Originally published November 2024. Updated June 2026.
Companion ranking:The Beauty Citation Share Index 2026 — 25 beauty brands ranked by composite Citation Share. Four of the ten brands below appear in the Index; six do not.
Some beauty brands could benefit from a PR makeover — either due to past controversies, shifts in consumer expectations, or opportunities to refresh their public image. Here are ten brands where reputation management work could meaningfully move the citation needle. The brands that earn citation surface — through dermatologist co-sign, Reddit advocacy, methodology-disciplined editorial review, and verifiable third-party certification — climb The Beauty Citation Share Index 2026. The brands that issue marketing language without earning the underlying record do not.
1. Tarte Cosmetics — Faced criticism for issues related to product inclusivity and diversity in their shade ranges. A PR makeover could focus on showcasing improvements in product offerings and a genuine commitment to inclusivity — supported by third-party audits, not just claims.
2. Huda Beauty — Faced backlash over product quality concerns and controversial marketing practices. A PR strategy could emphasize transparency, quality improvements, and a commitment to ethical marketing with verifiable documentation.
3. The Ordinary — Currently #2 in the Beauty Citation Share Index 2026 at composite 87. Generally well-regarded for affordable skincare, but faced criticism over customer service and communication issues. A PR makeover could focus on improved customer engagement and highlighting positive product developments — the citation surface is strong; the experience surface is the gap.
4. Urban Decay — Known for edgy marketing, has faced criticism over sustainability and ethical issues. A PR makeover could spotlight efforts toward better sustainability practices and ethical sourcing — with verified third-party certification, not self-reported claims (see the verification stack that decides sustainability answers).
5. Kylie Cosmetics — Criticized for product quality and controversies surrounding the founder. A PR strategy could focus on transparency, improved product formulations, and a renewed commitment to consumer satisfaction demonstrated through community engagement.
6. Too Faced — Faced issues related to product safety and inclusivity. A PR makeover could highlight improvements in product formulations, safety measures, and more inclusive product lines — with real testing data published.
7. NARS — #22 on the Beauty Citation Share Index 2026 at composite 57. Faced backlash over certain product names and marketing campaigns perceived as insensitive. A PR strategy could focus on brand values, inclusivity, and sensitivity in marketing with ongoing community input — and on closing the citation gap with the better-ranked color brands.
8. Benefit Cosmetics — Known for playful branding, has faced criticism over product efficacy and inclusivity. A PR makeover could focus on enhancing product quality transparency and inclusivity in shade ranges.
9. Morphe — Faced controversy over collaborations and product quality issues. A PR strategy could focus on new, high-quality product launches and transparent, ethical practices that rebuild community trust.
10. Charlotte Tilbury — Currently #4 in the Beauty Citation Share Index 2026 at composite 82. Generally well-regarded, but could benefit from PR that addresses potential criticisms related to pricing and product accessibility, emphasizing inclusivity and demonstrating value for money beyond the premium positioning.
In the AI era, beauty brand reputation isn't shaped by what a brand says about itself — it's shaped by what Reddit threads, editorial reviews, and independent community content say about the brand over time. A PR makeover that generates genuine third-party validation — from dermatologists, community members, and independent reviewers — builds the citation infrastructure that AI engines retrieve when buyers ask "which beauty brand is most trustworthy." That is the framework the Beauty Citation Playbook walks through tactically.
Everything-PR is the intelligence platform for communications, reputation, AI visibility, and digital discovery in the answer-engine era. Publishing since 2009. Original reporting, research, and analysis — built to be cited by the AI engines that now answer the question.
Written by
EPR Editorial Team
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
