United States Beauty and Personal Care Products Market Growth, Trends, and Forecasts (2019 - 2024)

United States Beauty and Personal Care Products Market is Segmented by Type as Personal Care Products and Cosmetics/Make-up Products; by Category as Premium Products and Mass Products; and by Distribution Channel as Specialist Retail Stores Supermarkets/Hypermarkets, Convenience Stores, Pharmacies/Drug Stores, Online Retail Channels and Others.

Market Snapshot

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Study Period:


Base Year:




Key Players:

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Market Overview

United States  beauty and personal care products market is forecasted to grow at a CAGR of 5.12% during the forecast period (2019 - 2024).

  • The growth of US  beauty and personal care market has been catalyzed by an increasing consciousness among consumers, about personal wellness and appearance.
  • Owing to this factor, manufacturers are focusing on launching new and innovative products, in order to increase their offerings and customer base, which, in turn, would provide them an edge over their competitors.
  • Some major players in the cosmetics market include Proctor & Gamble, Unilever, Estee Lauder, Revlon, Olay, and L’Oreal among others.

Scope of the Report

United States  beauty and personal care products market report is segmented based on product type and distribution channel. By product type, the market is segmented into personal care products and beauty & make-up / cosmetics market. Personal care product sub-segmentation includes hair care  products (shampoo, conditioner, hair oil, etc.), skin care products (facial care, lip care, and body care), bath and shower products (sopas, shower gels, bath soaps, bathing accessories, etc.), oral care  products(toothbrush and replacements, toothpaste, mouthwashes, etc.), men's grooming, and deodrants and antiperspirants. Beauty & make-up/cosmetics include colour cosmetics such as facial make up products, eyes makeup products, lip and nail makeiup products, and hair styling and colouring products. By category, the market is segmented as premium products and mass products. Distribution channels include specialist retail stores, supermarkets/hypermarkets, convenience stores, pharmacies/drug stores, online retail channels, and others. 

By Product Type
Personal Care
Hair Care
Hair Oil
Skin Care
Facial Care
Body Care
Lip Care
Bath and Shower
Shower Gels
Bath Salts
Bathing Accessories
Oral Care
Toothbrushes and Replacements
Mouthwashes and Rinses
Men's Grooming
Deodrants and Antiperspirants
Beauty & Make-up / Cosmetics Market
Colour Cosmetics
Facial Make-up Products
Eye Make-up Products
Lip and Nail Make-up Products
Hair Styling and Coloring Products
By Category
Premium Products
Mass Products
By Distribution Channel
Specialist Retail Stores
Convenience Stores
Pharmacies/Drug Stores
Online Retail Channels

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Key Market Trends

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

Growing consumer concern is causing an increase in the demand for organic and natural skincare, and “clean beauty” products. For instance, Sephora announced the launch of the company’s new category called Clean at Sephora, that clearly establishes which of their products are formulated without controversial ingredients. Those that meet Sephora’s ingredients guidelines are termed as “clean” and receive the retailer’s Clean at Sephora seal. Similarly, consumers in the market tend to prefer products with the label ''cruelty-free'', denoting that animals are not harmed in the testing of such products. For instance, Wet n Wild is a popular cosmetics products brand in the United States that markets its products as cruelty-free. Moreover, in recent times, there is a sharp rise in the number of beauty blogs and social media accounts that are committed to the benefits of going chemical-free, which has worked in favor of natural and cruelty-free products by enhancing consumer’s information.


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Increased Spending of U.S. Consumers on Beauty and Personal Care Products

Consumer spending towards cosmetics and other personal care products has witnessed a rise. For instance, according to data published by Bureau of Labor Statistics, the  average annual expenditure on cosmetics, perfume and bath preparation products per consumer unit in the United States is forecasted to grow at a CAGR of 5.55% in the period 2015-2017. Due to the increase in advertising and promotional activities, the consumers in the United States are still buying these cosmetics. Additionally, often the advertisements are focused towards a specific age group, such as adolescents or ageing-women, in an effort to incluence and target specific population groups. Due to frequent product innovation in the market, consumers are being introduced to new types of products, and trying them out. Consumers generally want to ensure that they buy products that suit their skin or hair type and thus, product trial is important in the cosmetics market. Thus, companies such as Avon and Estee Lauder Company have been increasing their marketing expenditures towards such activities in recent years.


Competitive Landscape

Major players in the United States beauty and personal care products market include Unilever, Loreal, The Estee Lauder Companies Inc., and Proctor and Gamble with popular brands such as  Dove, Maybelline New York, M.A.C., and Olay. The market is highly competetive with players actively competing in terms of new product launches, mergers and acquisitions, expansions and partnerships. Additionally, leading players are investing heavily on research and development to come up with product innovations. 

Major Players

  1. Loreal
  2. The Estee Lauder Companies Inc.
  3. Shiseido Group
  4. E.l.f. Cosmetics, Inc.
  5. Revlon

* Complete list of players covered available in the table of contents below

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Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 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 By Product Type

      1. 5.1.1 Personal Care

        1. Hair Care

          1. Shampoo

          2. Conditioner

          3. Hair Oil

          4. Others

        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. Others

        4. Oral Care

          1. Toothbrushes and Replacements

          2. Toothpaste

          3. Mouthwashes and Rinses

          4. Others

        5. Men's Grooming

        6. Deodrants and Antiperspirants

      2. 5.1.2 Beauty & Make-up / Cosmetics Market

        1. Colour Cosmetics

          1. Facial Make-up Products

          2. Eye Make-up Products

          3. Lip and Nail Make-up Products

          4. Hair Styling and Coloring Products

    2. 5.2 By Category

      1. 5.2.1 Premium Products

      2. 5.2.2 Mass Products

    3. 5.3 By 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 Channels

      6. 5.3.6 Others


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 The Estee Lauder Companies Inc.

      2. 6.4.2 Loreal

      3. 6.4.3 Unilever

      4. 6.4.4 Beiersdorf AG

      5. 6.4.5 Amway

      6. 6.4.6 Avon Products, Inc

      7. 6.4.7 Shiseido Company

      8. 6.4.8 Revlon

      9. 6.4.9 Coty Inc.

      10. 6.4.10 Procter & Gamble

    5. *List Not Exhaustive

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