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The Beauty Brand Buyer Index 2026

America's beauty and personal care brands, ranked by what actually matters: verified buyers. The BeautyGraph carries 36 brand-level purchase segments across cosmetics, skincare, hair care, and body care. This is who really has reach in the aisle. Updated August 2026.

Buyer reach by parent company

Combined verified buyer reach of each parent's brand portfolio in the BeautyGraph. Not followers, not panel projections: purchase-verified buyer segments.

ParentBrands in BeautyGraphVerified buyers
UnileverDove, Suave, TRESemme, Degree, Axe, Vaseline35M+
P&G Beauty & GroomingPantene, Head & Shoulders, Olay, Secret, Old Spice, Gillette, Herbal Essences, Aussie25M+
L'Oreal GroupL'Oreal Paris, Maybelline, Garnier15M+
KenvueNeutrogena, Aveeno, Clean & Clear6M
CotyCoverGirl, Clairol lineage4.6M
EdgewellSchick, Skintimate, Edge4.1M
RevlonRevlon Cosmetics, Revlon Hair Color3.9M
BeiersdorfAquaphor, Eucerin1.9M

CoverGirl carries P&G heritage and Coty ownership; counted once under Coty in rollups. Counts are addressable US audience estimates from Skydeo's purchase graph, August 2026.

Every brand segment, live counts

Each is an activatable audience: the verified buyers of that brand, pushable to The Trade Desk and 70+ platforms.

Dove (soap & body) 23.9MSuave (soap & body) 10.7MOlay (body + skincare) 11.0MGillette 4.8MMaybelline 4.3MDove Deodorant 4.1MSecret 3.9MDegree 3.8MCoverGirl 3.3MOld Spice 3.2MPantene 3.1MHead & Shoulders 2.8MRevlon Cosmetics 2.8ML'Oreal Cosmetics 2.7MGarnier (hair) 2.6MNeutrogena Skincare 2.1MTRESemme 1.9ML'Oreal Hair Color 1.8MJergens 1.7MNeutrogena Cosmetics 1.6MSchick 1.6ML'Oreal Shampoo 1.5MAveeno 1.4MGarnier Styling 1.4MAxe 1.3MClairol 1.3MSkintimate 1.3MVaseline 1.3MHerbal Essences 1.2ML'Oreal Skincare 1.1MAussie 1.1MRevlon Hair Color 1.1MAquaphor 1.0MEucerin 0.9MClean & Clear 0.9M

Four plays every brand team runs on its segment

  • Retention: reach your own verified buyers with replenishment and cross-sell messaging.
  • Conquest: reach competitor buyers in your category at the moment their need recurs.
  • Expansion: see which categories your buyers enter next, and get there first.
  • Switcher defense: category switcher segments flag the buyers most likely to change brands.

Methodology

Brand segments from Skydeo's ShoppingGraph (verified CPG purchase signals, US consumers). Counts are addressable audience estimates, deduplicated at the segment level, as of August 2026. Parent rollups sum each parent's brand segments without cross-brand dedup. Want a brand added or a custom cut? Email beautygraph@skydeo.com.

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