The Best US Skincare Brands: Who’s Dominating in 2024

The best US skincare brands are in a close race, and new data from Charm shows exactly who’s pulling ahead. Based on sales from January 1 to December 31, 2024, Anua, The Ordinary, and Medicube took the top three spots, each earning over $21 million. What makes this ranking more interesting is how tight the competition is and how fast up-and-coming brands are catching up.

Top Three Brands: Anua, The Ordinary, and Medicube

Based on full-year sales data analyzed through Charm.io, these three brands pulled ahead of the pack in the US skincare subcategory. Their ability to combine clear ingredient stories, smart retail positioning, and viral appeal helped them outperform the rest.

Anua led the pack with $23 million in revenue. Their focus on calming ingredients like heartleaf has clearly struck a chord with US consumers, especially among Gen Z buyers on TikTok and Amazon.

The Ordinary came in second with $21 million. Their no-frills, science-backed approach and strong DTC game continue to drive loyalty. They also win big in transparency—every formula lists its percentage of active ingredients, which many shoppers now expect.

Medicube, also earning $21 million, rounds out the top three. What sets Medicube apart is its strong online-only presence. Their viral skincare devices, like the Age-R booster, combined with targeted ad strategies, helped them perform just as well as more retail-heavy competitors.

These three represent the best US skincare brands that have mastered both product and platform—balancing price, science, and content to win shopper trust.

Rising Stars in the Skincare Scene

Beyond the top three, several other brands showed strong growth in 2024. Backed by Charm.io data, these emerging players are proving that strong content, differentiated positioning, and sharp pricing can drive serious revenue in a crowded space.

Cocomint Beauty isn’t far behind, racking up $18 million in 2024. Their niche? K-beauty-inspired minimalism with formulas that look good and feel clean.

Then there’s VGO Beauty at $10 million. This brand has built momentum fast, thanks to affordable price points and retail accessibility. While their unit prices are lower, they’ve made up for it in volume.

Other notable mentions include:

• GoPure: $8M, known for simple serums and value bundles
• Peter Thomas Roth Labs: $6M, still relevant with their cult-favorite masks
• WNP Skincare: $6M, quietly growing in smaller boutique markets
• SimplyMandys: $5M, pushed forward by community-built trust and natural positioning
• iHerb: $5M, benefiting from marketplace volume and private-label skincare expansion

Each of these brands is fighting for a foothold. Even if they're not household names yet, they’re making moves that reflect changing customer priorities: clean ingredients, pricing transparency, and ease of purchase.

What This Means for the Industry

This data confirms a few trends:

• Skincare shoppers in the US trust clinical transparency.
• Viral content and device-driven skincare are growing fast.
• Online-first brands like Medicube are no longer fringe players—they’re category leaders.

The best US skincare brands today are no longer just those with the biggest legacy. Brands that stay flexible, optimize for TikTok and Amazon search, and simplify ingredient messaging are scaling quickly.

2024 Brand Trends Backed by Charm.io Insights

If you're looking to discover the best US skincare brands right now, start with the top three: Anua, The Ordinary, and Medicube. But keep your eye on VGO, Cocomint, and GoPure too—they’re showing serious momentum. Whether you're a shopper or a brand watching the space, this year’s sales ranking makes one thing clear: the skincare race is wide open.

Charm makes this kind of analysis possible. Their platform surfaces the fastest-growing skincare brands, shows you who's winning across TikTok, Amazon, and Shopify, and gives real-time competitive intelligence you can act on.

Want to keep track of which brands are growing next? Request a demo with Charm.io and get access to real-time sales insights like these.