The United States body wash market size reached around USD 20.76 Billion in 2025. The market is projected to grow at a CAGR of 5.50% between 2026 and 2035 to reach nearly USD 35.46 Billion by 2035. The market is driven by the increased consumer spending on premium and specialized body wash products, continuous innovation of products.
Base Year
Historical Period
Forecast Period
As per the industry reports, the cosmetics sector in the United States experienced a significant growth rate of 21.9% in revenue during the year 2022. A greater emphasis on grooming and personal care by consumers is reflected in the cosmetics industry's total sales growth. Body washes, which are vital personal care products, are in greater demand as consumers spend more money on skincare and hygiene goods.
In 2022, the global revenue of the cosmetic market was predominantly generated in the United States, amounting to USD 18,010 million. Many consumers are becoming more conscious about their skin health, leading to greater preference for body washes that cater to various skin types, offer moisturising benefits, or include natural and organic ingredients. As skincare trends grow within the cosmetics sector, body wash products are part of this expanding market.
In 2019, the United States recorded the highest disposable income per capita, with each American producing USD 45,579 in disposable income, contributing to the United States body wash market revenue. With more disposable income, consumers are more likely to spend on personal care products, including body wash. Higher income allows individuals to opt for premium or specialised body wash products, such as organic, luxury, or eco-friendly options.
Compound Annual Growth Rate
5.5%
Value in USD Billion
2026-2035
*this image is indicative*
| United States Bodywash Market Report Summary | Description | Value |
| Base Year | USD Billion | 2025 |
| Historical Period | USD Billion | 2019-2025 |
| Forecast Period | USD Billion | 2026-2035 |
| Market Size 2025 | USD Billion | 20.76 |
| Market Size 2035 | USD Billion | 35.46 |
| CAGR 2019-2025 | Percentage | XX% |
| CAGR 2026-2035 | Percentage | 5.50% |
| CAGR 2026-2035 - Market by Region | Far West | 6.2% |
| CAGR 2026-2035 - Market by Region | Rocky Mountain | 5.8% |
| CAGR 2026-2035 - Market by Distribution Channel | Online Channel | 6.9% |
| CAGR 2026-2035 - Market by Product Type | Shower Oil | 5.9% |
| Market Share by Region 2025 | Great Lakes | 13.4% |
According to data from the U.S. Census, e-commerce sales accounted for 15.6% of total retail sales in the United States in 2023. This figure is projected to increase and reach to 16.6% by the end of 2024 and reach 20.6% by 2027. The rising sales of body wash can be significantly attributed to the expansion of e-commerce, which improves consumer access to a wide range of products. Furthermore, e-commerce platforms facilitate the growth of subscription services, enabling consumers to receive regular deliveries of their favourite body wash brands. The convenience of online shopping, combined with targeted promotional strategies, further drives the rising demand for body wash.
Additionally, packaging also plays a key role in captivating consumers and promote brand visibility. Different brands are taking productive efforts to manufacture products with recyclable and biodegradable packaging, thereby leading to the United States body wash market development.
As per the United States body wash market analysis, eco-friendly body wash products are gaining traction as consumers increasingly prioritise sustainable and natural ingredients. These body washes often feature organic, plant-based components and avoid harmful chemicals. Sustainable body washes provide an effective and responsible approach to personal hygiene while adhering to environmental and ethical standards.
The United States body wash market growth can be attributed to increasing focus on sustainability, increasing awareness of health and hygiene, and rising product innovation.
The growing recognition of the importance of personal hygiene and skincare is fuelling the demand for body washes. Nowadays, consumers are gravitating towards skincare products that are gentle, hydrating, and hygienic for the skin, thereby leading to the United States body was market growth.
The shift in consumer preference from conventional bar soaps to body washes is largely attributed to their convenience, moisturising benefits, and the rising awareness regarding hygiene. Nowadays, consumer demand for body washes is rising due to their enhanced properties and ability to provide large benefits to the consumer.
One of the notable United States body wash market trends is the expansion of the social media platforms. Social media platforms and beauty influencers have played a crucial role in raising awareness and promoting body washes.
The launch of innovative formulations, such as natural, organic, and fragrance-free body washes, has significantly expanded the market. This growth caters to consumers seeking tailored options for sensitive skin and for those who are environmentally conscious.
Organic, natural, and environmentally friendly items are becoming more and more popular among customers these days. People are looking for products that fit with their values and lifestyle choices as a result of rising knowledge of sustainability and health issues. As customers grow more aware of how their decisions affect the environment and their health, they are also influencing purchase decisions by demanding transparency in the sourcing of ingredients and favouring packaging that is environmentally friendly. Furthermore, luxury body washes, which are distinguished by their high-quality ingredients and unique scents that enhance the bathing experience, are becoming popular. Customers are willing to spend money on premium goods that offer self-care and delight in addition to a practical use.
The EMR’s report titled “United States Body Wash Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Breakup by Application
Breakup by Distribution Channel
Breakup by Region
| CAGR 2026-2035 - Market by | Region |
| Far West | 6.2% |
| Rocky Mountain | 5.8% |
| Southwest | 5.6% |
| New England | XX% |
| Mideast | XX% |
| Great Lakes | XX% |
| Plains | XX% |
| Southeast | XX% |
Based on the distribution channel, the online segment is projected to grow at a CAGR of 6.9% during the forecast period of 2026-2035. Online retail distribution channels are more prevalent than offline channels in the United States body wash market due to a number of several factors. The two primary factors that influence consumers to make purchases online are accessibility and ease. Online merchants can assess product compatibility and efficacy based on skin type and preferences according to consumer feedback and ratings.
A wide range of body wash brands and products are easily accessible in supermarkets and hypermarkets, making it easier for customers to buy these items as part of their routine grocery shopping. This ease-of-use increases market penetration and generates steady revenue. To accommodate a variety of consumer tastes, these retail formats provide a large selection of body wash options, ranging from high-end brands to more affordable options.
Major players in the market are focusing on sustainable manufacturing practices to gain a competitive edge in the market and improve United States body wash market outlook.
Established in 1886 and headquartered in New Jersey, United States, Johnson & Johnson stands as a prominent figure in the healthcare sector, specialising in personal care, medical devices, and pharmaceuticals. Notable body washes under its umbrella include Neutrogena and Aveeno, particularly recognised in the skincare market.
L’Oréal S.A. was founded in 1909 and is headquartered in Clichy, France. The company is a leading entity in the cosmetics and beauty sector. The company provides a diverse range of products, including skincare, body care, hair care, and makeup, featuring renowned body wash such as Lancôme and Garnier.
Established in 1930 and headquartered in London, United Kingdom, Unilever is a significant player in the consumer utilities market. The company manufactures a variety of products, including food, beverages, and personal care items.
Procter & Gamble Co. was founded in 1837 and is headquartered in Ohio, United States. The company is a global consumer goods corporation and is well-known for its extensive portfolio which includes personal care, health, and cleaning products.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other major players in the United States body wash market are Colgate-Palmolive Co., L’Occitane International, The Avon Company, and Molton Brown Limited, among others.
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*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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In 2025, the United States body wash market attained a value of nearly USD 20.76 Billion.
The market is assessed to grow at a CAGR of 5.50% between 2026 and 2035.
The market is estimated to witness a healthy growth in the forecast period of 2026-2035 to reach about USD 35.46 Billion by 2035.
The major drivers of the market are increasing awareness of health and hygiene and positive impact of social media and influencers.
The different applications of body wash in the market are children and adults.
The major regions considered in the market are New England, Mideast, Great Lakes, Plains, Southeast, Southwest, Rocky Mountain, and Far West.
The major players in the market are Johnson & Johnson, L’Oréal S.A., Procter & Gamble Co., Unilever plc, Colgate-Palmolive Co., L’Occitane International, The Avon Company, and Molton Brown Limited, among others.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| 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 Application |
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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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