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CeraVe makes selling 20 bottles of Hydrating Facial Cleanser every minute look easy.
But when it comes to skin care, producing lightning-in-a-bottle successes with staying power is anything but.
One of beauty’s most dynamic categories, skin care is also one of the most crowded and competitive. It’s hard to break through: Circana reports that despite the proliferation of new brands and products, the majority of sales come from existing players.
That makes the 100 winners on these pages — which were voted the greatest skin care products by beauty industry insiders — even more remarkable. Some of the products have withstood the test of time, others are more recent entrants on the scene, but all have combined efficacy, user experience and savvy marketing strategies to achieve hero status.
“Creating an iconic skin care product takes vision, vision as to how someone wants their skin to look and feel” said Jane Hertzmark Hudis, executive group president, the Estée Lauder Cos.
But that’s not all. “You need an irresistible texture and sensorial experience, discernable powerful instant and long-term results,” Hudis continued, “and a compelling story when you use the product each time that keeps a consumer coming back over and over again.”
“It takes patience, passion and never rushing just to make a launch,” said Carol Hamilton, L’Oréal USA’s group president of acquisitions and business development. “The combination of art and science that goes into creating not only the right performance, but the sensorial aspects of a skin care product, is too important to hurry.”
Of course, efficacy is essential. “The product has to answer a consumer skin care need and it’s got to deliver on results,” said Ron Robinson, cosmetic chemist and chief executive officer of BeautyStat. “Then, you need to communicate why there’s no replacement for it.”
Even so, science alone is no guarantee for success.
“You start with performance and don’t compromise on that. Then you layer in the extra goodies,” said Hamilton, who likens the final result to a great cocktail. “Performance alone won’t create consumer addiction. There’s the importance of highly concentrated formulas with a beautiful experience to use.”
Then you’ve got to make sure people know of its existence. “For us it’s about finding our niche,” said Charlotte Palermino, cofounder of Dieux whose Instant Angel became an instant sensation on social media and beyond in 2022. “But with the internet, your niche can be millions of people who will actually respond well to a product.”
Even as the world has evolved, enabling brands like Dieux to break through, those tenets hold true. “Skin care has become a movement and all generations are part of it,” said Hudis. “The momentum of the category spans all ages and the potential upside is extraordinary.”
Inside The Greatest
To compile the list of the 100 greatest skin care products, WWD Beauty Inc polled over 600 beauty industry insiders, executives, financiers, creators, professionals and founders in an open-ballot format and asked them to submit responses.
Voters were asked to consider the following criteria: product efficacy, formula innovation, sales performance, packaging design and market impact. WWD Beauty Inc tabulated votes and, accounting for multiple duplicate votes from the same organizations, culled the top 100 products that garnered the most votes.
Promised confidentiality on the content of their ballots, the vast majority also opted for anonymity. Here, the full list of voters willing to be identified.
Ada Polla; Agnes Landau; Alicia Sontag; Anike Rabiu; Annie Young-Scrivner; April Uchitel; Ashleigh Ciucci; Barbara Zinn Moore; Bee Shapiro; Bettina O’Neill; Carrie Gross; Casey Georgeson; Celine Kaplan; Charles Rosier; Charlotte Palermino; Clémence von Mueffling; Cristina Nuñez; Daniela Ciocan; David Greenberg; Deanna Kangas; Deanna Melluso; Diana Madison; Dr. Amy Wechsler; Dr. Dan Belkin; Emily Dougherty; Erin McCaffrey Nenadich; Esi Eggleston Bracey; Eva Chen; Francesco Clark; Haille Fritz; Hilary Crnkovich; Ian Michael Crumm; Irene Forte; Jacquie Tractenberg; Jaime Maser; Jane Lauder; Jean Godfrey-June; Jill Granoff; Jodi Balkan; Julee Wilson; Juliette Levy; Kalondia Casey; Kristina Lee; Lindsey Zubritsky; Luc-Henry Rousselle; Malcolm Carfrae; Margot Humbert; Marianna Hewitt; Matt Rubel; Matthew Dentremont; Megan Teasdale; Melissa Sansone, Merritt Loughran; Millie Kendall; Natacha Bonjout; Naya Louis; Neda Daneshzadeh; Pamela Baxter; Rachel Sprayregen; Raquel Medina-Cleghorn; Rich Gersten; Riku Campo; Rose Pilato; Rupert Schmid; Sarah Brown; Sonia Ramos; Susan Akkad; Susan Biegacz; Tarang Amin; Vasiliki Petrou.
111Skin Rose Gold Brightening Facial Treatment Mask
Launched:2013
A makeup artist fave, the hydrogel sheet mask boasts Bulgarian rose, colloidal gold and pomegranate seed cell culture for brightening benefits.
Results Oriented:A pioneer of sheet masks in the Western market, 111 Skin has sold 18 million of them to date — roughly one every 26 seconds.
$32, 111skin.com
Aquaphor Healing Ointment
Launched: 1991
The formula with 41 percent petrolatum enables oxygen to flow to the skin’s surface, while panthenol and glycerin protect chapped skin from head to toe.
Results Oriented: Aquaphor sold roughly 45 million units of product in 2023.
$15.99, aquaphorus.com
Augustinus Bader the Rich Cream
Launched:2018
A moisturizer that started a movement. 30 years of research led to the brand’s hero ingredient, TFC8, which, coupled with celebrity backers, has made Bader one of the biggest names in skin care.
Results Oriented:One unit of the Rich Cream is sold every 90 seconds.
$300, augustinusbader.com
BeautyStat Universal C Skin Refiner
Launched: 2019
Among the first vitamin C serums to promise stabilized L-Ascorbic acid, the brand’s inaugural stock keeping unit derives its long shelf life from a patented encapsulation system.
Results Oriented: 24 units are sold every hour.
$85, beautystat.com
Belif The True Cream Aqua Bomb
Launched:2010
Belif says it only takes Aqua Bomb 10 seconds to deliver hydration 10 layers deep into the skin, with a 231.4 percent hydration boost powered by hyaluronic acid and niacinamide.
Results Oriented:This and sister product Moisturizing Bomb have sold a combined 10 million units globally.
$38, lgbeauty.com
Bioeffect EGF Serum
Launched: 2010
Barley-derived epidermal growth factors — which come from Bioeffect’s biodynamic greenhouse in Iceland —are one of only seven ingredients in this serum.
Results Oriented: The brand sells one EGF serum every 5 seconds.
$175, bioeffect.com
Biologique Recherche Lotion P50
Launched:1970
Half a century old and still cleaning up.
Biologique Recherche, the French brand founded in the 1970s, opened for business with a small array of products, including a toner called P50 designed for daily exfoliation.
“Skin care was not very rich yet — it was built on scent and beautiful texture. It was an exercise in experience and not in the composition of the product,” said Dr. Philippe Allouche, Biologique Recherche’s head of creation.
Born out of that single sku came Biologique’s approach to skin care — highly specialized and customizable regimens following a framework rooted in a preparatory stage called initialization that starts with P50. That those routines required a trained aesthetician to prescribe only added to the brand’s allure. “Biologique grew by word of mouth,” Allouche said. “There was no internet at that time.”
Today, P50 is available in seven strengths for varying skin types, including the original formula, Lotion P50 1970. Lotion P50 has become the cornerstone of many a brand fanatic’s daily ritual. “The fact that we have an initialization phase is deeply rooted in P50, and each regimen needs it,” said Margot Humbert, the brand’s U.S. general manager. “The entire methodology of the brand came from P50.”
It also set the bar for all of the brand’s product development thereafter. “Skin isn’t about trends, it’s about physiology,” Allouche said, adding the formula has barely been touched since launch.
“Biologique Recherche follows science and it follows skin,” Humbert said. “It’s not even about one holy grail product. P50 is part of a system that works, it’s the first step, and any consumer can use it.”
Results Oriented:1 Lotion P50 is sold every 2 minutes in the U.S.
Biossance Squalane + Vitamin C Rose Oil
Launched:2017
A pioneer of biotechnology in beauty, Biossance’s hero treatment relies on squalane paired with rose extract and oil-soluble vitamin C for the product’s brightening and moisturizing claims.
Results Oriented:The brand sells enough units annually to cover the span of the Golden Gate Bridge (about 1.7 miles long) 10 times.
$74, biossance.com
Bobbi Brown Vitamin Enriched Face Base
Launched:2001
A primer-moisturizer hybrid, Bobbi Brown’s bestselling moisturizer includes vitamins B, C and E, hyaluronic acid, squalane and shea butter for moisturization and makeup prep.
Results Oriented:The brand sells one pot every 9 seconds globally.
$69, bobbibrowncosmetics.com
BubbleSkincareSlam Dunk Hydrating Moisturizer
Launched:2020
Bubble is a key player — and driver — of the Gen Z skin care craze, thanks to whimsical packaging, TikTok know-how and ingredients like aloe leaf juice, avocado oil and vitamin E in its top-selling moisturizer.
Results Oriented:Slam Dunk, indeed. Bubble sells one unit every 10 seconds.
$16, hellobubble.com
Caudalie Vinoperfect Radiance Serum
Launched:2005
Description:French pharmacy-staple-turned-global-phenom Caudalie has proven that Vinoperfect is 62 times more effective than vitamin C at brightening dark spots caused by the sun, acne, pregnancy and age. The secret ingredient is Viniferine, Caudalie’s exclusive grapevine sap extract.
Results Oriented:One unit of the product is sold every 30 seconds globally.
$82, us.caudalie.com
CeraVe Hydrating Facial Cleanser
Launched:2005
A non-stripping cleanser comprised of hyaluronic acid and three ceramides.
Results Oriented:CeraVe sells over 20 bottles of Hydrating Facial Cleanser every minute in the U.S.
$14.49, cerave.com
Cetaphil Gentle Skin Cleanser
Launched:1947
Launched as the Gentle Cleansing Lotion, Cetaphil’s top seller relies on a dermatologist-developed cocktail of vitamins B3 and B3, in addition to glycerin, to remove dirt, makeup and oil.
Results Oriented:It’s the top gentle skin cleanser in the U.S. market.
$12.99, cetaphil.com
ChanelLa Crème Main
Launched:2017
Brightening iris pallida and My rose wax supercharge this formula, which is meant to hydrate and protect hands and nails without leaving any residue.
Results Oriented:Form follows function for this product, which boasts a patent for its signature oblong packaging — engineered to fit into the palm of a hand.
$55, chanel.com
ChanelLa Mousse
Launched:2018
A cream-to-foam cleanser that promises removal of makeup, sunscreen and pollutants with marine salicornia extract for moisture and blue micro-algae for antipollution benefits.
Results Oriented:The cleanser went through 186 formulation tests before achieving the end result.
$55, chanel.com
Chanel Sublimage La Crème Texture Universelle
Launched:2006
Meant to address every sign of aging, the ultra-luxe Sublimage La Crème derives its efficacy from polyfractionated vanilla planifolia, harvested from the brand’s open-sky laboratory in Madagascar.
Results Oriented:Chanel’s scientists selected the hero ingredient, vanilla planifolia, from more than 117 vanilla varieties.
$445, chanel.com
Charlotte Tilbury Magic Cream
Launched:2013
With the promise of both immediate and long-term results, this medicine cabinet mainstay includes plumping peptides, vitamins C and E as well as hyaluronic acid.
Results Oriented:The brand sells one pot of the stuff every minute.
$100, charlottetilbury.com
Clarins Double Serum
Launched:1986
21 plant extracts, two phases, one bottle. Both water-soluble and oil-soluble components combine two address all key signs of aging. No wonder the product has won 440 beauty awards.
Results Oriented:One unit is sold every 4 seconds globally.
$134, clarinsusa.com
Cle de Peau Beauté La Crème
Launched:1982
Description:The ultra-luxe La Crème employs ceraferment extract to boost capillary activity overnight while green tea extract protects against oxidative stress.
Results Oriented:Formulating the product takes 60 ingredients and more than 100 steps over three days.
$560, cledepeaubeaute.com
Clinique Clarifying Lotion Twice a Day Exfoliator
Launched:1968
An early arriver to the daily exfoliation craze, witch hazel and salicylic acid work to clear away dead skin, pollutants and impurities.
Results Oriented:Now available in five formulas, nearly 10,000 units are sold daily worldwide.
$21, clinique.com
Clinique Dramatically Different Moisturizing Lotion+
Launched:1968
Part of Clinique’s original three-step system, the updated hero includes glycerin, urea and pro-lipid ingredients to power its clinical claims.
Results Oriented:More than 5 million lotions have been sold globally.
$32.50, clinique.com
Clinique Moisture Surge 100H Auto-Replenishing Hydrator
Launched:1988
This moisturizer has been reformulated five times, culminating in the clinically backed claim that it instantly increases moisture by 174 percent.
Results Oriented:Clinique sells 10 Moisture Surge units every minute globally.
$46, clinique.com
Dermaflash Luxe+
Launched:2022
Both beneficiary of the skin care tool craze and pioneer of at-home dermaplaning, the product targets peach fuzz and dead skin cells to leave skin smooth and soft.
Results Oriented:Over 1 million of the devices have been sold.
$199, dermaflash.com
Dermalogica Daily Microfoliant
Launched:2001
America’s top-selling powder exfoliant includes rice-based powder, papain, salicylic acid and a brightening complex, among other actives, to calm skin.
Results Oriented:Dermalogica sold one unit of Daily Microfoliant every 30 seconds globally.
$65, dermalogica.com
Dermalogica Precleanse Oil
Launched:2006
A precursor to the double-cleanse craze, Precleanse Oil dissolves oil, sunscreen, waterproof makeup and environmental pollutants as part of a two-step cleansing ritual.
Results Oriented:One unit of PreCleanse oil sold every minute globally in 2023.
$77, dermalogica.com
Dieux Instant Angel
Launched:2022
The brand’s second liquid product, Instant Angel relies on ceramides, glycerine, urea and squalane to protect the skin barrier.
Results Oriented:One Instant Angel is sold every 5 minutes.
$45, dieuxskin.com
Differin Adapalene Gel
Launched:2016
Though not the first prescription retinoid, the first to be available over the counter. Differin Gel has been prescribed to over 40 million patients for acne prevention.
Results Oriented:Differin sells one gel every 15 seconds.
$14.99, differin.com
Dior Capture Totale Le Sérum
Launched:2023
Dior’s first antiaging serum includes logonza extract, a hero ingredient that combines 85 antiaging molecules, alongside iris extract and a hyaluronic acid complex to target lines, wrinkles, pores, unevenness, firmness and radiance.
Results Oriented:Dior has sold enough of the product to climb three-fourths of Mount Everest.
$125, dior.com
Dove Beauty Bar
Launched:1957
Famously comprised of one-quarter moisturizing cream, the beauty bar is meant to deposit moisture as it mildly cleanses skin.
Results Oriented:An estimated 60 Dove Beauty Bars are sold per second in the U.S.
$4.49 for two, dove.com
Dr. Barbara Sturm Clarifying Mask
Launched:2019
Aimed at strengthening the skin barrier while touting antibacterial properties, the mask includes balloon vine, viper’s bugloss and sunflower seed oils with zinc and kaolin clay.
Results Oriented:A clear winner with young Hollywood, celeb fans include Kourtney Kardashian, Hailey Bieber, Elsa Hosk and Diana Silvers.
$150, drsturm.com
Dr. Dennis Gross Alpha Beta Daily Peel
Launched:2000
Call them the original launch pads. Dr. Dennis Gross, which launched in 2000, debuted with a daily, at-home answer to its namesake founders’ in-office chemical peels. It became the keystone to a brand that ended 2023 with more than $300 million in sales — and an acquisition by Shiseido.
“The original beauty influencers were editors, and Dennis’ practice exploded because of organic word- of-mouth buzz,” said Carrie Gross, chief executive officer of the brand. “I thought we had to bring the
peel to everyone, I started working on a version for aestheticians and then a home kit. And that was the original strategy.”
Though the peel pad business has since become larger-than-life, Gross said what resonates about the product is fairly simple. “It removes hyperpigmentation and discoloration, it balances your oil complexion and it takes away dry skin,” she said. “It’s just an iconic product that everyone loves to share because you can see your skin transform.”
Since the brand’s inception, it’s kept customers coming back. “It builds so much loyalty. People stop using it and realize they need them,” Gross said. “I tell clients to put it next to their toothbrush and do it every morning — it’s loaded with antioxidants and it’s protecting you throughout the day, and it also works as a makeup primer.”
The formula follows Dr. Gross’ ethos of pairing higher levels of actives with anti-inflammatory ingredients to mitigate irritation. The brand has expanded into full-fledged franchises around ingredients like vitamin C and retinols. But Gross said that keeping the buzz alive has been key to driving the business.
“It’s a forever conversation. You can’t launch and leave,” she said. “We keep
the conversation alive 12 months out of the year. We’re constantly keeping it top-of-mind, and it never stops working. It’s got such a loyal following, and it’s our reason for being.”Results Oriented:One Alpha Beta Daily Peel is sold every 2 seconds globally.
$92, drdennisgross.com
Dr. Dennis Gross Vitamin C Serum
Launched:2022
With a base of soothing ingredients to allow for higher levels of actives, this serum includes 15 percent L-Ascorbic acid with lactic acid to strengthen the moisture barrier.
Results Oriented:In 2023, the brand sold enough Vitamin C Serums to wrap around the earth’s equator 1.8 times.
$85, drdennisgross.com
Dr. Idriss Major Fade Hyper Serum
Launched:2022
One of Dr. Idriss’ inaugural skus, the product follows her dermatological ethos of targeting dark spots and uneven skin tone via alpha arbutin, kojic acid and niacinamide.
Results Oriented:Dr. Idriss has sold enough of the product to reach the top of the Eiffel Tower 18 times.
$68, dridriss.com
Dr. Jart+ Ceramidin Skin Barrier Moisturizing Cream
Launched:2012
Long before ceramides became the ingredient du jour, Dr. Jart+’s cream combined five of the barrier-boosting molecules with panthenol to support skin barrier health.
Results Oriented:The product has become one of the brand’s top sellers.
$48, drjart.com
Drunk Elephant Protini Polypeptide Cream
Launched:2018
The peptides from which this cream derives its name, in addition to growth factors and amino acids, help to mitigate lines, wrinkles, dryness and sun damage.
Results Oriented:Protini is the top moisturizer in the U.S. market, according to the brand.
$68, drunkelephant.com
Drunk Elephant T.L.C. Sukari Babyfacial
Launched:2017
Twenty-five percent AHA, 2 percent BHA, chickpea flour and pumpkin ferment lend this product its brightening and exfoliating benefits.
Results Oriented:This product has won 31 awards globally.
$80, drunkelephant.com
Elemis Pro-Collagen Cleansing Balm
Launched: 2010
From balm to oil to milk, Elemis’ multiphase cleanser relies on elderberry, marine algae and nine essential oils for product performance and experience.
Results Oriented: One product is sold every 10 seconds globally.
$68, us.elemis.com
Elizabeth Arden Eight Hour Skin Protectant
Launched: 1930
This products’ myriad uses — from moisturizer, to brow gel to cuticle cream — have engendered Eight Hour loyalty from influencers, makeup artists and consumers alike.
Results Oriented: More than 550,000 units of the product sold in 2022 — almost one per minute.
$29, elizabetharden.com
EltaMD UV Clear SPF 46
Launched: 2009
Among the first truly sheer mineral SPFs, UV Clear combines niacinamide and hyaluronic acid to 9 percent zinc oxide.
Results Oriented: UV Clear SPF 46 is Elta’s bestselling product.
$43, eltamd.com
Embryolisse Lait-Crème Concentré
Launched: 1950
A must-have for any makeup artist’s kit, the noncomedogenic cream does it all: moisturizes skin, primes for makeup application and soothes after shaving and sun exposure.
Results Oriented: Embryolisse sells one tube every 20 seconds.
$29, us.embroylisse.com
Estée Lauder Advanced Night Repair Synchronized Multi-Recovery Complex
Launched: 1982
Description: Considered the O.G. night treatment, Advanced Night Repair proves that some things only get better with age.
“It still remains today our number-one serum within the Estée Lauder brand. It’s incredibly important,” said Justin Boxford, global brand president, Estée Lauder. “It’s backed by 40 years of science, and we have over 36 patents. It’s as leading in technology today as it was back then.”
When it launched, Advanced Night Repair exemplified the ethos of Estée Lauder herself. “She changed the conversation from skin care to skin repair, which was a massive move,” said Boxford. “When you look at that, particularly skin repair at night, it was so ahead of its time.”
Over the years, the formula has received occasional reboots, most recently the 2020 launch of Advanced Night Repair Synchronized Multi-Recovery Complex, which has received more than 70 awards.
Keeping the franchise on the cutting edge of innovation, Boxford said, has been integral to its long-term success, and Lauder continues to field proprietary research to better understand cellular functioning in the nighttime. “We come in with a product that understands nighttime better than any other company in the world, and any other product in the world, and has this exclusive technology to deliver on that promise,” said Boxford.
From a marketing point of view, Lauder has successfully driven cross-generational relevance, especially with the current prevailing attitudes toward sleep. “9 o’clock is the new bedtime for 20-somethings, and is now the new luxury,” said Boxford. “This product has never been more relevant, and the technology behind it has never been more important. It’s part of a system that works, it’s the first step, and any consumer can use it.”
Results Oriented: The very first nighttime serum has won just shy of 70 awards for the current iteration of its formula, which was updated in 2020.
$125, esteelauder.com
Estée Lauder Re-Nutriv Ultimate Diamond Sculpted Transformation Crème
Launched: 2023
Estée Lauder’s player in the luxury skin care market includes a patented technology for age reversal called Sirtivity-LP, in addition to clinically measured lifting and firming results.
Results Oriented: Housed in a diamond-faceted glass jar, this also includes an exclusive black truffle extract harvested in the South of France.
$435, esteelauder.com
Farmacy Green Clean Makeup Meltaway Cleansing Balm
Launched: 2016
A sorbet-like cleanser powered by essential oils and papaya enzymes, Farmacy’s hero product is clinically proven to remove 99 percent of waterproof mascara, mineral sunscreen, full coverage foundation and long-wear lipstick.
Results Oriented: One Green Clean is sold every 6 seconds globally.
$36, farmacybeauty.com
First Aid Beauty KP Bump Eraser Body Scrub
Launched: 2019
Pumice buffing beads and alpha hydroxy acids give this body scrub its exfoliating muscle, while bisabolol and vitamin E make it safe for sensitive skin types.
Results Oriented: KP Bump Eraser is the top body scrub in the U.S.
$30, firstaidbeauty.com
Fresh Soy Face Cleanser
Launched: 1999
PH-balancing yet known for its deep cleanse, this soy protein-backed formula is also Fresh’s bestselling cleanser.
Results Oriented: One cleanser sells every minute.
$39, fresh.com
Furtuna Skin Due Alberi Biphase Moisturizing Oil
Launched: 2020
Organic extra virgin olive oil — as well as organic olive leaf water —give this formula its two-phase delivery system and nutrient-rich content.
Results Oriented: Enough units have sold to top the Burj Khalifa in Dubai.
$225, furtunaskin.com
Garnier Micellar Cleansing Water All-in-1 Makeup Remover & Cleanser
Launched: 2016
The European drugstore favorite gets its Stateside iteration with Garnier’s micellar water, which is meant to be as cleansing as it is gentle.
Results Oriented: It’s the top-selling micellar water in the U.S.
$10.49, garnierusa.com
Glow Recipe Watermelon Glow Niacinamide Dew Drops
Launched: 2020
Glow Recipe was an early pioneer to makeup-skin care hybrids, but it’s the antioxidants and hyaluronic acid in this product that give it its efficacy and staying power.
Results Oriented: Glow Recipe sells one bottle of Dew Drops every 12 seconds globally.
$35, glowrecipe.com
Glow Recipe Watermelon Glow PHA + BHA Pore-Tight Toner
Launched: 2020
Description: Call it a masterclass in extending a hero into a franchise. The anti-inflammatory exfoliating toner, in conjunction with Dew Drops, comprise 41 percent of Glow Recipe’s overall business.
Results Oriented: One bottle of Pore-Tight Toner sells every 12 seconds.
$35, glowrecipe.com
Goop Beauty Microderm Instantglow Exfoliator
Launched: 2019
A pioneer in clean beauty and a trailblazer in wellness, Goop took a holistic approach to exfoliation, employing both microexfoliating minerals and glycolic acid for this fan favorite.
Results Oriented: Last year, Goop sold one Instantglow Exfoliator every 7 minutes.
$125, goop.com
Kate Somerville ExfoliKate Intensive Exfoliating Treatment
Launched: 2006
Somerville’s hero product relies on fruit enzymes, lactic and salicylic acids, and physical exfoliating beads of silica for a multipronged impact.
Results Oriented: ExfoliKate sold out in six minutes after launching on QVC.
$78, katesomerville.com
Kiehl’s Ultra Facial Cream
Launched: 2006
Squalane and glycerin give this cream its clinical claims, such that it hydrates 15 layers of skin.
Results Oriented: The brand’s bestselling face cream sells one unit per minute in the U.S.
$67, kiehls.com
L’Oréal Paris 1.5% Derm Intensives Hyaluronic Acid Serum
Launched: 2018
Serums are all about performance, so it’s no surprise that the world’s bestselling one packs a punch.
L’Oréal Paris Revitalift was among the first in the mass market to democratize prestige trends, such as a dermatologist-driven focus on hero ingredients like hyaluronic acid.
Since then, it has withstood the test of time. U.S. brand president of L’Oréal Paris Ali Goldstein said it was “the first star within this product range,” and it tops bestseller lists globally.
Chalk it up to first-mover advantage. “In 2018, there were other products with hyaluronic acid, but we were one of the first to speak to the amount of the ingredient and the purity of it in the formula,” Goldstein said. “Then, speaking to consumers with Eva Longoria in the advertisements in an accessible way was magical.”
That two-pronged approach “was a winning recipe,” Goldstein said. “It took off immediately, And it’s now in its sixth year on the market and is still a very big business for us.”
Revitalift’s success has also created a fundamental shift in the market, helping to drive an ever-more educated consumer base. “At that time, it was primarily the most sophisticated women using serums in general,” Goldstein said. “With this launch, and what has happened in the market since, is that they’ve become much more highly penetrated.”
Results Oriented: According to the brand, it’s the bestselling serum in the world.
$32.99, lorealparisusa.com
La Mer Crème de La Mer
Launched: 1965
The blueprint for every luxury face cream that followed that still reigns supreme. La Mer is powered by the brand’s proprietary miracle broth, in addition to antioxidant lime tea.
Results Oriented: Approximately one jar is sold every 36 seconds.
$380, cremedelamer.com
La Mer The Concentrate
Launched: 2003
Formulated to create a protective barrier for skin, concentrated miracle broth mitigates irritation and sensitivities, even after topical skin treatments.
Results Oriented: The Concentrate is La Mer’s bestselling serum.
$440, cremedelamer.com
La Prairie Skin Caviar Luxe Cream
Launched: 1998
Housed in an unmistakeable cobalt jar — a hue gifted to the brand by Niki de Saint Phalle — Skin Caviar Luxe Cream derives its name from the more than 300 caviar micronutrients that stimulate cell metabolism.
Results Oriented: Skin Caviar Luxe Cream has been among the brand’s top three bestsellers since its launch.
$595, laprairie.com
Lancôme Advanced Génifique Face Serum
Launched: 2009
A trifecta of prebiotics, hyaluronic acid and vitamin C work to brighten skin in one of Lancôme’s hero products.
Results Oriented: One bottle is sold every 30 seconds in the U.S.
$135, lancome-usa.com
Laneige Lip Sleeping Mask
Launched: 2017
Among the brand’s bestsellers — and an early player in the now-booming lip category — a proprietary berry fruit complex and shea butter power the overnight lip treatment.
Results Oriented: One lip mask is sold every 5 seconds globally.
$24, us.laneige.com
Mario Badescu Drying Lotion
Launched: 1967
Known for its baby pink formula and acne-fighting muscle, Mario Badescu’s spot treatment employs calamine, zinc oxide, sulfur and salicylic acid for a spot treatment equally soothing as it is efficacious.
Results Oriented: This product was initially developed in its namesake founder’s two-bedroom Manhattan apartment.
$18, mariobadescu.com
Medik8 Crystal Retinal Serum
Launched: 2018
Medik8 gives antiaging retinol a refresh with retinaldehyde, an alternative said to work 11 times faster than traditional retinol. The formula is now available in five strengths.
Results Oriented: Medik8 has sold 1 million units of Crystal Retinal.
$82, us.medik8.com
Naturium The Glow Getter Body Wash
Launched: 2022
Naturium’s body wash is rife with hydrators, from 50 percent glycerin to plant-derived squalane. Cleaning up, indeed.
Results Oriented: Naturium has sold more than 500,000 bottles of Glow Getter Body Wash since launch.
$16, naturium.com
Neutrogena Hydro Boost Water Gel
Launched: 2015
One of the mass market’s first skus to shine a spotlight on hyaluronic acid — then largely reserved for prestige products — Hyrdro Boost utilizes the hero ingredient for its hydrating effects and gel-like texture.
Results Oriented: Hydro Boost Water Gel is the top-selling gel moisturizer in the U.S., and its accompanying franchise is the top hyaluronic skin care range.
$19.99, neutrogena.com
Nivea Creme
Launched: 1911
More than a century after its launch, consumers still clamor for this jack-of-all-trades formula fortified with pro-vitamin B5.
Results Oriented: Meant for head-to-toe use, the product also primes for makeup and can double as a makeup remover, massage cream and foot mask.
$7.49, niveausa.com
NuFace Trinity+ Facial Toning Device
Launched: 2022
The third incarnation of NuFace’s hero device uses microcurrent —and synced programs on its accompanying phone app — to build collagen and facial muscle tone.
Results Oriented: The brand’s top seller in 2023 consistently sells out. At launch, the volume of app downloads caused the program to crash.
$395, mynuface.com
Olay Regenerist Micro-Sculpting Cream
Launched: 2007
Meant for all skin types, Olay’s hero moisturizer features glycerin and niacinamide. The result is a formula that promises both hydration and improvements to skin’s texture and tone.
Results Oriented: In the U.S., one jar is sold every 12 seconds.
$27.49, olay.com
Origins GinZing Brightening Eye Cream
Launched: 2009
Panax ginseng and caffeine form GinZing’s proprietary vitamin-synthesis technology —resulting in dark-circle correction over time.
Results Oriented: GinZing Brightening Eye Cream is the brand’s top-selling eye cream globally.
$37, origins.com
Orveda The Vital Sap
Launched: 2017
One of Orveda’s debut products, The Vital Sap counts on a trifecta of biofermentation, enzymatic catalysis and plant cell cultures.
Results Oriented: It’s the brand’s top-selling product.
$195, us.orveda.com
Paula’s Choice Skin Perfecting BHA 2% Liquid Exfoliant
Launched: 2000
Liquid exfoliation fuels this hero from Paula’s Choice, which includes a heady cocktail of salicylic acid and green tea to soothe irritation.
Results Oriented: One bottle of the product is sold every 6 seconds.
$35, paulaschoice.com
Peace Out Skincare Acne Dots
Launched: 2017
Peace Out’s raison d’être marries hydrocolloid polymer technology with retinol and salicylic acid for an overnight impurity extraction and redness relief.
Results Oriented: The brand has sold more thn 75 million acne dots since launch.
$19, peaceoutskincare.com
Peter Thomas Roth Cucumber De-Tox Hydra-Gel Eye Patches
Launched: 2016
These patches derive their name and color from cucumber and aid in hydration and depuffing; other key ingredients include caffeine, arnica, aloe, allantoin and chamomile.
Results Oriented: One pair of patches is sold every 10 seconds.
$55, peterthomasroth.com
RéVive Moisturizing Renewal Cream
Launched: 1997
The brand’s bio-renewal peptide and glycolic acid, in addition to founder Dr. Greg Brown’s 25-plus years of research, garner this cream cult status —and the industry’s first patent for epidermal growth factor technology in 1994.
Results Oriented: The hero is still RéVive’s top selling moisturizer.
$195, reviveskincare.com
RoC Skincare Retinol Correxion Line Smoothing Eye Cream
Launched: 2005
Among the first to create a retinol product for the delicate eye area, RoC Skincare’s hero is also the top-awarded retinol product in the U.S.
Results Oriented: One eye cream sells every 30 seconds.
$29.99, rocskincare.com
Shani Darden Retinol Reform
Launched: 2013
One of aesthetician-cum-founder Shani Darden’s debut products, this hero couples encapsulated retinol with lactic acid.
Results Oriented: Six bottles sell every hour.
$89, shanidarden.com
Shiseido Benefiance Wrinkle Smoothing Eye Cream
Launched: 1996
Shiseido’s bestselling eye cream takes a holistic approach to eye area concerns, from lid creases and crow’s feet to dark circles. As one voter said, it “dramatically transforms the undereye in just one week – the updated formula makes this longtime eye essential even better.”
Results Oriented: One eye cream is sold every 3 minutes in the U.S.
$65, shiseido.com
Shiseido Ultimune Power Infusing Concentrate
Launched: 2014
Multi-purpose with antioxidants and peptides, this promises visible change in 3 days on radiance, resilience and smoothness.
Results Oriented: Shiseido sells one bottle every 3 minutes in the U.S.
$110, shiseido.com
Sisley-Paris Black Rose Cream Mask
Launched: 2011
Black rose extract lends free radical-scavenging properties while Sisley-Paris exclusive alkekengi calyx provides polyphenols and stimulate collagen synthesis.
Results Oriented: It’s been the top-selling mask in Sisley-Paris’ home market, France, since its 2011 launch.
$190, sisley-paris.com
Sk-II Facial Treatment Essence
Launched: 1980
More than 40 years on the market, more than 50 micronutrients and comprising more than 90 percent of SK-II’s proprietary Pitera, the essence O.G. has been a favorite of both celebrities and skin experts since its debut.
Results Oriented: One bottle sells every two seconds.
$99, sk-ii.com
SkinCeuticals C E Ferulic
Launched: 2005
Often imitated, seldom duplicated. One of SkinCeuticals’ heroes depends on its composition of 15 percent L-Ascorbic acid with alpha tocopherol and ferulic acid for its efficacy. Remarked one voter, “It’s impactful, ingredient-focused skin care storytelling. Clinical testing and before-and-afters show strong reason to believe in the results.”
Results Oriented: SkinCeuticals sells one bottle every 30 seconds globally.
$182, skinceuticals.com
SkinCeuticals Triple Lipid Restore 2:4:2
Launched: 2016
Though sophisticated in its formulation, this cream’s composition is fairly straightforward: The patented cream garners its name from 2 percent ceramides, 4 percent cholesterol and 2 percent fatty acids to mimic the lipid ratios found in skin.
Results Oriented: A line-up of all units sold in 2023 would stretch the span of the Golden Gate Bridge almost 15 times.
$150, skinceuticals.com
Skinfix Barrier+ Triple Lipid-Peptide Face Cream
Year launched:2016
Bio-mimetic peptides and vitamins, as well as the product’s namesake lipids, work to reinforce the skin’s natural barrier both instantaneously and over time.
Results Oriented:One cream sells every minute.
$54, skinfix.com
SkinMedica TNS Advanced Plus Serum
Launched: 2020
Two chambers comprise this product’s packaging. Upon use, the brand’s growth factors blend with a cocktail of botanicals, marine extracts and peptides.
Results Oriented: SkinMedica has sold more than 1 million units since its launch.
$295, skinmedica.com
Sol de Janeiro Brazilian Bum Bum Cream
Year Launched: 2015
The cream that launched the premium body care craze. Known for its firming benefits, the formula has guaraná extract, açai oil and cupuaçu butter for a visibly smoothing and tightening effect. Its intoxicating scent has since spawned a powerhouse fragrance business, too.
Results Oriented: One unit of the product is sold every 8 seconds.
$48, soldejaneiro.com
Sulwhasoo First Care Activating Serum VI
Launched: 1997
Twenty-three years of research culminated in the latest iteration of Sulwhasoo’s star serum, which uses hero ingredient ginseng in addition to the proprietary Lymphanax, a multitasker that takes 500 hours to create.
Results Oriented: One bottle is sold every 7 seconds.
$89, us.sulwhasoo.com
Summer Fridays Jet Lag Mask
Launched: 2018
The product that spun influence into staying power.
Summer Fridays, now a full-fledged beauty business, started with one product that took the internet by storm. “Jet Lag Mask was the first product we ever dreamed up. We had a name for the product before we even had a name for the brand,” said cofounder Marianna Hewitt.
“Jet lag is such a universal feeling. You understand being exhausted, feeling dull, tired or dry,” she continued. “We wanted to resolve that in one product.”
Summer Fridays was among the first influencer brands when it launched in 2018 — cofounded by Hewitt and Lauren Ireland — and its benefits-based approach to product development has since informed the brand’s development. “We formulate years in advance, and we never think about being trend-focused. We think about longevity, and how people will use products in decades to come,” said Hewitt. “We lead innovation by making things that are interesting and new, but also thinking about how long people will use the products instead of being a flash in the pan.”
Jet Lag Mask came to market at a time when it was unusual to launch with a single hero product as opposed to a full routine. “It’s high- risk, high-reward to do,” said Hewitt of the strategy. “We knew consumers were overwhelmed, and that strategy allowed us to focus on one thing at a time, and it became easier to launch into retail. Sephora only had to buy into one product.”
Much of Summer Fridays’ communication harkens back to the hero, which Hewitt credits to its formula of niacinamide, glycerin, hyaluronic acid and antioxidants. “Everyone can use it,” she said. “It’s for a broad range of people, and as the brand grows, we’ve seen more and more people using it.”
Results Oriented: One Jet Lag Mask is sold every 90 seconds.
$49, summerfridays.com
Supergoop Glow Screen SPF 40
Launched: 2020
The SPF-makeup hybrid, which now comes in four shades, features sea lavender, cocoa peptides, vitamin B3 and hyaluronic acid.
Results Oriented: The product, which launched in 2020 weeks before the coronavirus pandemic, became an instant bestseller that’s generated more than 12,000 five-star reviews.
$38, supergoop.com
Supergoop Unseen Sunscreen SPF 40
Launched: 2018
The clear gel texture of this SPF derives its benefits from a meadowfoam oil-derived complex, frankincense and red algae to soothe and hydrate skin.
Results Oriented: One tube is sold every 12 seconds.
$38, supergoop.com
Tammy Fender Epi-Peel
Launched: 2004
Holistic beauty pioneer Tammy Fender combined kaolin clay with spearmint and Moroccan rosemary for a formula that diminishes pore appearance and increases circulation.
Results Oriented: Each jar is meant to encapsulate all of Earth’s elements, from oceans, minerals and flower essences.
$95, tammyfender.com
Tata Harper Regenerating Cleanser
Launched: 2010
A daily cleansing treatment that includes beta hydroxy acids from white willow bark, it also features apricot microspheres with a slew of botanical extracts and coral clay for a dual-action exfoliation.
Results Oriented: Regenerating Cleanser has become one of Tata Harper’s bestselling products since its 2010 launch.
$88, tataharperskincare.com
Tatcha The Rice Polish
Launched: 2012
Japanese rice powder, papaya enzymes, silk and Tatcha’s proprietary Hadasei-3 fuel this formula, which drew inspiration from a Japanese beauty ritual called komenukabukuro.
Results Oriented: One unit is sold every 15 minutes.
$68, tatcha.com
The Ordinary Niacinamide 10% + Zinc 1%
Year Launched: 2016
Meant to regulate sebum production for oily skin types and improve skin tone, this serum’s cocktail of actives also fortify the skin’s barrier over time.
Results Oriented: The Ordinary sells one bottle every 2 seconds.
$6, theordinary.com
The Ordinary Soothing & Barrier Support Serum
Launched: 2023
Centella asiatica, niacinamide and vitamin B12 lend their anti-redness and moisturizing properties to this pink-hued powerhouse.
Results Oriented: The serum garnered more than 1 million views on TikTok within 48 hours of its first post. No wonder The Ordinary is the top serum brand in the U.S., according to the brand.
$17, theordinary.com
Topicals Faded
Launched: 2020
Sun damage, scarring and inflammation meet their match with Topicals’ bestselling concoction of niacinamide, melatonin, licorice root, and kojic, azelaic and tranexamic acids.
Results Oriented: The brand’s top-selling product is also its most repurchased.
$38, mytopicals.com
Tower 28 SOS Spray
Launched: 2019
Containing only three ingredients, hypochlorous acid stars in this treatment spray that boasts anti-irritant and anti-redness properties and has also been awarded a seal of acceptance from the National Eczema Association.
Results Oriented: One bottle of SOS Spray sells every 15 seconds.
$28, tower28beauty.com
U Beauty Resurfacing Compound
Year Launched: 2019
A who’s-who of skin care ingredients, Resurfacing Compound’s INCI reads like an A-list. Retinol, peptides, vitamin C and hyaluronic acid are encapsulated in the brand’s double-patent-pending Siren Capsule Technology to mitigate irritation and only target damaged cells.
Results Oriented: The Journal of Cosmetic Dermatology published a white paper study on the technology that supercharges this formula, calling it a breakthrough in active ingredient delivery.
$228, ubeauty.com
Vanicream Face Wash
Launched: 2013
Meant for daily use and makeup removal, the soap-free formula is gentle enough for even the most sensitive skin types.
Results Oriented: A bestseller for the brand and retailers alike, the product has grown consistently since launch.
$10, vanicream.com
Vaseline Original Healing Jelly
Launched: 1870
Synonymous with moisture and repair, Vaseline has more than 75 uses — from cuts and burns to slugging and eyebrow grooming.
Results Oriented: 50 units are sold every minute.
$1.69, vaseline.com
Vintner’s Daughter Active Botanical Serum
Launched: 2013
More than a decade ago, Vintner’s Daughter founder April Gargiulo struck oil — literally.
The entrepreneur set out to create, as she put it, “a high-powered, multi-beneficial serum in an oil format. Most serums at that point were very targeted, and they were about a single product and a single concern. I wanted something that could tackle many skin issues in a single step.”
The resulting Active Botanical Serum came to be after Gargiulo experimented with brewing whole plants, a process that drew inspiration from the world of winemaking. Still today, the key ingredient complex takes 21 days to make — enough time to drive from Gargiulo’s home base of Napa to New York City five times.
While Active Botanical Serum helped kick off the craze for face oils, it took Gargiulo nearly a decade before launching another product, the Active Treatment Essence, and eventually, a cleanser. She’s taken the same painstaking approach for each.
“I was new to the beauty world, and I didn’t know I was being revolutionary by launching one product,” said Gargiulo. She may be a beauty outsider, but the industry has embraced her approach. “This makes anyone’s skin look and feel better — there’s absolutely nothing like it,” said one voter in The Greatest. “April is devoted to making the best product as opposed to scaling, so her quality surpasses everyone else’s.”
Said another, “It’s a serum; it’s an oil. Lots of companies have tried to copy; no one has come close.”
Results Oriented: The product’s Phyto Radiance Infusion takes 21 days to make — 66 times longer than competing formulas and enough time to drive from Napa to New York and back five times.
$195, vintnersdaughter.com
Violette_FR Boum-Boum Milk
Launched: 2021
A three-in-one toner, serum and moisturizer, Boum-Boum Milk is comprised of a 99 percent naturally derived formula of fermented birch sap, glacier water and olive leaf extract.
Results Oriented: The brand’s bestseller, enough units have sold to reach the top of the Eiffel Tower 5.7 times.
$43, violettefr.com
Weleda Skin Food
Launched: 1926
Viola tricolor, calendula and chamomile layered in oils and beeswax make this clean beauty O.G. a heavy-duty, all-purpose moisturizer.
Results Oriented: Weleda sells one tube every 4 seconds globally.
$19.99, weleda.com
Youth to the People Superfood Cleanser
Launched: 2015
Intended as the topical answer to a daily green juice, kale, spinach and green tea power this pH-balanced formula.
Results Oriented: The product has more than 3 million users, according to the brand.
$39, youthtothepeople.com
