US Cosmetics Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

The US Beauty Industry is segmented by Product Type (Personal Care Products and Beauty and Make-up/Cosmetics); by Category (Premium Products and Mass Products); and by Distribution Channel (Specialist Retail Stores, Supermarkets/Hypermarkets, Convenience Stores, Pharmacies/Drug Stores, Online Retail Stores, and Other Distribution Channels). The report offers market size and values in (USD Million) during the forecasted years for the above segments.

US Cosmetics Market Size

United States Beauty and Personal Care Products Market Summary
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Study Period 2017-2027
Base Year For Estimation 2022
Market Size (2023) USD 91.34 Billion
Market Size (2028) USD 104 Billion
CAGR (2023 - 2028) 2.63 %
Market Concentration Low

Major Players

United States Beauty and Personal Care Products Market Major Players

*Disclaimer: Major Players sorted in no particular order


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US Cosmetics Market Analysis

The United States Beauty and Personal Care Products Market size is expected to grow from USD 91.34 billion in 2023 to USD 104 billion by 2028, at a CAGR of 2.63% during the forecast period (2023-2028).

In the United States, beauty products like cosmetics are growing owing to a huge demand for organic and natural products. Consumers are more aware of skincare, grooming, and physical appearance because of social and environmental concerns. Also, due to skin sensitivity issues and allergies, consumers' preference for organic and vegan skincare products has increased. The surge in new product innovations, increasing demand for chemical-free products, and advertising and promotion of products are driving the market. Market players are innovating organic skincare and personal care products according to consumer preferences. For instance, in September 2022, Amour's Secrets Skincare debuted in the United States beauty industry, emphasizing natural, clean, non-toxic, plant-based ingredients that refresh, rejuvenate, and enhance the skin. Amour's Secrets is launching five new anti-aging, plant-based skincare products, starting with a cleansing hydrating oil, followed by an eye cream, whipped face cream, mild foaming face wash, and a face scrub.

A larger proportion of the millennial population in the United States also serves as a market driver. The millennial generation accounts for the majority of the working population in the country. For daily usage, personal care products like deodorants, perfumes, and cosmetics have become necessary as physical appearance is essential. The market players target consumers of specific age groups and launch new products. Americans are engaged in physical activities like going to the gym and fitness centers. Due to this, demand for personal care products like deodorants has also increased. In February 2021, Procter & Gamble launched a deodorant under its Secret brand, Secret Derma+ Antiperspirant, a product designed by female dermatologists to provide skincare properties for minimizing irritation and underarm discoloration.

US Cosmetics Market Trends

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

Growing Inclination Toward Organic, Natural, and Cruelty-Free Products

The beauty and personal care products market witnessed an increasing demand for natural and organic products due to the rise in consumer awareness about the harmful effects of certain compounds, such as paraben and aluminum compounds in skincare and hair care products and deodorants. A high percentage of consumers choose one brand over others based on its natural formulation. This has enhanced the demand for safe, natural, and organic products in recent times. An increase in oral health problems like tooth decay, premature demineralization, bad breath, and other problems is increasing in the United States. Owing to this, the demand for natural ingredients is evident in the market. Thus, most companies are launching products with nature-inspired ingredients, such as plant-inspired and premium botanical ingredients, coupled with multi-functional properties. Similarly, consumers in the market tend to prefer products with the label "cruelty-free," denoting that animals are not harmed in testing such products. Moreover, major players are working towards preparing vegan and plant-based products. For instance, in February 2021, Plus Ultra, a United States-based oral care company, launched Natural Toothpaste. The toothpaste is made with aloe vera, bamboo extract, glycerin, peppermint flavor, rosemary extract, and other natural ingredients. It also contains no BPA, SLS, parabens, neurotoxins, artificial flavors, or dyes.

United States Beauty and Personal Care Products Market : Oral Health Problems in (%), 2021

Surge in Spending Over Beauty and Personal Care Products

Consumer spending on cosmetics and other personal care products has witnessed a rise. Due to the increase in advertising and promotional activities, consumers in the United States are purchasing these cosmetics. Furthermore, advertising is frequently targeted at a specific age group, such as adolescents or aging women, to influence and target specific population groups. Due to frequent product innovation on the market, consumers are being introduced to new types of products and are trying them out. Consumers generally want to ensure that they buy products that suit their skin or hair type, and thus, product trials are important in the cosmetics market. Thus, companies such as Avon and Estee Lauder have been increasing their marketing expenditures toward such activities in recent years. Men are also taking care of their skin these days due to increased pollution and consciousness. Therefore, market players are manufacturing products for men as well. For instance, in April 2022, Beiersdorf AG's brand Nivea Men launched a skin-care product called "Climate Care Moisturizer" with an ingredient obtained from recycled carbon dioxide. The product contains 14% ethanol, which is obtained by carbon capture and utilization.

Beauty and Personal Care Products Market : Annual Expenditure on Cosmetics, Perfume and Personal Care Products, Per Consumer Unit, United States, in USD million, 2018-2021

US Cosmetics Industry Overview

Estée Lauder Companies, L'Oréal S.A., Unilever PLC, Colgate-Palmolive Company, and Procter & Gamble Company are among the major players in the US beauty and personal care products market. The market is highly competitive, with players actively competing in terms of new product launches, mergers and acquisitions, expansions, and partnerships. Additionally, leading players are investing heavily in research and development to come up with product innovations. In the market studied, major brands are launching or acquiring portfolios that claim to be natural, organic, and sustainable to have higher penetration across retail shelves and online channels. For instance, in 2020, L'Oréal SA signed an agreement to acquire Thayers Natural Remedies, a United States-based natural skincare brand from Henry Thayer Company. The brand is expected to be integrated into L'Oréal's consumer products division.

US Cosmetics Market Leaders

  1. L’Oréal S.A.

  2. Unilever PLC

  3. Procter & Gamble Company

  4. The Estée Lauder Companies Inc.

  5. Colgate-Palmolive Company

*Disclaimer: Major Players sorted in no particular order


US Cosmetics Market News

  • March 2022: Crest, a Procter & Gamble Company brand, launched Crest Densify, a premium toothpaste that actively rebuilds tooth density by remineralizing enamel. The toothpaste claims to strengthen the teeth and protect them from future decay.
  • February 2022: Beiersdorf completed the acquisition of Chantecaille Beauté Inc., a leading prestige beauty company in the United States, to strengthen its premium skincare offering.
  • July 2021: Unilever announced it had completed the acquisition of Paula's Choice, a digital skincare brand. The brand is known for its innovation and cruelty-free products.

US Cosmetics Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study



    1. 3.1 Market Overview


    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. Hair Styling and Coloring Products

          5. 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. Deodrants and Antiperspirants

      2. 5.1.2 Beauty and Make-up/Cosmetics Market

        1. Color 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


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 The Estée Lauder Companies Inc.

      2. 6.3.2 L'Oréal S.A.

      3. 6.3.3 Unilever PLC

      4. 6.3.4 maxingvest AG (Beiersdorf AG)

      5. 6.3.5 Alticor (Amway Corp.)

      6. 6.3.6 Natura & Co

      7. 6.3.7 Shiseido Company Limited

      8. 6.3.8 Revlon Inc.

      9. 6.3.9 Colgate-Palmolive Company

      10. 6.3.10 Procter & Gamble Company

      11. 6.3.11 Johnson & Johnson Services, Inc.

    4. *List Not Exhaustive

**Subject to Availability

US Cosmetics Industry Segmentation

Beauty and personal care products mainly encompass the products that are applied to the external parts of the body, including the skin, nails, hair, and lips. These products also extend to oral hygiene and are used to clean and maintain teeth and the mucosal membrane of the oral cavity, protect it from germs, prevent bad odor, and improve appearance. The scope of the report includes an analysis pertaining to various types of beauty and personal care products associated with skin care, hair care, bathing and showering, oral care, cosmetics and make-up, deodorants, and perfumes, among others. The United States beauty and personal care market is segmented into product types, categories, and distribution channels. By product type, the market is segmented into personal care products and cosmetics/make-up products. Personal care is segmented into categories such as hair care, skin care, bathing and showering, oral care, men's grooming, and deodorants and antiperspirants. Hair care is further sub-segmented into shampoo, conditioner, hair oil, hair styling and coloring products, and other hair care products. Skin care is further sub-segmented into facial care, body care, and lip care. Similarly, bath and shower is sub-segmented into soaps, shower gels, bath salts, bathing accessories, and other bath and shower products. Oral care is sub-segmented into toothbrushes and replacements, toothpaste, mouthwashes and rinses, and other oral care products. Additionally, beauty and make-up/cosmetics are sub-segmented into 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, and by distribution channels, into specialist retail stores, supermarkets and hypermarkets, convenience stores, pharmacies and drug stores, online retail stores, and other distribution channels. For each segment, the market sizing and forecasts have been done based on value (in USD billion).

Product Type
Personal Care
Hair Care
Hair Oil
Hair Styling and Coloring Products
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
Deodrants and Antiperspirants
Beauty and Make-up/Cosmetics Market
Color 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

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US Cosmetics Market Research FAQs

The United States Beauty and Personal Care Products Market size is expected to reach USD 91.34 billion in 2023 and grow at a CAGR of 2.63% to reach USD 104 billion by 2028.

In 2023, the United States Beauty and Personal Care Products Market size is expected to reach USD 91.34 billion.

L’Oréal S.A., Unilever PLC, Procter & Gamble Company, The Estée Lauder Companies Inc. and Colgate-Palmolive Company are the major companies operating in the United States Beauty and Personal Care Products Market.

US Cosmetics Industry Report

Statistics for the 2023 US Cosmetics market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. US Cosmetics 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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