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Chanel has been ranked as the world’s most valuable cosmetics brand in 2025, according to new data from Brand Finance, as the global cosmetics sector reaches a record combined brand value of USD160 billion. L’Oréal had held the top position for the past five years.
Of particular note, this year marks the first time the analysis separates the cosmetics operations of luxury fashion houses from their apparel and accessories businesses.
This shift introduces five new entrants into the ranking: Chanel, Valentino, Gucci, Yves Saint Laurent, and Bulgari.
France Surpasses U.S. in Brand Value Contribution
Chanel debuts at number one with a brand value of USD27.3 billion—more than 1.75 times L’Oréal’s USD15.6 billion, which still noted a 17% increase year-on-year. Chanel is also the third strongest brand in the sector with a Brand Strength Index (BSI) score of 87.7 out of 100. Brand Finance highlighted Chanel’s strong performance in reputation and consumer consideration, particularly in France, Italy, and the UK.
France has now overtaken the US as the leading contributor to global cosmetics brand value, representing nearly 47% of the total. Chanel’s entry significantly boosted the region’s performance. While the US still accounts for the highest number of brands in the ranking (18), it now ranks second in total brand value at 34%.
Chinese Cosmetics Brands Decline
Chinese cosmetics brands in the global top 50 fell 14% year-on-year, driven by declines for three of the four Chinese brands in the ranking. Haircare brand Clear was the only Chinese brand to record a brand value increase, rising 13% to USD1.1 billion.
Cosmetics brands are capitalising on the growing consumer demand for luxury and premium beauty products, where exclusivity is increasingly valued.
Guerlain Leads Brand Value Growth
Among returning brands, Guerlain posted the fastest brand value growth in the ranking at 23%, raising its value to USD7.7 billion. Brand Finance attributed this growth to innovation and strong momentum in Guerlain’s fragrance category.
Other fast risers include Old Spice, Rexona, and Nivea, reflecting increased demand for deodorising products amid record global temperatures in 2024. Dove, ranked seventh globally, also saw a 10% increase in brand value to USD5.9 billion.
“The Cosmetics 50 2025 ranking reveals that brands investing in innovation and reinforcing their premium status are seeing notable gains – Guerlain’s brand value is up 23%, Shiseido’s has grown 15%, and Lancôme’s has increased 11%,” said Annie Brown, Valuation Director at Brand Finance.
“Cosmetics brands are capitalising on the growing consumer demand for luxury and premium beauty products, where exclusivity is increasingly valued.”
Gillette Ranked Strongest Cosmetics Brand
Gillette was named the world’s strongest cosmetics brand with a BSI score of 89.6 out of 100—the only brand in the ranking to receive a AAA+ rating. Brand Finance credited Gillette’s strong scores for brand knowledge, credibility, and selection, supported by the brand’s high-profile sports sponsorships, including the New York Yankees, the New England Patriots, and the UEFA Champions League.
The data also points to a disconnect with Chinese consumers, where Gillette’s scores are considerably lower, indicating a key opportunity for growth in the region.
Top 10 Most Valuable Cosmetics Brands in 2025
- Chanel – USD27.3 billion
- L’Oréal – USD15.6 billion
- Gillette – USD9.1 billion
- Nivea – USD7.8 billion
- Guerlain – USD7.7 billion
- Lancôme – USD6.2 billion
- Dove – USD5.9 billion
- Garnier – USD5.3 billion
- Estée Lauder – USD5.2 billion
- Pantene – USD5.2 billion
Top 10 Strongest Cosmetics Brands in 2025 (BSI Score)
- Gillette – 89.6
- Lancôme – 88.4
- Chanel – 87.7
- Rexona – 87.1
- Valentino – 86.3
- L’Oréal – 85.9
- Dove – 84.1
- Lifebuoy – 83.6
- Natura – 83.0
- Nivea – 81.6
Source: Brand Finance Cosmetics 50 2025
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