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United States Cosmetic Products Market Size, Share, Trends: By Product: Skin Care, Hair Care, Makeup, Fragrance, Others; By Type: Natural/Organic, Conventional; By Category: Mass, Premium; By Gender: Women, Men, Unisex; By Distribution Channel: Supermarkets and Hypermarkets, Others; Regional Analysis; Competitive Landscape; 2024-2032
United States Cosmetic Products Market Outlook
The United States cosmetic products market size reached approximately USD 19.73 billion in 2023. The market is further projected to grow at a CAGR of 5.7% between 2024 and 2032, reaching a value of USD 32.2 billion by 2032.
Key Takeaways
| Region | Information |
| North America | In 2021, North America emerged as a key geographical location in the global cosmetics market with a share of 26%. |
| US | Nearly 40% of GenZ consider inclusion and diversity as the most crucial brand values while shopping for beauty products. |
| US | In 2022, approximately 85% of US online cosmetic buyers recognised Loreal as the leading cosmetics and make-up brand. |
Cosmetics are primarily a composition of different products that are used for beautification and enhancement of physical appearance. Cosmetics are used by both men and women and are intended for different parts of the body, including hair, nails, skin, and lips, among others. The main product categories include skincare, hair care, make-up, perfumes, deodorants, and others.
North America was one of the most critical geographical areas for the global cosmetics industry in 2021, with an estimated market share of 26%. The cosmetics industry in the United States has also witnessed a remarkable expansion over the years, and it includes various segments such as skincare, haircare, fragrance, makeup, colour cosmetics, and personal care. The cosmetics market is a dynamic and evolving sector catering to almost half of the world's population.
Key Trends and Developments
Rise in demand for vegan and cruelty-free products, increasing investments in social media marketing, and the increasing demand for organic and chemical-free cosmetics are positively impacting the United States cosmetic products market growth
| Date | Company | Event |
| Aug 2nd, 2021 | Unilever | Acquisition of Paula's Choice, a US-based skincare brand. |
| Feb 2nd, 2022 | Beiersdorf | Acquisition of Chantecaille, a leading cosmetics company in the United States. |
| Dec 19th, 2023 | Estée Lauder | Introduction of new skin longevity platform to promote skincare science and age reversal. |
| Jan 3rd, 2024 | Sephora | Unveiling of 2024 Beauty Insider Birthday Gift offerings featuring eminent products. |
| Trends | Description |
| Rising demand for clean labelled cosmetics | Substantial increase in demand for safe and environmentally friendly products |
| Increasing investments in social media marketing | The demand for cosmetic products in the United States has increased due to the rise of social media campaigns and aggressive product marketing by various brands. |
| Demand for vegan and cruelty-free cosmetics | Customers gravitate towards products that do not promote animal testing and are derived naturally while minimising the use of additives. |
| Improved accessibility facilitated by e-commerce | Online platforms enable consumers to access a range of products, and it has thus become easier for cosmetic companies to capture a wide range of customers. |
United States Cosmetic Products Market Trends
A key trend in the United States cosmetic products market is the popularity of natural and chemical-free cosmetic products. The popularity of natural and organic cosmetics has grown substantially in recent years. Natural and organic cosmetics are manufactured using all-natural, and organically sourced ingredients and are devoid of artificial ingredients and additives like colours or fragrance.
Some examples of natural and organic cosmetic brands in the US include Josie RMS Beauty, Maran Cosmetics, and Jane Iredale. In the United States, 21% of adults purchase organic makeup exclusively, while 22% of women and 28% of men mainly use organic skincare products. This preference is generally generated by 40% of US consumers who believe that cosmetics products and organic personal care are healthier than conventional alternatives.
Given the size of the cosmetics market in the United States, consumers have many options to choose from, with several brands standing as the most popular. According to a 2022 survey, L'Oréal emerged as a leading cosmetic and make-up brand recognised by 85 percent of online consumers in the US. Furthermore, COVERGIRL, an American cosmetic brand ranked second with 80 percent brand awareness.
Cosmetics are further classified into multiple categories including colour cosmetics, eye makeup, lipsticks, and nail colours. Eye cosmetics were the most profitable segment, generating nearly $2.1 billion in sales in the US in 2022, followed by facial cosmetics with sales of $1.8 billion. Mascara was the leading product in the eye cosmetic segment, followed by eyeliner, eyebrow makeup, eye shadow, and eye combos. Lipstick is another profitable segment, which generated approximately $500 million in revenue for the lip cosmetics category in the year 2022.
Market Segmentation
“United States Cosmetic Products Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:
| Market Breakup | Categories |
| Product | Skin Care, Hair Care, Makeup, Fragrance, Others |
| Type | Natural/Organic, Conventional |
| Category | Mass, Premium |
| Gender | Women, Men, Unisex |
| Distribution Channel | Supermarkets and Hypermarkets, Speciality Stores, Convenience Stores, Online, Others |
| Region | New England, Mideast, Great Lakes, Plains, Southeast, Southwest, Rocky Mountain, Far West |
The demand for skincare products remains higher compared to other product categories as they help achieve a youthful and hydrated skin
As per the United States cosmetic products market analysis, skincare products are witnessing a significant increase in demand. This growth can be attributed to the rising awareness about the various benefits associated with the adoption of an effective skincare regime and the increasing influence of social media in the country. The availability of personalised skincare products for different skin types along with growing adoption of products with anti-ageing properties is further supporting the market expansion.
Meanwhile, increasing concerns related to scalp issues and hair fall due to increasing pollution and nutritional deficiency in the United States, among others are bolstering the requirement for hair care products in the country.
The online segment is expected to register the fastest growth rate during the forecast period due to its ability to reach a wider customer base and offer convenient services
Online distribution channels are anticipated to increase their market share, representing a significant percentage of the United States cosmetic products market share. This growth can be attributed to the availability of a wide range of products and brands across these platforms, the provision of hefty discounts and combos, easy checkouts, and convenient shipping and returns. The presence of detailed product reviews, ingredient lists, and customer reviews further aids the customers in selecting the products most suitable for their requirements. The provision of one-day delivery and overnight shipping by various online retailers is further boosting their use and contributing to the the United States cosmetic products market revenue.
Competitive Landscape
The market players are focusing on product innovations, including clean label ingredients and organic offerings, to gain a competitive edge in the market
| Company | Year Founded | Headquarters | Product Range |
| L'Oreal S.A. | 1909 | France, Paris | Skin care products, makeup, and hair care |
| Estee Lauder Companies Inc. | 1946 | New York, US | Hair care and skin care products, make-up products, fragrances |
| Coty Inc. | 1904 | New York, United States | Personal care products |
| Procter & Gamble Co. | 1837 | Ohio, United States | Consumer goods including oral care, and hair care |
Other players in the United States cosmetic products market are Johnson & Johnson Services, Inc., Revlon, Inc., Shiseido Company, Limited, Unilever Plc, Clarins Group, and Amway Corp., among others.
There is a presence of world-class cosmetic brands in the United States that cater to the evolving needs of the global population and offer luxury cosmetic products. Based on retail sales, Ulta Beauty was the leading health and beauty retailer in the US, generating nearly $8.6 billion in retail sales in 2021, while Sephora's retail sales reached over $6 billion in the same year.
In recent years, the e-commerce sector has played a significant role in transforming the US cosmetics landscape. The share of online health and personal care sales as a percentage of total retail e-commerce sales has been assessed to increase from around nine percent in 2017 to nearly 11 percent in 2025. The integration of AI and data analytics into e-commerce websites to analyse customer shopping behavior and offer personalised beauty recommendations based on their search history is expected to widen the scope of the market in the coming years.
Key Highlights of the Report
| REPORT FEATURES | DETAILS |
| Base Year | 2023 |
| Historical Period | 2018-2023 |
| Forecast Period | 2024-2032 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Product |
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| Breakup by Type |
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| Breakup by Category |
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| Breakup by Gender |
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| Breakup by Distribution Channel |
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| Breakup by Region |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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*At Expert Market Research, we strive to always give you current and accurate information. The numbers depicted in the description are indicative and may differ from the actual numbers in the final EMR report.
1 Preface
2 Report Coverage – Key Segmentation and Scope
3 Report Description
3.1 Market Definition and Outlook
3.2 Properties and Applications
3.3 Market Analysis
3.4 Key Players
4 Key Assumptions
5 Executive Summary
5.1 Overview
5.2 Key Drivers
5.3 Key Developments
5.4 Competitive Structure
5.5 Key Industrial Trends
6 Market Snapshot
7 Opportunities and Challenges in the Market
8 North America Cosmetic Products Market Overview
8.1 Key Industry Highlights
8.2 North America Cosmetic Products Historical Market (2018-2023)
8.3 North America Cosmetic Products Market Forecast (2024-2032)
8.4 North America Cosmetic Products Market Share by Country
8.4.1 United States
8.4.2 Canada
9 United States Cosmetic Products Market Overview
9.1 Key Industry Highlights
9.2 United States Cosmetic Products Historical Market (2018-2023)
9.3 United States Cosmetic Products Market Forecast (2024-2032)
10 United States Cosmetic Products Market by Product
10.1 Skin Care
10.1.1 Historical Trend (2018-2023)
10.1.2 Forecast Trend (2024-2032)
10.2 Hair Care
10.2.1 Historical Trend (2018-2023)
10.2.2 Forecast Trend (2024-2032)
10.3 Makeup
10.3.1 Historical Trend (2018-2023)
10.3.2 Forecast Trend (2024-2032)
10.4 Fragrance
10.4.1 Historical Trend (2018-2023)
10.4.2 Forecast Trend (2024-2032)
10.5 Others
11 United States Cosmetic Products Market by Type
11.1 Natural/Organic
11.1.1 Historical Trend (2018-2023)
11.1.2 Forecast Trend (2024-2032)
11.2 Conventional
11.2.1 Historical Trend (2018-2023)
11.2.2 Forecast Trend (2024-2032)
12 United States Cosmetic Products Market by Category
12.1 Mass
12.1.1 Historical Trend (2018-2023)
12.1.2 Forecast Trend (2024-2032)
12.2 Premium
12.2.1 Historical Trend (2018-2023)
12.2.2 Forecast Trend (2024-2032)
13 United States Cosmetic Products Market by Gender
13.1 Women
13.1.1 Historical Trend (2018-2023)
13.1.2 Forecast Trend (2024-2032)
13.2 Men
13.2.1 Historical Trend (2018-2023)
13.2.2 Forecast Trend (2024-2032)
13.3 Unisex
13.3.1 Historical Trend (2018-2023)
13.3.2 Forecast Trend (2024-2032)
14 United States Cosmetic Products Market by Distribution Channel
14.1 Supermarkets and Hypermarkets
14.1.1 Historical Trend (2018-2023)
14.1.2 Forecast Trend (2024-2032)
14.2 Speciality Stores
14.2.1 Historical Trend (2018-2023)
14.2.2 Forecast Trend (2024-2032)
14.3 Convenience Stores
14.3.1 Historical Trend (2018-2023)
14.3.2 Forecast Trend (2024-2032)
14.4 Online
14.4.1 Historical Trend (2018-2023)
14.4.2 Forecast Trend (2024-2032)
14.5 Others
15 United States Cosmetic Products Market by Region
15.1 New England
15.1.1 Historical Trend (2018-2023)
15.1.2 Forecast Trend (2024-2032)
15.2 Mideast
15.2.1 Historical Trend (2018-2023)
15.2.2 Forecast Trend (2024-2032)
15.3 Great Lakes
15.3.1 Historical Trend (2018-2023)
15.3.2 Forecast Trend (2024-2032)
15.4 Plains
15.4.1 Historical Trend (2018-2023)
15.4.2 Forecast Trend (2024-2032)
15.5 Southeast
15.5.1 Historical Trend (2018-2023)
15.5.2 Forecast Trend (2024-2032)
15.6 Southwest
15.6.1 Historical Trend (2018-2023)
15.6.2 Forecast Trend (2024-2032)
15.7 Rocky Mountain
15.7.1 Historical Trend (2018-2023)
15.7.2 Forecast Trend (2024-2032)
15.8 Far West
15.8.1 Historical Trend (2018-2023)
15.8.2 Forecast Trend (2024-2032)
16 Market Dynamics
16.1 SWOT Analysis
16.1.1 Strengths
16.1.2 Weaknesses
16.1.3 Opportunities
16.1.4 Threats
16.2 Porter’s Five Forces Analysis
16.2.1 Supplier’s Power
16.2.2 Buyer’s Power
16.2.3 Threat of New Entrants
16.2.4 Degree of Rivalry
16.2.5 Threat of Substitutes
16.3 Key Indicators for Demand
16.4 Key Indicators for Price
17 Value Chain Analysis
18 Trade Data Analysis (HS Code – 3304)
18.1 Major Exporting Countries
18.1.1 By Value
18.1.2 By Volume
18.2 Major Importing Countries
18.2.1 By Value
18.2.2 By Volume
19 Competitive Landscape
19.1 Market Structure
19.2 Company Profiles
19.2.1 L'Oreal S.A.
19.2.1.1 Company Overview
19.2.1.2 Product Portfolio
19.2.1.3 Demographic Reach and Achievements
19.2.1.4 Certifications
19.2.2 Estee Lauder Companies Inc.
19.2.2.1 Company Overview
19.2.2.2 Product Portfolio
19.2.2.3 Demographic Reach and Achievements
19.2.2.4 Certifications
19.2.3 Coty Inc.
19.2.3.1 Company Overview
19.2.3.2 Product Portfolio
19.2.3.3 Demographic Reach and Achievements
19.2.3.4 Certifications
19.2.4 Procter & Gamble Co.
19.2.4.1 Company Overview
19.2.4.2 Product Portfolio
19.2.4.3 Demographic Reach and Achievements
19.2.4.4 Certifications
19.2.5 Johnson & Johnson Services, Inc.
19.2.5.1 Company Overview
19.2.5.2 Product Portfolio
19.2.5.3 Demographic Reach and Achievements
19.2.5.4 Certifications
19.2.6 Revlon, Inc.
19.2.6.1 Company Overview
19.2.6.2 Product Portfolio
19.2.6.3 Demographic Reach and Achievements
19.2.6.4 Certifications
19.2.7 Shiseido Company, Limited
19.2.7.1 Company Overview
19.2.7.2 Product Portfolio
19.2.7.3 Demographic Reach and Achievements
19.2.7.4 Certifications
19.2.8 Unilever Plc
19.2.8.1 Company Overview
19.2.8.2 Product Portfolio
19.2.8.3 Demographic Reach and Achievements
19.2.8.4 Certifications
19.2.9 Clarins Group
19.2.9.1 Company Overview
19.2.9.2 Product Portfolio
19.2.9.3 Demographic Reach and Achievements
19.2.9.4 Certifications
19.2.10 Amway Corp.
19.2.10.1 Company Overview
19.2.10.2 Product Portfolio
19.2.10.3 Demographic Reach and Achievements
19.2.10.4 Certifications
19.2.11 Others
20 Key Trends and Developments in the Market
List of Key Figures and Tables
1. North America Cosmetic Products Market: Key Industry Highlights, 2018 and 2032
2. United States Cosmetic Products Market: Key Industry Highlights, 2018 and 2032
3. United States Cosmetic Products Historical Market: Breakup by Product (USD Billion), 2018-2023
4. United States Cosmetic Products Market Forecast: Breakup by Product (USD Billion), 2024-2032
5. United States Cosmetic Products Historical Market: Breakup by Type (USD Billion), 2018-2023
6. United States Cosmetic Products Market Forecast: Breakup by Type (USD Billion), 2024-2032
7. United States Cosmetic Products Historical Market: Breakup by Category (USD Billion), 2018-2023
8. United States Cosmetic Products Market Forecast: Breakup by Category (USD Billion), 2024-2032
9. United States Cosmetic Products Historical Market: Breakup by Gender (USD Billion), 2018-2023
10. United States Cosmetic Products Market Forecast: Breakup by Gender (USD Billion), 2024-2032
11. United States Cosmetic Products Historical Market: Breakup by Distribution Channel (USD Billion), 2018-2023
12. United States Cosmetic Products Market Forecast: Breakup by Distribution Channel (USD Billion), 2024-2032
13. United States Cosmetic Products Historical Market: Breakup by Region (USD Billion), 2018-2023
14. United States Cosmetic Products Market Forecast: Breakup by Region (USD Billion), 2024-2032
15. Major Exporting Countries by Value
16. Major Importing Countries by Value
17. Major Exporting Countries by Volume
18. Major Importing Countries by Volume
19. United States Cosmetic Products Market Structure
Key Questions Answered in the Report
In 2023, the market reached an approximate value of 19.73 billion.
The market is estimated to grow at a CAGR of 5.7% between 2024 and 2032.
The market is estimated to witness a healthy growth during 2024-2032 to reach around USD 32.2 billion by 2032.
The key trends fuelling the growth of the market include the rising influence of social media and increasing preference for vegan cosmetics.
The product types available in the market encompass skin care, hair care, makeup, and fragrance, among others.
The major distribution channels include supermarkets and hypermarkets, speciality stores, convenience stores, and online, among others.
What are the major regional markets considered in the United States cosmetic products market report?
The major regional markets for cosmetic products in the US include New England, Mideast, Great Lakes, Plains, Southeast, Southwest, Rocky Mountain, and Far West.
The major players in the market are L'Oreal S.A., Estee Lauder Companies Inc., Coty Inc., Procter & Gamble Co., Johnson & Johnson Services, Inc., Revlon, Inc., Shiseido Company, Limited, Unilever Plc, Clarins Group, and Amway Corp., among others.
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