U.S. Beauty and Personal Care Products Market Size & Share Analysis - Trends, Drivers, Competitive Landscape, and Forecasts (2024-2030)

U.S. Beauty And Personal Care Products Market Trends & Drivers

Increasing Trend of Consumers Toward Easy-to-Use At-Home Beauty Devices

• The easy availability of a wide variety of easy-to-use and convenient at-home beauty products and devices for hair removal, hair growth, acne reduction, de-pigmentation, and skin rejuvenation has prompted consumers to try them.
• The market for at-home beauty devices is growing progressively due to the increasing availability of home-use solutions and dermatologically advanced technologies offering greater convenience and efficiency.
• The younger generation is seeking to maintain its youthful look, while the older population is seeking to minimize the signs of aging. These two factors are fueling the trend of at-home devices in the U.S. beauty and personal care products market.
• Moreover, the introduction of advanced beauty products has been helping clinicians, dermatologists, and aestheticians to treat skin conditions, minimize multiple signs of aging, and improve skin texture in recent years.
• Beauty device manufacturing companies are developing new and innovative products, in response to the increasing demand for advanced and hair care solutions. These innovations are focused on changing the scenario for the market.

Rising Number of Working Women in the Country

• The market is registering major demand for cosmetic and personal care products from the working women class. The maximum share of beauty products was constituted by the age group of 20–40, among women.
• This is due to the change in their lifestyle and rising appearance consciousness. Beauty products are considered a need among working women, which gives them confidence in their personality.
• As of 2023, the global average for women in the labor force accounted for 49.7%, whereas it was over 47% in the U.S. Further, in the U.S., all these stats convey a positive growth trend of women’s participation in the labor force in the country.
• The rising women’s labor force participation rate is expected to increase the demand for cosmetic products. This is due to the improvement in the education system and increasing opportunities for women.
• Moreover, in the U.S., the aging population plays a major role in the growth of the market. Old-aged people are more prone to the loss of fibrous tissue and reduced glandular and vascular networks in the skin layers.
• The elderly population experience alterations in the appearance and characteristics of the skin, leading to wrinkles, dryness, pigmentary alteration, and sagging. products and devices help reduce skin aging, thus giving a younger look to a person by revitalizing and tightening the skin.
• According to the Population Reference Bureau (PRB) report, “Aging in the United States”, the number of Americans aged 65 years and above is projected to more than double from 58 million in 2022, to over 82 million by 2050, and the 65-and-older age group’s share of the total population will rise from nearly 17% to 23% by 2050.
• Thus, it can be concluded that the growing geriatric population in the U.S. is a key factor that will drive the market growth.

Use of Harmful Ingredients

• The presence of toxic substances in cosmetics is hampering the growth of the market. The toxic ingredients that are present in beauty products include phthalates, sulfates, synthetic colors, lead, cadmium, PEG and butylated compounds, and parabens.
• The toxic substances, such as cadmium and lead, can cause health problems like high blood pressure, and concentration and memory loss to consumers.
• As a result, women are becoming aware of the ingredients used in the formulation of cosmetics and shifting toward the adoption of organic products.
• Natural and organic makeup brands, including INIKA Organic, 100% Pure, Tata Harper, and Vapour Organic Beauty, have introduced products in the market that are likely to give high competition to synthetic cosmetic brands.
• Thus, the introduction of organic makeup products is expected to hinder the sales of conventional beauty products.
• In addition, after using harmful chemical complications associated with the use of beauty products, various risks and complications, such as superficial burns, fragile skin, excessive swelling, and blistering, associated with beauty devices are restricting the growth of the market.
• For instance, in resurfacing lasers, complications can range from transient side effects to permanent disfigurement. Prolonged erythema, contact dermatitis, superficial bacterial and fungal infections, and reactivation of herpes simplex virus are some of the complications associated with the resurfacing laser.
• Similarly, the intense pulsed light can lead to side effects, such as superficial burns, scarring, edema, postoperative erythema, and ecchymosis. These side effects postpone further treatment of the affected area until complete healing takes place. All these factors are affecting the growth of the market.

U.S. Beauty And Personal Care Products Industry Outlook

Type Insights

• The conventional category accounted for a larger share, of around 83%, in the market. This is due to quick results and long-lasting wear conventional beauty products are widely used. These products are comparatively cheaper and widely available in all sales channels all around the globe.
• On the other hand, the organic category is expected to grow at a higher growth rate over the forecast period. This is because of fewer side effects associated with organic cosmetics. These cosmetics are prepared by using organic ingredients, which are safe for the skin.
• Further, the increasing number of market players offering organic cosmetics is propelling the market growth.

Type categories covered in the report include:

• Conventional (Larger Category)
• Organic (Faster-Growing Category) 

Product Type Insights

• Based on type, the skin care category held the largest share of around 20.0% in the U.S. beauty and personal care products market in 2023, and it is set to maintain this domination throughout the forecast period.
• The consistently increasing millennial population in the country's workforce, coupled with the surging demands from the fashion and entertainment industries, is among the most prominent driving factors for the skin care products category.
• Further, the surging number of health- and wellness-conscious consumers, growing desire for self-care products, and increasing interest in regimens and routines are fueling the demand for beauty and personal care products in the country.

The following product types are included in the report:

• Skin Care (Largest Category)
• Color Cosmetics
• Hair Care
• Baby Care
• Bath and Shower
• Oral Care
• Men’s Grooming      
• Deodorant
• Sun Care
• Fragrance
• Depilatory (Fastest-Growing Category)

Distribution Channel Insights

• Based on distribution channel, the new cross-category distribution point category is prognosticated to exhibit the highest growth rate during the forecast period.
• This is a dedicated offline distribution channel, wherein multiple beauty product brands are available in a single place, which leads to ease of shopping.
• This pushes consumers to spend more, as it offers trial products, which allows customers to get a hands-on experience of various products within the store.
• This marketing tactic plays a crucial role in the buying decisions of consumers, thus propelling the U.S. beauty and personal care products market growth.

Distribution channels covered in the report are:

• Marketplace Platform (Largest Category)
• Professional Health & Beauty Outlet
• Club/Value Store
• Brand Owner to Store/Franchise
• Local Marketplace Platform
• Brand Owner to Home
• Specialist Marketplace Platform
• Dermatologist
• Social Commerce
• New Cross-Category Distribution Point (Fastest-Growing Category)
• Others

Mode of Purchase Insights

• In the mode of purchase segment, the traditional in-store shopping category accounted for the largest revenue share in 2023 in the U.S. beauty and personal care products market.
• This is because this mode of purchase offers ease of buying beauty products to consumers, with easy online payment options.
• Easy returns and replacements, a wide product range, special discounts on newly launched products, and incentives for online payments are some of the other factors that are expected to contribute positively to the industry outlook in the years to come.
• On the other hand, the click & collect model is gaining popularity in the country, wherein Amazon is accredited as a pioneer for this model. This channel is projected to exhibit the highest CAGR, of 5.7%, during the forecast period.

It is further classified as:

• Traditional In-Store Shopping (Largest Category)
• Home Delivery (Single Transaction)
• Subscription
• Third-Party Delivery Service (Single Transaction)
• In-App/Website
• Butler Service
• Live Auction
• Click & Collect (Fastest-Growing Category)

Competitive Analysis

The market is highly fragmented in nature, with a diverse range of mass, standard, and premium beauty products being offered by numerous market players. Competition among the players is based on product pricing, product portfolio, product quality, and brand reputation.

With each beauty product category projected to exhibit strong growth in the near future, companies in the industry would aggressively position their products to increase their market share.

U.S. Beauty and Personal Care Products Market News

• In February 2024, Coty Inc., a company involved in beauty products, announced the renewal of its agreement with bruno banani for over twenty years.
• In April 2023, The Estée Lauder Companies Inc. completed the acquisition of the TOM FORD brand and it is now the only owner of the TOM FORD brand.