Given the size of the cosmetics market in the United States, consumers are faced with nearly unlimited options in terms of which brands to purchase, with several brands standing out as among the most popular. According to a 2016 survey, the most favorably viewed cosmetics brands in the United States were Maybelline, L’Oréal, and Cover Girl. On social media, however, the prestige brand Anastasia Beverly Hills dominated the discourse, being mentioned in 32 percent of all beauty-related social media actions.
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