U.S. Cosmetic & Beauty Products Market Size & Opportunities Analysis - Growth Strategies, Competitiveness, and Forecasts (2025 - 2032)

U.S. Cosmetic & Beauty Products Market Growth Factors

Personalized Beauty Products Are Trending

• People now want beauty products that are personalized to their individual needs, including skin type, complexion, daily routines, and residential locations.
• People no longer want general cosmetics since they prefer products that have been specifically created for them.
• Popular brands, including Proven and Function of Beauty, create customized products through interactive quizzes and data collection processes, which analyze skin concerns, weather conditions, and everyday routines.
• Young customers, primarily from Gen Z and millennials, value products that align with their beliefs and deliver enhanced performance.
• Companies also do not mind making the extra effort to create these products since they can charge more for them.
• Clean-label, eco-friendly, and naturally sourced beauty products already cost more than conventional ones, and the personalization tag makes them even more premium.

Changing Lifestyles and Urbanization Propel Growth of Market

• Urban migration and hectic lives drive people to search for beauty products that are easy and fast to apply yet do not compromise on results.
• People today have less time to beauty procedures because they spend more hours at work and commuting between busy commitments.
• This change in the lifestyle has created a need for combination items, such as moisturizers with SPF, tinted moisturizers, 2-in-1 shampoo + conditioner products.
• Professionals and young adults in urban areas strongly prefer these convenient portable solutions.
• Urban residents face pollution exposure, stress, and inadequate sleep, which results in skin and hair problems.
• Therefore, anti-pollution face creams and stress-relief skincare products have been a rage in the country for quite some time now.

U.S. Cosmetic & Beauty Products Market Segmentation Analysis

Insights by Product

Skincare is the largest category, with a market share of 40% in 2024 due to the belief that proper skin maintenance improves appearance, health, and self-confidence. The rising awareness and incidence of dermatological issues and growing audience for influencers drive this category. As per the American Academy of Dermatology, skin conditions are the most common in the country, affecting over 50% of its population.

Personal care & hygiene is the fastest-growing category, with 7.1% CAGR, because of the rising demand for body washes, deodorants, hand sanitizers, and feminine care products. Personal care and hygiene products rose dramatically in demand following the COVID-19 pandemic because people established hygiene as their main concern. Products that cleanse and moisturize the skin, have pleasant aromas, and contain safe ingredients are currently popular.

Here are the products studied in the report:

• Skin Care (Largest Category)
• Hair Care
• Makeup & Color Cosmetics
• Fragrances & Perfumes
• Personal Care & Hygiene (Fastest-Growing Category)
• Others

Insights by Gender

Women are the larger category, with a market share of 65% in 2024 due to the strong cultural focus on female beauty and personal grooming. This drives the demand for skincare, makeup, and haircare products. Beauty influencers and celebrity promotions on social media platforms have made personal care an essential routine for women in their everyday lives. As per the Washington State Department of Corrections, women in the U.S. spend up to 3,756 annually on personal care and beauty producs.

Men are the faster-growing category, with 7.9% CAGR due to the changing cultural standards, which now support and promote male maintenance and self-pampering. Traditional shaving creams are losing their appeal as men are now interested in skincare, haircare, and even makeup-based products. The young male population aged 18–34 is experimenting with multiple beauty products because of the rising acceptance of personal self-expression in beauty care.

Here are the categories of this segment:

• Men (Faster-Growing Category)
• Women (Larger Category)

Insights by Category

Mass market products are the largest category, with a share of 55% in 2024. These products are easily accessible for a wide range of consumers because of their affordable prices. A huge variety of these products for different customers and preferences are available in supermarkets, drugstores, and online platforms.

Organic and natural products are the fastest-growing category, with 7.8% CAGR because consumers understand more about the risk of synthetic chemicals to their health. As a result, people are increasingly choosing plant-based, cruelty-free, and sustainable ingredient-based products. Millennials and the Gen Z desire clean beauty products because they are safe and transparent in terms of production.

Here are the categories of this segment:

• Mass Market (Largest Category)
• Premium/Luxury
• Organic & Natural Products (Fastest-Growing Category)
• Vegan & Cruelty-Free
• Medical & Dermatological

Insights by Distribution Channel

Specialty beauty stores are the largest category, with a share of 35% in 2024. These stores offer selected brands and tailored service, as well as allow customers to try them out before buying. Moreover, their upscale locations and market-exclusive products draw customers who want premium beauty products, which is why these stores are generally found in cities.

Online retail is the fastest-growing category, with 7% CAGR due to home shopping convenience, wide product selection, and social media and online review influence. E-commerce businesses also provide competitive costs, subscription packages, and customized product suggestions.

The following distribution channels are analyzed:

• Online Retail (Fastest-Growing Category)
• Supermarkets & Hypermarkets
• Specialty Beauty Stores (Largest Category)
• Department Stores
• Pharmacies & Drugstores
• Direct Selling & Subscription Services

U.S. Cosmetic & Beauty Products Market Regional Growth Dynamics

South is the largest region, with a market share of 35% in 2024 because of the large population, rampant urbanization, and strong economic activity. The South also has a warm climate, which leads to a high requirement for skincare and sun protection products. Moreover, the cultural diversity in the region drives the sale of beauty products suited to different skin types and complexions. Further, Miami and Atlanta are major destinations in the South for fashion and a high life.

West is the fastest-growing region, with 7.5% CAGR due to the hip fashion of California and its environmentally aware population. The iconic entertainment industry of the state and the strong social media influence here support well-established brands and startups. Moreover, the presence of an affluent population, especially in LA and San Francisco, and the rich performing arts tradition of Las Vegas propel the sale of premium cosmetics and beauty products. ​

Here are the categories of this segment:

• Northeast
• Midwest
• West (Fastest-Growing Category)
• South (Largest Category)

U.S. Cosmetic & Beauty Products Market Share

The market is fragmented as L'Oréal, Estée Lauder, Procter & Gamble, and other luxury brands compete with smaller, independent brands combined, niche players, and startups. The changing consumer preferences for distinct, personalized, and ethical beauty products allow smaller brands to thrive. Social media platforms and e-commerce operations have eliminated barriers for new brands, enabling them to reach customers directly. Additionally, a large number of beauty product companies from Europe, Asia, and even LATAM sell their products in the U.S.

U.S. Cosmetic & Beauty Products Market News

• In November 2024. e.l.f. Beauty partnered with Dollar General to offer lip oil and liquid blush for lower-income customers at Dollar General stores in underserved rural areas.
• In December 2023, MacArthur Beauty acquired the assets of Uoma Beauty.