Brand Finance Cosmetics 50 2021 report shows that the COVID 19 pandemic has hit the top 50 cosmetic brands in a big way. These brands have collectively lost more than $12 billion worth of brand value. The total value of these brands has fallen by 9%, from $137.75 billion in 2020 to $124.8 billion in 2021. Colour Cosmetics has been the worst hit segment with an average brand value reduction of 15%. Multi-level marketing brands have seen an average fall of 12%, with Avon down 24% and Oriflame down 1%. Even the largest brands in hair care, razors, and fragrance sectors have seen a plunge of 10%.