Phlur, Rhode and Summer Fridays are 2024’s top rising stars in beauty, according to a new report.
Cosmetify’s latest annual index analysed search data and highlighted a surge in consumer interest driven by viral products, innovative marketing strategies and a commitment to clean beauty.
Phlur, in particular, has seen a rapid rise with a 400% increase in searches over the past year, making it the fastest-growing beauty brand of 2024.
Rhode, the skin care brand founded by Hailey Bieber, takes second place with a 232% increase, followed by Summer Fridays, which experienced a 173% surge.
“Our latest 2024 index delved into which brands are emerging as the biggest rising stars of the beauty industry this year, with Phlur, Rhode and Summer Fridays all leading the pack,” said Franchesca Villar, Beauty Editor at Cosmetify.
“These brands have been the talk of the town due to their exploding popularity on platforms such as TikTok and Instagram, which has helped them all gain cult followings and iconic status.”
Phlur’s rise has been largely attributed to its viral fragrance, Missing Person, which has captivated social media with its nostalgic scent profile.
Designed to recall the memory of someone the user misses, the fragrance blends skin musk, jasmine and blond woods.
The product’s concept has resonated with consumers, driving search volumes to 715,400 monthly which is a 400% increase year-on-year.
“Phlur’s ethos is all about eco-conscious luxury, combined with exquisite, hand-picked ingredients, which has helped it carve out a unique identity within the traditional perfume industry,” said Villar.
Phlur Missing Person fragrance
“The comforting and ambiguous nature of Missing Person is what makes it so special. It’s not just a fragrance, it’s a feeling.”
This year, the company appointed Elizabeth Ashmun, former President of Moon Juice, as CEO and Erica Dunivan, former Vice President of Global Marketing of K18 Hair as CMO.
Founded by Hailey Bieber, Rhode has become a phenomenon in the beauty industry with 12.72 million annual searches.
The brand’s minimalistic approach and focus on skin care products have resonated with consumers seeking simplicity and effectiveness.
“It should come as no surprise that Rhode is emerging as one of the beauty industry’s most promising stars,” said Villar.
“Hailey Bieber has become a beauty icon in her own right, so when she launched her own brand, it felt like she was sharing all of her skincare secrets with the world.”
The index also said Rhode’s success has been amplified by its strong social media presence and strategic marketing.
Bieber’s hands-on approach, from sharing her personal skin care routines to engaging directly with fans, has created a sense of authenticity around the brand.
This year, the company expanded its global footprint with a London pop-up and launched its latest product, Barrier Butter, featuring supermodel Claudia Schiffer as the face of the campaign.
Summer Fridays, founded by influencers Marianna Hewitt and Lauren Ireland, has grown into a major player in the clean beauty space.
Known for its commitment to ethical formulations and minimalist branding, the brand experienced a 173% increase in searches this year, reaching over 6 million annual queries.
“Their standout debut product, the Jet Lag Mask, became a viral hit this year for its ability to revive tired skin instantly,” said Villar.
“Summer Fridays taps into a growing desire for uncomplicated yet effective skin care, which resonates with busy lifestyles.”
“These three brands have captured the zeitgeist of today’s beauty industry,” Villar concluded.
“Thanks to their viral products and creative marketing techniques, it’s likely they will continue to dominate our newsfeeds and shopping carts going into 2025.”