In Brands, Insight, Trend

NPD shared some interesting insight about DTC beauty brands at the CEW Year in Review and 2019 Trend Forecast event last week. With the mind-boggling multiples and amount of investment flooding into DTC brands, one might assume these brands’ growth is significantly higher than their traditional competitors—but you’d be wrong.

According to NPD, digitally native brands grew at the same rate as traditional prestige brands, both up 6% from 2017 to 2018.


  • Beautycounter +27% to $320 million in sales
  • Glossier +69%
  • Curology +147%


  • Kylie Cosmetics -39%
  • ColourPop -10%
  • Jeffree Star -8%

In a statement to WWD, a spokesperson for ColourPop disputed NPD’s sales data, saying the brand in 2018 saw double-digit sales growth.

Photo: Raw Pixel via Unsplash

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