THE WORLD’S BEST 10 SKINCARE PRODUCTS & BRANDS IN 2025

The world’s best 10 skincare products and brands in 2025. The top best 10 skincare products and premium skincare brands in the world list.

Brought to you by Mau, a Digital Marketing Specialist for skincare brands at eDigital.

THE WORLD’S BEST 10 SKINCARE PRODUCTS & BRANDS IN 2025

Welcome to a great new world of skincare marketing where flaws are embraced, skin care treatments are entertainment, and acne-positivity has its own hashtag. Skincare brands, celebrities and influencers are changing the skincare industry by championing self-love in a safe space where supporting others is the new cute—and everyone’s invited.

Empowering. Confident. Unapologetic; Skincare brands have a fresh new glow with new ways to connect and support the desires of global audiences more in tune with their skin health.

Some of the world’s skincare brands offer different types of products including:

• Lotions (inc hand and body lotion), balms, moisturisers and humectants, aftershaves and emollients
• Rubs, poultices, embrocation liquids, ointments, unctions, unguents, pomades and salves
• Creams inc night cream, cold cream, wash creams, sun cream and aftersun creams
• Shampoos and hair conditioners and gels.
• Oils inc baby oil
• Eye lotions

Read below to get to know the top skincare products & brands, follow them and check how they connect with their fans and customers through vibrant content that tells their brands’ stories.

I believe that when skincare brands connect with their audience in this new world of self-care and care for the planet, magic can happen.

10. FRESH

Founded in 1991 by Lev Glazman and Alina Roytberg (Russian immigrants) in Boston, USA; Fresh is a manufacturer of natural beauty and skincare products. Fresh uses natural ingredients including soy, sake and sugar in beauty treatments, including skincare, lip care, fragrances, hair care, and body care, offering its products through its own retail stores as well as selling online. Owned by LVMH Moët Hennessy Louis Vuitton. 

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9. TATA HARPER

Founded in 2007 by Colombian industrial engineer Tata Harper in Vermont, United States; Tata’s Natural Alchemy manufactures and sells the Tata Harper brand of natural antiaging skincare products. Tata Harper offers antiaging serums, aromatherapy products, body care products, cleansers, lip care products, moisturisers, toners, masks, eye creams, and exfoliators. It also sells its skincare products online.

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THE TOP CHALLENGES FOR SKINCARE BRANDS

• Ingredients: Use of synthetic chemicals that are harmful to the skin and body. Unwillingness to use more expensive natural organic ingredients that are harmless for the skin. Some skincare products use synthetic chemicals also found in the auto industry. Scary!
• Fairtrade: Using suppliers who do not pay fairly to their workers.
• Disposal: Using packaging that cannot be recycled or upcycled. Smart packaging should be easy to use for other tasks.
• Skin diversity in advertising. Promoting skincare with just white-skin models who do not bring all the different types and colours on the skin on brand promotions, marketing and advertising
• Proof of Authenticity. Hard to find information about skincare ingredients’ source, history and proof of authenticity.

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8. BEAUTY COUNTER

Founded in 2013 by Gregg Renfrew and with over 4k employees, Beauty Counter is a manufacturer of personal care and beauty products formulating and developing makeup and skincare products including cleansers, moisturisers, serums, scrubs and body washes, with safe ingredients that are clinically proven and effective.

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7. TATCHA

Founded in 2009 by Harvard business graduate Taiwanese/American Victoria Tsai in San Francisco, California, USA; Tatcha is a luxury beauty and skincare company. Tatcha makes and sells skin care products, serums, moisturisers, mists, exfoliants, lipstick, face cream, radiance mask, sunscreen, cleansing oils, perfumes, eye and body care, and blotting papers inspired by timeless Japanese Geisha beauty rituals. Tatcha products are distributed through the website, Sephora, QVC and other wholesale and specialty retail stores.

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As you age, your skin’s cells turn over more slowly, making it look less radiant. Using a quality skincare line can help remove dead skin cells so your body will replace them with newer, more youthful cells.

6. DRUNK ELEPHANT

Founded in 2012 by Tiffany Masterson in Houston, USA; Drunk Elephant offers skincare products including moisturisers, serums, masks, cleansers and lip balms. Drunk Elephant’s clinical skincare low-hazard composition products are effective not only because of what’s in them but also because of what’s not. All of the irritants, allergens, fillers and dyes/colourants are left out delivering visible results for all skin types. The business and brand were sold to Shisheido Americas for USD$845 million in 2019.

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5. CAUDALÍE

Founded in 1995 by Bertrand and Mathilde Thomas in Bordeaux, France; Caudalíe sells beauty and skincare natural products. Caudalíe brand is popular for using the anti-oxidant power of grapevine polyphenols, offering the grape’s ultimate gift. Some of its bestsellers include Beauty Elixir which boosts skin throughout the day, and Divine Oil – a multi-use miracle oil. The Caudalíe brand does not use paraffin, mineral oils or synthetic colouring in their products. Neither do they use parabens, phthalates, sodium laureth sulphate and phenoxyethanol in any of our products.

In 1999, Caudalie created the world’s first Vinothérapie Spa in the heart of the Chateau Smith Haut Lafitte vineyard in Bordeaux. In this location, untouched by city life, luxurious treatments provide all the restorative benefits that grapes and grapevines have to offer lauded across the world for their anti-oxidant properties.

The Caudalie business and brand has its own Natural Formulation Laboratory in Gidy, France and works in partnership with Harvard Medical School and anti-ageing specialist, Dr David Sinclair, to develop patents to combat skin ageing.

Caudalie skincare products are found in 30 countries, including France, Germany, Italy, USA, Spain, Portugal, Switzerland, Russia, Poland, Greece, Belgium, Canada, Brazil, Turkey, Hong- Kong, Korea and Malaysia.

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“The more natural/organic your skincare choices are the better. Check your local herbalist on how to look after your skin with natural ingredients”

Mau

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4. SHISEIDO

Founded in 1872 by Arinobu Fukuhara in Ginza, Tokyo, Japan; Shiseido manufactures and sells skincare products, cosmetics, toiletries, personal care products, barber beauty products and over-the-counter medicine mainly in Japan, China, North America and Europe. Shiseido is also the owner of the popular Drunk Elephant skincare brand.

Note: You’re shedding skin cells throughout the day, so it’s important to keep your skin glowing and in good condition. An effective routine can help prevent acne, treat wrinkles, and help keep your skin looking its best.

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3. AĒSOP

Founded in 1987 by Dennis Paphitis in Melbourne, Australia; Aēsop is a global skincare brand owned by Brazilian company Natura & Co. In addition to skincare, Aesop also produces hair care, soaps and fragrances. One of its top skincare products is the Avail lotion. Even some of the top 25 most-followed Australians on Instagram are loving this brand.

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Tip: A good skincare routine is only as good as the products you use. While good quality products can help your skin look better now as well as in the future, poor quality products can be ineffective and even cause harm to your skin.

2. CHARLOTTE TILBURY

Founded in 2012, by make-up artist Charlotte Tilbury in London, England; Charlotte Tilbury manufactures and sells makeup, beauty and skincare products. Charlotte created campaign looks for Tom Ford, Roberto Cavalli, Michael Kors, Dsquared2, Stella McCartney, Loewe and H&M. She was also responsible for beauty campaigns for Burberry and Tom Ford, two of fashion’s biggest beauty players. Tilbury has contributed covers and editorials to Vogue Magazine, among many more titles. She regularly works as a show makeup director for brands as wide-ranging as Hakaan, Zadig & Voltaire, Vionnet, Mugler and Donna Karen.

Tilbury is a close friend of other beauty and fashion celebrities including muse  Kate Moss,  Nicola Formichetti, Cara Delevingne, Bay Garnett, Laura Bailey and Mario Testino.

Her cosmetics and skincare products can be found at London’s Selfridges. The brand quickly became one of the department store’s most popular skincare products and is now stocked by the likes of Sephora website, Fenwick’s, Harvey Nichols and Net-a-Porter, as well as Nordstrom and Bergdorf Goodman in the US. In November 2015, the Charlotte Tilbury flagship store opened in London’s Covent Garden, with further expansions in the US, Canada, Germany, Netherlands, Hong Kong, Dubai and over 60 other international locations.

In 2019 the brand was accused of using actress Brooke Shield’s name for an eyebrow product without permission, resulting in a lawsuit. In 2020, Tilbury sold a majority stake to the Spanish group Puig for an estimated $1 billion. Tilbury remains chairman, president and chief creative officer of the brand.

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SOCIAL MEDIA IS NOT HELPING SKINCARE MARKETERS

• Organic posts are reaching an average of 5% of your followers (If you are lucky!)
• Marketers keep trying so hard to build audiences on social media platforms they do not own.
• Marketers cannot transfer their hard-earned followers to their best CRM software.
• Customer acquisition costs from social media ads are through the roof.

The solution:

I can offer you the best digital marketing strategy workshops that will show you how to:

• Lower customer acquisition costs.
• Minimise dependency on paid media.
• Build a marketing engine with marketing assets and channels you fully own.
• Craft the best digital marketing plan and social media strategy that boosts sales and customer lifetime value.

1. ESTÉE LAUDER

Founded in 1946 by Josephine Esther Mentzer and Joseph Lauter in New York City, USA; Estée Lauder is one of the world’s leading manufacturers and marketers of quality skincare, makeup, fragrance and hair care products. Its products are sold under brand names including Estée Lauder, Aramis, Clinique, Lab Series, Origins, Tommy Hilfiger, M·A·C, La Mer, Bobbi Brown, Donna Karan New York, DKNY, Aveda, Jo Malone London, Bumble and bumble, Michael Kors, Darphin Paris, TOM FORD BEAUTY, Smashbox, Ermenegildo Zegna, AERIN, Le Labo, Editions de Parfums Frédéric Malle, GLAMGLOW, KILIAN PARIS, BECCA, Too Faced and Dr Jart+ and the DECIEM family of brands, including The Ordinary and NIOD.

About the above image: Creative: eDigital; Parrots photo was taken at the Bangabandhu Sheikh Mujib Safari Park, Gazipur, Bangladesh. Product: Estée Lauder Re-Nutriv creme.

In May 2023, Sara Echeagaray (Mexican-American beauty influencer) has been hired as Creative Director in Residence at the Estee Lauder-owned brand Too Faced.

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THE TOP 10 TRENDING SKINCARE BRANDS IN THE WORLD

1. Lancōme
2. Olay
3. Neutrogena
4. Clarins
5. Sisley Paris
6. Nuxe
7. La Prairie
8. Babor
9. Embryolisse
10. Nuface

THE TOP 10 FAST-GROWING SKINCARE BRANDS IN 2025

1. Mario Badescu
2. Sunday Riley
3. Barbara Sturm
4. Chantecaille
5. Kate Somerville
6. Jurlique
7. Rescue Spa
8. Naturopathica
9. Grown Alchemist
10. Renée Rouleau

THE TOP 10 SKINCARE BRANDS TO WATCH IN 2025

1. Lumity
2. Epi.Logic
3. Femmue
4. Noble Panacea
5. Soft
6. Christine Chin
7. Skinceuticals
8. MBR
9. Cytolnat
10. East Sound Lane

THE TOP 10 UPCOMING SKINCARE BRANDS IN 2025

1. Agustin Bader
2. 111skin
3. Biologique Recherche
4. Joanna Vargas
5. Eve Lom
6. Vintner’s Daughter
7. La-Roche Posay
8. LaMer
9. Epara
10. Giorgio Armani Beauty

GLOBAL LUXURY HIGH FASHION BRANDS OFFERING SKINCARE

• Chanel with its famous “Channel le weekend” skincare cream
• Dior

Do you require marketing training? Contact us today.

THE SKINCARE BRANDS OFFERING DEALS RIGHT NOW

1. SK-II
2. Smoosh Skin
3. L’Occitane (Melvita, Elemis, Duolab, Grown Alchemist)

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Conclusion

Professional marketers know skin care is important for global consumers because skincare brands help protect people’s skin, which is the body’s largest organ. Great skincare marketing reminds consumers to keep their skin in fantastic condition by applying the latest skincare products.

eDigital can help you conceptualise, plan, develop, run and optimise successful digital marketing campaigns that generate leads and sales for your brand.

Our digital marketing services include:

• Strategic planning for social media and other digital marketing channels.
• Online advertising management and optimisation: Google Ads Search, Display, Re-marketing and social media advertising.
• Marketing training: social media training and digital marketing training.
• SEO strategy and execution. Including content development:articles, stories, eye-catching and SEO-optimised visuals.
• Celebrity and influencer marketing campaign strategy.
• Brand development. Logo creation, brand personality development and design of marketing materials.
• Consumer contests/competitions/giveaways.
• Email marketing. Dip sequence design and deployment.
• Conversion rate optimisation. It is also called “path to purchase” optimisation.

Contact us today and start boosting your leads and sales.

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Final note: Want to reduce customer acquisition costs and dependency on paid media? Our exclusive digital marketing strategy workshops will unmercifully review your marketing, help you build a marketing engine with channels and assets you own, stir your team’s thinking, bring new ideas for new conversion paths and boost customer lifetime value.

THE WORLD’S BEST SKINCARE PRODUCTS AND BRANDS IN 2025

was brought to you by Mau

Considered one of the best marketing consultants in Sydney, Mau offers some of the best digital marketing strategy workshops and best social media training. Mau also loves travelling, football, design, music and art. Follow Mau’s stories on YouTube. Marketers are using Mau‘s popular Digital Marketing Plan and Social Media Plan templates.

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