What’s the first rule of fiction writing? Write what you know. The same concept applies to business; successful companies stick to their knitting, even as they find new ways to reach new customers. Many of the companies in Happi’s Top 50 have found their niches, meeting consumer needs and delivering products that build brand loyalties. After all, consumers have hundreds of choices to make on a daily basis and even the simple act of buying laundry detergent can be overwhelming. However, marketing strategies such as engaging consumers in online conversations, for example, represent an opportunity for companies to uncover new opportunities for growth.

For example, Estée Lauder expanded its multi-pronged digital presence encompassing e-commerce, m-commerce and prestige salon channels. Last year, the company rolled out the final portion of its global Strategic Modernization Initiative that updated all systems to create more common and efficient ways of working together.

High Ridge added interest to a 60-year-old classic, Alberto VO5, with a social media campaign. It asked consumers to vote for a new fragrance for Alberto VO5’s via the hair care line’s Facebook page.

Atlantic Coast Brands’ growth strategy is based on leveraging 360° marketing, including DRTV, radio, digital and print to drive its direct and retail shopping businesses to build iconic beauty brands.  This year, the firm introduced Christie Brinkley Authentic Skincare with a successful launch at Kohl’s and on HSN.

And Mary Kay now boasts 3.5 million representatives around the world, at a time when many direct sales companies are struggling to maintain their sales base. How? By developing product lines such as Mary Kay at Play that appeal to Gen Y consumers, and by offering novel anti-aging formulas to Baby Boomers via the Time Wise collection.

In terms of comings and goings, new to the Top 50 are Too Faced and Farouk Systems. And Merck dropped out after selling its consumer business to Bayer.

Also, this is the last year that the Energizer name will appear in Happi’s Top 50. This month, Energizer’s personal care business becomes Edgewell Personal Care, as the company’s battery and personal care units part ways. The move was made to allow each business to pursue its own strategic focus and unlock the full value of each business for shareholders, according to company executives.

Meanwhile, Zep had enough zing to get the attention of private equity. In May, the company agreed to be acquired by New Mountain Capital, L.L.C.

We hope that you enjoy reading the Happi Top 50, now in its 38th year! Procter & Gamble still leads the pack with sales of $68.9 billion, followed by Colgate-Palmolive at $15 billion and Estée Lauder at $10.9 billion.

Next month in Happi, we explore the Top 30 international companies in the industry.


The Top 50

1    Procter & Gamble
Cincinnati, OH $68.9 billion

2    Colgate-Palmolive
New York, NY $15.0 billion

3    Estée Lauder
New York, NY $10.9 billion

4    SC Johnson
Racine, WI $9.6 billion

5    Johnson & Johnson
New Brunswick, NJ $7.6 billion

6    Avon
New York, NY $6.5 billion

7    Ecolab
St. Paul, MN $6.2 billion

8    Coty
New York, NY $4.5 billion

9    Mary Kay
Addison, TX $4.0 billion

10   Amway
Ada, MI $3.5 billion

11   L Brands
Columbus, OH $3.3 billion

12   Clorox
Oakland, CA $2.6 billion

13   Church & Dwight
Ewing, NJ $2.4 billion

14   Sealed Air Diversey Care 
Elmwood Park, NJ $2.1 billion

15   Revlon 
New York, NY $1.9 billion

16   Sun Products
Wilton, CT $1.6 billion

17   Nu Skin
Provo, UT $1.5 billion

18   Guthy-Renker
Palm Desert, CA $1.4 billion

19   Elizabeth Arden 
Miramar, FL $1.1 billion

20   Jarden
Rye, NY $850 million

21   Zep
Atlanta, GA $696 million

22   Jafra
Westlake Village, GA $521 million

23   Tupperware
Orlando, FL $520 million

24   Inter Parfums
New York, NY $499 million

25   Arbonne
Irvine, CA $486 million

26   Scentsy
Meridian, ID $480 million

27   Markwins
City of Industry, CA $450 million

28   Energizer
St. Louis, MO $425 million

28   John Paul Mitchell Systems
Beverly Hills, CA $425 million

30   Nerium
Addison, TX $403 million

31   WD-40
San Diego, CA $383 million

32   Blyth
Greenwich, CT $347 million

33   High Ridge Brands
Stamford, CT $325 million

34   Combe
White Plains, NY $255 million

35   Perfumania
Bellport, NY $239 million

36   Helen of Troy
El Paso, TX $216 million

37   Seventh Generation
Burlington, VT $215 million

38   Prestige Brands
Tarrytown, NY $210 million

39   Dermalogica
Carson, CA $200 million

40   Atlantic Coast Brands
Jersey City, NJ $198 million

41   Spartan Chemical
Maumee, OH $182 million

42   Herbalife
Los Angeles $180 million

42   PDC
Stamford, CT $180 million

44   Turtle Wax
Chicago, IL $165 million

45   Gojo
Akron, OH $150 million

45   Too Faced Cosmetics
Irvine, CA $150 million

47   Farouk Systems
Houston, TX $135 million

48   Murad
El Segundo, CA $130 million

49   Hain Celestial
Lake Success, NY $120 million

49   State Industrial
Mayfield Heights, OH $120 million