L'Oréal is the most well-known cosmetics and make-up brand in the U.S., followed by Revlon, Avon, and COVERGIRL, while e.l.f. takes the crown in our cosmetics and make-up brand usage ranking. M.A.C. on the other hand has the most loyal customers among cosmetics and make-up brands.
For this study, brand awareness was surveyed employing the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.