Suffragette Elizabeth Arden knew the collective power of a red lip.  And more than a century after 15,000 women marched through NYC wearing the bold colour statement, some beauty brands are sitting pretty in the US share markets. While Arden’s brand hasn’t been making a splash in the markets during the mask-wearing years, other beauty companies have shown they’re not just a pretty face.

Estée Lauder (EL) has been getting better with age, climbing 1649.5% since 2009. Founded by beauty pioneer of the same name, Estée Lauder saw 30.9% wiped off their share price in March 2020 but have since dropped shade on competitors, rising 30.7% higher than their pre-Covid peak. Despite having reduced margins to temper inflation, as Covid restrictions have waned, Estée Lauder has seen a surge in makeup sales as lipstick’s replaced masks. 💄

It’s bunnies for the win as cruelty-free cosmetics company ELF (ELF) is showing beauty’s more than skin deep, passing through the global pandemic with flying colours, up 26.6% since their pre-Covid peak. While having walked a rockier road, ULTA (ULTA) - the Sephora without the influencer #squad - also boasts a worthy before and after picture. 📸 Despite sagging March 2020, they’ve stretched back 22.5% since their pre-covid high. 

But not all beauty companies have scrubbed up. Revlon (REV), which made their debut on the NYSE in 1932 between two world wars, has drooped -62.34% since their 2020 high. Despite posting a 2021 revenue recovery, their $3.3 billion debt has taken the shine off growth. Brazilian Natura & Co (NTCO), which owns The Body Shop and Aesop - and had to navigate running a business in a country with the world’s third-highest Covid death rates - washed -62.6% off their pre-pandemic value. And self-proclaimed disruptor Coty (COTY), which has among their founders Max Factor and Sally Hansen, has plunged -33.3% from pre-WFH 2020 highs, reporting that their profit beat expectations, but their revenue failed to hit the mark. 💅🏻