North America Makeup Market Report and Forecast 2024-2032

North America Makeup Market Size

The North America makeup market was valued at USD 6.62 billion in 2023. The market is further projected to grow at a CAGR of 4.2% between 2024 and 2032, reaching a value of USD 9.61 billion by 2032.

Key Takeaways

• As per industry reports, North America accounts for 24% of the global cosmetics market, making it the second-largest market after North Asia, which represents 35% of the global beauty market.

• In terms of demographics, American women spend an average of USD 3,756 per year on beauty products and services, while American men spend nearly as much at USD 2,928 per year.

• Key players in the market are L’Oréal S.A., Shiseido Co. Ltd., Estee Lauder Companies Inc., HB USA Holdings, Inc., Chanel Limited, and Natura & Co.

• The use of face cleansers and other skincare products is on the rise, with around 2 in 5 US consumers using cleanser products.

The increasing awareness of the potential harm caused by certain chemicals in makeup products is leading to a surge in the development of eco-friendly makeup products. L'Oréal U.S.A. invested USD 140 million in a new research and innovation centre in Newark, New Jersey, focusing on beauty innovations across the hair, skin, and makeup categories.

The convergence of beauty and wellness is a growing trend in the market and is leading to the development of products infused with ingredients like probiotics, Ayurvedic components, and other wellness-promoting elements, driving North America makeup market growth. FENTY BEAUTY, a cosmetic brand founded by Rihanna, offers a range of makeup products infused with ingredients like hyaluronic acid, which is known for its skin-hydrating properties.

Moreover, social media influencers have a substantial impact on the makeup market by shaping consumer preferences, promoting product adoption, and driving brand loyalty. By collaborating with influencers, beauty brands can effectively tap into their loyal fan base, showcase products in action, and promote inclusivity and diversity. Influencers, particularly on platforms like Instagram, drive trends and create viral content that can propel beauty products to stardom overnight.

Among makeup products, loose powders, pressed powders, and mineral powders are a popular in North America, particularly for setting and mattifying makeup looks. The segment is expected to grow due to the increasing demand for long-lasting and lightweight makeup products. L'Oréal Paris, offers a range of powder products, including True Match Super-Blendable Powder and Infallible Pro-Matte Powder.

Gel-based makeup products, such as gel eyeliners, lip gels, and blush gels have a growing North America makeup market share due to their versatility and ease of use. Maybelline New York, a popular cosmetics brand, offers a range of gel-based makeup products, including the SuperStay Matte Ink Liquid Lipstick and the Master Chrome Highlighter.

Market Segmentation

North America Makeup Industry Report and Forecast 2024-2032 offers a detailed analysis of the market based on the following segments:

Market Breakup by Product

• Powders

• Gels 

• Lotions 

• Others

Market Breakup by Application Area

• Face

• Lips

• Eyes

• Nails

Market Breakup by Distribution Channel

• Supermarkets and Hypermarkets

• Convenience Stores

• Specialty Stores

• Online

• Others

Market Breakup by Country

• United States

• Canada

Competitive Landscape

Market players are focused on providing premium quality of makeup for all age and demographics to stay ahead in the competition.

• L’Oréal S.A. 

• Shiseido Co. Ltd. 

• Estee Lauder Companies Inc. 

• Natura &Co (Avon Products, Inc.)

• LVMH Moet Hennessy Louis Vuitton SA

• Revlon, Inc.

• Groupe Clarins

• Chanel Limited

• Coty Inc.

• HB USA Holdings, Inc.

• KIKO S.p.A.

• Others

Key Highlights of the Report