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.

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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.

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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
|
|
- 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