While coastal cities soak up the spotlight in the cosmetics and skincare markets, Dallas-Fort Worth is quietly becoming a powerful force in the $62 billion U.S. beauty industry—from product development and packaging to logistics and retail sales. Home to legacy and indie brands alike, North Texas first emerged as an industry player in the 1960s Mary Kay Ash launched her company with four skincare products and a foundation.
Twenty years later, Sally Beauty moved its headquarters to North Texas. Today, the industry giants report roughly $8 billion in annual sales. More than 15 notable brands call DFW home, including packaging giant FusionPKG, Swiss lab Galderma and its subsidiary Cetaphil, Goodier Cosmetics, and a growing list of luxury skincare labels such as BeautyBio, Revision, Jack Black, and Natura Bissé.
With a celebrity following, prestige skincare brand Natura Bissé can be found in luxury spas all over the world, including Four Seasons Dallas at Las Colinas.
With its lucrative beauty counters, Dallas is a top consumer market for many of them. Barcelona’s Natura Bissé established a North American office in Irving because Neiman Marcus, the company’s top retailer from a revenue standpoint, is based in North Texas and the region is a logistical hub. Curran Dandurand, co-founder and CEO of Jack Black, says Dallas is a top-volume producer for the men’s skincare brand. “Nordstrom NorthPark is our No. 1 volume door in the country, and that one door makes up 4 percent of our total Nordstrom volume,” Dandurand says.
In the wake of COVID, a mass migration of beauty companies relocating to DFW is underway and under the radar. Jamie O’Banion, whose BeautyBio is one of the fastest-growing skincare lines in North America, calls DFW the new beauty capital.
“I think people forget the DNA of Texas and the beauty roots that are already here,” she says. “There’s an incredible gold mine of amazing chemists and amazing formulators for your brand—whether it’s color [makeup] or skincare, there’s nothing you’re missing here. There has been this interesting migration under the beauty umbrella for skincare and color in Texas, and I think that’s only going to continue.”
Jamie O’Banion Founder and CEO, BeautyBio