Click here to view the bracket. 

Click here to make your second round picks

Happi’s first ever Beauty Bracket Battle kicked off earlier this week, with makeup, fragrance, skincare personal care brands battling it out in this very unofficial, but all-in-good-spirit competition.

The opening round pitted luxury versus mass, indies against icons with rich histories in their respective categories. Here are the results.

You can vote in the next round here.

HAIR

Garnier easily topped Dae Hair, but industry observers will be keeping a close eye on the upstart hair care brand.

It was a closer match between John Paul Mitchell Systems (JPMS) and Dark & Lovely. The salon brand founded by John DeJoria and Paul Mitchell pulled out the win.

In a matchup between brands that know each other well, Carol’s Daughter fell to L’Oréal Professional.

DIY hair color brand Clairol and Madison Reed went down to the wire. Clairol topped the DTC hair color disruptor to move on.

Olaplex topped Shea Moisture, which is part of Unilever.

Briogeo bested grey hair fixer Just for Men.

P&G-owned Mielle beat Suave.

Bumble and bumble walked away with the win over Schwarzkopf.

BEAUTY & FRAGRANCE

The brand that started it all for ELC, iconic Estée Lauder topped The Ordinary (which ELC acquired fully in 2021).

Clinique was quick out of the gate and beat direct selling giant Mary Kay.

Kenvue’s skincare giant Aveeno fell to fast-moving SPF brand Supergoop!.

Neutrogena was toppled by SC Johnson’s Sum Bum brand.

Mass market skincare leader Cetaphil topped Beautycounter.

Hawaiian Tropic, the high profile suncare brand, fell to iconic Japanese skincare maker Shiseido.

Popular with Millennials through to Gen Alpha, Drunk Elephant topped Coppertone.

The “8–9” match up featured two L’Oréal skincare brands. CeraVe topped La Roche Posay to move on to round two.

MAC Cosmetics beat out mass market makeup brand Wet N Wild.

Huda Beauty fell by a wide market to Selena Gomez’s Rare Beauty.

Luxury icon Chanel topped BLK/OPL.

In a match-up of mass market heavyweights, Maybelline came out the winner, besting CoverGirl.

Charlotte Tilbury ran away with a victory over Marc Jacobs.

Kylie Cosmetics came up short, falling to Tom Ford by just a few points.

Lancôme topped Angel fragrance maker Thierry Mugler.

Paris Hilton fell to fast-growing budget-friendly beauty band ELF by a wide margin.

OTHER

This part of the competition included match ups of personal care brands answering a range of needs—from deodorant tp acne to oral care to razors.

P&G’s venerable Old Spice topped Dr Teal’s.

Gillette fell to an oral care stalwart Listerine in a close match.

Native topped The Honey Pot in a faceoff between now acquired indies that grew quickly in their space with innovative products.

Crest and Mighty Patch tied in this round, 50-50. The acne patch brand is moving on based on our pre-established rules (see here).

In a battle of well known players in their respective markets, Colgate toppled Johnson’s Baby.

Deodorant brand Secret overtook razor market disruptor Dollar Shave.

Tom’s of Maine—the natural indie brand founded in Kate and Tom Chappell—tied doctor-founded deodorant brand Lume (which is now owned by Harry’s Inc). Tom’s is moving on to the next round.

Chapstick had no problem with another industry. The recently acquired lip balm band won by a wide margin over Ivory.

Round 2 will close at 11:59 pm (ET) on March 22.

To see the opening round, click here.

TOURNAMENT ROUNDS

The bracket will be updated at the close of each round to reflect the winners moving onto the next round.

1st Round: Voting was March19-20.

2nd Round:  Voting is open March 21-22. Click here to vote.

Savvy 16: Voting is open March 25-26.

Great Eight: Voting is open March 28-29.

Beauty Final Four: Voting is open April 1-2.

Final Battle: Voting is open April 4-5.

The “winner” will be announced on Happi.com on April 8.