United States Cosmetic Products Market Report and Forecast 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

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

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:

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

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