07.02.19
For years, The Top 50 has been like a duck, calm and unruffled on the surface and paddling like hell underneath. Procter & Gamble has been at the top of our list every year since we started ranking the biggest household and personal products companies back in 1978. And, for more than 40 years, right behind P&G came Colgate-Palmolive. By the time you reached No. 40, companies were shifting places and dropping out at a relatively fast clip.
But this year, for the first time ever, we have a new No. 2. Colgate-Palmolive has been replaced in the second slot by Estée Lauder Companies, which is thriving under the direction of Fabrizio Freda, the first non-family member to lead the company since its founding in 1946 by Estée and Joseph Lauder. Lauder continues to grow despite the popularity of indie brands and the rise of celebrity makeup mavens such as Kylie Jenner and her sister, Kim Kardashian, both of whom made our list this year.
Behind P&G, Estée Lauder and Colgate, comes SC Johnson, Coty, Johnson & Johnson, Ecolab, L Brands, Mary Kay and Amway. Other newcomers to our list include Dr. Bronner’s and Glossier. But new or old, big or small, all of the companies that appear on the following pages face many of the same obstacles—new distribution channels, fickle consumers, economic uncertainty and global upheaval. The companies that best navigate these new realities are sure to be ranked within The Top 50 for years and decades to come (or can get acquired by the companies that overcome these obstacles). We hope you enjoy this edition of The Top 50. If you think your company belongs on our list, please don’t hesitate to contact us. And be sure to watch your mailbox and inbox next month for The International Top 30, our article on the biggest household and personal products companies with headquarters outside the US.
The Top 50
1. Procter & Gamble
Cincinnati, OH $41.3 billion
2. Estée Lauder
New York, NY $13.6 billion
3. Colgate-Palmolive
New York, NY $13.1 billion
4. SC Johnson
Racine, WI $10.3 billion
5. Coty
New York, NY $9.3 billion
6. Johnson & Johnson
New Brunswick, NJ $7.7 billion
7. Ecolab
St. Paul, MN $5.1 billion
8. L Brands
Columbus, OH $5.0 billion
9. Mary Kay
Addison, TX $3.6 billion
10. Amway
Ada, MI $2.9 billion
11. Church & Dwight
Ewing, NJ $2.9 billion
12. Clorox
Oakland, CA $2.7 billion
13. Diversey
Charlotte, NC $2.6 billion
14. Revlon
New York, NY $2.5 billion
15. Guthy-Renker
El Segundo, CA $1.7 billion
16. Nu Skin
Provo, UT $1.6 billion
17. Rodan + Fields
San Francisco, CA $1.5 billion
17. Young Living
Lehi, UT $1.5 billion
19. New Avon
New York, NY $800 million
20. Newell Brands
Hoboken, NJ $780 million
21. Melaleuca
Idaho Falls, ID $714 million
22. Zep
Atlanta, GA $706 million
23. Senegence
Foothill Ranch, CA $700 million
24. Inter Parfums
New York, NY $675 million
25. Markwins
City of Industry, CA $540 million
26. Neora
Addison, TX $500 million
27. Luminex
Cincinnati, OH $495 million
28. John Paul Mitchell Systems
Beverly Hills, CA $475 million
29. Scentsy
Meridian, ID $449 million
30. Edgewell
St. Louis, MO $440 million
31. Monat Global
Doral, FL $434 million
32. Kylie Cosmetics
Oxnard, CA $420 million
33. WD-40
San Diego, CA $408 million
34. Combe
White Plains, NY $400 million
35. Jafra
Westlake Village, CA $380 million
36. Hain Celestial
Lake Success, NY $375 million
37. High Ridge
Stamford, CT $340 million
38. Gojo
Akron, OH $337 million
39. Tupperware
Orlando, FL $336 million
40. Beautycounter
Santa Monica, CA $325 million
41. The Honest Company
Los Angeles, CA $315 million
42. PDC
Stamford, CT $278 million
43. e.l.f. Beauty
Oakland, CA $267 million
44. Prestige Consumer Healthcare
Tarrytown, NY $240 million
45. Spartan
Maumee, OH $190 million
46. Atlantic Coast Brands
Jersey City, NJ $170 million
47. Dr. Bronner’s
Vista, CA $122 million
48. Helen of Troy
El Paso, TX $110 million
49. KKW Beauty
Oxnard, CA $107 million
50. Glossier
New York, NY $102 million
But this year, for the first time ever, we have a new No. 2. Colgate-Palmolive has been replaced in the second slot by Estée Lauder Companies, which is thriving under the direction of Fabrizio Freda, the first non-family member to lead the company since its founding in 1946 by Estée and Joseph Lauder. Lauder continues to grow despite the popularity of indie brands and the rise of celebrity makeup mavens such as Kylie Jenner and her sister, Kim Kardashian, both of whom made our list this year.
Behind P&G, Estée Lauder and Colgate, comes SC Johnson, Coty, Johnson & Johnson, Ecolab, L Brands, Mary Kay and Amway. Other newcomers to our list include Dr. Bronner’s and Glossier. But new or old, big or small, all of the companies that appear on the following pages face many of the same obstacles—new distribution channels, fickle consumers, economic uncertainty and global upheaval. The companies that best navigate these new realities are sure to be ranked within The Top 50 for years and decades to come (or can get acquired by the companies that overcome these obstacles). We hope you enjoy this edition of The Top 50. If you think your company belongs on our list, please don’t hesitate to contact us. And be sure to watch your mailbox and inbox next month for The International Top 30, our article on the biggest household and personal products companies with headquarters outside the US.
The Top 50
1. Procter & Gamble
Cincinnati, OH $41.3 billion
2. Estée Lauder
New York, NY $13.6 billion
3. Colgate-Palmolive
New York, NY $13.1 billion
4. SC Johnson
Racine, WI $10.3 billion
5. Coty
New York, NY $9.3 billion
6. Johnson & Johnson
New Brunswick, NJ $7.7 billion
7. Ecolab
St. Paul, MN $5.1 billion
8. L Brands
Columbus, OH $5.0 billion
9. Mary Kay
Addison, TX $3.6 billion
10. Amway
Ada, MI $2.9 billion
11. Church & Dwight
Ewing, NJ $2.9 billion
12. Clorox
Oakland, CA $2.7 billion
13. Diversey
Charlotte, NC $2.6 billion
14. Revlon
New York, NY $2.5 billion
15. Guthy-Renker
El Segundo, CA $1.7 billion
16. Nu Skin
Provo, UT $1.6 billion
17. Rodan + Fields
San Francisco, CA $1.5 billion
17. Young Living
Lehi, UT $1.5 billion
19. New Avon
New York, NY $800 million
20. Newell Brands
Hoboken, NJ $780 million
21. Melaleuca
Idaho Falls, ID $714 million
22. Zep
Atlanta, GA $706 million
23. Senegence
Foothill Ranch, CA $700 million
24. Inter Parfums
New York, NY $675 million
25. Markwins
City of Industry, CA $540 million
26. Neora
Addison, TX $500 million
27. Luminex
Cincinnati, OH $495 million
28. John Paul Mitchell Systems
Beverly Hills, CA $475 million
29. Scentsy
Meridian, ID $449 million
30. Edgewell
St. Louis, MO $440 million
31. Monat Global
Doral, FL $434 million
32. Kylie Cosmetics
Oxnard, CA $420 million
33. WD-40
San Diego, CA $408 million
34. Combe
White Plains, NY $400 million
35. Jafra
Westlake Village, CA $380 million
36. Hain Celestial
Lake Success, NY $375 million
37. High Ridge
Stamford, CT $340 million
38. Gojo
Akron, OH $337 million
39. Tupperware
Orlando, FL $336 million
40. Beautycounter
Santa Monica, CA $325 million
41. The Honest Company
Los Angeles, CA $315 million
42. PDC
Stamford, CT $278 million
43. e.l.f. Beauty
Oakland, CA $267 million
44. Prestige Consumer Healthcare
Tarrytown, NY $240 million
45. Spartan
Maumee, OH $190 million
46. Atlantic Coast Brands
Jersey City, NJ $170 million
47. Dr. Bronner’s
Vista, CA $122 million
48. Helen of Troy
El Paso, TX $110 million
49. KKW Beauty
Oxnard, CA $107 million
50. Glossier
New York, NY $102 million
