United States Cosmetics Market

United States Cosmetics Market Size and Share:

The United States cosmetics market size was valued at USD 20.3 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 26.7 Billion by 2033, exhibiting a CAGR of 3.1% from 2025-2033. The shift towards sustainability, with consumers increasingly preferring eco-friendly and cruelty-free products. Technological advancements in personalized beauty, along with the growing influence of social media and digital platforms, are also augmenting the United States cosmetics market share and shaping consumer purchasing behaviors

The market in the United States is primarily driven by rising consumer awareness about personal grooming and beauty enhancement, particularly among millennials and Gen Z. For instance, on April 4, 2024, an industry survey reported that 72% of U.S. male consumers aged 18 to 34 incorporate makeup into their grooming routines. This trend reflects a shift in traditional masculinity perceptions within the beauty and personal care industries. The survey also found that nearly half of all U.S. male consumers use cosmetic products. Moreover, the increasing demand for clean, organic, and cruelty-free products is significantly shaping the market growth. Furthermore, the influence of social media and celebrity endorsements is augmenting product visibility and consumer engagement. Besides, advancements in cosmetic formulations, including anti-aging and skin-repair solutions, are catering to diverse consumer needs, further fueling market expansion.

Additionally, the growing trend of customized and inclusive beauty products is expanding the market scope, addressing a wider audience across varying demographics. Apart from this, the penetration of e-commerce platforms is improving product accessibility, enabling consumers to explore a wide range of cosmetics. Moreover, the rising interest in multifunctional products that save time and provide multiple benefits is acting as a major factor driving United States cosmetics market growth. Besides, increasing disposable income levels are also allowing consumers to invest in premium cosmetic brands, strengthening market demand. For instance, as per an article published on January 27, 2025, the per capita disposable income in the United States is USD 51,624.60, reflecting a 0.9% annual growth rate over the past five years ss of 2024. This metric highlights the average income available to individuals after taxes, serving as a critical measure of consumer purchasing power. Historical trends show that per capita disposable income has grown from USD 49,000 in 2019, directly impacting consumer spending and various industries. Disposable income levels increased from 2.1% during 2024 and to 4.5% in 2025.

United States cosmetics Market Trends:

Rising Demand for Sustainable and Clean Beauty Products

The United States cosmetics market is experiencing a rapid shift toward sustainable and clean beauty products, driven by environmentally conscious consumers. For instance, on June 25, 2024, Herbivore Botanicals announced a strategic shift to prioritize clinical efficacy and sustainability, moving beyond its traditional focus on clean beauty. This aligns with consumer trends, as a 2024 McKinsey report revealed that 50% of U.S. and U.K. consumers consider clinical effectiveness a top purchasing factor and about 20% who prioritize natural or clean ingredients. Additionally, the increasing preference for vegan, cruelty-free, and eco-friendly formulations is encouraging brands to adopt sustainable practices. Moreover, the use of biodegradable packaging and non-toxic ingredients is gaining traction among consumers prioritizing health and environmental safety. Apart from this, transparency in product labeling and certifications is further influencing purchasing decisions, creating a lucrative opportunity for brands committed to sustainability.

Growth of U.S. Cosmetics Market: Holiday Season

The U.S. cosmetics market is witnessing remarkable growth, especially as the holiday season approaches. For instance, as per industry reports, the U.S. cosmetics market was experiencing robust growth during the holiday season in November 2024. The prestige beauty segment expanded by 7%, reaching USD 22.8 Billion, while the mass market has reported a 2% increase in sales compared to the previous year. Within the prestige sector, makeup sales have risen by 5% in both dollar and unit terms. The lip category stands out, with a notable 21% increase in dollar sales and a 23% growth in units sold, driven by the demand for tinted lip balms and oils. Additionally, consumer demand for innovative and high-quality beauty products continues to drive the sector, with makeup, skincare, and fragrance categories flourishing. Seasonal trends, coupled with increased emphasis on self-expression and gifting, are fueling sales across both prestige and mass-market segments. Brands are leveraging personalized marketing strategies and expanding digital channels to meet consumer preferences, ensuring the market remains resilient and dynamic during this festive period.

Influence of Digital Platforms and E-commerce Growth

The United States cosmetics market is driven by the growing reliance on digital platforms and e-commerce, enabling seamless product access and discovery. For instance, as per an article published on April 24, 2024, U.S. consumers spent a record USD 1.3 Trillion online, with USD 389.2 Billion in the fourth quarter alone in 2023. Online spending on apparel and accessories reached USD 204 Billion. Notably, desktop sales growth surpassed mobile for the first time in years. Social media platforms are significantly impacting consumer behavior by offering tutorials, reviews, and influencer recommendations, which in turn is creating a positive United States cosmetics market outlook. Moreover, the integration of augmented reality (AR) tools for virtual try-ons is improving online shopping experiences, which in turn is propelling market growth. Additionally, the increasing availability of exclusive online deals and subscription services is attracting tech-savvy consumers, while digital-first beauty brands are gaining momentum, further driving market growth.

United States cosmetics Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the United States cosmetics market, along with forecasts at the country and regional levels from 2025-2033. The market has been categorized based on product type, category, gender, and distribution channel.

Analysis by Product Type:

• Skin and Sun Care Products
• Hair Care Products
• Deodorants and Fragrances
• Makeup and Color Cosmetics
• Others

Skin and sun care products play a vital role in the U.S. cosmetics market, driven by the rising awareness of skincare routines and sun protection. These products cater to the growing demand for solutions targeting issues such as aging, hydration, and skin sensitivity. Moreover, the emphasis on preventing sun-related damage and skin cancer is encouraging consumers to invest in SPF-infused products. Additionally, the clean beauty trend and demand for natural, dermatologist-approved formulations are boosting the popularity of skin and sun care products.

Hair care products are a cornerstone of the U.S. cosmetics market, driven by diverse consumer needs for hair health and styling. The growing focus on personalized solutions for hair loss, scalp care, and texture-specific products is expanding the category. Furthermore, the increasing demand for chemical-free, organic, and cruelty-free hair care options aligns with sustainability trends. Besides, innovative products such as dry shampoos, leave-in treatments, and at-home coloring kits are appealing to time-conscious consumers, further solidifying the segment's importance.

Deodorants and fragrances hold significant importance in the U.S. cosmetics market, catering to consumer preferences for personal hygiene and self-expression. Rising awareness about body odor management and long-lasting freshness is driving the demand for effective deodorants. Additionally, fragrances are increasingly viewed as a lifestyle accessory, reflecting individuality and mood. Furthermore, the trend toward natural and hypoallergenic deodorant options, along with unique, eco-conscious fragrance formulations, is enhancing the segment’s relevance. The category continues to grow and contribute to the overall United States cosmetics market demand as consumers prioritize daily grooming and personalized scents.

Analysis by Category:

• Conventional
• Organic

Conventional cosmetics continue to dominate the U.S. cosmetics market due to their wide availability and long-standing consumer trust. These products are often formulated with proven ingredients that offer reliable results in areas like skincare, makeup, and haircare. Furthermore, conventional cosmetics brands benefit from extensive research and development, ensuring effective formulations at competitive prices. With a focus on delivering consistent quality, these products remain a staple for many consumers, making them a crucial part of the market. Additionally, conventional products are often more accessible in retail stores, contributing to their enduring popularity.

Organic cosmetics are rapidly gaining traction in the U.S. market, as consumers are increasingly prioritizing natural and eco-friendly ingredients. With rising concerns over chemical-based ingredients, organic cosmetics are seen as a healthier and safer alternative, offering formulations free from harmful toxins and synthetic additives. Moreover, the demand for sustainable and cruelty-free beauty products is contributing to the expansion of the organic segment. Organic cosmetics also align with the growing wellness movement, as they promote holistic beauty routines. This shift toward organic solutions is reshaping consumer preferences, pushing brands to innovate with natural ingredients.

Analysis by Gender:

• Men
• Women
• Unisex

The men's segment in the United States cosmetics market is rapidly expanding as societal norms around grooming and beauty evolve. With growing awareness about skincare, haircare, and personal grooming, more men are embracing cosmetic products. The demand for skincare solutions, such as moisturizers, cleansers, and anti-aging products, is increasing. Additionally, grooming products like beard oils and shaving creams are seeing a rise in popularity. As men become more conscious about self-care, this segment is expected to continue driving market growth and innovation in the coming years.

The women's segment remains the largest and most dominant in the United States cosmetics market, driving a significant portion of overall sales. Women continue to be the primary consumers of skincare, makeup, and haircare products, with an increasing focus on natural, clean, and cruelty-free formulations. The demand for anti-aging, moisturizing, and skin-enhancing products is growing, alongside the rise of beauty routines centered on self-care and wellness. The women’s market is not only vast but also highly dynamic, with trends evolving rapidly, contributing to a robust and competitive market landscape.

Unisex cosmetics are gaining traction in the United States as consumers move towards more inclusive and gender-neutral products. Unisex beauty and skincare solutions cater to a broader audience, eliminating gender-specific barriers in the cosmetics industry. This trend is particularly important as younger generations, particularly Gen Z and Millennials, prioritize inclusivity and diversity. Moreover, unisex products appeal to individuals who seek minimalistic, versatile, and effective products without being restricted by traditional gender norms. As a result, the unisex category is becoming a pivotal force in reshaping the cosmetics market landscape.

Analysis by Distribution Channel:

• Supermarkets and Hypermarkets
• Specialty Stores
• Pharmacies
• Online Stores
• Others

Supermarkets and hypermarkets play a significant role in the United States cosmetics market due to their wide accessibility and variety of products. These retail outlets offer convenience by providing a diverse range of beauty and skincare products, including both premium and affordable options, in a single location. Moreover, the in-store promotions, discounts, and the opportunity to test products in person attract a large customer base. The growing trend of health-conscious beauty products has also prompted supermarkets and hypermarkets to expand their product offerings, ensuring they cater to evolving consumer preferences.

Specialty stores are becoming increasingly important in the United States cosmetics market, offering a curated selection of high-quality, niche beauty products. These stores focus on premium, organic, or exclusive beauty lines, attracting customers looking for unique and specialized items. The personalized shopping experience, expert recommendations, and specialized services such as skincare consultations and makeovers further enhance customer loyalty. Specialty stores also serve as platforms for emerging brands, providing them with a dedicated space to showcase their innovative products and cater to a specific market segment.

Pharmacies are vital in the U.S. cosmetics market, especially for consumers seeking over-the-counter skincare and beauty products. They provide a convenient and trusted environment for purchasing essential beauty and personal care items, including dermatologically tested skincare products and beauty solutions. With their emphasis on health and wellness, pharmacies often feature products that address specific skin concerns such as acne, aging, or sensitivity. Additionally, the increasing focus on pharmacy-based beauty consultations and the availability of wellness-focused cosmetics are further driving the growth of pharmacies in the beauty market.

Regional Analysis:

• Northeast
• Midwest
• South
• West

The Northeast region plays a pivotal role in the United States cosmetics market due to its high population density and strong consumer spending power. The region is home to many key metropolitan cities such as New York, Boston, and Philadelphia, which are influential hubs for fashion and beauty trends. The growing demand for luxury and premium cosmetic products, coupled with a rising interest in clean and sustainable beauty, is propelling market growth in this region. Additionally, the increasing focus on personalized skincare solutions is enhancing the market landscape in the Northeast.

The Midwest region is becoming an increasingly important segment of the U.S. cosmetics market, driven by the region’s expanding consumer base and rising disposable income. Consumers in this region are showing growing interest in both drugstore and luxury beauty products, with a particular emphasis on skincare and wellness products. Moreover, Midwest cities like Chicago are becoming key retail and distribution hubs for cosmetic brands, helping products reach a broader audience. The shift toward clean, cruelty-free, and eco-conscious cosmetics is also influencing purchasing behavior across the region.

The South region is witnessing a significant surge in demand for cosmetic products, driven by cultural diversity, a large population, and a growing interest in beauty and self-care. States like Texas, Florida, and Georgia are important drivers of the market, with consumers becoming increasingly engaged in trends such as skincare routines, makeup, and haircare. Additionally, the climate-specific needs of consumers in the South, such as sun protection and anti-aging products, are further fueling growth. The region’s expanding beauty retailer presence is helping brands capture more market share.

The West region of the United States, particularly California, holds a commanding influence on the cosmetics market due to its trendsetting culture and the growing focus on health-conscious beauty. Cities like Los Angeles are considered global beauty capitals, with consumers gravitating toward innovative, cruelty-free, and sustainable beauty products. Furthermore, the West has seen a rise in wellness-driven beauty trends, such as natural skincare and clean beauty. This region is also a hotspot for emerging beauty brands, contributing significantly to market growth through technological advancements and social media-driven consumer engagement.

Competitive Landscape:

The competitive landscape of the United States cosmetics market is characterized by intense competition across various product categories, including skincare, makeup, haircare, and fragrance. Companies are focusing on innovation, with many investing in clean beauty, cruelty-free, and sustainable product lines to meet shifting consumer preferences. Additionally, the increasing role of e-commerce platforms and social media marketing is allowing new and smaller brands to challenge established players. Competitive strategies include celebrity endorsements, product diversification, and partnerships with influencers to strengthen brand loyalty and expand reach. For instance, on November 12, 2024, L'Oréal USA celebrated the 2024 For Women in Science winners, in an event hosted by astronaut and STEM ambassador Kellie Gerardi in Washington, D.C. This initiative gives USD 60,000 grants to five female postdoctoral scientists to assist their STEM (science, technology, engineering, and mathematics) research. It is in collaboration with the American Association for the Advancement of Science (AAAS). More than 100 women scientists have received more than USD 5 Million in funding from the L'Oréal USA For Women in Science initiative since it began in 2003.

The report provides a comprehensive analysis of the competitive landscape in the United States cosmetics market with detailed profiles of all major companies, including:

•  Beiersdorf
• Coty Inc.
• Estee Lauder Companies
• Godrej
• Kao Corporation
• L’Oréal
• Procter & Gamble
• Revlon
• Shiseido Company
• Unilever

Latest News and Developments:

• On April 9, 2024, Dove commemorated 20 years of its Real Beauty campaign by reaffirming its commitment to authentic beauty representation. The brand pledged to never use artificial intelligence to depict real women in its advertising, emphasizing the importance of genuine portrayals. This initiative underscores Dove's dedication to promoting self-esteem and body positivity among women and girls worldwide. 
• On August 8, 2024, The Estée Lauder Companies announced the launch of Smashbox Cosmetics in the U.S. Amazon Premium Beauty Store. This strategic move aims to enhance Smashbox's digital presence and accessibility to a broader consumer base. The collaboration with Amazon's Premium Beauty Store is expected to leverage Amazon's extensive reach and customer engagement to drive brand growth and sales. 
• On March 27, 2024, Clinique, a brand recognized for its effectiveness and safety, has made its debut in the U.S. Amazon Premium Beauty store. This move is designed to offer greater access to Clinique's clinically validated skincare and makeup products, along with dermatological education. Clinique is the first brand from The Estée Lauder Companies' portfolio to launch a storefront in the U.S. Amazon Premium Beauty store.

United States cosmetics Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the United States cosmetics market from 2019-2033.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the United States cosmetics market.
• Porter's Five Forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the United States cosmetics industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.