YipitData’s spring ranking of the ten fastest-growing beauty brands in the US, based on trailing three-month GMV growth as of April 2026, puts Indonesian skincare band Skintific on top at 184 times year-over-year growth and $11.2 million in GMV, sold mainly through Amazon. Caramela Beauty is second at 68x and $11.3 million, also on Amazon. Behind them sit Super Nature (51x, $29 million, Costco), Magis Lene (23x, $15.1 million, Costco), TONE (21x, $17.8 million, Target), Centellian24 (20x, $24.7 million, Amazon), grace & stella (19x, $13.9 million, Target), GODA (16x, $16.5 million, Amazon), Sweet & Shimmer (12x, $18.8 million, Ulta), and celebrity makeup artist brand m.ph (11x, $47.8 million, Sephora) which has the slowest growth rate in the group but the highest absolute GMV.
The first interesting pattern is the success of Asian skincare brand. Skintific, Magis Lene and Centellian24 all focus on barrier repair and clinical ingredients rather than prestige branding. Skintific which was founded in Indonesia in 2022 with backing from a Chinese company, built its recognition through TikTok Shop livestreaming, becoming the platform’s number one seller in 2022. That same approach based on affordable but efficient products, heavy investment in short-form video and influencer seeding is also successful in the US, where a brand few American shoppers had heard of a year ago is growing faster than anyone else in the category.
The second insightful story is who owns these brands. Super Nature belongs to P&G. Sweet & Shimmer belongs to Ulta, sold through its own stores rather than a third-party marketplace. Two legacy players, a manufacturer and a retailer, are outgrowing independent challengers, which show how legacy players are absorbing the social media and marketplace-native playbook that emerging brand, especially Korean ones, have pioneered.