The Top 50

Bellwethers and Bar Bills

The Top 50 is our annual look at the largest US-based companies in the household and personal products industry, ranked by sales. We’ve published The Top 50 every year since 1978. And for the past 48 years, without exception, Procter & Gamble has been No. 1 on our list. With its lineup of fabric care, home care and personal care products, P&G is a leading indicator of the state of the industry. That’s why it’s a bit disconcerting that the biggest economic news to come out of The Top 50 article is P&G’s plan to eliminate 7,000 jobs, or about 6% of its workforce. P&G calls it a restructuring for efficiency but also cited uneven consumer demand and uncertainty surrounding tariffs. P&G isn’t alone. Other Top 50 members refused to make predictions regarding 2026 results due to today’s charged geopolitical atmosphere.

Uncertainty is wreaking havoc with purchasing decisions whether they involve beauty, butter or booze. A recent article in The New York Times noted that 20-somethings refuse to start a bar tab. They prefer to pay for drinks individually to better track their spending. If a 20-year-old is mindful about mind-numbing cocktails, what’s her attitude about spending $70 for a new skincare formula? A cautious consumer usually doesn’t make the best customer. 

P&G’s announcement isn’t the only big news to come out of this edition of The Top 50. For the first time in decades, The Estée Lauder Companies is not No. 2 on our list. Issues in China led to a decline in sales at ELC, which ultimately dropped to No. 3. Colgate-Palmolive returned to No. 2 for the first time in more than 30 years. One notable addition? Rhode Beauty makes the cut at No. 50. It’s the first and last time that Hailey Bieber’s company is a member of The Top 50. Rhode was recently acquired by ELF Beauty (No. 20).