U.S. Cosmetics Market Summary

The U.S. cosmetics market was valued at USD 62.97 billion in 2023 and is anticipated to expand at a compound annual growth rate (CAGR) of 6.1% from 2024 to 2030. The United States continues to be one of the most promising and rapidly growing markets for cosmetics, driven by an increasing emphasis on personal hygiene, grooming, and self-care among its population. In recent years, consumers across the country have shown growing interest in using various beauty and cosmetic products including skincare, color cosmetics, and hair care. A strong focus on personal appearance, supported by rising disposable income, has led to the creation of attractive growth prospects for cosmetic brands operating in the U.S. market. The regular integration of makeup and beauty accessories into everyday routines has significantly fueled the sector’s expansion.

In 2023, the U.S. cosmetics market contributed 21.28% of the global cosmetics market revenue, underscoring its pivotal role in the industry. One of the key growth drivers is the increasing number of consumers purchasing cosmetics through e-commerce platforms, reflecting a shift toward convenience and variety. Simultaneously, offline retail channels continue to flourish, supported by a broad distribution network that includes hypermarkets, supermarkets, convenience stores, and specialty beauty outlets. Peer-group influence, the availability of diverse and modern cosmetic products, and aggressive marketing tactics by leading beauty brands are also supporting the sustained expansion of this market. The convergence of these factors is expected to continue boosting demand for U.S. cosmetics between 2024 and 2030.

Key Market Trends & Insights

• From an end-user perspective, women remain the dominant consumer group in the U.S. cosmetics market. In 2023, the women end-user segment accounted for 61.40% of the total market share. This substantial contribution is reflective of women's long-standing engagement with personal care and cosmetic products across a broad spectrum of needs, from skincare to makeup and fragrances. The cosmetics industry has continuously evolved its offerings to cater to women’s changing preferences, introducing inclusive product lines and enhanced formulations that cater to various skin types and beauty standards, further reinforcing this segment’s strength in the market.
• The offline retail channel continues to command the largest share of cosmetic sales in the U.S., accounting for 71.17% of total sales in 2023. The physical presence of well-established cosmetic brands across major retail chains and dedicated beauty stores has reinforced consumer loyalty and purchasing confidence. Customers benefit from the ability to test products in person, receive expert consultations, and enjoy instant product availability—factors that collectively support the dominance of offline distribution. Despite the growing popularity of online shopping, brick-and-mortar stores remain the preferred choice for many consumers seeking a tangible and personalized beauty experience.
• In terms of product category, skincare products led the U.S. cosmetics market in 2023 with a commanding share of 42.80%. This category is expected to retain its leading position throughout the forecast period from 2024 to 2030. The skincare product segment includes a wide array of offerings such as facial serums, moisturizers, cleansers, oils, exfoliating scrubs, clay masks, chemical peels, powders, and more. These products address various skin concerns including hydration, anti-aging, acne, and sun protection, making them an essential part of daily beauty routines for many consumers.
• The growing popularity of branded skincare items can be attributed to several influential factors, including improved accessibility, advancements in product formulation, and growing consumer awareness of skin health. The integration of active ingredients such as hyaluronic acid, retinol, peptides, and botanical extracts has significantly enhanced product efficacy. Additionally, endorsements from celebrities, social media influencers, and medical experts have helped in educating consumers and boosting confidence in these products. As a result, the skincare segment is witnessing a surge in demand, which continues to fuel overall market growth.

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Market Size & Forecast

• 2023 Market Size: USD 62.97 billion
• 2030 Projected Market Size: USD 95.05 billion
• CAGR (2024 - 2030): 6.1%

Key Companies & Market Share Insights

The cosmetics industry in the U.S. remains dynamic, adapting rapidly to changing consumer trends and preferences. To stay competitive, companies are consistently adopting innovative marketing and product development strategies. A key focus has been placed on digital marketing campaigns, especially on social media platforms, to increase brand awareness and attract new customers. Beauty influencers and content creators play a major role in amplifying brand messages and driving consumer engagement. These efforts are instrumental in maintaining momentum in an increasingly digital consumer environment.

Coty Inc. stands out as one of the leading players in the U.S. cosmetics market. The company offers a broad and diverse product portfolio that includes skincare, body care, fragrances, and color cosmetics, serving a wide demographic. Established in 1904, Coty has grown to manage nearly 40 well-known brands as of 2024, and its emphasis on innovation and brand identity continues to shape its competitive positioning.

Avon Products, Inc., another prominent name in the industry, is an American-British multinational company known for its broad array of products, including skincare, fragrances, and personal care. Founded in 1886 in New York, Avon has built a strong legacy in the beauty industry and continues to maintain a significant consumer base in the U.S. through its accessible pricing and diverse product range.

Key Players

• Coty Inc.
• L'Oréal S.A.
• Estée Lauder Companies Inc.
• Revlon, Inc.
• Avon Products Inc.
• Unilever PLC
• Procter & Gamble
• Beiersdorf AG
• Shiseido Company, Limited
• Godrej

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Conclusion

The U.S. cosmetics market is poised for continued growth, supported by strong consumer interest in personal care, increasing demand for skincare products, and expansion across both online and offline retail platforms. Women's significant market share and brand loyalty remain vital to growth. Industry players are responding to evolving preferences through product innovation, influencer marketing, and strategic outreach. Companies like Coty Inc. and Avon Products continue to shape the market with diverse offerings and trusted brand identities. As consumer awareness rises and trends shift toward self-care and ingredient transparency, the U.S. cosmetics sector is set to thrive through 2030.