The United States makeup market size was valued at USD 6.33 Billion in 2025. The market is further projected to grow at a CAGR of 4.10% between 2026 and 2035, reaching a value of USD 9.46 Billion by 2035.
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Historical Period
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As per industry reports, the beauty market, including skincare, fragrance, makeup, and haircare, generated approximately USD 430 billion in revenue in 2022.
As of 2022, there are 4,305 cosmetic and beauty products manufacturing brands in the US, a 3.4% increase from 4,164.
As per industry reports, American women spend an average of USD 3,756 per year on beauty products and services, which aids in United States makeup market growth.
Compound Annual Growth Rate
4.1%
Value in USD Billion
2026-2035
*this image is indicative*
Nearly 20% of the global cosmetic market is made up of makeup, where makeup sales generate about USD 77.8 billion of the total USD 380.2 billion. This data is inclusive of sales in US, where, Sephora, Nordstrom Rack, Ulta, and Target are popular destinations for makeup shopping.
As per industry reports, women in the US spend just over USD 10 per day on beauty, with haircuts, makeup, and skincare being the top 3 spending categories. This showcases that the United States makeup market share has seen notable growth due to the importance of makeup in the beauty routines of American women.
Furthermore, sustainability and a focus on environmental impact have taken on urgency at major beauty players looking to appeal to an increasingly eco-conscious consumer base. Some brands, like L'Oréal and Estée Lauder, have announced goals to reach carbon neutrality, while others have begun innovating in more specific areas, like reusable packaging and refillable business models. Lime Crime is another brand known for its commitment to ethical sourcing and production, using post-consumer recycled and FSC certified materials, and never testing on animals.
Additionally, waterless beauty products are predicted to become the norm, transforming consumer expectations and industry norms toward a greener, more efficient future. Brands like Onélogy and Everist are pioneering waterless skincare solutions, emphasising better product performance.
Beauty brands are increasingly using artificial intelligence to hyper-personalise the consumer's online shopping experience. Brands like Dcypher Cosmetics use AI in their manufacturing process to create cosmetic products that match their consumers' preferences, while YSL launched its Rouge Sur Mesure device, an AI-powered at-home system that can create thousands of shades of lip colour with refillable cartridges.
"United States Makeup Market Report and Forecast 2026-2035" offers a detailed analysis of the market based on the following segments:
Market Breakup by Product
Market Breakup by Application Area
Market Breakup by Distribution Channel
Market Breakup by Region
Market players are focused on providing premium quality of makeup for all age and demographics to stay ahead in the competition.
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In 2025, the market reached an approximate value of USD 6.33 Billion.
The market is expected to grow at a CAGR of 4.10% between 2026 and 2035.
The market is estimated to witness a healthy growth in the forecast period of 2026-2035 to reach USD 9.46 Billion by 2035.
The market is being driven due to the availability of wide range of makeup products rising demand for makeup for enhancing appearance, and growing expansion of e-commerce platforms.
Key trends aiding the market expansion include influx of social media, the rising adoption of cosmetics made of vegan ingredients, and a growing number of men and younger generation using cosmetics.
Regions considered in the market are New England, Mideast, Great Lakes, Plains, Southeast, Southwest, Rocky Mountain, and Far West.
Makeup is applied on lips, eyes, face, and nails.
Based on product, the market segmentations include powders, gels, and lotions, among others.
Key players in the market are L’Oréal S.A., Shiseido Co. Ltd., Estee Lauder Companies Inc., Natura &Co (Avon Products, Inc.), LVMH Moet Hennessy Louis Vuitton SA, Revlon, Inc., Chanel Limited, Groupe Clarins, Coty Inc., HB USA Holdings, Inc., and KIKO S.p.A., 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 Product |
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| Breakup by Application Area |
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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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