U.S. Cosmetics Market Size, Share & Industry Analysis, By Product (Haircare, Skincare, Makeup, and Others), By Gender (Men and Women), By Distribution Channel (Specialty Stores, Hypermarkets & Supermarkets, Online Channels, and Others), 2025-2032

The U.S. cosmetics market size was worth USD 64.27 billion in 2024. The market is estimated to grow from USD 67.54 billion in 2025 to USD 101.59 billion by 2032, showcasing a CAGR of 6.01% during the forecast period.

The U.S. market is one of the most mature yet dynamic in the beauty industry, driven by consumers’ constant demand for innovation, personalization, and experiences that go beyond basic functionality. Skincare remains the leading segment, as consumers increasingly perceive beauty as part of their overall health and wellness routines. Products with natural ingredients, dermatologist-approved formulas, and claims around sustainability or “clean beauty” are gaining strong traction. Meanwhile, the makeup segment continues to be influenced by social media culture, with trends shifting rapidly based on viral products, influencer endorsements, and celebrity-led brands.  

Market Trends

Rise of Clean and Sustainable Beauty is a Key Industry Trend

 A major trend shaping the U.S. cosmetics market is the growing demand for clean, sustainable, and ethically sourced cosmetics products. Consumers, especially younger generations, increasingly prefer brands that use natural ingredients, avoid harmful chemicals, are ethically sourced, have safe formulations, and emphasize eco-friendly packaging. This is no longer a niche preference but a mainstream demand.

• For instance, in June 2020, Unilever pledged over USD 1 billion through its “Clean Future” program to transform its beauty and personal care products portfolio, focusing on biodegradable ingredients, refillable packaging, and reduced carbon impact, signaling how seriously global players are investing in sustainability.

Key takeaways

• By product, skincare accounted for around 37.67% of the U.S. Cosmetics Market in 2024.
• By gender, women’s market size was valued at USD 41.28 billion in 2024.
• By distribution channel segment, online sales are projected to grow at an annual growth rate of 6.26% during the forecast period.
• The cosmetics market in the U.S. was worth USD 64.27 billion in 2024. 

Market Growth Factors

Wellness-Driven Beauty to Fuel Market Growth

 A primary factor driving growth in the U.S. and overall North America market is the rising emphasis on skincare as part of a broader wellness and self-care lifestyle. Consumers are increasingly seeking products that can enhance aesthetic and improve long-term skin health, such as serums, sunscreens, and multifunctional creams, supporting U.S. cosmetics market growth. This shift has boosted demand for products with active ingredients such as hyaluronic acid, vitamin C, and probiotics.

• For instance, the American Academy of Dermatology notes that over 80 million U.S. adults experience skin-related concerns, driving consumers to invest more in products promising both cosmetic and therapeutic benefits.

This wellness-driven approach has also blurred the boundaries between color cosmetics, dermatology, and self-care. Consumers now demand multifunctional products, such as moisturizers with SPF, serums with active ingredients, or makeup infused with skincare benefits that save time while supporting skin health. 

Market Restraints

Economic Pressures and Shifting Consumer Behavior to Hamper Market Growth

One of the key restraints in the U.S. beauty industry is the impact of economic pressures, particularly inflation and fluctuating disposable incomes. As beauty products are often viewed as discretionary purchases, periods of economic uncertainty can cause consumers to cut back on premium or luxury makeup and instead opt for more affordable, mass-market alternatives. 

• A 2023 consumer survey showed that over 60% of U.S. shoppers changed their beauty spending habits due to rising prices, highlighting a clear shift toward budget-friendly options. This trend affects high-end players and puts pressure on mid-tier brands, forcing them to balance quality with affordability. 

Additionally, constant exposure to online information has made buyers more cautious, as they now scrutinize ingredients, claims, and value more closely before making a purchase. These dynamics create slower growth for brands that fail to adapt to evolving consumer expectations while navigating economic constraints. 

Market Segmentation Analysis

By Product 

Based on product, the market is segmented into haircare, skincare, makeup, and others.

The skincare segment accounts for the highest market share in the U.S. market. Consumers perceive skincare as an essential part of daily self-care rather than a luxury. The rising focus on health, wellness, and prevention has made products such as moisturizers, sunscreens, and serums a routine part of personal care. Social media trends and dermatologist-led education have amplified awareness about ingredients such as hyaluronic acid, retinol, and vitamin C, boosting demand for targeted solutions. Moreover, skincare appeals to a wide demographic across age, gender, and lifestyle, giving it a broader and more consistent consumer base than makeup or fragrance.

By Gender 

Based on gender, the market is segregated into men and women.

Women accounted for the largest U.S. cosmetics market share due to long-standing cultural and social associations of beauty, grooming, and self-care with femininity. Skincare, makeup, and haircare routines are deeply ingrained in women’s lifestyles, with products often tailored to meet their diverse needs across age groups and preferences. Additionally, women tend to engage more actively with beauty trends promoted by social media influencers and are willing to experiment with new product categories. The wide availability of products across price ranges from luxury to affordable options further supports women’s higher adoption and spending levels, sustaining their dominant market share.

By Distribution Channel 

Based on distribution channel, the market is segmented into specialty stores, hypermarkets & supermarkets, online channels, and others.

Hypermarkets and supermarkets dominate beauty distribution in the U.S. as they offer convenience, accessibility, and affordability, allowing consumers to purchase beauty products alongside everyday essentials. These outlets provide a wide assortment of products, from premium to mass-market brands under one roof, making them a preferred choice for quick and impulse buys. Frequent promotional discounts and loyalty programs also encourage repeat purchases. This dominance is further reinforced by the strong retail presence of major players, including Walmart and Target, which stock both global and niche brands to cater to diverse consumer demands.

List of Key Companies in the Market

Several major companies contribute significantly to the U.S. cosmetics market, with L’Oréal, Estée Lauder, Procter & Gamble, Coty, and Revlon among the most influential. These players maintain dominance through vast product portfolios that cover skincare, makeup, haircare, and fragrance, appealing to both mass and prestige consumers. Their strong brand equity, global recognition, and wide distribution networks in hypermarkets, specialty stores, and online channels give them a competitive edge.

Alongside these established giants, a wave of emerging players and independent brands is reshaping the U.S. cosmetics landscape. Brands, including Glossier, Ilia Beauty, and Thrive Causemetics, have gained strong traction by focusing on clean formulations, minimalist aesthetics, and community-driven marketing. These innovators often bypass traditional advertising, leveraging social media, influencer collaborations, and direct-to-consumer models to build loyal followings. 

LIST OF KEY COMPANIES PROFILED:

• L’Oréal USA (France)
• The Estée Lauder Companies Inc. (U.S.)
• Procter & Gamble Co. (U.S.)
• Coty Inc. (U.S.)
• Kao Corporation (Japan)
• Mary Kay Inc. (U.S.)
• Avon Products Inc. (U.K.)
• Unilever (U.K.)
• Johnson & Johnson Consumer Health (U.S.)
• Shiseido Americas Corporation (Japan)

KEY INDUSTRY DEVELOPMENTS:

• June 2025: Unilever, a British multinational consumer packaged goods company, entered into an agreement to acquire Dr. Squatch, a natural men’s grooming brand founded in 2013 and known for its direct-to-consumer model. The move is aimed at broadening Unilever’s portfolio into high-growth, premium spaces. Dr. Squatch offers a range of products, including soaps, body washes, deodorants, hair care, skin care products, and other grooming essentials. This acquisition is likely to enable Unilever to scale internationally and deepen its presence in the men’s personal care segment, which is fast-growing and under-tapped.
• June 2025: L’Oréal, a French multinational personal care company, entered into a definitive agreement to acquire Color Wow, a fast-growing professional haircare brand. Based in both the U.S. and U.K., Color Wow is known for its innovation in solving challenging hair concerns such as frizz control, volumizing, and thickening. This acquisition is designed to bolster L’Oréal’s Professional Products Division, particularly within the styling category. By integrating Color Wow, L’Oréal seeks to leverage the brand’s omni-channel presence and highly engaged online community to accelerate global growth.

REPORT COVERAGE

The market research report provides a detailed analysis of the market. It focuses on market dynamics and key industry developments, such as mergers and acquisitions. Additionally, it includes information about the trends in the cosmetics industry, including clean ingredients, ethical sourcing, and safe formulations, among others. Besides this, the report also offers insights into the latest industry trends and the impact of various factors on the demand for cosmetics.

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Report Scope & Segmentation