edition of the Vogue Business Beauty Index, The Ordinary maintains its top spot with a continued perception of quality, effectiveness and value for money, as well as a high regard for its sustainable practices in the eyes of consumers. L’Oréal’s dermocosmetics powerhouses La Roche-Posay and Cerave climb the ranks to second and third position, respectively, with strong advertising campaigns elevating their digital scores.
Brand performance for the Vogue Business Beauty Index is assessed against over 120 data points across consumer sentiment, digital, ESG and innovation.
The addition of certification and reporting practices to the ESG audit enables the monitoring of progress and policy for this edition, while a brand questionnaire concerning labour rights gathers insight into progress that’s not within the public domain.
The overall weightings of the assessment categories and their metrics are determined through industry relevance and importance to the consumer, in order to objectively assess a brand’s performance. The final weighting for each category is agreed upon following a review process with our data analysts and expert editors.
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Thirty brands are assessed in total, including both established leaders and emerging beauty disruptors, enabling learnings from global brands and rapidly growing newcomers alike. In this edition, Clarins, Clinique and Rhode enter at ninth, 11th and 29th place, respectively.
Consumer research remains fundamental to the Vogue Business Beauty Index, with readers across a number of Condé Nast titles — including Vogue, GQ, Vanity Fair and Condé Nast Traveller — participating in an annual beauty consumer sentiment survey that ensures granularity is achieved when it comes to understanding awareness, customer challenges and beliefs about brands.
Future iterations of the Vogue Business Beauty Index will continue to maximise the brands, metrics and digital platforms assessed, with new additions being prioritised in line with industry needs and developments.
The Estée Lauder Companies
Rank change: None
Previous winner The Ordinary maintains its top spot, despite fierce competition from L’Oréal rising stars. The brand retains strong leadership in consumer and ESG as the most highly rated brand for perceived quality, innovation, likelihood to recommend, and purchase intent. Defending its ESG victory, The Ordinary’s commitment to environmental policies is also reflected in consumer beliefs about its sustainability efforts.
L’Oréal Group
Rank change: +4
L’Oréal’s La Roche-Posay moves up several positions in this year’s Index, shifting from just outside of the top five in 2023 to second position. Driven by stellar gains in consumer perception and digital performance, the brand’s virtual skin consultations during Black Friday help strengthen its position. Meanwhile, a La Roche-Posay YouTube campaign for the US Open is the most-viewed piece of content from within the review period.
L’Oréal Group
Rank change: +5
Cerave’s buzzy marketing game plan helps the brand gain leaps in consumer awareness and appreciation. The cult US skincare label thrives on science-based product development, which has enabled it to flex its price architecture from competitive to premium. Cerave’s influencer strategy, reinforced by a hugely successful Super Bowl campaign, secures its champion spot in the digital pillar.
Puig
Rank change: -2
Cosmetics darling Charlotte Tilbury slips to fourth position this year from second in 2023, however its digital performance continues to impress, surprising the industry with a Formula One sponsorship and its own virtual world. In ESG, meanwhile, it is the only brand offering product refills that incentivise shoppers via discounts.
L’Oréal Group
Rank change: -2
Kiehl’s has arguably played a large role in spearheading the now-booming bespoke wellness space. While it is the only brand within the Index to have previously offered personalised formulations, the Apothecary skincare service is no longer available, which highlights the challenges faced by brands in scaling these types of solutions. Despite this, the brand retains its second ranking for having products that consumers can personalise to their needs.
The Vogue Business Beauty Index is available exclusively to Advanced Members, with a new edition published every year. Advanced membership also includes invitations to VIP networking events and meet-ups in addition to market, investment and data analysis, including:
- The Long View by Vogue Business — Interviews with high-profile CEOs exploring their most pressing issues, innovative solutions and strategic plans.
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- Fashion Exec’s Guide series — Expert industry insights, behind-the-scenes fashion news, global reporting and business-critical analysis.
Become a Vogue Business Advanced Member here. Download the free sample of the new Vogue Business Beauty Index here.
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