The beauty conglomerate divides its company into four segments: Revlon, Elizabeth Arden, Fragrances, and Portfolio, with Portfolio responsible for most of Revlon's sales. The Portfolio segment holds brands such as Almay and Creme of Nature hair, with the latter recording just over a million users in 2019. Revlon segment products are color cosmetics, hair colorings, and beauty tools. Revlon's Colorstay eyeliner had the most sales of eyeliner brands within the United States in 2019. Elizabeth Arden segments distribute a line of fragrances, skincare, and color cosmetics under the Elizabeth Arden brand.
On average, each household in the United States spent about 190 U.S. dollars on personal care products in 2019. Within the cosmetic industry, skincare products are the most frequently bought items. Generally, social media is the central channel where consumers find ads for makeup and beauty products. Many are turning to YouTube.com for tutorials and product reviews, as the website acts as a platform for promoting all lines of cosmetics, from drugstore to luxury brands. For those that prefer luxury brands, quality is the strongest reason to select luxury over conventional products.
