Market summary · Jan–Jul 2026 vs 2025 · L'Oréal USA
Between Jan to Jul 2026, the category stood still while L'Oréal USA took 753 basis points of spend share
Category spend was essentially flat year over year at $1.38B against $1.39B, and tracked sales moved +0.4%. Nothing grew — but the money changed hands. L'Oréal USA committed $352.6M between Jan–Jul, +41.5% against the same months a year earlier, taking its share of category spend from 17.9% to 25.5% — a move of 753 basis points.
Every brand above the line earns more share than it pays for. Everything below is buying attention it has not yet converted. Ringed marks are ours.
14%7%0
Converts above weight
Outspending its share
1
2
3
4
5
6
7
8
9
10
07%14%
Share of spend →
Share of market minus share of spend
7CeraVe+2.31
5Native-0.07
4Old Spice-0.10
9Garnier-0.28
1Dove-0.46
3L'Oréal Paris-0.90
8Neutrogena-2.11
10Head & Shoulders-2.45
6Maybelline-3.25
2Olay-8.54
Both axes share one scale so the diagonal is true parity. Brands the retail panel cannot see are excluded rather than plotted at zero — 5 of them, mostly prestige and professional lines sold through counters.
The finding that matters
Category spend was essentially flat year over year at $1.38B against $1.39B, and tracked sales moved +0.4%. Nothing grew — but the money changed hands.
L'Oréal USA committed $352.6M between Jan–Jul, +41.5% against the same months a year earlier, taking its share of category spend from 17.9% to 25.5% — a move of 753 basis points.
Ranking
Competitive brand performance
Year to date, all measured channels. Brands we own are in bold.
#
Brand
Spend
Change
Share of spend
Share of market
Gap
1
Dove
$159.8M
-12.7%
3.04%
2.58%
-0.46
2
Olay
$154.7M
+33.1%
10.60%
2.06%
-8.54
3
L'Oréal Paris
$117.7M
+45.1%
13.56%
12.66%
-0.90
4
Old Spice
$99.9M
-18.7%
0.68%
0.58%
-0.10
5
Native
$90.8M
-19.2%
1.71%
1.64%
-0.07
6
Maybelline
$74.3M
+142.0%
9.49%
6.23%
-3.25
7
CeraVe
$71.2M
+8.1%
2.33%
4.64%
+2.31
8
Neutrogena
$59.8M
-46.0%
6.67%
4.56%
-2.11
9
Garnier
$44.4M
+7.8%
5.08%
4.80%
-0.28
10
Head & Shoulders
$43.6M
+4.7%
5.58%
3.13%
-2.45
Share of market comes from the retail sales panel, which does not capture prestige and counter sales — those brands show no measurable retail share here despite heavy spend, and are marked rather than scored.
Brand by category
Share of category spend, brand by brand
Each cell is the brand's share of that category's total 2026 spend. Read down a column to see who owns a category; across a row to see how broadly a brand competes. Darker means a larger share. Our brands are in bold.
Brand
Spend
Body
$310.1M
Cosmetics
$254.2M
Hair Care
$243.4M
Facial Skincare
$235.6M
Equity
$127.8M
Body Wash
$110.0M
Multiple Products
$50.0M
Dove
$159.8M
26.3%
0.0%
9.7%
0.0%
8.2%
34.3%
12.5%
Olay
$154.7M
5.1%
0.0%
0.0%
35.1%
13.4%
31.9%
7.9%
L'Oréal Paris
$117.7M
0.0%
17.9%
5.9%
12.4%
7.8%
0.0%
2.1%
Old Spice
$99.9M
14.9%
—
2.1%
0.1%
11.6%
14.0%
34.1%
Native
$90.8M
9.1%
—
3.8%
1.8%
25.8%
9.8%
10.2%
Maybelline
$74.3M
0.0%
29.1%
0.0%
0.0%
0.2%
—
0.0%
CeraVe
$71.2M
14.4%
0.0%
1.5%
6.2%
2.4%
0.0%
10.6%
Neutrogena
$59.8M
0.0%
0.1%
0.2%
21.8%
6.0%
0.0%
0.2%
Garnier
$44.4M
0.0%
0.0%
10.1%
3.1%
3.7%
—
0.1%
Head & Shoulders
$43.6M
—
—
17.9%
—
0.0%
0.0%
0.0%
NYX
$43.6M
0.3%
15.8%
—
0.8%
0.2%
0.0%
0.1%
Pantene
$28.4M
—
0.0%
11.5%
0.0%
0.0%
—
0.0%
L'Oréal USA, combined
14.8%
63.3%
17.5%
22.5%
14.3%
0.0%
12.9%
Head to head
Corporation spend, 2025 vs 2026
The largest corporations by measured spend across the comparison window.
2025
2026
Procter & Gamble
$454.7M
$447.3M
-1.6%
L'Oréal USA
$249.2M
$352.6M
+41.5%
Unilever
$226.5M
$213.1M
-5.9%
Kenvue
$179.1M
$88.5M
-50.6%
Estée Lauder
$52.0M
$49.3M
-5.3%
Beiersdorf
$31.4M
$44.2M
+41.0%
The Sanofi Group
$18.9M
$27.4M
+44.9%
E.L.F. Cosmetics
$25.6M
$19.5M
-23.8%
The video stack
Where video money moved
Publisher-level classification of every video and social dollar, both years. Streaming services are separated out of online video; broadcast networks are separated from cable.
2025
2026
Social
$491.1M
$652.3M
+32.8%
CTV / streaming
$127.3M
$214.6M
+68.6%
Cable
$269.5M
$176.8M
-34.4%
Broadcast
$222.3M
$166.0M
-25.3%
YouTube
$187.0M
$139.7M
-25.3%
Other online video
$6.1M
$4.3M
-29.8%
Streaming
Who is buying connected TV
Spend on streaming services only — Prime Video, HULU, Peacock, HBO MAX, Disney+, Paramount+ and the rest. Together $199.2M across the window.
By corporation, 2025 vs 2026
Procter & Gamble+257.9% · 32.3% of CTV
$18.0M
$64.3M
L'Oréal USA+99.7% · 31.3% of CTV
$31.2M
$62.3M
Unilever+36.9% · 10.1% of CTV
$14.7M
$20.1M
Kenvue-34.0% · 7.1% of CTV
$21.5M
$14.2M
The Sanofi Group+136.5% · 6.1% of CTV
$5.1M
$12.1M
Estée Lauder+20.4% · 4.6% of CTV
$7.7M
$9.3M
By service, 2026 — our share in dark
Prime Video$70.0M · ours 33.2%
HULU$49.3M · ours 27.3%
Peacock$20.9M · ours 31.0%
HBO MAX$13.8M · ours 28.9%
Disney+$13.3M · ours 23.4%
Paramount+$12.3M · ours 31.9%
Netflix$11.5M · ours 40.2%
THE ROKU Channel$8.3M · ours 16.0%
Platforms
Who owns each channel
Every tracked corporation's 2026 spend, by channel. The bar is our share of that channel; the note names the leader where it is someone else.
Linear TV
$342.9M
We lead this channel
33.1%
+11.6 pts
Instagram
$257.9M
Procter & Gamble 37.4%
17.0%
+6.6 pts
OLV
$254.5M
Procter & Gamble 30.8%
29.4%
+4.9 pts
Facebook
$163.2M
Procter & Gamble 38.9%
22.3%
+4.4 pts
TikTok
$132.7M
We lead this channel
25.0%
+9.6 pts
YouTube
$98.1M
Procter & Gamble 42.6%
23.0%
+9.7 pts
Pinterest
$62.8M
Procter & Gamble 27.1%
25.3%
+1.9 pts
Snapchat
$20.6M
Procter & Gamble 34.7%
13.2%
-1.3 pts
Digital Display / Video
$17.1M
Unilever 35.2%
18.7%
-3.3 pts
Print
$8.3M
Procter & Gamble 52.8%
12.3%
-5.2 pts
Battlegrounds
Segment by segment, against the field
The largest product segments by 2026 spend. Bar length is segment size; the percentage is our share of it.
Equity
$208.9M
+15.2%
15.1%Procter & Gamble leads at 38.8%
Deodorants
$161.5M
-24.5%
0.0%no measured presence
Multiple Products
$152.8M
+22.4%
20.6%Procter & Gamble leads at 47.3%
Anti-Aging/Serums/Moisturizers
$141.8M
-11.9%
22.0%Procter & Gamble leads at 40.7%
Body Lotions & Moisturizers
$131.6M
+23.3%
34.7%we lead
Unisex Body Wash
$83.3M
-46.4%
0.0%no measured presence
Eye Makeup: Mascara
$62.5M
+88.1%
93.1%we lead
Hair Color
$46.8M
-6.3%
52.3%we lead
Lip Color
$41.2M
+110.2%
72.2%we lead
Dandruff Haircare
$38.2M
-13.3%
1.4%Procter & Gamble leads at 98.1%
Media posture
How each corporation buys
Offline against digital, with Hispanic-media and co-op investment alongside. Hispanic share is of measured traditional media only, the portion where language is captured.
Corporation
2026 spend
Offline / digital split
Offline shift
Hispanic media
Co-op
Procter & Gamble
$447.3M
24.6% offline · 75.4% digital
-18.5 pts
6.4% ($7.0M)
2.9% ($13.0M)
L'Oréal USA
$352.6M
32.9% offline · 67.1% digital
-11.0 pts
14.8% ($17.2M)
6.1% ($21.4M)
Unilever
$213.1M
34.7% offline · 65.3% digital
-8.5 pts
13.5% ($10.0M)
7.9% ($16.8M)
Kenvue
$88.5M
13.6% offline · 86.4% digital
-12.2 pts
4.0% ($487K)
3.2% ($2.8M)
Estée Lauder
$49.3M
5.9% offline · 94.1% digital
-14.8 pts
9.3% ($269K)
4.5% ($2.2M)
Beiersdorf
$44.2M
0.0% offline · 100.0% digital
-0.0 pts
0.0% ($0)
0.0% ($0)
How to read this page
Spend is measured media across all tracked channels; share of market is the retail sales panel, which covers Cosmetics, Facial Skincare, Hair Care, Hair Color and not Beauty Supplements, Body, Body Wash and 4 more — so every conversion figure on this page is computed inside the covered set only. The comparison window is Jan, Feb, Mar, Apr, May, Jun, Jul, trimmed so both years cover the same span.
