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New Entrant

+12% +17% +6% -14% +7%
7,160 $m 7,024 $m 6,952 $m 6,897 $m 6,747 $m
81 82 83 84 85
n 2021, we see only one new
100 entrant into the top-100 Best
Global Brands, which perhaps
represents a stabilising market
following the disruptive effects of +4% +11% +22% -5% -2%
Ithe pandemic in 2020. This brand 6,537 $m 6,503 $m 6,368 $m 6,313 $m 6,196 $m
is Sephora, which enters the Best
Global Brands report for the first 86 87 88 89 90
time. According to CEO of Sephora
Martin Brok, Sephora’s success
New derives from the exceptional work

4,628 $m of his 35,000 colleagues, which has
transformed Sephora into a luxury
‘love mark’ for many consumers. +4% +3% 0% +4% +5%
6,087 $m
5,616 $m
5,720 $m
5,832 $m
5,937 $m
Sephora’s culture of disruptive
innovation translates into success 91 92 93 94 95
when marketing their perfumes and
cosmetics, and Sephora’s entrance
means that makes LVMH Group
becomes the first group to have five
brands in the Best Global Brands +24% +10% +6% +20% +3%
ranking (Sephora, Louis Vuitton, 5,536 $m 5,484 $m 5,428 $m 5,416 $m 5,299 $m
Tiffany & Co., Hennessy, Dior).
96 97 98 99 100

+5% +8% 0% -4% New
5,231 $m 5,195 $m 5,088 $m 4,726 $m 4,628 $m

Best Global Brand 2021 Report 23