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by Hale Cosmeceuticals Inc
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The beauty and personal care industry in the United States is thriving, expected to generate $646.2 billion in revenue by 2024 and grow further to $736.8 billion by 2028. This remarkable expansion is fueled by evolving consumer preferences, with increased demand for natural, organic, and sustainable cosmetic products. In this dynamic landscape, a new generation of innovative beauty startups is disrupting the status quo and capturing the attention of both investors and consumers.
In this comprehensive article, we delve into the 30 most notable beauty companies and startups to watch in 2024. From personalized haircare and clean skincare to makeup subscription services and salon management software, these trailblazers are redefining the industry with their unique products, cutting-edge technologies, and customer-centric approaches. By exploring their key data points, growth trajectories, and disruptive business models, we uncover the trends shaping the future of the beauty sector in the United States.
Mamaearth, an online retailer specializing in natural beauty and personal care products, has experienced remarkable success in recent years. Founded in 2016 in Gurgaon, India, the company has seen a staggering 600% increase in its 5-year search growth, solidifying its status as a "regular" growth performer. Mamaearth's growth is further bolstered by its $139.2 million in post-IPO secondary funding, which has enabled the brand to expand its product portfolio and explore new avenues.
The COVID-19 pandemic has been a pivotal catalyst for Mamaearth's growth, with the company experiencing a remarkable 400% increase in sales during this period. The brand's focus on natural, gentle, and effective products has resonated strongly with health-conscious consumers seeking alternatives to traditional personal care items. Mamaearth's Vitamin C face washes and its strategic move towards brick-and-mortar stores have been instrumental in driving this impressive surge in popularity.
Mamaearth's success extends beyond its online presence, as the brand has strategically expanded into physical retail channels. This omnichannel approach allows the company to reach a broader customer base and cater to the preferences of those who still value the in-store shopping experience. By maintaining a strong online presence while establishing a physical footprint, Mamaearth is poised to solidify its position as a leading player in the natural beauty and personal care market.
Planity, a French startup founded in 2016, has experienced an astounding 1,200% increase in its 5-year search growth, earning it the "exploding" status in the beauty industry. This online booking service for beauty appointments supports more than 40,000 salons and beauty establishments across Europe, showcasing its rapid expansion and growing popularity.
Planity's success is further underscored by its impressive financial performance, with the company claiming to have reached $40 million in annual recurring revenue (ARR) in 2023. This milestone is a testament to the startup's ability to attract and retain a significant customer base, solidifying its position as a leading player in the beauty appointment booking industry.
In February 2024, Planity raised $50 million in Series C funding to fuel its continued expansion across Europe. This influx of capital will enable the startup to leverage its innovative booking platform and further strengthen its presence in the continental beauty market, positioning it as a key player in the industry's digital transformation.
Sallve, a direct-to-consumer (DTC) beauty brand based in São Paulo, Brazil, has experienced a remarkable 217% increase in its 5-year search growth, earning it the "exploding" status. This impressive growth trajectory reflects the brand's ability to capture the attention of Brazilian consumers and establish itself as a prominent player in the country's thriving beauty landscape.
Sallve's success extends beyond its online sales, as the brand has also cultivated a significant social media following. With over 1.1 million followers on Instagram and an additional 305,000+ on TikTok, Sallve has effectively leveraged the power of social media to engage with its target audience, showcase its products, and build brand loyalty.
Sallve's product range includes 22 stock-keeping units (SKUs), featuring formulations that incorporate popular ingredients such as hyaluronic acid, niacinamide, and salicylic acid. This diverse portfolio allows the brand to cater to the varying needs and preferences of Brazilian consumers, further solidifying its position in the highly competitive DTC beauty market.
OneSkin, a San Francisco-based beauty brand, has experienced a remarkable 8,900% increase in its 5-year search growth, earning it the "regular" growth status. This impressive growth trajectory reflects the brand's ability to capture the attention of consumers seeking innovative anti-aging solutions.
OneSkin's unique approach to skincare targets skin aging at the cellular level, promoting long-term skin health and longevity. The brand's proprietary product formulas have earned it recognition, with OneSkin being named to Fast Company's World's Most Innovative Companies list for 2024.
OneSkin's innovative approach has not gone unnoticed, as the brand has secured $19.6 million in seed funding to support its continued growth and development. The recognition from Fast Company further solidifies OneSkin's position as a leader in the beauty industry, poised to disrupt the anti-aging skincare market.
Stryx, a skincare and cosmetics brand based in Lawrence, NY, has carved out a niche in the men's grooming market. The brand offers a targeted product lineup of ten core SKUs, with a focus on moisturizers, lip balms, and concealers - addressing the specific needs and preferences of its male-centric customer base.
Stryx's strategic marketing efforts have included leveraging the power of social media, particularly TikTok. A video showcasing the brand's concealer product at Target has garnered over 150,000 likes, demonstrating the brand's ability to connect with its target audience and build a strong online presence.
Stryx's innovative approach to men's grooming has caught the attention of industry experts, with the brand securing a deal on the popular TV show Shark Tank in 2022. This partnership with investor Robert Herjavec has further bolstered Stryx's credibility and growth potential in the male-oriented beauty and skincare market.
K18 Hair, a biotech-powered haircare brand based in Pula, Croatia, has experienced an impressive 8,800% increase in its 5-year search growth, earning it the "regular" growth status. This exceptional performance reflects the brand's ability to capture the attention of consumers seeking innovative solutions for hair damage and repair.
K18 Hair's flagship product is its patented K18Peptide, a compound clinically proven to reverse hair damage caused by bleach, color, chemical services, and heat in just 4 minutes. This unique formulation has positioned the brand as a leader in the haircare industry, catering to the needs of consumers seeking effective and time-saving solutions.
In addition to its Damage Shield protective shampoos and conditioners, K18 Hair offers molecular repair hair oils and treatment masks, providing a comprehensive range of products to address various hair care concerns. This diversified product lineup has enabled the brand to cater to a broader customer base and solidify its position in the highly competitive haircare market.
Viori, a DTC haircare startup based in Orem, Utah, has experienced a remarkable 1,900% increase in its 5-year search growth, earning it the "exploding" status. The brand's focus on shampoo bars made from Longsheng rice has resonated strongly with consumers, driving its rapid growth and success.
Viori's highly rated shampoo bar, listed as "Amazon's Choice" for rice shampoo, generates approximately $54,000 per month on the e-commerce platform. This impressive performance underscores the brand's ability to capture the attention of online shoppers and establish a strong presence in the crowded haircare market.
Viori's innovative approach to haircare has also garnered the attention of crowdfunding enthusiasts. The startup successfully raised $40,000 from over 900 backers in a crowdfunding campaign, further validating the market's demand for its unique Longsheng rice-based products.
Branch Basics, a natural soap startup based in Minneapolis, Minnesota, has experienced a remarkable 394% increase in its 5-year search growth, earning it the "exploding" status. The brand's focus on non-toxic, plant-based cleaning concentrates has resonated strongly with health-conscious consumers, driving its rapid growth and success.
Branch Basics has strategically leveraged the power of influencer marketing to build brand awareness and drive sales. Videos mentioning the startup have accumulated over 120 million views on TikTok, showcasing the brand's ability to effectively reach and engage with its target audience.
The brand's commitment to natural and sustainable cleaning solutions has paid off, with Branch Basics reporting $40 million in revenue in 2023. This remarkable financial performance underscores the growing demand for eco-friendly cleaning products among American consumers.
Versed, a clean skincare brand based in West Hollywood, California, has experienced a 133% increase in its 5-year search growth, earning it the "regular" growth status. The brand's focus on transparency and sustainability has resonated with consumers, positioning it as a leader in the democratization of the beauty industry.
Versed was founded by Katherine Power, who also founded the fashion and lifestyle brand Who What Wear. Power's goal is to make clean skincare accessible to a wider audience, breaking down the barriers that have traditionally kept premium beauty products out of reach for many consumers.
Versed's positioning as the first drugstore brand to offer clean skincare has been a key factor in its success. By providing high-quality, transparent, and sustainable products at affordable prices, the brand has disrupted the traditional beauty industry and appealed to a growing segment of health-conscious consumers.
Glamnetic, a beauty brand based in Los Angeles, California, has experienced an impressive 8,200% increase in its 5-year search growth, earning it the "regular" growth status. The brand's focus on magnetic lash and press-on nail products has resonated strongly with consumers, driving its rapid expansion.
Glamnetic's products are all vegan, gluten-free, and cruelty-free, appealing to a growing segment of beauty consumers who prioritize ethical and sustainable practices. This commitment to clean and responsible formulations has further strengthened the brand's appeal and reputation.
In addition to its innovative product lineup, Glamnetic offers a membership program that provides customers with exclusive benefits, such as 15% off all orders, free shipping, priority customer support, and access to insider sales and promotions. This loyalty program has helped the brand foster stronger relationships with its customer base and drive repeat business.
Vegamour, a vegan hair care and beauty company based in California City, California, has experienced a remarkable 1,220% increase in its 5-year search growth, earning it the "exploding" status. The brand's focus on natural ingredients and hair wellness has resonated strongly with consumers, fueling its rapid expansion.
Vegamour's product lineup features premium hair care items designed to nourish hair, brows, and lashes using natural ingredients like aloe vera, Fo-Ti, curcumin stem cell extract, and more. By avoiding the use of harmful chemicals and hormones, the brand has positioned itself as a trusted solution for those seeking healthier hair and beauty alternatives.
Vegamour's success has not gone unnoticed, with the brand securing $80 million in funding to support its continued expansion. This influx of capital will enable the company to further develop its innovative product offerings and enhance its market presence, solidifying its position as a leader in the natural beauty and haircare industry.
Purplle, a beauty e-commerce website and app based in Mumbai, India, has experienced a 224% increase in its 5-year search growth, earning it the "exploding" status. The brand's focus on maximizing the discoverability of a wide range of makeup, skincare, and haircare products has resonated with Indian consumers, driving its rapid growth.
Purplle boasts an impressive product catalog, hosting over 50,000 items from more than 1,000 brands. This diverse offering allows the platform to cater to the varied preferences and needs of its customer base, positioning it as a one-stop-shop for beauty enthusiasts in India.
Purplle's success has been further bolstered by its recent $65 million funding round, which will support the brand's continued expansion and growth. The platform currently claims to have around 7 million monthly active users, solidifying its position as a leading player in the Indian beauty e-commerce landscape.
By Humankind, a direct-to-consumer personal care brand based in New York, New York, has experienced a 65% increase in its 5-year search growth, earning it the "regular" growth status. The brand's mission to reduce the use of single-use plastic has resonated with environmentally conscious consumers, driving its success in the sustainable personal care market.
By Humankind's product lineup includes natural tablet toothpaste in refillable jars, biodegradable floss, and shampoo bars that forgo packaging altogether. These innovative solutions align with the brand's commitment to sustainability and have helped it attract a loyal customer base.
Humankind's sustainable approach has garnered the attention and support of industry experts, including backing from investors like Lerer Hippeau, Scott Belsky (the CPO of Adobe), and Elizabeth Cutler (the co-founder of SoulCycle). This endorsement further validates the brand's position as a leader in the sustainable personal care space.
The Beard Club, a men's grooming products startup based in Westwood, New Jersey, has experienced a -21% decrease in its 5-year search growth, indicating a "peaked" status. However, the brand's ability to capitalize on viral marketing tactics and achieve substantial business success suggests its continued relevance in the male grooming industry.
The Beard Club's parody ad of The Dollar Shave Club went viral, earning the startup $30,000 in recurring subscription revenue overnight. This strategic marketing move demonstrated the brand's ability to leverage trending content and capitalize on the growing demand for men's grooming products.
Despite the decline in search growth, The Beard Club has managed to transform itself into a $10 million business, as reported by co-founder Alex Brown. This financial success underscores the brand's ability to adapt to market changes and maintain a strong position in the male-oriented personal care segment.
Hey Bud Skincare, a hemp-based skincare brand based in Melbourne, Australia, has experienced a 3,300% increase in its 5-year search growth, earning it the "peaked" status. The brand's focus on formulating its products with hemp seed oil has resonated with consumers, driving its rapid rise in popularity.
Hey Bud's products have received overwhelmingly positive reviews, with the brand boasting a 4.9/5.0 rating from more than 8,000 customer reviews. This strong customer sentiment reflects the brand's ability to deliver high-quality, effective, and well-received hemp Skincare products that have appealed to a growing segment of consumers seeking natural and sustainable beauty solutions.
Haus Labs, a vegan and cruelty-free cosmetics brand owned by Lady Gaga, has experienced a remarkable 7,400% increase in its 5-year search growth, earning it the "exploding" status. The brand made its debut as the first major beauty line to exclusively partner with Amazon as a retailer, further solidifying its position in the highly competitive cosmetics market.
Haus Labs offers a range of cosmetics and beauty products, including lip liners, lip glosses, shimmer pigments, and more. The brand's Triclone Skin Tech Foundation product was named "Best Clean Foundation" of 2023 by Allure, underscoring the quality and innovation of its formulations.
The involvement of Lady Gaga, a globally renowned artist and fashion icon, has been a significant driver of Haus Labs' success. The brand's association with the pop superstar has helped it attract a loyal following and leverage her influential reputation within the beauty industry.
GlossGenius, a salon and spa software platform based in New York, New York, has experienced a 538% increase in its 5-year search growth, earning it the "exploding" status. The platform's comprehensive suite of tools, including appointment booking, payment management, and point-of-sale transactions, has resonated with beauty and wellness professionals, driving its rapid growth.
GlossGenius currently serves more than 40,000 beauty and wellness entrepreneurs, providing them with the digital tools and resources necessary to manage their operations efficiently. This broad customer base underscores the platform's ability to cater to the diverse needs of the beauty and wellness industry.
GlossGenius' success has been further bolstered by its $70.6 million Series C funding round, which will enable the company to continue expanding its offerings and strengthening its position as a leading software solution for beauty and wellness professionals.
EvenSkyn, a DTC skincare device startup based in New York, New York, has experienced an impressive 9,300% increase in its 5-year search growth, earning it the "exploding" status. The brand's focus on developing "professional-grade handsets" for anti-aging, anti-wrinkling, hair removal, and facial cleansing has resonated with consumers seeking high-quality, at-home beauty solutions.
EvenSkyn currently offers six core SKUs, including its best-selling professional-grade LED facemask. This diverse product lineup allows the brand to cater to a wide range of consumer needs and preferences, further strengthening its market position.
EvenSkyn's DTC business model enables the brand to maintain a direct relationship with its customers, allowing for personalized recommendations and tailored product offerings. This customer-centric approach has been instrumental in driving the brand's growth and establishing it as a trusted provider of innovative skincare devices.
Quip, a Brooklyn-based oral care startup, has experienced a -38% decrease in its 5-year search growth, indicating a "peaked" status. However, the brand's focus on providing simple and sustainable oral care products, including its smart electric toothbrush and refillable mouthwash concentrate, has continued to resonate with consumers.
Quip's product lineup, which also includes a reusable floss dispenser and healthy chewing gum, demonstrates the brand's commitment to developing innovative solutions that address the evolving needs and preferences of its customer base. This diversification has helped Quip maintain its relevance in the highly competitive oral care market.
Despite the decline in search growth, Quip has managed to secure $177.7 million in funding to support its continued expansion and development of new product offerings. This influx of capital underscores the brand's potential and the market's confidence in its ability to adapt and thrive in the evolving oral care landscape.
Dae Hair, a DTC haircare startup based in Phoenix, Arizona, has experienced a remarkable 3,233% increase in its 5-year search growth, earning it the "exploding" status. The brand's focus on using ingredients found in desert botanicals, such as cactus oil, sweet almond oil, and aloe, has resonated strongly with consumers, particularly on social media platforms like Instagram and TikTok.
Dae Hair was founded by influencer Amber Fillerup Clark, which has contributed to the brand's rapid rise in popularity. Videos mentioning Dae Hair have garnered over 333 million views on TikTok, showcasing the power of influencer marketing in the beauty industry.
Dae Hair's success is further underscored by its 300% year-over-year revenue growth during 2021. The brand's ability to leverage its social media presence and connect with its target audience has been instrumental in driving this impressive financial performance.
Geologie Skincare, a DTC skincare brand targeted towards men and based in New York, New York, has experienced a 6,600% increase in its 5-year search growth, earning it the "regular" growth status. The brand's personalized approach to skincare, which includes an onboarding survey to determine the most suitable products from its 28 SKUs, has resonated with its male-centric customer base.
Geologie's product formulas incorporate ingredients like kojic acid (a "skin tone evener") and salicylic acid (to treat acne), addressing the specific needs and concerns of its male consumers. This focus on targeted solutions has helped the brand establish a loyal following and solidify its position in the men's skincare market.
Geologie has managed to attract over 5,000 subscribers as of March last year, with a retention rate of over 50% following the first trial box. This performance underscores the brand's ability to engage and retain its customer base, a key factor in its continued success.
Shampora, a personalized hair care and color startup based in Rome, Italy, has experienced a -39% decrease in its 5-year search growth, indicating a "peaked" status. However, the brand's innovative approach to offering customized products tailored to individual customer needs has continued to resonate with consumers seeking bespoke hair solutions.
Shampora's proprietary algorithm analyzes customer input to suggest the most suitable products for their specific hair care and color requirements. This personalized approach, coupled with the brand's commitment to vegan and cruelty-free formulations, has helped it maintain a loyal customer base despite the decline in search growth.
Despite the "peaked" search growth status, Shampora has managed to secure $3.7 million in seed funding to support its continued expansion and development of innovative personalized hair care solutions. This influx of capital underscores the market's confidence in the brand's ability to adapt and thrive in the evolving hair care industry.
Fresha, a London-based startup that creates software for beauty and hair salons, has experienced an impressive 809% increase in its 5-year search growth, earning it the "exploding" status. The platform's comprehensive suite of features, including online booking, payment processing, and marketing tools, has resonated with beauty and hair professionals, driving its rapid expansion.
Fresha's success is further highlighted by its presence in over 120 countries and its recent $185 million Series C funding round. This influx of capital has enabled the company to solidify its position as a leading provider of salon management software, catering to the growing demand for digital solutions in the beauty and hair care industry.
Fresha's strong performance has been recognized by the market, with the company receiving a valuation of $640 million and raising an additional $52.5 million in its most recent funding round. This remarkable growth trajectory underscores the platform's ability to meet the evolving needs of beauty and hair professionals, positioning it as a key player in the industry's digital transformation.
Nøie, a personalized skincare brand based in Copenhagen, Denmark, has experienced a 9% increase in its 5-year search growth, earning it the "regular" growth status. The brand's focus on offering customized products with personalized labels has resonated with consumers seeking bespoke skincare solutions.
Nøie's products are entirely vegan and formulated without the use of perfumes or colorants, appealing to a growing segment of health-conscious consumers. This dedication to clean and transparent formulations has helped the brand establish a loyal customer base and solidify its position in the personalized skincare market.
Nøie has demonstrated consistent growth, doubling its employee number to 20 from May 2020. This steady expansion, coupled with the brand's innovative approach to personalized skincare, positions Nøie as a promising player in the highly competitive beauty industry.
Tubby Todd, a DTC skincare brand based in Carlsbad, California, has experienced a 533% increase in its 5-year search growth, earning it the "exploding" status. The brand's focus on providing cruelty-free and clearly sourced products for children and pregnant women has resonated with health-conscious consumers, driving its rapid growth.
Tubby Todd currently offers 25 core SKUs, catering to the unique needs of its target audience. By addressing the skincare concerns of both children and expecting mothers, the brand has positioned itself as a trusted solution in the family-oriented personal care segment.
Despite its relatively young age, Tubby Todd has managed to achieve an estimated annual revenue of $3 million, underscoring the brand's ability to capture a significant share of the family-focused skincare market.
Bloomeffects, a clean beauty brand based in New York City, New York, has experienced an impressive 8,100% increase in its 5-year search growth, earning it the "regular" growth status. The brand's focus on formulating its products with a proprietary Dutch Tulip Complex, rich in antioxidants, natural moisturizing factors, and amino acids, has resonated with consumers seeking innovative and effective skincare solutions.
Bloomeffects' commitment to clean and transparent formulations, avoiding the use of parabens, sulfates, and fragrances, has further strengthened its appeal among health-conscious consumers. This dedication to responsible and sustainable practices has helped the brand establish a loyal customer base and solidify its position in the crowded clean beauty market.
Bloomeffects' success has been bolstered by its $2 million seed funding, which will support the brand's ongoing development and expansion. As consumers continue to prioritize natural and efficacious skincare products, Bloomeffects is well-positioned to capitalize on this growing trend and solidify its status as a leading player in the clean beauty industry.
Glossier, a direct-to-consumer makeup and skincare company based in New York, New York, has experienced a -23% decrease in its 5-year search growth, indicating a "peaked" status. However, the brand's innovative approach to building a community-driven beauty brand has continued to resonate with consumers, particularly millennials and Gen Z.
Glossier was founded on the principle that the beauty industry should cater to the demands of the consumer, rather than the other way around. This customer-centric focus has been a key driver of the brand's success, as it has fostered a loyal community of "Glossier Girls" who advocate for the brand's subtle, natural-looking products.
Despite the decline in search growth, Glossier has continued to expand its product lineup, now offering 73 items that cater to the "no-makeup" makeup trend. The brand's ability to evolve and adapt to changing consumer preferences has enabled it to maintain its position as a leading player in the direct-to-consumer beauty market.
Virtue Labs, a keratin-based haircare brand based in Raleigh, North Carolina, has experienced a 262% increase in its 5-year search growth, earning it the "regular" growth status. The brand's focus on using Alpha Keratin 60ku in its products to reduce frizz and boost hair color vibrancy has resonated with consumers seeking solutions for healthier and more vibrant locks.
Virtue Labs' DTC e-commerce channel allows the brand to offer personalized product recommendations based on customers' input, further enhancing the customer experience and fostering brand loyalty. This personalized approach has been a key factor in the brand's success in the highly competitive haircare market.
Virtue Labs' innovative haircare solutions have attracted significant attention and funding, with the brand securing $73.5 million in a corporate funding round. This influx of capital will enable the company to continue developing its product offerings and expanding its market presence, solidifying its position as a leader in the keratin-based haircare segment.
MyGlamm, a beauty products marketplace based in Mumbai, India, has experienced an 800% increase in its 5-year search growth, earning it the "peaked" status. The brand's online storefront, which hosts more than 600 stock-keeping units (SKUs) in the cosmetics and personal care markets, has resonated with Indian consumers, driving its rapid growth.
MyGlamm's success has been recognized by the market, with the brand achieving a $100 million valuation following its recent $288.4 million Series D funding round. This impressive milestone underscores the brand's ability to capitalize on the growing demand for beauty products in the Indian market and establish itself as a leading player in the country's e-commerce landscape.
MyGlamm's expansive product catalog, spanning a wide range of cosmetics and personal care items, allows the brand to cater to the varied preferences and needs of its customer base. This diversification has been a key factor in the brand's ability to maintain its relevance and appeal in the highly competitive Indian beauty market.
Heyday, a network of facial salons based in New York City, New York, has experienced a 35% increase in its 5-year search growth, earning it the "regular" growth status. The brand's focus on providing high-quality facial treatments and curating an online store for skin and body care products has resonated with consumers seeking a premium salon experience.
Prior to the COVID-19 pandemic, Heyday had achieved a revenue run rate of $25 million, underscoring the brand's ability to attract and retain a loyal customer base. The startup's network of 10 locations across the United States further demonstrates its success in scaling its physical presence and delivering its signature facial services to a growing number of consumers.
Heyday's success has been bolstered by its $51.4 million Series B funding, which will support the brand's ongoing expansion and the development of its online retail offerings. As consumers continue to prioritize self-care and seek out personalized beauty experiences, Heyday is well-positioned to capitalize on these trends and cement its status as a leader in the facial salon industry.
The 30 beauty startups highlighted in this article represent the diverse and dynamic landscape of the beauty industry in the United States. From personalized haircare and clean skincare to makeup subscription services and salon management software, these trailblazers are redefining the way consumers interact with and experience beauty products and services.
The industry's growth is fueled by evolving consumer preferences, with increased demand for natural, organic, and sustainable offerings. These innovative startups have tapped into this trend, leveraging cutting-edge technologies, customer-centric approaches, and strategic marketing tactics to capture the attention of
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