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Report Description

Report Description

Forecast Period

2026-2030

Market Size (2024)

USD 65.82 Billion

CAGR (2025-2030)

6.22%

Fastest Growing Segment

Online

Largest Market

South

Market Size (2030)

USD 94.21 Billion

Market Overview

United States Cosmetics Market was valued at USD 65.82 billion in 2024 and is anticipated to grow USD 94.21 billion by 2030 with a CAGR of 6.22% during forecast period. ​The United States cosmetics market is evolving rapidly, shaped by consumer preferences and global influences. Key trends include a strong demand for natural and organic ingredients, with consumers increasingly seeking clean and sustainable products. Technological advancements, such as AI-driven personalization and augmented reality, are enhancing the shopping experience, allowing brands to offer tailored solutions. Social media platforms like TikTok and Instagram play a pivotal role in influencing purchasing decisions, especially among younger demographics. U.S. online sales continue to greatly surpass in-store purchases, representing 41% of all beauty and personal care sales through e-commerce channels. Over the past four years, platforms such as Amazon have gained 7.3 percentage points in market share, thanks to competitive pricing, fast shipping, and extensive product selection.

Key Market Drivers

Demand for Clean, Natural, and Sustainable Beauty Products

One of the most significant drivers of the U.S. cosmetics market is the growing consumer preference for clean, natural, and sustainable beauty products. Modern consumers, particularly Millennials and Gen Z, are more conscious about the ingredients in their skincare and makeup. They seek transparency and expect brands to be open about what goes into their products. This shift has led to the rise of clean beauty cosmetics formulated without potentially harmful ingredients such as parabens, sulfates, phthalates, and synthetic fragrances. As of 2023 study revealed that more than 60% of U.S. consumers actively prioritize beauty products with "clean" labels, reflecting a growing concern for both personal health and environmental sustainability. The influence of Gen Z and millennial consumers, who play a significant role in shaping market trends, has driven a surge in demand for transparency and ethical practices. This shift underscores the industry's commitment to ethical practices and environmentally responsible product offerings.

Sustainability is also at the forefront of purchasing decisions. Consumers are demanding eco-friendly packaging, cruelty-free testing methods, and ethical sourcing of raw materials. As a result, many brands are reformulating products, redesigning packaging using recyclable or biodegradable materials, and obtaining third-party certifications such as USDA Organic, Leaping Bunny, and EWG Verified. This consumer-led shift is pushing both legacy and indie brands to embrace greener practices, creating a competitive edge for brands that lead in sustainability.

Inclusivity and Personalization

The United States cosmetics market has seen a powerful movement toward inclusivity and personalization. Brands are increasingly expected to offer products that cater to a wide range of skin tones, types, and preferences. The success of Fenty Beauty, which launched with 40 foundation shades, set a new industry standard and encouraged other brands to follow suit.

Inclusivity extends beyond skin tone to include gender neutrality and age diversity. More brands are marketing products without gender labels, and mature beauty consumers are gaining more representation in product campaigns. This inclusive approach broadens brand appeal and fosters deeper connections with consumers.

Personalization is also emerging as a key value proposition. Consumers want products tailored to their individual skincare needs, lifestyles, and goals. AI tools, online quizzes, and virtual consultations are being used to recommend custom skincare regimens or create bespoke formulas, strengthening brand loyalty and customer satisfaction.

Innovation in Product Formulations

Another major driver of growth in the United States cosmetics market is ongoing innovation in product formulations and hybrid beauty solutions. As consumers seek multifunctional products that offer both cosmetic and skincare benefits, brands are responding with formulations that blend beauty with wellness. This includes makeup with SPF protection, foundations infused with hyaluronic acid or vitamin C, and tinted moisturizers that provide hydration while offering coverage.

Consumers are also showing interest in probiotic-infused products, adaptogen-based skincare, and products with ingredients like CBD, niacinamide, and peptides. These innovations not only address specific skincare concerns but also align with the growing trend of holistic health and wellness.

United States Cosmetics Market

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Key Market Challenges

Intense Market Saturation and Competition

The U.S. cosmetics market is highly saturated, with thousands of established brands, indie labels, and multinational corporations competing for consumer attention. New entrants frequently emerge, leveraging social media and direct-to-consumer models to disrupt traditional players. While this competitive landscape fosters innovation and consumer choice, it also presents a significant challenge for both legacy and emerging brands. Standing out in such a crowded space requires considerable investment in branding, marketing, influencer partnerships, and product differentiation.

Brand loyalty is also declining as consumers become more willing to experiment with new offerings. Influencer recommendations, viral trends, and the speed of product development mean that consumer attention is fleeting. This puts pressure on brands to maintain relevance through rapid product launches and frequent marketing campaigns. However, this “fast beauty” approach can compromise product quality, sustainability, and long-term brand equity.

Regulatory Complexity and Compliance Risks

Navigating the evolving regulatory environment is another key challenge in the U.S. cosmetics market. Unlike the European Union, where cosmetic products are subject to rigorous pre-market safety assessments and ingredient restrictions, the U.S. regulatory framework has historically been more lenient. However, this landscape is shifting. Growing concerns about product safety, allergens, and toxic ingredients have led to increased scrutiny from both government agencies and advocacy groups.

In recent years, several states including California have passed laws requiring the disclosure of ingredients deemed harmful or carcinogenic, such as formaldehyde, PFAS, and certain colorants. The Modernization of Cosmetics Regulation Act (MoCRA), passed in 2022, represents the most significant update to the U.S. cosmetics regulatory framework in decades. Under MoCRA, the FDA gains broader authority over product safety, recall powers, and mandatory registration of cosmetic facilities.

Key Market Trends

Influencer Marketing and Social Media-Driven Trends

Social media continues to be a powerful force in shaping consumer behavior and cosmetic trends in the U.S. platforms like TikTok, Instagram, and YouTube serve as key discovery channels where new products, hacks, and tutorials often go viral overnight. Influencers, both macro and micro, play a central role in driving product sales and brand loyalty. A single viral video or endorsement can lead to a surge in product demand and visibility.

User-generated content and real-time reviews create a sense of community and authenticity, enabling brands to engage directly with consumers. This has led to the rise of “social-first” cosmetic brands—companies that leverage online communities and platforms as their primary growth engine. Additionally, social media trends such as the “no-makeup makeup” look, “glass skin,” and “bold eye” aesthetics influence product development and campaign strategies.

Wellness Integration and Hybrid Beauty Products

The convergence of beauty and wellness is redefining the cosmetics space in the United States Consumers are increasingly seeking products that go beyond aesthetics to deliver holistic benefits addressing not only skin health but also overall well-being. This trend is giving rise to hybrid products that blur the lines between skincare, makeup, and supplements.

Examples include foundations with SPF and skincare benefits, serums with calming adaptogens, and makeup infused with vitamins or probiotics. The popularity of ingredients like hyaluronic acid, niacinamide, CBD, and collagen reflects this demand for wellness-driven formulations.

Moreover, consumers are showing interest in beauty routines that reduce stress, improve sleep, and promote mental clarity. This shift is influencing branding and product narratives, with companies highlighting rituals, mindfulness, and self-care as integral to their cosmetic offerings. The wellness trend also supports the growing demand for multifunctional and time-saving products, as consumers look to streamline their routines without compromising results.

Segmental Insights

Type Insights

Skincare remains the dominating segment in the United States cosmetics market, driven by rising consumer awareness of skin health, aging concerns, and demand for preventive care. Products such as cleansers, moisturizers, serums, and sunscreens are increasingly sought after, with consumers favoring science-backed and multifunctional formulations. The popularity of natural and clean beauty products further boosts the segment, alongside growing interest in personalized skincare solutions. Influencer-driven trends and social media tutorials also amplify consumer engagement, making skincare a daily priority. With both premium and mass-market brands innovating rapidly, the segment continues to lead growth and define the future of United States cosmetics.

Sales Channel Insights

Supermarkets/Hypermarkets represent the dominating distribution segment in the United States cosmetics market, owing to their wide reach, convenience, and diverse product offerings. These retail formats provide consumers with easy access to a broad range of cosmetics, from skincare and makeup to haircare and personal hygiene products. Competitive pricing, frequent promotions, and trusted store-brand alternatives also attract budget-conscious shoppers. Additionally, the ability to physically examine products before purchase enhances customer confidence. Major chains such as Walmart, Target, and Kroger continue to expand their beauty aisles, making them a preferred shopping destination for everyday cosmetic needs across all demographics.

United States Cosmetics Market

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Regional Insights

The South was the dominating region in the United States cosmetics market, driven by its large population, diverse consumer base, and rising disposable incomes. States like Texas, Florida, and Georgia contribute significantly to cosmetic sales, with high demand for skincare, makeup, and personal care products. The region benefits from a mix of urban and suburban markets, fostering growth across both mass and premium segments. Southern consumers are highly influenced by beauty trends, cultural preferences, and social media, fueling brand engagement and product experimentation. Strong retail presence, including supermarkets, drugstores, and beauty chains, further supports the South's leadership in the cosmetics market.

Recent Developments

  • In Aug 2024, Beekman 1802 introduced Milk RX, a skincare line incorporating goat milk exosomes within its proprietary Reneoxosome polypeptide complex. This innovation aims to enhance skin longevity and support sensitive skin, aligning with the growing consumer demand for clean and effective beauty solutions.

  • In Aug 2024, Blake Lively launched Blake Brown, a vegan hair care line featuring eight products, including shampoos, masks, and styling items. Developed over seven years, the collection emphasizes clean, cruelty-free formulations and is available at Target and online.

  • In April 2025, ​M·A·C Cosmetics has unveiled its newly reformulated Studio Fix Powder Plus Foundation, now available in 67 shades to cater to a diverse range of skin tones. This updated formula offers a blur-matte finish with 24-hour oil control and 12-hour medium-to-full buildable coverage.

  • In Feb 2025, Vincent, the Australian skincare and supplement brand, has entered the U.S. market with a four-step regimen featuring a Face Cleanser, Face Serum, Face Cream, and its signature An Apple A Day tablets.

Key Market Players

  • L'Oreal USA, Inc.
  • Shiseido Americas Corporation
  • The Estée Lauder Companies Inc.
  • E.l.f. Cosmetics, Inc.
  • Revlon Consumer Products LLC
  • HB USA Holdings, Inc. (Huda Beauty)
  • Unilever PLC
  • Coty Inc.
  • Chanel Inc.
  • Ulta Beauty, Inc.

By Type

By End-User

By Sales Channel

By Region

  • Skin care
  • Hair Care
  • Bath & Shower products
  • Makeup & Color Cosmetics
  • Fragrances & Deodorants
  • Men
  • Women
  • Specialty Stores
  • Supermarkets/Hypermarkets
  • Multi Branded Store
  • Online
  • Others
  • South
  • West
  • Midwest
  • Northeast

Report Scope:

In this report, the United States Cosmetics Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

  • United States Cosmetics Market, By Type:

o   Skin care

o   Hair Care

o   Bath & Shower products

o   Makeup & Color Cosmetics

o   Fragrances & Deodorants

  • United States Cosmetics Market, By End-User:

o   Men

o   Women

  • United States Cosmetics Market, By Sales Channel:

o   Specialty Stores

o   Supermarkets/Hypermarkets

o   Multi Branded Store

o   Online

o   Others

  • United States Cosmetics Market, By Region:

o   South

o   West

o   Midwest

o   Northeast

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the United States Cosmetics Market.

Available Customizations:

United States Cosmetics Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

  • Detailed analysis and profiling of additional market players (up to five).

United States Cosmetics Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at sales@techsciresearch.com

Table of content

Table of content

1.    Introduction

1.1.  Product Overview

1.2.  Key Highlights of the Report

1.3.  Market Coverage

1.4.  Market Segments Covered

1.5.  Research Tenure Considered

2.    Research Methodology

2.1.  Methodology Landscape

2.2.  Objective of the Study

2.3.  Baseline Methodology

2.4.  Formulation of the Scope

2.5.  Assumptions and Limitations

2.6.  Sources of Research

2.7.  Approach for the Market Study

2.8.  Methodology Followed for Calculation of Market Size & Market Shares

2.9.  Forecasting Methodology

3.    Executive Summary

3.1.  Overview of the Market

3.2.  Overview of Key Market Segmentations

3.3.  Overview of Key Market Players

3.4.  Overview of Key Regions

3.5.  Overview of Market Drivers, Challenges, and Trends

4.    Voice of Customer Analysis

4.1.  Brand Awareness

4.2.  Factor Influencing Purchase Decision

5.    United States Cosmetics Market Outlook

5.1.  Market Size & Forecast

5.1.1.    By Value

5.2.  Market Share & Forecast

5.2.1.    By Type (Skin care, Hair Care, Bath & Shower products, Makeup & Color Cosmetics, Fragrances & Deodorants)

5.2.2.    By End-User (Men, Women)

5.2.3.    By Sales Channel (Specialty Stores, Supermarkets/Hypermarkets, Multi Branded Store, Online, Others)

5.2.4.    By Region

5.2.5.    By Company (2024)

5.3.  Market Map

6.    United States Skin Care Market Outlook

6.1.  Market Size & Forecast 

6.1.1.    By Value

6.2.  Market Share & Forecast

6.2.1.    By End-User

6.2.2.    By Sales Channel

7.    United States Hair Care Market Outlook

7.1.  Market Size & Forecast 

7.1.1.    By Value

7.2.  Market Share & Forecast

7.2.1.    By End-User

7.2.2.    By Sales Channel

8.    United States Bath & Shower products Market Outlook

8.1.  Market Size & Forecast 

8.1.1.    By Value

8.2.  Market Share & Forecast

8.2.1.    By End-User

8.2.2.    By Sales Channel

9.    United States Makeup & Color Cosmetics Market Outlook

9.1.  Market Size & Forecast 

9.1.1.    By Value

9.2.  Market Share & Forecast

9.2.1.    By End-User

9.2.2.    By Sales Channel

10. United States Fragrances & Deodorants Market Outlook

10.1.     Market Size & Forecast        

10.1.1. By Value

10.2.     Market Share & Forecast

10.2.1. By End-User

10.2.2. By Sales Channel

11. Market Dynamics

11.1.     Drivers

11.2.     Challenges

12. Market Trends & Developments

12.1.     Merger & Acquisition (If Any)

12.2.     Product Launches (If Any)

12.3.     Recent Developments

13. United States Economic Profile

14. Policy & Regulatory Landscape

15. Competitive Landscape

15.1.     Company Profiles

15.1.1.     L'Oreal USA, Inc.

15.1.1.1.   Business Overview

15.1.1.2.   Company Snapshot

15.1.1.3.   Products & Services

15.1.1.4.   Financials (As Per Availability)

15.1.1.5.   Key Market Focus & Geographical Presence

15.1.1.6.   Recent Developments

15.1.1.7.   Key Management Personnel

15.1.2.     Shiseido Americas Corporation

15.1.3.     The Estée Lauder Companies Inc.

15.1.4.     E.l.f. Cosmetics, Inc.

15.1.5.     Revlon Consumer Products LLC

15.1.6.     HB USA Holdings, Inc. (Huda Beauty)

15.1.7.     Unilever PLC

15.1.8.     Coty Inc.

15.1.9.     Chanel Inc.

15.1.10.  Ulta Beauty, Inc.

16. Strategic Recommendations

17. About Us & Disclaimer

Figures and Tables

Frequently asked questions

Frequently asked questions

The market size of the United States Cosmetics Market was estimated to be USD 65.82 billion in 2024

Key trends in the United States Cosmetics Market include a growing demand for clean, natural, and sustainable products; the rise of hyper-personalization through AI and AR technologies; increased influence of Gen Z and Gen Alpha consumers

Challenges in the United States Cosmetics Market include including inflation-driven price sensitivity, complex regulatory landscapes like New York's proposed Beauty Justice Act, and supply chain disruptions exacerbated by tariffs on imported ingredients and packaging

The major drivers of the United States Cosmetics Market include, growing demand for personalized and inclusive beauty products, the influence of social media and digital platforms, and the increasing consumer focus on clean and sustainable formulations

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