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FUTURE50: Brands Defining the Beauty Landscape in 2024

Published February 20, 2024
Published February 20, 2024

The BeautyMatter FUTURE50 is our list of brands, retailers, and service concepts to know and watch as they define the global beauty and wellness landscape. These are businesses led by people fostering new ideas and pushing forward innovation.

There were four brands from the 2023 FUTURE50 list that transacted— congratulations to: 

This year, our editorial team was back at it using data, insight, and a bit of intuition to determine who would comprise the FUTURE50 list this year. There was no fee associated with the process, but there are two requirements. First, this list honors independent beauty, so no publicly traded companies or businesses that have a beauty strategic as a majority investor. The second criterion is that at least one leadership team member agreed to join us at the FUTURE50 Dinner and Summit on June 19–20 in New York City, because BeautyMatter isn't about passive engagement; we believe the company you keep matters, and community is at the center of everything we do.

"We were searching for the ultimate unicorns: brands where all the elements are coming together in just the right way at just the right time to put them on the leading edge of an increasingly competitive landscape," Kelly Kovack, founder and CEO of BeautyMatter, said of the FUTURE50. "The list provides the opportunity to highlight businesses and leadership teams that inspire us as they push the industry into new territories." 

Meet the BeautyMatter 2024 FUTURE50:

Alpyn Beauty
Biologique Recherche
DIBS Beauty
Ellis Brooklyn
Flamingo Estate
Good Chemistry
Hally Hair
Kopari Beauty
Lisa Eldridge Beauty
Love Wellness
Mad Rabbit
Makeup by Mario
Malin + Goetz
MERIT Beauty
Not Your Mother's Haircare
Olive & June
Pacifica Beauty
r.e.m. beauty
Raw Sugar Living
RMS Beauty
Scotch Porter
Shakeup Cosmetics
The 7 Virtues
The Lip Bar
Tower 28
True Botanicals
V Beauty Pure
Vacation, Inc.
Victoria Beckham Beauty
ZO Skin Health

As part of the BeautyMatter FUTURE50 programming, we have set out to recognize these brands but also, importantly, to bring them together. Too often, it's hard to connect the dots across the entire beauty ecosystem. FUTURE50 allows us an opportunity to create the connective tissue of community to move businesses and the industry forward.

"The live event provides a platform for us to do what we do best: tackle real-time issues as well as contemplate what’s next with provocative programming that features thought leaders, emerging voices, and people who are shaping the industry today and tomorrow," Kovack said.

Unlike many industry events, FUTURE50 has been purpose-built to foster real connections and more than superficial networking. Programming and scheduling have been crafted to leave room for discussions that dig deeper than introductions.

Everyone is welcome—no exclusive invite required. Join us. We'd love to see you.


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