The International Top 30

I’m Done with Predictions

More than 30 years ago, I came across a very unbusiness-like card that read, “If you think you know what’s going on, you’re probably full of _ _ _ _.” I instantly took a liking to that off-color statement and tucked in my wallet. 

At the time, I was a full-time college student, chained to lecture hall desks furiously writing down professors’ words of wisdom. By night, I worked at daily newspaper and listened to copy editors deconstruct all that was wrong with the world ahead of the first deadline at 11pm. 

So, for five days a week, for sometimes 14 hours a day, I was at the mercy of know-it-alls who, in hindsight, knew next to nothing. That offensive little card was a reminder to keep my opinions to myself.

Somewhere along the way, maybe when my girls became teenagers, I tossed the card. I figured if I knew I knew nothing, that was something, right? Are you still with me? Anyway, today I wish I had that card—now more than ever. Everyone, everywhere seems to know everything about everything. And we’re not afraid to tell the world what we think—whether the subject is politics, crisis management or apropos to this article, what to expect from national and global economies for the rest of the year and into 2025. 

On the following pages, we present The International Top 30, a look at the biggest players in the global household and personal products industry with headpquarters outside the US. Nearly every company notes that 2023 was fraught with twists, turns, black swans and neon swans. For those in the dark, a neon swan is a rare, but highly predictable event of serious consequences. How well companies manage these events is usually reflected in the bottom line.  

Since our ranking’s debut in 1991, Unilever has topped the list with L’Oréal a close second. That pattern continues with Henkel a distant third. Rounding out the top 10 are: Reckitt, Kao, Beiersdorf, LVMH, Chanel, Shiseido and Natura &Co. 

Nearly all of them insist better times are ahead for 2025. But like a lot of predictions, they could be for the birds. —T.B.