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U.S. Makeup Market Size, Share & COVID-19 Impact Analysis, By Product (Gels, Lotions, Powders, and Others), By Application Area (Lips, Eyes, Face, and Nails), By Distribution Channel (Exclusive Brand Stores, Hypermarkets/Supermarkets, Online Channel, and Others), and Country Forecast, 2023-2030

Region : USA | Format: PDF | Report ID: FBI107503



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The U.S. exhibited a leading part in the global market share in 2022. U.S. makeup market size is expected to increase at a growth rate of 5.8% during the forecast period. The U.S. market size is projected to grow from USD 6.6 billion in 2022 to USD 10.3 billion by 2030.

Millennials prefer prestige cosmetics products to glorify their beauty and appearance. In addition, they spend time researching innovative beauty products on social media sites, beauty magazines, and others to learn about recently available cosmetics and skincare gels and lotions. Nowadays, beauty companies endorse celebrities and social media influencers to promote sustainable cosmetics products to the millennials. For instance, in June 2022, Lady Gaga, an American singer and songwriter, endorsed Haus Labs, an American vegan beauty products brand, to promote beauty products in India.


Growing Popularity of Vegan Ingredient-based Cosmetics to Favor Growth 

The growing popularity of cosmetics made of vegan and natural ingredients, such as essential oils, shea butter, plant extracts, etc., will likely offer newer market growth opportunities. In addition, growing health complications due to the usage of chemical-based cosmetics result in the increasing consumer demand for beauty and skincare products made of organic and natural preservatives. Besides, cosmetic products manufacturers' focus on offering innovative, green-labeled, and sustainable grooming products is generating newer cosmetic market growth avenues.

  • In February 2022, NYX Professional, a L’Oréal S.A.-owned cosmetics brand, launched an innovative Ultimate Queen Collection of makeup products in the American market.

  • Beauty retailers such as Sephora, Ulta Beauty, Inc., and Target Corporation offer cosmetics with green labeling and chemical-free ingredients to contribute toward ethical consumer goods shopping.


Rising Demand for Luxury Products to Accelerate Market Growth

Fashionistas use eyeshadow, lipstick, foundation creams, and concealers to complement their outfits and look presentable. Increasing U.S. consumer demand for luxury cosmetic products is accelerating product revenues nationwide. For instance, Estee Lauder Companies, Inc., an American luxury cosmetics maker, reported increased sales for cosmetic products from USD 4,203 million in 2021 to USD 4,667 million in 2022. Besides, increasing salon and spa establishments’ preference for professional makeup and skin care products to offer enhanced grooming services to their clients is accelerating the U.S. makeup market growth.


Health Complications due to Chemical-based Cosmetic Products to Limit Market Growth 

Nowadays, consumers suffer from skin health complications due to using chemical-based products. These products usually contain parabens, estrogens, and other chemicals that might lead to skin cancer incidences. The increasing prevalence of skin cancer diseases due to chemical-based cosmetics is lowering the U.S. market growth. In addition, easy consumers’ access to counterfeit products limits product demand in the U.S.

  • As per the American Cancer Society’s surveyed data, nearly 58,120 men and 39,490 women suffer from melanoma in the U.S., a skin cancer disease.

The proportion of Fluorinated Compounds Found in Cosmetics in the U.S., (2021)

Product Category

Number of Products Tested

% of Products with High Fluorine

Lip Products  (Lipsticks, Glosses, Shadows, Liners, Simmers, Balms)



Liquid Lipstick



Foundation (Liquids, Creams)






Other Face Products (Powders, Blush, Bronzers, Highlighters, Primers, Sprays



All Mascara



Waterproof Mascara



Other Eye Products (Shadows, Liners, Creams, Primers, Pencils)



All Cosmetics Tested



Source: Environmental Science and Technology Letters, 2021


L’Oréal S.A., and The Estée Lauder Companies Inc. are the key players operating in the U.S. market. These companies offer diversified beauty products and are actively involved in conducting R&D investments, which, thereby, strengthen their market position during 2023-2030. Other prominent players such as Shiseido Co. Ltd., Coty, Inc., and Kao Corporation also exhibit a robust distribution network and diverse product portfolio. Other significant players are Natura & Co. and Revlon Inc. These companies are focused on strengthening their product portfolio and distribution network through strategic collaboration and partnerships to increase U.S. makeup market share.



  • October 2022: L’Oréal Paris launched the limited edition of the color-rich Red My Lips lipstick product in the U.S.

  • June 2022: A famous global celebrity, Selena Gomez, endorsed the Rare Beauty makeup brand and launched the Kind Words Matte Lipsticks in the U.S. The lipsticks are available in ten shades and liners to match the shades. The product is formulated to have smooth, buttery, non-drying ingredients, resulting in a long-lasting beauty result for the users.

  • May 2022: Sunnies Face, a Filipino beauty brand, launched its Fluffmatte lipstick product line of 5 shades for U.S. customers on SunniesFace.com. It’s a lightweight and hydrating formula with a smooth and cushiony mousse feel on the lips and offers a one-swipe colour payoff.


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The market research report provides quantitative and qualitative insights into the market and a detailed analysis of the U.S. market sizes & growth rates for various segments in the market. The research report elaborates on the market dynamics, competitive landscape, and the market forecast. Different key insights are presented in the report, including an overview of the regulatory scenario by key countries, new product launches, key industry developments – mergers, acquisitions & partnerships and the impact of COVID-19 on the market.

Report Scope & Segmentation



Study Period


Base Year


Estimated Year


Forecast Period


Historical Period


Growth Rate

CAGR of 5.8% from 2023 to 2030


Value (USD million)


Product; Application Area; Distribution Channel; and Country/ Sub-Region

By Product

  • Gels

  • Lotions

  • Powders

  • Others

By Application Area

  • Lips

  • Eyes

  • Face

  • Nails

By Distribution Channel

  • Exclusive Brand Stores

  • Hypermarkets/Supermarkets

  • Online Channels/E-commerce

  • Others

Frequently Asked Questions

Growing at a CAGR of 5.8%, the U.S. market will exhibit steady growth in the forecast period (2023-2030).

Rising demand for luxury makeup cosmetics is primarily driving the U.S. market growth.

LOreal S.A., Estee Lauder Companies Inc., Shiseido Co. Ltd. are the major market players in the U.S. makeup market.

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