North America Beauty and Personal Care Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

The North American Beauty and Personal Care Products Market Report is Segmented by Product Type (Personal Care Products and Beauty and Makeup/Cosmetics Products), Category (Premium Products and Mass Products), Distribution Channel (Specialist Retail Stores, Supermarkets/Hypermarkets, Convenience Stores, Pharmacies/Drug Stores, Online Retail Stores, and Other Distribution Channels), and Geography (United States, Canada, Mexico, and Rest of North America). The Report Offers the Market Size and Values in (USD) During the Forecast Period for the Above Segments.

North America Beauty and Personal Care Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

North America Beauty and Personal Care Products Market Size

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North America Beauty and Personal Care Products Market Summary
Study Period 2019 - 2030
Base Year For Estimation 2024
Forecast Data Period 2025 - 2030
Market Size (2025) USD 129.45 Billion
Market Size (2030) USD 157.12 Billion
CAGR (2025 - 2030) 3.95 %
Market Concentration Low

Major Players

North America Beauty and Personal Care Products Market Major Players

*Disclaimer: Major Players sorted in no particular order

Compare market size and growth of North America Beauty And Personal Care Products Market with other markets in Consumer Goods and Services Industry

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North America Beauty and Personal Care Products Market Analysis

The North America Beauty And Personal Care Products Market size is estimated at USD 129.45 billion in 2025, and is expected to reach USD 157.12 billion by 2030, at a CAGR of 3.95% during the forecast period (2025-2030).

The beauty and personal care products industry in North America continues to undergo significant digital transformation, revolutionizing how consumers discover, evaluate, and purchase products. Social media platforms have become instrumental in shaping beauty trends and influencing consumer choices, with studies showing that 74% of Generation Z consumers rely on influencer recommendations when making beauty products and personal care purchase decisions. This shift has prompted major brands to invest heavily in digital marketing and social commerce capabilities, with industry leader L'Oréal allocating EUR 12 billion to advertising and promotions in 2022, demonstrating the increasing importance of digital engagement in the beauty sector.


The industry is witnessing a notable shift towards sustainable and environmentally conscious clean beauty products, with brands increasingly incorporating eco-friendly packaging solutions and natural ingredients. This transformation extends beyond product formulation to encompass the entire supply chain, with companies implementing recyclable packaging initiatives and reducing their carbon footprint. For instance, in September 2023, Chanel demonstrated this commitment by launching their Chanel 31 lipsticks in recyclable aluminum cases with glass casing, marking a significant step towards sustainable luxury beauty products packaging.


Technological innovation continues to reshape the beauty retail landscape, with artificial intelligence (AI) and augmented reality (AR) becoming integral to the shopping experience. In September 2023, Estée Lauder released its voice-enabled makeup assistant (VMA), leveraging AI and AR to enhance accessibility for visually impaired consumers. Similarly, brands are increasingly utilizing AI-powered skincare analysis tools and virtual try-on technologies to provide personalized product recommendations and improve the online shopping experience.


The market is experiencing a surge in celebrity and influencer-led beauty and personal care products brands, transforming the competitive landscape and challenging established industry players. These launches are particularly successful in capturing the attention of younger consumers through strategic social media marketing and authentic brand storytelling. Recent notable entries include Selena Gomez's Rare Beauty, which expanded its product line in July 2023 with new makeup products, demonstrating the continued appeal of celebrity-backed beauty ventures. This trend has contributed to market fragmentation while simultaneously driving innovation in product development and marketing strategies.

Segment Analysis: By Product Type

Personal Care Products Segment in North America Beauty and Personal Care Products Market

The personal care products segment dominates the North American beauty and personal care products market, commanding approximately 83% market share in 2024. This segment encompasses a comprehensive range of products, including skincare, haircare, oral care, sun care products, bath and shower products, and deodorants. The segment's dominance is attributed to increasing consumer awareness about personal hygiene, growing demand for natural and organic products, and rising concerns about skin and hair health. Major companies like L'Oréal, Procter & Gamble, and Unilever have strengthened their positions in this segment through continuous product innovations, particularly in natural and sustainable formulations. The segment has also benefited from the increasing focus on self-care routines and wellness integration in beauty products, with consumers seeking multifunctional products that offer both cosmetic and therapeutic benefits.

Market Analysis of North America Beauty And Personal Care Products Market: Chart for By Product Type

Color Cosmetics/Make-up Products Segment in North America Beauty and Personal Care Products Market

The color cosmetics/make-up products segment is projected to grow at a CAGR of approximately 3% during 2024-2029, driven by innovative product launches and increasing adoption of premium beauty products. This segment includes facial make-up, eye make-up, and lip and nail make-up products. The growth is fueled by the rising influence of social media beauty trends, increasing disposable income, and growing demand for clean and natural make-up products. Manufacturers are focusing on developing products with skincare benefits, sustainable packaging, and advanced formulations to meet evolving consumer preferences. The segment is also witnessing significant transformation through technological integration, with brands implementing AI-powered virtual try-ons and personalized beauty solutions to enhance customer experience and drive sales growth.

Segment Analysis: By Category

Conventional Segment in North America Beauty and Personal Care Products Market

The conventional segment continues to dominate the North American beauty and personal care products market, commanding approximately 89% of the total market share in 2024. This substantial market presence is attributed to the segment's well-established distribution networks, extensive product portfolios, and strong brand recognition among consumers. Major companies like L'Oréal SA, Procter & Gamble, and Unilever PLC maintain their market positions through continuous product innovations and strategic marketing initiatives. The conventional segment's strength is further reinforced by its ability to offer products across various price points, making them accessible to a broader consumer base while maintaining consistent quality standards.

Free-From Segment in North America Beauty and Personal Care Products Market

The free-from segment is experiencing remarkable growth, projected to expand at approximately 8% CAGR during 2024-2029. This accelerated growth is driven by increasing consumer awareness about ingredient safety, environmental sustainability, and ethical production practices. The segment's expansion is further supported by growing demand for products free from harmful chemicals, parabens, sulfates, and other synthetic ingredients. Manufacturers are responding to this trend by developing innovative formulations that maintain product efficacy while adhering to clean beauty standards. The rise of conscious consumerism and increasing preference for natural and organic alternatives continues to fuel the segment's growth trajectory.

Segment Analysis: Distribution Channels

Supermarkets/Hypermarkets Segment in North America Beauty and Personal Care Products Market

Supermarkets and hypermarkets continue to dominate the North American beauty and personal care products market, commanding approximately 33% of the total market share in 2024. These retail formats offer significant advantages, including extensive product variety, competitive pricing, and convenient one-stop shopping experiences. The segment's strength is further reinforced by the heavy discounts, offers, product bundling, and other consumer-oriented schemes available to customers. Major retailers like Walmart are actively expanding their beauty offerings by including exclusive beauty brands on their shelves, while manufacturers are launching new products specifically targeting this channel. The strong position of supermarkets/hypermarkets is maintained through a wide selection of brands, considerable shelf space, and frequent price promotions that attract value-conscious consumers.

Online Stores Segment in North America Beauty and Personal Care Products Market

The online stores segment is experiencing remarkable growth and is projected to expand at approximately 5% CAGR from 2024 to 2029. This channel's rapid advancement is driven by several factors, including the convenience of 24/7 shopping accessibility, extensive product variety, and the ability to easily compare prices and read reviews. The growth is further accelerated by the increasing internet penetration across the region, with many retailers offering subscription services for regular deliveries of favorite products. The segment's expansion is also supported by the rising adoption of mobile shopping apps, virtual try-on technologies, and personalized product recommendations. Online platforms are particularly appealing to busy urban consumers and those in remote areas with limited access to physical stores, while the integration of AI-powered beauty tools and virtual consultations is enhancing the digital shopping experience.

Remaining Segments in Distribution Channels

The other distribution channels in the market include health and beauty specialists, direct selling, convenience stores, and various other retail formats. Health and beauty specialists maintain a strong presence through their expert product knowledge and personalized customer service, while direct selling continues to leverage social media influence and personal connections to reach consumers. Convenience stores serve the important role of providing easy access to essential beauty and personal care products for on-the-go consumers. These channels collectively contribute to the market's diversity by offering unique shopping experiences, specialized product selections, and targeted customer service approaches that cater to different consumer preferences and needs.

North America Beauty And Personal Care Products Market Geography Segment Analysis

Beauty and Personal Care Products Market in the United States

The United States dominates the North American beauty and personal care products market, commanding approximately 83% of the total market value in 2024. The country's market leadership is driven by significant disposable income levels and high consumer awareness regarding personal care products and grooming. The presence of major multinational beauty corporations and their extensive distribution networks has created a robust marketplace for innovative beauty products. American consumers are increasingly gravitating towards clean-label and sustainable beauty products, with a particular emphasis on natural and organic ingredients. The market is characterized by a strong digital presence and e-commerce penetration, with beauty brands leveraging social media influencers and digital marketing strategies to reach consumers. Additionally, the growing focus on men's grooming products and the rising demand for anti-aging solutions have created new growth opportunities. The market also benefits from advanced retail infrastructure, including specialty beauty stores, department stores, and online platforms, making products easily accessible to consumers.

Beauty and Personal Care Products Market in Canada

Canada emerges as the most dynamic market in the region, projected to grow at approximately 5% CAGR from 2024 to 2029. The Canadian beauty and personal care market is experiencing a significant transformation driven by increasing consciousness among consumers regarding their appearance and well-being. The country's multicultural population has fostered a diverse beauty market that caters to various ethnic backgrounds and skin types. Canadian consumers show a strong preference for environmentally sustainable and cruelty-free products, influencing manufacturers to adopt eco-friendly practices and transparent ingredient sourcing. The market is witnessing substantial growth in natural and organic beauty products, particularly among millennials and Gen Z consumers. Digital innovation and personalized beauty solutions are gaining prominence, with brands incorporating AI and AR technologies for virtual try-ons and customized product recommendations. The country's robust regulatory framework for cosmetics safety and labeling has fostered consumer trust in beauty products, further driving market growth.

Beauty and Personal Care Products Market in Mexico

Mexico represents a vibrant and evolving beauty and personal care products market, characterized by a unique blend of traditional and modern beauty preferences. The country's young demographic profile and growing middle class have created a strong consumer base for beauty and personal care products. Mexican consumers show particular interest in multifunctional products that offer value for money while maintaining high-quality standards. The market has witnessed significant development in its distribution channels, with both modern retail formats and traditional channels playing crucial roles. Local manufacturers are increasingly competing with international brands by offering products tailored to Mexican consumers' specific needs and preferences. The country's beauty market is also influenced by its rich cultural heritage, with many products incorporating traditional ingredients and beauty rituals. Digital transformation in the beauty retail sector has accelerated, with e-commerce platforms and social media significantly influencing consumer purchasing decisions.

Beauty and Personal Care Products Market in Other Countries

The rest of North America, including countries and territories beyond the United States, Canada, and Mexico, represents an emerging opportunity in the beauty and personal care products market. These markets, including various Caribbean nations and smaller territories, demonstrate unique consumer preferences and beauty traditions. The beauty markets in these regions are characterized by a mix of international brands and local products that cater to specific regional needs. Consumer behavior in these markets is heavily influenced by tourism, climate conditions, and cultural preferences. The distribution landscape varies significantly across these territories, with some areas relying more on traditional retail channels while others embrace digital commerce. These markets also show growing interest in natural and organic beauty products, particularly those incorporating local ingredients and traditional beauty practices. The presence of international beauty retailers and increasing internet penetration is gradually transforming the beauty retail landscape in these regions.

North America Beauty and Personal Care Products Industry Overview

Top Companies in North America Beauty and Personal Care Market

The North American beauty and personal care market is dominated by established multinational corporations that are actively pursuing innovation and expansion strategies. Companies are increasingly focusing on developing clean-label, natural, and sustainable products while incorporating advanced technologies like AI and AR for enhanced customer experiences. Strategic partnerships with celebrities, influencers, and digital platforms have become crucial for market penetration and brand visibility. Operational agility is demonstrated through omnichannel distribution strategies, with companies optimizing both traditional retail presence and e-commerce capabilities. Product innovation is largely driven by consumer demand for personalized solutions, clean beauty formulations, and environmentally conscious packaging. Companies are also investing heavily in research and development to create scientifically-backed formulations while simultaneously expanding their manufacturing capabilities across the region.

Consolidated Market Led By Global Players

The beauty and personal care market exhibits a high level of consolidation, with multinational conglomerates holding significant market share through their diverse brand portfolios. These major players leverage their extensive research capabilities, established distribution networks, and strong financial resources to maintain their market positions. The landscape is characterized by a mix of legacy beauty companies and specialized premium brands, with global players like L'Oréal, Procter & Gamble, Estée Lauder, and Unilever maintaining dominant positions through their multi-brand strategies and extensive product ranges.


Merger and acquisition activities remain robust as larger companies seek to expand their portfolios by acquiring innovative indie brands and specialized players. This consolidation trend is driven by the need to access new market segments, acquire technological capabilities, and strengthen presence in specific product categories. Companies are particularly interested in acquiring brands that align with emerging consumer trends such as clean beauty, sustainability, and digital-first approaches, while also seeking opportunities to expand their geographical presence across North America.

Innovation and Sustainability Drive Future Success

Success in the market increasingly depends on companies' ability to align with evolving consumer preferences while maintaining operational efficiency. Incumbent players must focus on continuous product innovation, sustainable practices, and digital transformation to maintain their market positions. The ability to develop and market organic beauty products, implement sustainable packaging solutions, and leverage digital technologies for personalized customer experiences has become crucial. Companies must also maintain strong relationships with retailers while expanding their direct-to-consumer capabilities to ensure broad market reach.


For emerging players and contenders, differentiation through specialized product offerings and unique value propositions presents opportunities for market entry and growth. Success factors include developing a strong digital presence, establishing authentic brand stories, and creating innovative products that address specific consumer needs. The regulatory environment, particularly regarding ingredient transparency and sustainability requirements, continues to shape market dynamics and influence company strategies. Companies must also consider the increasing bargaining power of retailers and the growing influence of digital platforms while developing their market approaches.

North America Beauty and Personal Care Products Market Leaders

  1. L'Oréal S.A.

  2. Unilever PLC

  3. Procter & Gamble Company

  4. Estée Lauder Companies Inc.

  5. Coty Inc.

  6. *Disclaimer: Major Players sorted in no particular order
North America Beauty And Personal Care Products Market Concentration
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North America Beauty and Personal Care Products Market News

  • January 2024: In New York-based Ulta Beauty stores, Olehenrikson launched a wide range of skincare and beauty products, including moisturizers and anti-aging creams.
  • December 2023: Coty accelerated its footprint of the ‘Prestige’ and ‘Consumer Beauty’ business in the Indian market. It also invested in the country by launching a new team and office premises and signed a strategic agreement with the distribution and marketing company House of Beauty.
  • December 2023: Burberry collaborated with Pure Trade to improve the user experience by offering personalized bags with name initials in their stores. Pure Trade would design cardboard boxes with FSC paper containing 180 letters in imitation tortoiseshell acetate, matching the perfume bottle caps of actual scales and 90 golden metal fixing rings.

North American Beauty and Personal Care Products Market Report - Table of Contents

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET DYNAMICS

  • 4.1 Market Drivers
    • 4.1.1 Increasing Skin Concerns Among Consumers
    • 4.1.2 Aggressive Marketing and Advertising by Brands
  • 4.2 Market Restraints
    • 4.2.1 Presence of Counterfeit Products
  • 4.3 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.3.1 Threat of New Entrants
    • 4.3.2 Bargaining Power of Buyers/Consumers
    • 4.3.3 Bargaining Power of Suppliers
    • 4.3.4 Threat of Substitute Products
    • 4.3.5 Intensity of Competitive Rivalry

5. MARKET SEGMENTATION

  • 5.1 By Product Type
    • 5.1.1 Personal Care
    • 5.1.1.1 Hair Care
    • 5.1.1.1.1 Shampoo
    • 5.1.1.1.2 Conditioner
    • 5.1.1.1.3 Hair Oil
    • 5.1.1.1.4 Other Hair Care Products
    • 5.1.1.2 Skin Care
    • 5.1.1.2.1 Facial Care
    • 5.1.1.2.2 Body Care
    • 5.1.1.2.3 Lip Care
    • 5.1.1.3 Bath and Shower
    • 5.1.1.3.1 Soaps
    • 5.1.1.3.2 Shower Gels
    • 5.1.1.3.3 Bath Salts
    • 5.1.1.3.4 Bathing Accessories
    • 5.1.1.3.5 Other Bath and Shower Products
    • 5.1.1.4 Oral Care
    • 5.1.1.4.1 Toothbrushes and Replacements
    • 5.1.1.4.2 Toothpastes
    • 5.1.1.4.3 Mouthwashes and Rinses
    • 5.1.1.4.4 Other Oral Care Products
    • 5.1.1.5 Men's Grooming
    • 5.1.1.6 Deodorants and Antiperspirant
    • 5.1.2 Beauty and Makeup/Cosmetics
    • 5.1.2.1 Colour Cosmetics
    • 5.1.2.1.1 Facial Makeup Products
    • 5.1.2.1.2 Eye Makeup Products
    • 5.1.2.1.3 Lip and Nail Makeup Products
  • 5.2 By Category
    • 5.2.1 Premium Products
    • 5.2.2 Mass Products
  • 5.3 By Distribution Channel
    • 5.3.1 Specialist Retail Stores
    • 5.3.2 Supermarkets/Hypermarkets
    • 5.3.3 Convenience Stores
    • 5.3.4 Pharmacies/Drug Stores
    • 5.3.5 Online Retail Stores
    • 5.3.6 Other Distribution Channels
  • 5.4 By Geography
    • 5.4.1 United States
    • 5.4.2 Canada
    • 5.4.3 Mexico
    • 5.4.4 Rest of North America

6. COMPETITIVE LANDSCAPE

  • 6.1 Most Adopted Strategies
  • 6.2 Market Share Analysis
  • 6.3 Company Profiles
    • 6.3.1 L'Oréal SA
    • 6.3.2 Unilever PLC
    • 6.3.3 Procter & Gamble Company
    • 6.3.4 Estée Lauder Companies Inc.
    • 6.3.5 Johnson & Johnson Services Inc.
    • 6.3.6 Coty Inc.
    • 6.3.7 Mary Kay Inc.
    • 6.3.8 Colgate-palmolive Company
    • 6.3.9 Lvmh Moet Hennessy Louis Vuitton
    • 6.3.10 Natura & Co. Holding SA
  • *List Not Exhaustive

7. MARKET OPPORTUNITIES AND FUTURE TRENDS

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North America Beauty and Personal Care Products Industry Segmentation

Beauty and personal care products include skincare products, hair care products, sun care products, bath and shower products, oral care products, color cosmetics, and deodorants and perfumes intended for external use to maintain hygiene and enhance physical appearance. The North American beauty and personal care market report is segmented based on product type, category, distribution channel, and geography. The segmentation based on product type includes personal care and beauty and makeup/cosmetics. Personal care is further sub-segmented into hair care, skin care, bathing and showering, oral care, men's grooming, and deodorant and antiperspirant.

Hair care is further sub-segmented into shampoo, conditioner, hair oil, and other hair care products. Skincare is further sub-segmented into facial, body, and lip care. Bath and shower are segmented into soaps, shower gels, bath salts, bath accessories, and other bath and shower products. Oral care is divided into toothbrushes and replacements, toothpaste, mouthwashes and rinses, and other oral care products. Beauty and makeup/cosmetics are further sub-segmented into color cosmetics, including facial makeup products, eye makeup products, and lip and nail makeup products. By category, the market is segmented into premium products and mass products. By distribution channels, the market is segmented into specialist retail stores, supermarkets and hypermarkets, convenience stores, pharmacies and drugstores, online retail stores, and other distribution channels. By geography, the market is segmented into the United States, Canada, Mexico, and the Rest of North America. For each segment, the market sizing and forecast have been done based on value (USD).

By Product Type Personal Care Hair Care Shampoo
Conditioner
Hair Oil
Other Hair Care Products
Skin Care Facial Care
Body Care
Lip Care
Bath and Shower Soaps
Shower Gels
Bath Salts
Bathing Accessories
Other Bath and Shower Products
Oral Care Toothbrushes and Replacements
Toothpastes
Mouthwashes and Rinses
Other Oral Care Products
Men's Grooming
Deodorants and Antiperspirant
Beauty and Makeup/Cosmetics Colour Cosmetics Facial Makeup Products
Eye Makeup Products
Lip and Nail Makeup Products
By Category Premium Products
Mass Products
By Distribution Channel Specialist Retail Stores
Supermarkets/Hypermarkets
Convenience Stores
Pharmacies/Drug Stores
Online Retail Stores
Other Distribution Channels
By Geography United States
Canada
Mexico
Rest of North America
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North American Beauty and Personal Care Products Market Research FAQs

How big is the North America Beauty And Personal Care Products Market?

The North America Beauty And Personal Care Products Market size is expected to reach USD 129.45 billion in 2025 and grow at a CAGR of 3.95% to reach USD 157.12 billion by 2030.

What is the current North America Beauty And Personal Care Products Market size?

In 2025, the North America Beauty And Personal Care Products Market size is expected to reach USD 129.45 billion.

Who are the key players in North America Beauty And Personal Care Products Market?

L'Oréal S.A., Unilever PLC, Procter & Gamble Company, Estée Lauder Companies Inc. and Coty Inc. are the major companies operating in the North America Beauty And Personal Care Products Market.

What years does this North America Beauty And Personal Care Products Market cover, and what was the market size in 2024?

In 2024, the North America Beauty And Personal Care Products Market size was estimated at USD 124.34 billion. The report covers the North America Beauty And Personal Care Products Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the North America Beauty And Personal Care Products Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.

North America Beauty And Personal Care Products Market Research

Mordor Intelligence provides a comprehensive analysis of the North America beauty and personal care industry. With decades of research expertise in the BPC products sector, our extensive report covers major categories. These include skincare, makeup, fragrances, cosmetics, and toiletries. We also analyze emerging segments such as clean beauty products and dermocosmetics. The analysis spans everything from personal hygiene essentials to luxury beauty products. It offers detailed insights into natural beauty products and organic beauty products trends.

Our detailed report, available as an easy-to-download PDF, offers stakeholders crucial insights into various segments. These include haircare, deodorants, and body care products. The analysis covers professional beauty products, premium beauty products, and mass beauty products. It specifically addresses the men's grooming products and feminine hygiene products markets. Comprehensive coverage extends to oral care products, sun care products, color cosmetics, and bath and shower products. This enables businesses to make informed decisions based on current market dynamics and future projections.