North America Beauty and Personal Care Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

The North American Beauty and Personal Care Products Market is Segmented by Product Type (Personal Care Products and Beauty & Make-up/ Cosmetics Products); by Category (Premium Products and Mass Products); by Distribution Channel (Specialist Retail Stores, Supermarkets/Hypermarkets, Convenience Stores, Pharmacies/Drug Stores, Online Retail Stores, and Other Distribution Channels); and by Geography (United States, Canada, Mexico and Rest of North America). The report offers the market size and values in (USD Million) during the forecasted years for the above segments.

North American Beauty and Personal Care Products Market Size

North America Beauty and Personal Care Products Market Summary
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Study Period 2017-2027
Market Size (2023) USD 111.23 Billion
Market Size (2028) USD 127.70 Billion
CAGR (2023 - 2028) 2.80 %
Fastest Growing Market North America
Largest Market North America

Major Players

North America Beauty and Personal Care Products Market Major Players

*Disclaimer: Major Players sorted in no particular order


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North American Beauty and Personal Care Products Market Analysis

The North America Beauty and Personal Care Products Market size is expected to grow from USD 111.23 billion in 2023 to USD 127.70 billion by 2028, at a CAGR of 2.80% during the forecast period (2023-2028).

The changing and busy lifestyles of the consumers in the region have led to a rise in demand for multifunctional beauty and personal care products as the consumers are following holistic approaches to beauty and health care rather than treating each as a separate segment. Consumers are looking for products requiring minimal application time and prioritizing quality over quantity, leading to increased demand for premium beauty products. "Made in the USA" products are becoming more popular, so companies are building factories close to where they sell their goods.
The region provides many brands with opportunities for innovation and expansion regarding color cosmetics. Skincare and hair care are the major growing segments in this region. Brands are building their equity by focusing on ambassador marketing and improving relations with macro- and micro-influencers. Celebrities and successful individuals in the entertainment industry are launching product lines in the market, relying on their large fan bases and social media followers.
The demand for the beauty and personal care products market in this region is rising due to people's increasingly active lifestyles and the prevalence of beauty consciousness in society. Young individuals are spending more on cosmetics and personal care products. As a result, their buying habits and patterns are the main elements fueling the market expansion for beauty and personal care products. For instance, in July 2022, The Kind Words Matte Lipsticks and Liners were two new lip products introduced by Selena Gomez's beauty line. The smooth, non-drying formula of the Kind Words Matte Lipsticks, available in 10 shades, lasts all day. The liners have a built-in sharpener and are available in 10 shades that match the lipsticks.
Additionally, external usage of beauty and personal care products can reduce symptoms like wrinkles, acne, personal cleanliness, and other hair cleanliness items. The wide assortment of products available on online platforms and the medium's emphasis on time-saving are two elements that have helped drive up demand for the online retail industry. Due to improved security features for online payments, customer-friendly services, user-friendly shopping websites, and straightforward delivery, online beauty and personal care product shopping portal usage is anticipated to increase significantly in this region during the forecast period.

North American Beauty and Personal Care Products Market Trends

This section covers the major market trends shaping the North America Beauty & Personal Care Products Market according to our research experts:

Growing Demand for Natural and Organic Cosmetics Products

People in this area are becoming more aware of and interested in luxury personal care brands, which makes natural and organic cosmetics more popular. Factors, such as consumer knowledge and an increase in awareness of the benefits of organic products and services through digital media and other sources, coupled with the advent of social media, are contributing to the growth in the region. Consumers such as millennials and Gen Z are increasing their consumption of herbal beauty products, particularly skincare and hair care products, due to their "vegan," "natural," "organic," "botanical," and "free from" labels. For example, in June 2021, SO'BiO étic, a French organic beauty brand, launched its organic beauty product line in the United States. The company believes in making healthy beauty products for its customers and the environment, and it follows eco-friendly production values all along its supply chain.

Similarly, in October 2022, Balmonds, a renowned skincare company, will expand to North America. The company offers a wide range of skincare items created with 100 percent biodegradable raw materials, including multipurpose skin balm, shampoo, facial oil, and moisturizer. Naturally, anti-inflammatory herbs, like chamomile, calendula, and chickweed, are abundant in their products. Additionally, they claim that their products contain organic hemp seed, safflower, and olive oils to help the skin regenerate and restore itself.

Furthermore, demand for organic skin care products is expected to rise throughout the forecast period due to rising consumer preference for chemical-free beauty products and the development of concepts such as creams, serums, and moisturizers infused with organic components, which will drive the market even further. Since these products are expected to be more effective and have fewer adverse effects, it is anticipated that more people will use them. Sales are expected to increase as individuals become more aware of the skin problems brought on by synthetic ingredients in cosmetics and beauty products. Synthetic chemicals that cause allergic reactions, acne, pimples, rashes, and other skin-related issues include butylparaben, propylparaben, and methylparaben. As a result, the major players are introducing organic products.

North America Beauty and Personal Care Products Market - Interest in Clean Beauty and Personal Care Products in %, United States, 2021

The United States Holds the Largest Market Share

The United States beauty and personal care market have been growing rapidly. The consumers in the country have registered an increasing average annual expenditure on personal and beauty care products over the years, which in turn is augmenting the growth of the market in the country. The rising cases of oral problems in the country are projected to augment the United States oral care market. As per the report published by the American Dental Association, dry mouth, sensitivity, and tooth pain were found to be the most frequent oral problems among Americans, which majorly boosts the market for oral care products in the country.

Additionally, the introduction of beauty vloggers, who post YouTube videos and Instagram stories about their favorite face creams, lipsticks, mascara, compact powder, etc., has enabled consumers in the United States to try new products and engage with brands in novel ways. Many cosmetic businesses have started to forgo traditional advertising in favor of using well-known celebrities and influencers to market their brands to target audiences. As a result, the demand for cosmetic items in the United States has increased dramatically over the years. Both male and female users of cosmetics are increasing in number in the United States. A number of the top cosmetic brands in the world have their headquarters in this region. For example, Estée Lauder Companies Inc. has its headquarters in New York, similarly, Procter & Gamble Co has its headquarters in Cincinnati, Ohio.

With more companies selling their products on their website and other e-commerce sites, the expansion of online shopping is also contributing to the growth of the United States cosmetics market. For instance, in October 2022, Undefined Beauty will debut in more than 625 Ulta locations across the United States, the company stated on its Instagram page. The product is now available online at This is the company's first collaboration with a specialty beauty retailer.

North America Beauty and Personal Care Products Market - Import Value of Beauty or Make-up Preparations and Preparations for the care of the Skin, in USD Million, Unites States, 2017-2021

North American Beauty and Personal Care Products Industry Overview

The North American beauty and personal care market is highly fragmented, with many regional and global players. An advanced distribution network gives the manufacturers an upper edge, expanding their range of products across the region. Moreover, key players are focusing on product development and innovation to meet the consumer's needs by offering a variety of product qualities to maintain premiumization. The major companies in the North American beauty and personal care products market focus on mergers and acquisitions, geographical expansions, product innovations, and partnerships to establish a broader consumer base and strengthen their overall sales. The strategy to be followed by these top players in mergers and acquisitions is to sustain and secure a leading position in the industry. This will enable the companies to maintain dominance over other players, and the companies can remain in intense competition with other players in the market. Some of the major players in the North American beauty and personal care products market are L'Oréal S.A., Unilever PLC, Procter & Gamble Company, Maxingvest AG (Beiersdorf AG), and Estée Lauder Companies Inc. Further, companies are using digital and social media advertisements to make consumers aware of their new product launches.

North American Beauty and Personal Care Products Market Leaders

  1. L'Oréal S.A.

  2. Unilever PLC

  3. Procter & Gamble Company

  4. maxingvest AG (Beiersdorf AG)

  5. Estée Lauder Companies Inc.

*Disclaimer: Major Players sorted in no particular order

North America Beauty and Personal Care Products Market Concentration

North American Beauty and Personal Care Products Market News

  • September 2022: The Estée Lauder Companies Inc. and BALMAIN entered into a license agreement to collaboratively develop, produce, and distribute an innovative line of beauty products to luxury consumers worldwide under the brand BALMAIN BEAUTY.
  • February 2022: Beiersdorf has completed the acquisition of Chantecaille Beaute Inc. in the United States. Chantecaille complements the prestige beauty range with botanical-based skin care, cosmetics, and fragrance products. Furthermore, the new brand will speed up the company's expansion in the North American and Asian markets.
  • January 20, 2022: Procter & Gamble acquired Tula Skincare, a prestige beauty start-up based in New York City, United States. The company's product portfolio includes superfood- and probiotic-based premium cosmetics and skincare products. Tula offers certified cruelty-free products, including cleansers, moisturizers, primers, sunscreen, masks, serums, toners, face mists, supplements, and targeted treatments to address skin concerns such as acne, dryness, wrinkles, and oily skin.

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


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 Product Type

      1. 5.1.1 Personal Care

        1. Hair Care

          1. Shampoo

          2. Conditioner

          3. Hair Oil

          4. Other Hair Care Products

        2. Skin Care

          1. Facial Care

          2. Body Care

          3. Lip Care

        3. Bath and Shower

          1. Soaps

          2. Shower Gels

          3. Bath Salts

          4. Bathing Accessories

          5. Other Bath and Shower Products

        4. Oral Care

          1. Toothbrushes and Replacements

          2. Toothpastes

          3. Mouthwashes and Rinses

          4. Other Oral Care Products

        5. Men's Grooming

        6. Deodorants and Antiperspirant

      2. 5.1.2 Beauty & Make-up / Cosmetics

        1. Colour Cosmetics

          1. Facial Make-up Products

          2. Eye Make-up Products

          3. Lip and Nail Make-up Products

    2. 5.2 Category

      1. 5.2.1 Premium Products

      2. 5.2.2 Mass Products

    3. 5.3 Distribution Channel

      1. 5.3.1 Specialist Retail Stores

      2. 5.3.2 Supermarkets/Hypermarkets

      3. 5.3.3 Convenience Stores

      4. 5.3.4 Pharmacies/Drug Stores

      5. 5.3.5 Online Retail Stores

      6. 5.3.6 Other Distribution Channels

    4. 5.4 Geography

      1. 5.4.1 United States

      2. 5.4.2 Canada

      3. 5.4.3 Mexico

      4. 5.4.4 Rest of North America


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 L'Oréal S.A.

      2. 6.3.2 Unilever PLC

      3. 6.3.3 Procter & Gamble Company

      4. 6.3.4 Estée Lauder Companies Inc.

      5. 6.3.5 maxingvest AG (Beiersdorf AG)

      6. 6.3.6 Johnson & Johnson Services, Inc.

      7. 6.3.7 Shiseido Company, Limited

      8. 6.3.8 Natura & Co

      9. 6.3.9 Revlon Inc.

      10. 6.3.10 Coty Inc.

      11. 6.3.11 LG Corporation

    4. *List Not Exhaustive

**Subject to Availability

North American Beauty and Personal Care Products Industry Segmentation

Beauty and personal care products are consumer products for cosmetic purposes and personal grooming. 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 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 segmented into shampoo, conditioner, hair oil, and other hair care products. Skin care is further segmented into facial care, body care, and lip care. Bath and shower are segmented into soaps, shower gels, bath salts, bathing accessories, and other bath and shower products. Oral care is divided into toothbrushes and replacements, toothpastes, mouthwashes and rinses, and other oral care products. whereas beauty and make-up/cosmetics are further segmented into color cosmetics like facial make-up products, eye make-up products, and lip and nail make-up 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 (in USD million).

Product Type
Personal Care
Hair Care
Hair Oil
Other Hair Care Products
Skin Care
Facial Care
Body Care
Lip Care
Bath and Shower
Shower Gels
Bath Salts
Bathing Accessories
Other Bath and Shower Products
Oral Care
Toothbrushes and Replacements
Mouthwashes and Rinses
Other Oral Care Products
Men's Grooming
Deodorants and Antiperspirant
Beauty & Make-up / Cosmetics
Colour Cosmetics
Facial Make-up Products
Eye Make-up Products
Lip and Nail Make-up Products
Premium Products
Mass Products
Distribution Channel
Specialist Retail Stores
Convenience Stores
Pharmacies/Drug Stores
Online Retail Stores
Other Distribution Channels
United States
Rest of North America

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North American Beauty and Personal Care Products Market Research FAQs

The North America Beauty and Personal Care Products Market size is expected to reach USD 111.23 billion in 2023 and grow at a CAGR of 2.80% to reach USD 127.70 billion by 2028.

In 2023, the North America Beauty and Personal Care Products Market size is expected to reach USD 111.23 billion.

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

North America is estimated to grow at the highest CAGR over the forecast period (2023-2027).

In 2023, the North America accounts for the largest market share in the North America Beauty and Personal Care Products Market.

North American Beauty Care Industry Report

Statistics for the 2023 North American Beauty Care market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. North American Beauty Care analysis includes a market forecast outlook to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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